Business

Advertising legends who walked on water | Pt. 1

“Advertising is the foot on the accelerator, the hand on the throttle, the spur on the flank that keeps our economy surging forward.” – Robert W. Sarnoff

“The agency’s account executive should be able to step into the sales manager’s shoes if the sales manager drops dead today.” – Morris Hite

“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.” – Leo Burnett

“It is important to admit your mistakes, and to do so before you are charged with them. Many clients are surrounded by buckpassers who make a fine art of blaming the agency for their own failures. I seize the earliest opportunity to assume the blame.” – David Ogilvy

“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.” – Leo Burnett

To advertisers: “Do not compete with your agency in the creative area. Why keep a dog and bark yourself?” – David Ogilvy

“If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.” – David Ogilvy

“Too many ads that try not to go over the reader’s head end up beneath his notice.” – Leo Burnett

“People are very sophisticated about advertising now. You have to entertain them. You have to present a product honestly and with a tremendous amount of pizzazz and flair, the way it’s done in a James Bond movie. But you can’t run the same ad over and over again. You have to change your approach constantly to keep on getting their attention . . . .” – Mary Wells Lawrence

“The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.” – Leo Burnett

::sharon

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