Leo Burnett (1891 – 1971)
Advertising executive famous for creating such icons as the Jolly Green Giant, the Marlboro Man, Toucan Sam, Charlie the Tuna, Morris the Cat, the Pillsbury Doughboy, the 7up "Spot", and Tony the Tiger.
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I am often asked how I got into the business. I didn't. The business got into me.
Friction makes sparks and sparks start creative conflagrations.
Fun without sell gets nowhere, but sell without fun tends to become obnoxious.
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.
You have come to a place which doesn't tolerate anything but the best. You have come to a place where you can be heard. You have come to a place where you can grow.
Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
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'.
When you reach for the stars, you may not get one, but you won't get a handful of mud either.
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