A Quote by 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.
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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.
Advertising agencies don't care about a better world in the end. They are servants of their client: what the client wants is what they get. Their only problem is to not lose the budget. I think its a shame because advertising is so boring and it can be so interesting. They should ask more artists to make interesting campaigns.
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.
The counsel on public relations is not an advertising man but he advocates for advertising where that is indicated. Very often he is called in by an advertising agency to supplement its work on behalf of a client. His work and that of the advertising agency do not conflict with or duplicate each other.
I've never had a problem with a dumb client. There is no such thing as a bad client. Part of our job is to do good work and get the client to accept it.
One thing I learn - I've been in practice now for half a century or more, and the most important ingredient for an architect to do a good building is to have a good client. I think a client counts for as much as fifty per cent.
There is a great deal of advertising that is much better than the product. When that happens, all that the good advertising will do is put you out of business faster.
The combination of an individual[i.e., a client] with a positive idea of living and a good designer is the great force in contemporary decoration. I don't care how good the designer is, I am sure that he [or she] would rahter have a person with definite ideas rahter than have to work with a negative figure as a client.
Advertising is the best insurance that you can take out on your business. You can buy fire insurance on your stock of goods, but no company will issue a policy covering your business, the good will as they sometimes call it. You must insure yourself, and the best way to do it is by advertising. Good advertising kept up for a number of years gives you something that no fire can take away.
Good products can be sold by honest advertising. If you don't think the product is good, you have no business to be advertising it.
The faults of advertising are only those common to all human institutions. If advertising speaks to a thousand in order to influence one, so does the church. And if it encourages people to live beyond their means, so does matrimony. Good times, bad times, there will always be advertising. In good times, people want to advertise; in bad times they have to.
I was a journalist, but I was starving. And I've written fiction, but I couldn't get a publisher. So, I was basically a very frustrated creative person working in advertising, and even there, I have a great idea that client won't buy it.
If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising.
Sometimes, the advertising is better than the product. Nothing kills a bad product faster than good advertising. Everyone tries the thing and never buys it again.
We're trying to win business by doing a good job for the clients, as opposed to, "We think being big and universal is just a great, wonderful thing." It's not a morality thing. It's a "Does it work for the client?" thing. Everything we do is because a client uses us. Everything we do is because a client chose to use us of his own free volition.
Never talk to a client about architecture. Talk to him about his children. That is simply good politics. He will not understand what you have to say about architecture most of the time. An architect of ability should be able to tell a client what he wants. Most of the time a client never knows what he wants.
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