1967年12月1日，Leo Burnett李奥贝纳发表退休演讲—-何时从门头抹去我的名字，这篇演讲成为李奥贝纳公司的价值信仰。
2025年1月14日，Publicis Worldwide阳狮集团合并Leo Burnett李奥贝纳，新公司名叫Leo里奥，去姓留名，只剩一只名叫Leo的狮子。
在大萧条时代，李奥贝纳坚信广告人可以靠创意和才华生存，坚信广告能改变世界，就像前台的红苹果。
李奥贝纳中年发迹，越老越红，他是创意革命时代（1950s-1970s）的明星。李奥贝纳人性化的创意表达与伯恩巴克的犀利的趣味，都是整个广告行业的瑰宝。广告从诞生起，就不缺乏理性，如USP 独特销售主张和Positioning 定位，但是，唯有激发情感的广告，才是市场和文化走向繁荣的风向标。
Leo Burnett说过很多话，比如：伸手摘星即便一无所获也不至于满手污泥；又比如：好的广告不只是传播讯息；又比如：变简单、让难忘、让人想看，变有趣让人想读。
但我更喜欢这句找不到出处，据说是他引用前老板的一句话：If you insist on being different just for the sake of being different, you can always come down in the morning with a sock in your mouth. 如果你刻意要标新立异，你大可在早晨，嘴里叼着袜子下楼。
现在嘴里叼着袜子的野路子很多，在呱噪无趣的时代，让我们重温这次演讲，为此樵夫重新译成中文。
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Somewhere along the line, after I’m finally off the premises, you – or your successors – may want to take my name off the premises, too.未来某个时候，我终离开此处，你们或继任者，也许会把我的名字从此处抹去。
You may want to call yourselves “Twain, Rogers, Sawyer and Finn, Inc.” … Or “Ajax Advertising” or Something.你们也许会把自己叫做特温、罗杰、索亚和费恩公司，或者阿贾克斯广告之类。
That will certainly be okay with me – if it’s good for you.我没所谓，只要你们觉得好。
But let me tell you when I might demand that you take my name off the door: That will be the day when you spend more time trying to make money and less time making advertising – our kind of advertising.但我告诉你，何时我会要求你们把我名字从门上抹去。就是那天当你们花更多时间想着赚钱，而花更少时间做广告的时候，我们做的那种广告。
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.当你们忘记广告创作的纯粹乐趣，和公司创意氛围带来的满足感的时候，这种氛围对这群特别的文案、美术和商业专家而言，与金钱一样重要，是他们组成了公司并使之运转。
When you lose that restless feeling that nothing you do is ever quite good enough.当你们失去了那种，因自己做的不够好而有不安感的时候。
When you lose your itch to do the job well for its own sake – regardless of the client, or the money, or the effort it takes.当你们失去，那种与客户、金钱和努力无关的，纯粹工作热忱时。
When you lose your passion for thoroughness…your hatred of loose ends.当你们失去有始有终的激情，不再痛恨草草收尾的时候。
When you stop reaching for the manner, the overtones, the marriage of words and pictures that produces the fresh, the memorable, and the believable effect.当你们不再追求风格和机锋，不再追求图文融合以创造新颖、难忘且可信赖效果的时候。
When you stop rededicating yourselves every day to the idea that better advertising is what the Leo Burnett Company is all about.当你们不再每天重新专注这个信念，认为更好的广告是李奥贝纳的全部意义的时候。
When you are no longer what Thoreau called “a corporation with a conscience” – which means to me, a corporation of conscientious men and women.当你们不再是梭罗所言之“良知公司“，即我所认为的，良知人群汇聚的公司时。
When you begin to compromise your integrity – which has always been the heart’s blood – the very guts of this agency.当你们开始对作为公司心血与核心的诚信，也违背的时候。
When you stoop to convenient expediency and rationalize yourselves into acts of opportunism – for the sake of a fast buck.当你们屈从于方便权宜，合理化投机之举，只为赚快钱的时候。
When you show the slightest sign of crudeness, inappropriateness or smart-aleckness – and you lose that subtle sense of the fitness of things.当你们流露出粗鲁，不当和自以为是的端倪，失去对事物恰当性的细致感知的时候。
When your main interest becomes a matter of size just to be big – rather than good, hard, wonderful work.当你们主要关注公司规模变大，而不是专注优秀、艰苦和美妙的工作时。
When your outlook narrows down to the number of windows – from zero to five – in the walls of your office.当你们的视野狭窄到只看到办公室有几扇窗的时候，从0到5。
When you lose your humility and become big-shot weisenheimers…a little too big for your boots.当你们失去谦逊，变成自大的自作聪明者，自大到脚嫌靴子太小的时候。
When the apples come down to being just apples for eating (or for polishing) – no longer a part of our tone – our personality.当苹果只是吃的苹果，或只是面上光，而不再是我们的腔调和个性一部分的时候。
When you disapprove of something, and start tearing the hell out of the man who did it rather than the work itself.当你们不认可某作品，就开始攻击创作者而不是作品本事的时候。
When you stop building on strong and vital ideas, and start a routine production line.当你们不再制造强大且关键的创意，而开始启动乏味制作产线的时候。
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.当你们开始相信，可以效率之名，对创意精神和创意渴望进行分派和管理，而忘记它们只能给养、激发和启迪的时候。
When you start giving lip service to this being a “creative agency” and stop really being one.当你们开始宣称要做“创意代理”，而实际不是那回事的时候。
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. 最后，当你们失去对孤单者的尊重的时候。这个孤单者在打字机前，在绘图板前，在摄像机后，在用我们大号黑铅笔信手涂写，或在通宵拟定媒介方案。
When you forget that the lonely man – and thank God for him – has made the agency we now have – possible. 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.当你们忘却这个被上帝垂青，让我们公司变得可能的孤单者的时候。当你们忘却他就是那个，更努力去触摸火热且遥不可及的星辰的人时，有时他真的碰到了。
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.那么，孩子们，就到了我坚持把我名字从门上摘下的时候。我发誓，它一定会从门上被摘下来。
Even if I have to materialize long enough some night to rub it out myself – on every one of your floors.即使我不得不在夜晚现身，也要亲自擦掉名字，在每一层楼上。
And before I DE-materialize again, I will paint out that star-reaching symbol, too. And burn all the stationery. And tear up a few ads in passing. And throw every goddamned apple down the elevator shafts. You just won’t know the place, the next morning. You’ll have to find another name.当我再次隐身之时，我还要抹去摘星标志。烧掉所有信笺，顺便撕碎几张广告。把每一颗该死的苹果，都甩到电梯井里。第二天早上，你们不会认得这个地方。你们要去找个其他名字了。
