A Quote by Leo Burnett
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.
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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.
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.
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.
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.
Trying to guess what the (mass) audience wants and then trying to satisfy that is usually a bad recipe for getting something good.
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.
A good man likes a hard boss. I don't mean a nagging boss or a grouchy boss. I mean a boss who insists on things being done right and on time; a boss who is watching things closely enough so that he knows a good job from a poor one. Nothing is more discouraging to a good man than a boss who is not on the job, and who does not know whether things are going well or badly.
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.
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.
In TV, you're a 'writer for hire.' That means you're trying to guess what your boss wants and delivering that story. There's a lot of spitballing. The big thing is 'breaking story,' which means coming up with a story. You do it by episode and put it all up on a board.
Advertising works most effectively when it's in line with what people are already trying to do. And people are trying to communicate in a certain way on Facebook - they share information with their friends, they learn about what their friends are doing - so there's really a whole new opportunity for a new type of advertising model within that.
If we're honest, most of us would accept that a bad boss is a little bit like a bad father or a bad husband ... you find that he tends to do more good than harm. He might be a bad boss but at least he's employing someone while he is in fact a boss.
There's a problem with political polling in that you have so much pressure to do what your client wants you to do and say what your client wants you to say. I've never felt that pressure. I am independent of the political parties.
A boss wants to pay for results, an employee wants recognition for effort. If a boss recognizes effort, they will get even better results.
God is the Creator God, he doesn't want to say, "Okay, creation was very good, but I'm scrapping it." He wants to say, "Creation is so good that I'm going to rescue it."
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