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
Good advertising should give the reader essential facts about the product or company advertised and should do so engagingly without trickery or hogwash.
Let's gear our advertising to sell goods, but let's recognize also that advertising has a broad social responsibility.
Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.
Products are made in the factory, but brands are created in the mind.
Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'
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.
Don’t tell me how good you make it; tell me how good it makes me when I use it.
What helps people, helps business.
We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either.
Curiosity about life in all of its aspects, I think, is still the secret of great creative people.