Leo Burnett

Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.

Leo Burnett

The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.

Leo Burnett

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.

Leo Burnett

There is no such thing as a permanent advertising success.

Leo Burnett

There’s no such thing as ‘hard sell’ and ‘soft sell.’ There’s only ‘smart sell’ and ‘stupid sell.’

Leo Burnett

Too many ads that try not to go over the reader’s head end up beneath his notice.

Leo Burnett

We want consumers to say, ‘That’s a hell of a product’ instead of, ‘That’s a hell of an ad.’

Leo Burnett

A good ad which is not run never produces sales.

Leo Burnett

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.

Leo Burnett

Good advertising does not just circulate information. It penetrates the public mind with desires and belief.

Leo Burnett