When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either.
From Leo Burnett
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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.
Curiosity about life in all of its aspects, I think, is still the secret of great creative people.
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.
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.
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.
The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.
I regard a great ad as the most beautiful thing in the world.
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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