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
I believe that superior creative work always has been, is, and always will be the hub of the wheel in any successful agency
A company in which anyone is afraid to speak up, to differ, to be daring and original, is closing the coffin door on itself.
I have learned that it is far easier to write a speech about good advertising than it is to write a good ad.
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.
If you can't turn yourself into your customer, you probably shouldn't be in the ad writing bsuiness at all.
Fun without sell gets nowhere but sell without fun tends to become obnoxious.
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.
The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.
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.
A good ad which is not run never produces sales.
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'.
The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.
The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.
There's no such thing as 'hard sell' and 'soft sell.' There's only 'smart sell' and 'stupid sell.'