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 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.
Before you can have a share of market, you must have a share of mind.
Let's gear our advertising to sell goods, but let's recognize also that advertising has a broad social responsibility.
If you can't turn yourself into your customer, you probably shouldn't be in the ad writing bsuiness at all.
I regard a great ad as the most beautiful thing in the world.
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.
I think a smart woman can sell the average man anything,
Rarely have I seen any really great advertising created without a certain amount of confusion, throw-aways, bent noses, irritation and downright cursedness.
Keep it simple. Let's do the obvious thing -the common thing- but let's do it uncommonly well.
To swear off making mistakes is very easy. All you have to do is to swear off having ideas.
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.
When you reach for the stars, you may not quite get them, but you won't.
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.