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

Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach

Our job is to bring the dead facts to life.
William Bernbach

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.
William Bernbach

A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
William Bernbach

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.
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