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Danh ngôn của Leo Burnett (Sứ mệnh: 6)

Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.
I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.
What helps people, helps business.
If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all.
Curiosity about life in all of its aspects, I think, is still the secret of great creative people.
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.