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In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.

William Bernbach

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William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Doesn
Real
Good
Displaces
World
Energetic
Passive
Advertising
Drive
Evil

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There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.
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Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
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The heart of creativity is discipline.
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Imitation can be commercial suicide.
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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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Today's smartest advertising style is tomorrow's corn.
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If your advertising goes unnoticed, everything else is academic!
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Advertising is the art of persuasion.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
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Nobody counts the number of ads you run they just remember the impression you make.
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In communications, familiarity breeds apathy.
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The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly.
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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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Advertising doesn't create a product advantage. It can only convey it.
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Don't confuse good taste with the absence of taste.
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Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?
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A principle isn't a principle until it costs you something.
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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.
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I warn you against believing that advertising is a science.
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