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 BurnettGood advertising should give the reader essential facts about the product or company advertised and should do so engagingly without trickery or hogwash.
Leo BurnettCuriosity about life in all of its aspects, I think, is still the secret of great creative people.
Leo BurnettI have learned to respect ideas, wherever they come from. Often they come from clients. Account executives often have big creative ideas, regardless of what some writers think.
Leo Burnett