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Leo Burnett
1891 - 1971

Founder and longtime head of Leo Burnett Company, one of the world's most successful advertising agencies


The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.

When you reach for the stars, you may not quite get one, but you won't come up with a handful of mud either.

Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.

quoted in 100 LEO's, published by the Leo Burnett Company