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Rising Star
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“This agency means everything in the world to me, especially its philosophy and its character, and so does its future,” Burnett said in that speech. “Not just next year and the year after that, but 10, 20, even 50 years from now, especially if my name is still connected with it. ...
“Somewhere along the line, after I am finally off the premises, you or your successors may want to take my name off the premises, too. You may want to call yourselves Twain, Rogers, Sawyer and Finn Inc. Or Ajax Advertising. Or something. That will certainly be OK with me if it’s good for you.
“But let me tell you when I might demand that you take my name off the door.”
“That will be the day,” Burnett said, “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 are no longer what Thoreau called ‘a corporation with a conscience,’ which means to me, a corporation of conscientious men and women.
"When you begin to compromise your integrity, which has always been the heart’s blood, the very guts of this agency. ...
“When your main interest becomes a matter of size just to be big, rather than good, hard, wonderful work. ...
“When the apples come down to being just apples for eating, or for polishing—no longer a part of our tone, our personality. ...
“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 administered, and forget that they can only be nurtured, stimulated and inspired.
“When you start giving lip service to this being a creative agency and stop really being one.
“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 black pencils, or working all night on a media plan. ...
"When you forget he’s the man who, because he is reaching harder, sometimes actually gets hold of, for a moment, one of those hot, unreachable stars.
“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 I have to materialize long enough some night to rub it out myself, on every one of your floors.
“And before I dematerialize again, I will paint out that star-reaching symbol too. And burn all the stationery. Perhaps tear up a few ads in passing.
Rising Star
TLDR they should taken his name off long ago
Rising Star
Isn’t there a Leo Burnett speech about when you can take his name off the door.
Yep! And throw all the apples down the elevator shaft.
They should have taken his name off the door a long time ago.
But it’s really sad thinking about this agency. If Publics didn’t burn it to the ground, the city and the industry would be in much better shape.
we should bury a coffin of apples