74 Quotes by William Bernbach

In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.

Word of mouth is the best medium of all.

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

In advertising, not to be different is virtually suicidal.

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.

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.

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.

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

I warn you against believing that advertising is a science.