I have learned that trying to guess what the boss or the client wants is the most debilitating of all influences in the creation of good advertising.
Leo Burnett

Plan the sale when you plan the ad.
Leo Burnett

What helps people, helps business.
Leo Burnett

A good ad which is not run never produces sales.
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

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.
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

I have learned that you can't have good advertising without a good client, that you can't keep a good client without good advertising, and no client will ever buy better advertising than he understands or has an appetite for.
Leo Burnett