Leo Burnett Quotes

39 Sourced Quotes

We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'

Leo Burnett
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.

Leo Burnett
Curiosity about life in all of its aspects, I think, is still the secret of great creative people.

Leo Burnett
Too many ads that try not to go over the reader's head end up beneath his notice.

Leo Burnett
When you reach for the stars, you may not get one, but you won't get a handful of mud either.

Leo Burnett
Plan the sale when you plan the ad.

Leo Burnett
The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.

Leo Burnett
Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.

Leo Burnett
Friction makes sparks and sparks start creative conflagrations.

Leo Burnett
Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.

Leo Burnett
During the 36 years I have been in the agency business I have always been naively guided by the principle that if we do not believe in the products we advertise strongly enough to use them ourselves, or at least to give them a real try, we are not completely honest with ourselves in advertising them to others....

Leo Burnett
Advertising is the ability to…put the very heart throbs of a business into type, paper, and ink.

Leo Burnett
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.

Leo Burnett
A good ad which is not run never produces sales.

Leo Burnett
I regard a great ad as the most beautiful thing in the world.

Leo Burnett
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.

Leo Burnett
Let's gear our advertising to sell goods, but let's recognize also that advertising has a broad social responsibility.

Leo Burnett
To swear off making mistakes is very easy. All you have to do is swear off having ideas.

Leo Burnett
Before you can have a share of market, you must have a share of mind.

Leo Burnett
Steep yourself in your subject, work like hell, and love, honor and obey your hunches.

Leo Burnett
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.

Leo Burnett
Fun without sell gets nowhere, but sell without fun tends to become obnoxious.

Leo Burnett
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'.

Leo Burnett
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.

Leo Burnett
Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'

Leo Burnett
The most dangerous thing that can happen to us, I think, is to permit a feeling to develop that any client is a problem. I have always taken the attitude that no account is a 'problem account' but that all accounts have important problems attached to them - that you can waste more time and burn up more nervous energy by fighting a problem than by taking a positive attitude and solving it. It sure gives you a nice, warm glow when you do.

Leo Burnett
The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.

Leo Burnett
Whether or not the standard of living made possible by mass production and in turn by mass circulation, is supported by and filled with the work of us hucksters, I guess is something that only history can decide.

Leo Burnett
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.

Leo Burnett
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.

Leo Burnett