This is one in a series sharing my admiration for the genius of Leo Burnett, who after years of studying is in my estimation the most creative ad man of the past century.
“I have learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one.”
Once again Mr. Burnett’s point is well-made and reinforces that responsibility starts at the top, no matter what business you are in. In my agency if a bad ad makes it outside our office, the accountability is 100% on my shoulders. The converse is also true in producing a great creative product. It is 100% my responsibility to employ trusted professionals capable of producing creative beyond my expectations or expertise. Does this mean I have to give up my Master of Micro-Management degree? Only if someone says, “Who hired that fool?”
Leo Burnett (October 21, 1891 – June 7, 1971) was an advertising executive who created the Jolly Green Giant, the Marlboro Man, Toucan Sam, Charlie the Tuna, Morris the Cat, the Pillsbury Doughboy, the 7up “Spot”, and Tony the Tiger.
He was named by Time magazine as one of the 100 most influential people of the 20th century.