Leo BurnettThinkers

Advertising is not the creation of new and tricky words and pictures, but putting familiar words and pictures into new relationships.

Advertising is saying to people, 'here's what we've got. Here's what it will do for you. Here's how to get it'.

Advertising's greatest danger is not misleading people, but boring them to death.

Advertising is achieved best through believability, and nothing is more believable than the product itself.

Advertising is always only temporarily successful. There is no such thing as a permanent advertising success.

Advertising's sole purpose is explaining the service which business renders.

Advertising's work is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its 'product' cannot be turned out on an assembly line.

Advertising is the ability to sense, interpret. . . To put the very heart throbs of a business into type, paper and ink.