Here’s today’s Leo:
“The competent creative man does not approach his job solely in terms of making an advertisement, or a series of advertisements. He must approach it with a clear understanding of what other factors are involved in the sale of the product.” — Leo Burnett
In The Art of Writing Advertising | Conversations with Masters of the Craft, AdAge Interviewer Denis Higgins talks to Leo Burnett:
Q: He applied for the job for you?
A: Yes, he had paid no attention to my indifference to his suggestion. And so I said, what the hell, this is a job and I got to thinking it over, and it was probably the cowardly thing to do, but anyway, there I was. And so I got on a Michigan Central train and went to Chicago. That was the first time I had ever been to Chicago. And I got on the train and went to Peoria that night with an old, battered-up suitcase. I went directly from the station the Peoria Journal, not knowing where I was going to live.