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The difference between the forgettable and the enduring is artistry.

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
Difference
Differences
Forgettable
Artistry
Enduring
Endure

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Rules are what the artist breaks the memorable never emerged from a formula.
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I warn you against believing that advertising is a science.
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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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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.
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Advertising is the art of persuasion.
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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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Word of mouth is the best medium of all.
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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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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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Nobody counts the number of ads you run they just remember the impression you make.
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The most powerful element in advertising is the truth.
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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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An idea can turn to dust or magic, depending on the talent that rubs against it.
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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.
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In communications, familiarity breeds apathy.
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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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A principle isn't a principle until it costs you something.
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Don't confuse good taste with the absence of taste.
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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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