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.

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

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.

A good ad which is not run never produces sales.

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

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

Plan the sale when you plan the ad.

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.

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.

Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.

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.

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

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