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.
Leo BurnettRead
Too many ads that try not to go over the reader's head end up beneath his notice.
Interpretation
What this quote means
Effective advertising should be engaging and not patronizing; otherwise, it will be ignored.
This quote by Leo Burnett emphasizes the importance of striking a balance in advertising. Ads that oversimplify or underestimate the intelligence of the audience risk being overlooked. Effective communication should respect the audience's intellect while still being relatable, as ads that are too simplistic can fail to capture attention, ultimately becoming ineffective.
Themes
AdvertisingCommunicationEngagementAttentionMarketing
In practice
Example use cases
In a marketing seminar to emphasize the importance of engaging advertisements.
More from Leo Burnett
All quotes βCuriosity about life in all of its aspects, I think, is still the secret of great creative people.
Leo BurnettRead
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.
Leo BurnettRead
A good ad which is not run never produces sales.
Leo BurnettRead
We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
Leo BurnettRead
Plan the sale when you plan the ad.
Leo BurnettRead
Similar quotes
Brand is not what you say it is. Itβs what they say it is.
Marty NeumeierRead
If a company is second rate, the logo will eventually be perceived as second rate. It is foolhardy to believe that a logo will do its job immediately, before an audience has been properly conditioned.
Paul RandRead
People can see themselves in a story much easier than they can see themselves in a hypothetical situation that a brand might present to them. So telling stories to build a relationship with your audience is usually far more effective than other methods of marketing or publicity.
Lewis HowesRead
It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read.
David OgilvyRead
Advertising doesn't create a product advantage. It can only convey it.
William BernbachRead
Experience has taught me that advertisers get the best results when they pay their agency a flat fee. It is unrealistic to expect your agency to be impartial when its vested interest lies wholly in the direction of increasing your commissionable advertising.
David OgilvyRead