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Curiosity about life in all of its aspects, I think, is still the secret of great creative people.
Leo Burnett
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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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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.
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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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Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.
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A good basic selling idea, involvement and relevancy, of course, are as important as ever, but in the advertising din of today, unless you make yourself noticed and believed, you ain't got nothin'.
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A good ad which is not run never produces sales.
Leo Burnett
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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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.
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The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.
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We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
Leo Burnett
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What helps people, helps business.
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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.
Leo Burnett
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