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Our job is to bring the dead facts to life.

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
Design
Dead
Bring
Jobs
Facts
Life
Adverts
Advertising

More quotes by William Bernbach

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Word of mouth is the best medium of all.
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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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Nobody counts the number of ads you run they just remember the impression you make.
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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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Advertising is the art of persuasion.
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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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Research can trap you into the past.
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The difference between the forgettable and the enduring is artistry.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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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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Let us prove to the world that good taste, good art, and good writing can be good selling.
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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 great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
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If your advertising goes unnoticed, everything else is academic!
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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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No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.
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Today's smartest advertising style is tomorrow's corn.
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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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Imitation can be commercial suicide.
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Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.
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