Leo Burnett - Creative Process

Creative Process

His creative process could be summed up in three points:

  1. 'There is an inherent drama in every product. Our No.1 job is to dig for it and capitalize on it.'
  2. 'When you reach for the stars, you may not quite get one, but you won't come up with a handful of mud either.'
  3. 'Steep yourself in your subject, work like hell, and love, honor and obey your hunches.'

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