Leo Bogart Quotes

I have learned that you can't have good advertising without a good client, that you can't keep a good client without good advertising, and no client will ever buy better advertising than he understands or has an appetite for.

American advertisers rely on 'essentially illogical' approaches to determine their advertising budgets.

To advertisers: "Do not compete with your agency in the creative area. Why keep a dog and bark yourself?"

You have to prove that the Freberg way will sell their product better than if they just did straight advertising. Whenever I give a lecture or seminar, that's what I try to get across to people. I hear very few radio commercials that sound like I could have written them or that they got the idea.

We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'

A good ad which is not run never produces sales.

With the way I worked, a client can give me everything they know about something, and then I go away and come back with advertising that knocks them out of their chair. They finally understand what kind of a company they are.

You must make the product interesting, not just make the ad different. And that's what too many of the copywriters in the U.S. today don't yet understand.

Creative without strategy is called 'art.' Creative with strategy is called 'advertising.'

The more informative your advertising, the more persuasive it will be.

I've done a number of Super Bowl ads. And that is the best advertising of the year. That is when people realize they're going to be compared directly against other ads.

If your advertising goes unnoticed, everything else is academic.

You can't test great advertising. You can only test the mediocre. Not that I don't care about demographics. You have to understand who you're going after.

Properly practiced creativity can make one ad do the work of ten.

Half the money I spend on advertising is wasted; the trouble is, I don't know which half.

Advertising must respect the intelligence of its audience and if it does not prompt them to think, it will be instantly dismissed.

There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers.

That's why I've always been appreciative of truly creative radio commercials.

I can't say the advertising model is obsolete yet but it doesn't make a lot of sense in the long range.

Money is being wasted on adverts that go right over a consumer's head. They may win awards at Cannes, but they lose at the cash register.

The Google model of targeted advertising is appealing because it claims to cut down on waste. We need to ask how that efficiency can be brought to creative process.

It's not rocket science: The best ads tell great stories. They look and feel like the content you're already consuming. They invite you in. They make you laugh. They teach you something. They also sell.

I set up Droga5 because I really believe in the power of advertising. But I believe in the power of advertising that's in synch with what consumers want.

Repeat your winners. If you are lucky enough to write a good advertisement, repeat it until it stops selling. Scores of good advertisements have been discarded before they lost their potency.

Advertising is like learning - a little is a dangerous thing. If a man has not the pluck to keep on advertising, all the money he has already spent is lost.