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The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.
Leo Burnett
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Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.
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I regard a great ad as the most beautiful thing in the world.
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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.
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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 have learned that it is far easier to write a speech about good advertising than it is to write a good ad.
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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.
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Fun without sell gets nowhere but sell without fun tends to become obnoxious.
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Curiosity about life in all of its aspects, I think, is still the secret of great creative people.
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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.
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