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…

Quote by William Bernbach

Topics: William Bernbach Quotes

It is insight into human nature that is the key to the communicator's skill. For...

It is insight into human nature that is the key to the communicator's skill. For...

Just because your ad looks good is no insurance that it will get looked at....

Just because your ad looks good is no insurance that it will get looked at....

Nothing is so powerful as an insight into human nature . . . what compulsions...

Nothing is so powerful as an insight into human nature . . . what compulsions...

The most powerful element in advertising is the truth.

The most powerful element in advertising is the truth.

You can say the right thing about a product and nobody will listen. You've got...

You can say the right thing about a product and nobody will listen. You've got...

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

Properly practiced creativity can make one ad do the work of ten.

Properly practiced creativity can make one ad do the work of ten.

No matter how skillful you are, you can't invent a product advantage that doesn't exist....

No matter how skillful you are, you can't invent a product advantage that doesn't exist....

Advertising isn't a science. It's persuasion. And persuasion is an art.

Advertising isn't a science. It's persuasion. And persuasion is an art.

All of us who professionally use the mass media are the shapers of society. We...

All of us who professionally use the mass media are the shapers of society. We...

In this very real world, good doesn't drive out evil. Evil doesn't drive out good....

In this very real world, good doesn't drive out evil. Evil doesn't drive out good....

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

There is no such thing as a good or bad ad in isolation. What is...

There is no such thing as a good or bad ad in isolation. What is...

I warn you against believing that advertising is a science.

I warn you against believing that advertising is a science.

If your advertising goes unnoticed, everything else is academic!

If your advertising goes unnoticed, everything else is academic!

Nobody counts the number of ads you run; they just remember the impression you make.

Nobody counts the number of ads you run; they just remember the impression you make.

Just because your ad looks good is no insurance that it will get looked at....

Just because your ad looks good is no insurance that it will get looked at....

In communications, familiarity breeds apathy.

In communications, familiarity breeds apathy.

Word of mouth is the best medium of all.

Word of mouth is the best medium of all.

A great ad campaign will make a bad product fail faster. It will get more...

A great ad campaign will make a bad product fail faster. It will get more...