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"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."
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"In advertising, not to be different is virtual suicide."
"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."
"We have always said that advertising is just the icing on the cake. It is not the cake."
"Until the rise of American advertising, it never occurred to anyone anywhere in the world that the teenager was a captive in a hostile world of adults."
"Advertising doesn't create a product advantage. It can only convey it."
"If your advertising goes unnoticed, everything else is academic."
"Today's smartest advertising style is tomorrow's corn."
"This hype word bothers me though It always sounds like an accusation, what does it mean, advertising, column inches in the press? Bands themselves are never really responsible for all of that. That is something that happens to you when you sell millions of records."
"You can tell the ideals of a nation by its advertising."
"I was in advertising for years. That was cushy, you know? It's pretty cushy in a lot of ways, but I hated it."
Explore more quotes by William Bernbach
"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."
"In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive."
"Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before."
"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."
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