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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.

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
Business
Mass
Helping
Level
Higher
Levels
Shapers
Media
Professionally
Help
Lift
Society
Lifts
Use
Onto

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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.
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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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Our job is to bring the dead facts to life.
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Don't confuse good taste with the absence of taste.
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If your advertising goes unnoticed, everything else is academic!
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In advertising, not to be different is virtually suicidal.
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Adapt your techniques to an idea, not an idea to your techniques.
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Nobody counts the number of ads you run they just remember the impression you make.
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Today's smartest advertising style is tomorrow's corn.
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A principle isn't a principle until it costs you something.
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In communications, familiarity breeds apathy.
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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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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.
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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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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.
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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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The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.
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