William "Bill" Bernbach
Who exactly was Bill Bernbach one might ask. Well, William
Bernbach was an American pioneer for advertising. “Bernbach was a visionary who
valued innovation and intuition over science and rules. His philosophy was grounded
in the belief that advertising is fundamentally persuasion and persuasion was
not a science, but an art. By incorporating creativity, simplicity and humor
into their work, DDB created some of the most successful and memorable
campaigns in advertising history” (ddb.com). He managed to create a name for
himself by creating advertisements that had never even been thought of, making
him a hero for the advertisement industry.
William Bernbach was born on August 13, 1911 and died the
age of seventy-one in 1982. Bernbach began his success with the help of two
other men known as Ned Doyle and Maxwell Dane. Together the three would open up
their own iconic advertising firm. They would go on to call this firm Doyle
Dayne Bernbach, DDB, which would go on to house the creators of many
revolutionary advertisements. Bernbach himself has inspired many and still
continues to inspire them till this day. He was definitely ahead of his time
with his creative thinking. “Before DDB, art directors and copywriters worked
separately. And that does not mean they worked at different desks, they were
often in different departments, on different floors, or even in different
buildings. A copywriter would write the copy for an ad, including the headline,
and that copy would be passed to an art director who would apply visuals and a
graphic treatment” (Suggett, thebalance.com).
“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” (Bernbach, brainyquote.com)
His philosophy on hitting people hard with advertisement is what many advertisement
agencies follow to this day. He believed that you shouldn’t just show them the
product, but make them remember it indefinitely.
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