William Bernbach

“A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.”

“We don't ask research to do what it was never meant to do, and that is to get an idea.”

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

“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.”

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