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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
Anything
Better
Never
Hire
Especially
Design
Else
Someone
More quotes by William Bernbach
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.
William Bernbach
For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.
William Bernbach
Rules are what the artist breaks the memorable never emerged from a formula.
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Advertising doesn't create a product advantage. It can only convey it.
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Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
William Bernbach
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.
William Bernbach
Properly practiced creativity can make one ad do the work of ten.
William Bernbach
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.
William Bernbach
Let us prove to the world that good taste, good art, and good writing can be good selling.
William Bernbach
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
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.
William Bernbach
Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
William Bernbach
Creativity is the most practical thing a businessman can employ.
William Bernbach
Today's smartest advertising style is tomorrow's corn.
William Bernbach
I warn you against believing that advertising is a science.
William Bernbach
Word of mouth is the best medium of all.
William Bernbach
Advertising is the art of persuasion.
William Bernbach
Adapt your techniques to an idea, not an idea to your techniques.
William Bernbach
In advertising, not to be different is virtually suicidal.
William Bernbach
