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
To swear off making mistakes is very easy. All you have to do is to swear off having ideas.
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.
When you reach for the stars, you may not quite get them, but you won't.
I have learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one.
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 one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.
Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get 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.'
To swear off making mistakes is very easy. All you have to do is swear off having ideas.
I planned from about the time I was in my late 20s that I wanted to be retired from working for someone else by the time I was 50,
If you are writing about baloney, don't try to make it Cornish hen, because that is the worst kind of baloney there is. Just make it darned good baloney.
I regard a great ad as the most beautiful thing in the world.
Plan the sale when you plan the ad