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Recognized as a great moment in advertisingthis speech was delivered by Leo Burnett at a meeting of the entire Chicago Burnett office on December 1, But let me tell you when I might demand that you take my name off the door.
That will be the day when you spend more time trying to make money and less time making advertising — our kind of advertising. When you forget that the sheer fun of ad making and the lift you get out of it — the creative climate of the place — should be as important as money to the very special breed of writers and artists and business professionals who compose this company of ours — and make it tick.
When you lose that restless feeling that nothing you do is ever quite good enough. When you lose your passion for thoroughness…you hatred of loose ends. When you stop reaching the manner, the overtones, the marriage of words and pictures that produce the fresh, the memorable and the believable effect.
When you stop rededicating yourselves every day to the idea that better advertising is what the Leo Burnett Company is about. When you stoop to convenient expediency and rationalize yourselves into acts of opportunism — for the sake of a fast buck. When you show the slightest sign of crudeness, inappropriateness or smart —aleckness — and you lose that subtle sense of the fitness of things.
When your main interest becomes a matter of size just to be big — rather that good, hard, wonderful work. When your outlook narrows down to the number of windows — from zero to five — in the walls of your office. When you lose your humility and become big-short wisenheimers….
When the apples come down to being just apples for eating or for polishing — no longer part of our tone or personality.
When you disprove of something, and start tearing the hell out of the man who did it rather than the work itself. When you stop building on strong and vital ideas, and start a routine production line. When you start believing that, in the interest of efficiency, a creative spirit and the urge to create can be delegated and administrated, and forget that they can only be nurtured, stimulated, and inspired.
Finally, when you lose your respect for the lonely man — the man at his typewriter or his drawing board or behind his camera or just scribbling notes with one of our big pencils — or working all night on a media plan.
When you forget that the lonely man — and thank God for him — has made the agency we now have — possible. THAT, boys and girls, is when I shall insist you take my name off the door. And by golly, it will be taken off the door. Even if have to materialize long enough some night to rub it out myself — on every one of our floors.
And before I DE-materialize again, I will paint out that star-reaching symbol too. And burn all the stationary. Perhaps tear up a few ads in passing. And throw every god-damned apple down the elevator shafts.The one-stop online source for the Indian cable, satellite, terrestrial, DTH television, business.
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