100 Days of Leo Burnett, the Midwestern Master of Mascots DAY 31
Here’s today’s Leo:
“A company in which anyone is afraid to speak up, to differ, to be daring and original, is closing the coffin door on itself.” — Leo Burnett
In The Art of Writing Advertising | Conversations with Masters of the Craft, AdAge Interviewer Denis Higgins talks to Leo Burnett:
Caption: On some types of products — drug products for example … experience is highly desirable — knowing what’s worked and what hasn’t worked, and knowing some of the scientific facts involved … But that knowledge and experience aren’t nearly as important as [a writer’s] expressiveness, his ability to think and to marshal his thoughts into persuasive English.