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.
To swear off making mistakes is very easy. All you have to do is 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 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
Don't tell people how good you make the goods; tell the how good your goods make them.
I have learned to respect ideas, wherever they come from. Often they come from clients. Account executives often have big creative ideas, regardless of what some writers think.
Regardless of the moral issue, dishonesty in advertising has proved very unprofitable
Anyone who thinks that people can be fooled or pushed around has an inaccurate and pretty low estimate of people - and he won't do very well in advertising.
The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its 'product' cannot be turned out on an assembly line.