William Bernbach

Today's smartest advertising style is tomorrow's corn.

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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.

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If your advertising goes unnoticed, everything else is academic.

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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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In advertising not to be different is virtually suicidal.

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I warn you against believing that advertising is a science.

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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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Quotes by William Bernbach