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

The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.
Leo Burnett

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.
Leo Burnett

The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.
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

To swear off making mistakes is very easy. All you have to do is swear off having ideas.
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

What helps people, helps business.
Leo Burnett

When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either.
Leo Burnett

Whether or not the standard of living made possible by mass production and in turn by mass circulation, is supported by and filled with the work of us hucksters, I guess is something that only history can decide.
Leo Burnett