"I have learned that you can't have good advertising without a good client, that you can't keep a good client without good advertising."
— Leo Burnett
I Have Learned That You Cant
I have learned that you can't have good advertising without a good client, that you can't keep a good client without good advertising.
About this quote
From Communications of an Advertising Man (1961). Burnett was articulating a systems view of advertising quality: the agency and the client are in a recursive relationship where each elevates — or degrades — the other. He argued from his own experience that the best work of his career came from clients who were deeply engaged, demanding, and willing to be challenged, while mediocre clients produced mediocre advertising regardless of the agency's talent.
Source
Communications of an Advertising Man (1961)