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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.

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
Men
Obscure
Life
Practicals
Practical
Creativity
Business
Art
Form
Esoteric
Thing
Employ

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Word of mouth is the best medium of all.
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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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Properly practiced creativity can make one ad do the work of ten.
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Rules are what the artist breaks the memorable never emerged from a formula.
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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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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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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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The difference between the forgettable and the enduring is artistry.
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Research can trap you into the past.
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In advertising, not to be different is virtually suicidal.
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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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If your advertising goes unnoticed, everything else is academic!
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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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Advertising is the art of persuasion.
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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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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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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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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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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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