Our job is to bring the dead facts to life.
More Quotes from William Bernbach:
Because an appeal makes logical sense is no guarantee that it will work.William Bernbach
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.
William Bernbach
An idea can turn to dust or magic, depending on the talent that rubs against it.
William Bernbach
In advertising not to be different is virtually suicidal.
William Bernbach
We don't ask research to do what it was never meant to do, and that is to get an idea.
William Bernbach
The truth isn't the truth until people believe you, and they can't believe you if they don't know what your saying, and they can't know what you've 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 until you say things imaginatively, originally, freshly.
William Bernbach
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