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William Bernbach Biography

William "Bill" Bernbach (August 13, 1911 – October 2, 1982) was an American advertising creative director. He was one of the three founders in 1949 of the international advertising agency Doyle Dane Bernbach (DDB). 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.

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William Bernbach Quotes

The heart of creativity is discipline.

Creativity, Discipline, Heart

The world has progressed to the point where it's most powerful force is public opinion. And I believe that in this world it is not the great book or epic play, as once was the case, that will shape that opinion, but those who understand mass media and the techniques of mass persuasion. . . We must not just believe in what we sell. We must sell what we believe in. And we must pour a vast energy into those causes.

Believe, Book, Powerful, Vast, World

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.

Accepted, Creativity, Design, Practiced, Sales, Swamps

The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.

Giants, Ideas, Jumped, Men, Poets, Real

Advertising is the art of persuasion.

Advertising, Art, Persuasion

Today's smartest advertising style is tomorrow's corn.

Advertising, Business, Corn, Style

You have to live with your product, you have to know it through and through, you have to look at it, understand it, love it then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer.

Clear, Looks, Theme, Thought, Understand

For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.

Flower, Needs, Seed, Soil, Thinking

You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.

Feels, Listen, People, Product, Say, Way

Research can trap you into the past.

Business, Past, Research, Trap

Properly practiced creativity can make one ad do the work of ten.

Ads, Belief, Creativity, Make, Properly, Work

I warn you against believing that advertising is a science.

Advertising, Against, Believe, Believing, Design, Warn

Our job is to bring the dead facts to life.

Dead, Design, Facts, Jobs, Life

In communications, familiarity breeds apathy.

Apathy, Breeds, Communication, Communications, Familiarity

Creativity is the most practical thing a businessman can employ.

Advertising Business, Businessman, Creativity, Employ, Practical, Thing

Let us prove to the world that good taste, good art, and good writing can be good selling.

Art, Prove, Selling, Taste, World, Writing

A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.

Campaigns, Design, Know, Make, People, Product

Good advertising does not just circulate information. It penetrates the public mind with desires and belief.

Belief, Circulate, Desire, Marketing, Mind, Penetrates

Nothing is so powerful as an insight into human nature. . . what compulsions drive a man, what instincts dominate his action. If you know these things abut a person, you can touch him at the core of his being.

Powerful, Knowledge, Men, Core, Dominate

Imitation can be commercial suicide.

Commercial, Design, Imitation, Suicide

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