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

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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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Let us prove to the world that good taste, good art, and good writing can be good selling.
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The heart of creativity is discipline.
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Nobody counts the number of ads you run they just remember the impression you make.
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You have to live with your product, you have to know it through and through, you have to look at it, understand it, love it then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer.
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Because an appeal makes logical sense is no guarantee that it will work.
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Properly practiced creativity can make one ad do the work of ten.
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Advertising is the art of persuasion.
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Don't confuse good taste with the absence of taste.
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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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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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A principle isn't a principle until it costs you something.
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Our job is to bring the dead facts to life.
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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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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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I warn you against believing that advertising is a science.
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If your advertising goes unnoticed, everything else is academic!
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Creativity is the most practical thing a businessman can employ.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.
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