October 07, 2003

Bill Berbach: Advertising's most influential man


"Is the economy trying to tell you something?"

The impact and the genius of Bill Bernbach on modern advertising (founder of DDB - Doyle, Dane & Bernbach). Here's some of his wisdom:

"The best way to get clients is to create good advertising, and I mean advertising that sells."
> Bill Bernbach

"... too many clients are more interested in the manners of advertising than advertising itself. The client isn't God, but at the same time one should respect him. He may be right".
> Bill Bernbach

A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
> Bill Bernbach, DDB Needham Worldwide (1989). Bill Bernbach said . . .

Advertising doesn't create a product advantage. It can only convey it.
> Bill Bernbach, DDB Needham Worldwide (1989). Bill Bernbach said . . .

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
> Bill Bernbach, Quoted in Randall Rothenberg Where the Suckers Moon: An Advertising Story (1994)

In advertising not to be different is virtually suicidal.
> Bill Bernbach, Quoted in Robert I. Fitzhenry (1993). The Fitzhenry & Whiteside Book of Quotations

Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.
> Bill Bernbach, DDB Needham Worldwide (1989). Bill Bernbach said . . .

Today's smartest advertising style is tomorrow's corn.
> Bill Bernbach, DDB Needham Worldwide (1989). Bill Bernbach said . .