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Creativity is the most practical thing a businessman can employ.

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
Employ
Businessman
Practicals
Practical
Creativity
Thing

More quotes by William Bernbach

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Our job is to bring the dead facts to life.
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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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Persuasion is not a science but an art
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If your advertising goes unnoticed, everything else is academic!
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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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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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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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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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Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.
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The most powerful element in advertising is the truth.
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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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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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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.
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In advertising, not to be different is virtually suicidal.
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I warn you against believing that advertising is a science.
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Today's smartest advertising style is tomorrow's corn.
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Imitation can be commercial suicide.
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For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.
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Advertising is the art of persuasion.
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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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