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"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."
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"I saw a subliminal advertising executive, but only for a second."
"Advertising is the rattling of a stick inside a swill bucket."
"Expensive advertising courts us with hints and images. The ordinary kind merely says, Buy."
"Advertising treats all products with the reverence and the seriousness due to sacraments."
"There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past."
"Nobody's profitable at this moment, because recession is on; advertising dollars are down, and expenses are way up. So that kind of belies the situation that you would expect, because the ratings are way up everywhere."
"The first law in advertising is to avoid the concrete promise... and cultivate the delightfully vague."
"News represents another form of advertising, not liberal propaganda."
"The network and local TV angle of broadcast television has received a black eye for not properly debating within the news issues that should be debated, instead of shuffling them of to television advertising."
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."
"When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either."
"The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself."
"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."
"Good advertising does not just circulate information. It penetrates the public mind with desires and belief."
"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."
"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."
"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."
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