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William Bernbach

b: New York, New York, Aug 13, 1911

d: New York, New York, Oct 1, 1982

American. Advertising Executive. Founded Doyle Dane Bernbach, tenth largest ad agency in US, 1966.

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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.

Advertising doesn't create a product advantage. It can only convey it.

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

All of us who professionally use the mass media are the shapers of society. We can vulgerize that society. We can brutalize it. Or we can help lift it onto a higher level.

I warn you against believing that advertising is a science.

No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.

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.

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.