William Bernbach
William Bernbach
William "Bill" Bernbachwas an American advertising creative director. He was one of the three founders in 1949 of the international advertising agency Doyle Dane Bernbach. He directed many of the firm's breakthrough ad campaigns and had a lasting impact on the creative team structures now commonly used by ad agencies...
NationalityAmerican
ProfessionBusinessman
Date of Birth13 August 1911
CountryUnited States of America
business style corn
Today's smartest advertising style is tomorrow's corn.
advertising-business principles cost
A principle isn't a principle until it costs you something.
flower thinking soil
For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.
business media use
All of us who professionally use the mass media are the shapers of society. We can vulgarise that society. We can brutalise it. Or we can help lift it onto a higher level.
business advertising advantage
Advertising doesn't create a product advantage. It can only convey it.
creativity design swamps
Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.
like-love ideas analysis
Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.
guarantees-that guarantees logical
Because an appeal makes logical sense is no guarantee that it will work.
listening public-opinion statistics
We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we can create them.
people campaigns failing
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
creativity ten ads
Properly practiced creativity can make one ad do the work of ten.
weed jobs shining
Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.
business past research
Research can trap you into the past.
wise witty art
There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules ... but there's one little rub. They forget that advertising is persuasion, and persuasion is not a science, but an art. Advertising is the art of persuasion.