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"Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read."
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"I'm one of those writers who tends to be really good at making outlines and sticking to them. I'm very good at doing that, but I don't like it. It sort of takes a lot of the fun out."

"I'm picking and choosing in terms of the stress factor. If it's not fun, I'm not going to do it."
Explore more quotes by 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."

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

"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."

"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 any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one."

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