IDEA

IDEA / CONCEPT

"To swear off making mistakes is very easy. All you have to do is swear off having ideas."

- Leo Burnett, quoted in 100 LEO's, Chicago, IL: Leo Burnett Company, p. 2.
"I have learned to respect ideas, wherever they come from. Often they come from clients. Account executives often have big creative ideas, regardless of what some writers think."

- Leo Burnett, quoted in 100 LEO's, Chicago, IL: Leo Burnett Company, p. 52.
"Make the layouts rough and the ideas fancy."

- Stavros Cosmopulos, of Cosmopulos, Crowley & Daly, Inc.
"Big ideas are so hard to recognize, so fragile, so easy to kill. Don't forget that, all of you who don't have them."

- John Elliott, Jr., quoted in Leonard Safir and William Safire, Good Advice, 1982, New York: Times Books, p. 7.
"If an ad campaign is built around a weak idea - or as is so often the case, no idea at all - I don't give a damn how good the execution is, it's going to fail."

- Morris Hite, quoted in Adman: Morris Hite's Methods for Winning the Ad Game, 1988, Dallas, TX: E-Heart Press, p. 165.
"If you have a good selling idea, your secretary can write your ad for you."

- Morris Hite, quoted in Adman: Morris Hite's Methods for Winning the Ad Game, 1988, Dallas, TX: E-Heart Press, p. 16.
"It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea."

- David Ogilvy, Ogilvy on Advertising, 1985, New York: Vintage Books, p. 16.