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I have learned that trying to guess what the boss or the client wants is the most debilitating of all influences in the creation of good advertising.
Leo Burnett
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Leo Burnett
Age: 79 †
Born: 1891
Born: October 21
Died: 1971
Died: June 7
Advertising Executive
Advertising Person
Businessperson
Journalist
Saint Johns
Michigan
Influence
Client
Wants
Influences
Learned
Clients
Business
Owners
Trying
Boss
Good
Advertising
Guess
Creation
Debilitating
More quotes by Leo Burnett
Whether or not the standard of living made possible by mass production and in turn by mass circulation, is supported by and filled with the work of us hucksters, I guess is something that only history can decide.
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I think a smart woman can sell the average man anything.
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A good ad which is not run never produces sales.
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We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
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I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.
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Friction makes sparks and sparks start creative conflagrations.
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Creative ideas flourish best in a shop which preserves some spirit of fun. Nobody is in business for fun, but that does not mean there cannot be fun in business.
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Curiosity about life in all of its aspects, I think, is still the secret of great creative people.
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If you can't turn yourself into your customer, you probably shouldn't be in the ad writing bsuiness at all.
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Before you can have a share of market, you must have a share of mind.
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Products are made in the factory, but brands are created in the mind.
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A company in which anyone is afraid to speak up, to differ, to be daring and original, is closing the coffin door on itself.
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I am often asked how I got into the business. I didn't. The business got into me.
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What helps people, helps business.
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I believe that superior creative work always has been, is, and always will be the hub of the wheel in any successful agency
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Fun without sell gets nowhere, but sell without fun tends to become obnoxious.
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If you don't get noticed, you don't have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks.
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I regard a great ad as the most beautiful thing in the world.
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I have learned that you can’t have good advertising without a good client, that you can’t keep a good client without good advertising, and no client will ever buy better advertising than he understands or has an appetite for.
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Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
Leo Burnett
