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  • The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.

    Leo Burnett
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    Leo Burnett (1961). “Communications of an Advertising Man: Selections from the Speeches, Articles, Memoranda, and Miscellaneous Writings of Leo Burnett”
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The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships. - Leo Burnett
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