Here’s today’s Leo:
“Plan the sale when you plan the ad.” — Leo Burnett
In The Art of Writing Advertising | Conversations with Masters of the Craft, AdAge Interviewer Denis Higgins talks to Leo Burnett:
Q: Was you Dad in the business?
A: No, my Dad was at a dry goods store — which I hated, but he was very tolerant of my inclinations toward the newspaper business. And so I didn’t spend much time in the dry goods store. I played around. I married a woman whose father had been a newspaper man. And went to school and studied all the journalism they had in those days at the University of Michigan.