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In communications, familiarity breeds apathy.

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
Communications
Breeds
Familiarity
Apathy
Communication

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Our job is to bring the dead facts to life.
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It's not just what you say that stirs people. It's the way that you say it.
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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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Imitation can be commercial suicide.
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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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Don't confuse good taste with the absence of taste.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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I warn you against believing that advertising is a science.
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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.
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Properly practiced creativity can make one ad do the work of ten.
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Today's smartest advertising style is tomorrow's corn.
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