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.
“A good ad which is not run never produces sales.”
Mr. Burnett was confident in his creative – he knew a ‘good ad’ and what it took to ‘produce sales’. I envision him discussing media budgets with a client and saying, “This is what it will take to move the market and it’s your call?”
Whatever the client’s answered, the above quote is the proper response! Under-spending with high expectations is not reality, and over-spending can diminish any modicum of success.
Today we have plentiful market research to determine an efficient budget for effective advertising – a good agency provides it, a good client demands it, and the result of a good ad…it creates traffic to produce sales!
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.