100 Days of Leo Burnett, the Midwestern Master of Mascots DAY 37

Here’s this week’s Leo:

The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its ‘product’ cannot be turned out on an assembly line.” — Leo Burnett

In The Art of Writing Advertising | Conversations with Masters of the Craft, AdAge Interviewer Denis Higgins talks to Leo Burnett:

Q: Putting eyepatches on fire hydrants… ?

A: Obvious tricks, yes. Of course, we, over and over again, stress this so-called inherent drama of things because there’s usually something there, almost always something there, if you can find the thing about the product that keeps it in the marketplace. There must be something about it that made the manufacturer make it in the first place. Something about it that makes people continue to buy it … capturing that, and then taking that thing — whatever it is — and making the thing itself arresting rather than through relying on tricks to do it. I mean whether it’s a big cake or…

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Continue to Day 38