Bill Bernbach and DDB

In 1949, Ned Doyle, Maxwell Dane, and William Bernbach opened their advertising agency. Bernbach surrounded himself with talented and energetic copywriters and artists, allowing them uncharacteristic freedom and encouraging creativity by avoiding research and promoting imagination. He believed more in intuition than in laws. The following quotes illustrate the above:

“I don’t want academicians. I don’t want scientists. I don’t want people who do the right things. I want people who do inspiring things.”

“The act of making art thus drew on the same gifts of intuition and inspiration, creative leaps and flashes, as any other art form.”

“I consider research the major culprit in the advertising picture.” “It was done more to perpetuate creative mediocrity than any other factor”.

“Trust your instinct. Listen to the ideas percolating up from the unconscious. Disregard the past.

Bill Bernbach is considered one of the most innovative advertising men of his time[1] and an inspired teacher. Many historians consider him an “inventor” of the creative revolution of the 60’s.

Bernbach was aware of the social changes of his time.  He promoted honesty and candor in advertising, as well as speaking on everyday colloquial language. The message should be simple and dramatic, Bernbach would say. “Don’t be slick. Tell the truth”.