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Never do anything yourself that you can hire someone else to do, especially if they can do it better.

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
Especially
Design
Else
Someone
Anything
Better
Never
Hire

More quotes by William Bernbach

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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.
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An idea can turn to dust or magic, depending on the talent that rubs against 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 your advertising goes unnoticed, everything else is academic!
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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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Don't confuse good taste with the absence of taste.
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In communications, familiarity breeds apathy.
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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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Adapt your techniques to an idea, not an idea to your techniques.
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Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.
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In advertising, not to be different is virtually suicidal.
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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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You have to live with your product, you have to know it through and through, you have to look at it, understand it, love it then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer.
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I warn you against believing that advertising is a science.
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Persuasion is not a science but an art
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Creativity is the most practical thing a businessman can employ.
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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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A principle isn't a principle until it costs you something.
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Advertising is the art of persuasion.
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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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