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"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."
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"It does not need to be perfect - or technically correct - to be magic."
"Then may I tell you that the very next words I read were these - 'Chloe liked Olivia'. Do not start. Do not blush. Let us admit in the privacy of our own society that these things sometimes happen. Sometimes women do like women."
"For me the experience of writing is really an experience of losing control. I think it's very much like dreaming or like surfing. You go out there and wait for a wave, and when it comes it takes you somewhere and you don't know where it'll go."
"If you you write with enough assurance and confidence, you're allowed to do whatever you like. So write your story as it needs to be written. Write it honestly, and tell it as best you can."
"Then I realized the vital necessity of art. Human life, yes, you nurse people, you clean house, you market, but then comes the moment of solace and flight. i sit and write and summon other friends, other forms of life, other experiences, and the voyage and the exploration, the delving into character, the vast expanse of life's possibilities and potentialities, contemplation of future travels, of dazzling friendships, all this then makes the chores and the sacrifices beautiful because they are diverted toward some beautiful aim, they become part of the structure of a work of art."
"Often the inspiration to write music comes from the voices in your head. You're not crazy. Just be thankful they are not making you rescue people in 20-degree weather at 2:30 in the morning in the forest."
"The idea really came to me the day I got my new false teeth."
"It is the function of art to renew our perception. What we are familiar with we cease to see. The writer shakes up the familiar scene, and, as if by magic, we see a new meaning in it."
"I like working among 'creative clutter'. It gives me a sense of activity and achievement."
"Test ideas in the marketplace. You learn from hearing a range of perspectives. Consultation helps engender the support decisions need to be successfully implemented."
Explore more quotes by Leo Burnett
"If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all."
"The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself."
"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 is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink."
"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."
"Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'"
"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."
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