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

This quote by Leo Burnett suggests that the secret to effective advertising is not developing new words and images, but rather finding brand-new methods to utilize existing words and images. He is highlighting the value of imagination and development in marketing. He is recommending that by taking familiar words and images and putting them into new relationships, marketers can produce something that is both special and efficient. This might indicate creating a new motto or tagline, or discovering a brand-new method to provide an existing product or service. By taking something that is currently familiar to the audience and presenting it in a new way, advertisers can create something that sticks out and resonates with the audience. This quote is a tip that imagination and development are necessary to effective advertising.