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

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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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If you stand for something, you will always find some people for you and some people against you. If you stand for nothing, you will find nobody against you, and nobody for you.
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Persuasion is not a science but an art
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A principle isn't a principle until it costs you something.
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Adapt your techniques to an idea, not an idea to your techniques.
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The difference between the forgettable and the enduring is artistry.
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Advertising is the art of persuasion.
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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.
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The most powerful element in advertising is the truth.
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In advertising, not to be different is virtually suicidal.
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Let us prove to the world that good taste, good art, and good writing can be good selling.
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Don't confuse good taste with the absence of taste.
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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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Our job is to bring the dead facts to life.
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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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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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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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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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