Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.
From Leo Burnett
What helps people, helps business.
Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
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.
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.
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 says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'
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.
We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
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