“I have learned that you can't have good advertising without a good cli...” — Leo Burnett Quote

“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.”

“To swear off making mistakes is very easy. All you have to do is swear off having ideas.”

“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.”

“A lot of the ways of advertising a book - the cover, whether somebody sees it on a subway or sees it in a bookstore - those things are going to rapidly diminish as we move to an electronic model.”

“Billions are spent in advertising every year to make you think horrible things are good for you and to get your money for things that will kill you.”

“When I lecture kids, I say, 'You've got to be ambitious by the advertising' - ambitious. You've got to say, 'See, this product? Maybe I can change the world with this product.' They look at me like I'm nuts, but that's what you can do.”