Leo Burnett Quotes - Page 2

Good advertising should give the reader essential facts about the product or company advertised and should do so engagingly without trickery or hogwash.

Rarely have I seen any really great advertising created without a certain amount of confusion, throw-aways, bent noses, irritation and downright cursedness.

I think a smart woman can sell the average man anything.

Anyone who thinks that people can be fooled or pushed around has an inaccurate and pretty low estimate of people - and he won't do very well in advertising.

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.

The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its 'product' cannot be turned out on an assembly line.

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.

I am often asked how I got into the business. I didn't. The business got into me.

Let's gear our advertising to sell goods, but let's recognize also that advertising has a broad social responsibility.

A good basic selling idea, involvement and relevancy, of course, are as important as ever, but in the advertising din of today, unless you make yourself noticed and believed, you ain't got nothin'.

Fun without sell gets nowhere, but sell without fun tends to become obnoxious.

Regardless of the moral issue, dishonesty in advertising has proved very unprofitable

Good advertising is a happy wedding of words and pictures, not a contest between them.

I have learned that it is far easier to write a speech about good advertising than it is to write a good ad.

A good ad which is not run never produces sales.

There is no such thing as a permanent advertising success.

If you are writing about baloney, don't try and make it Cornish hen, because that's the worst kind of baloney there is. Just make it darn good baloney.

Plan the sale when you plan the ad

I believe that superior creative work always has been, is, and always will be the hub of the wheel in any successful agency

I have learned to respect ideas, wherever they come from. Often they come from clients. Account executives often have big creative ideas, regardless of what some writers think.

Too many ads that try not to go over the reader's head end up beneath his notice.

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.