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
The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.
Plan the sale when you plan the ad
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.
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.
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.
The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.
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.
Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'
Don’t tell me how good you make it; tell me how good it makes me when I use it.
We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
To swear off making mistakes is very easy. All you have to do is to swear off having ideas.