Leo Burnett
Leo Burnett
Leo Burnettwas an American advertising executive and the founder of Leo Burnett Company, Inc.. He was responsible for creating some of advertising's most well-known characters and campaigns of the 20th century, including Tony the Tiger, Charlie the Tuna, the Marlboro Man, the Maytag Repairman, United's "Fly the Friendly Skies," Allstate's "Good Hands," and for garnering relationships with multinational clients such as McDonald's, Hallmark and Coca-Cola. In 1999, Burnett was named by Time Magazine as one of the 100 most influential...
NationalityAmerican
ProfessionEntrepreneur
Date of Birth21 October 1891
CountryUnited States of America
There is no such thing as a permanent advertising success.
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.
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,
Keep it simple. Let's do the obvious thing -the common thing- but let's do it uncommonly well.
I am often asked how I got into the business. I didn't. The business got into me.
The most dangerous thing that can happen to us, I think, is to permit a feeling to develop that any client is a problem. I have always taken the attitude that no account is a 'problem account' but that all accounts have important problems attached to them - that you can waste more time and burn up more nervous energy by fighting a problem than by taking a positive attitude and solving it. It sure gives you a nice, warm glow when you do.
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.
Too many ads that try not to go over the reader's head end up beneath his notice.
Before you can have a share of market, you must have a share of mind.
Friction makes sparks and sparks start creative conflagrations.
Good advertising is a happy wedding of words and pictures, not a contest between them.
Steep yourself in your subject, work like hell, and love, honor and obey your hunches.
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.