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

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Adapt your techniques to an idea, not an idea to your techniques.
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I warn you against believing that advertising is a science.
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Because an appeal makes logical sense is no guarantee that it will work.
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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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Imitation can be commercial suicide.
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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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Persuasion is not a science but an art
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Rules are what the artist breaks the memorable never emerged from a formula.
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Research can trap you into the past.
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Advertising doesn't create a product advantage. It can only convey it.
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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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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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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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In advertising, not to be different is virtually suicidal.
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Properly practiced creativity can make one ad do the work of ten.
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The most powerful element in advertising is the truth.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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