CREATIVITY
The basic concept of Bernbach’s philosophy about advertising is imposing more critical weight on creativity rather than scientific factors by saying, "Properly practiced, creativity can make one ad do the work of ten." Bernbach respected the creative process above every other aspect of the advertising business and demanded that others respect it as well. "His creative philosophy was basic: find the simple story in the product and present it in an articulate, intelligent, persuasive way" (Marshall, 1982).

According to Bernbach, a talented, creative person is "one who does not follow but leads; one who gets his ads looked at; one who doesn’t create at the expense of selling; one who establishes a personality for the client’s product; one who stands up to the client when convictions demanded it; and one who has inventiveness but is disciplined." In short, he proclaimed: "You must have imagination, you must have inventiveness, but it must be disciplined. Everything you write, everything on a page, every word, every graphic symbol, every shadow, should further the message you’re trying to convey".

ADVERTISING AS AN ART
He conceptualized advertising as persuasion with an art form not as a science. "Advertising isn't a science, it's persuasion. And persuasion is an art." He believed that advertising could be startling, as well as charming, interesting, persuasive, and inventive.

RESEARCH?
Bernbach put little emphasis on research. He considered research to be a major obstacle to creative innovation, "I warn you against believing that advertising is a science." He once admonished an audience of advertising executives, "It is intuition and artistry, not science that develops effective advertiisng." Everything measurable could mislead us into symbolization and unification of a variety of consumers’ minds. "You can’t be that mathematical and that precise. This business of trying to measure everything in precise terms is one of the problems with advertising today. This leads to a worship of research. We’re all concerned about the facts we get, and not enough concerned about how provocative we make those facts to the consumer".

Moreover, approaching advertising mathematically can diminish the uniqueness of advertising messages; consequently, varying consumer conceptions may be limited. "And one of the disadvantage of doing everything mathematically, by research and by mandate, is that after a while, everybody does it in the same way. Because you go out and find out the same things - and if you take the attitude, as many people do, that once you have found what to say, your job is done, then what you’re doing is saying it the same way as everybody is saying it, and then you’ve lost your impact completely"(Bernbach).

LOGIC?
Bernbach asserted that the appeal to logic often fails because "the brain is not an instrument of logic at all. It is an organ of survival, like fangs and claws. So the brain doesn’t search for truth, it searches for advantage". Bernbach regarded logic and over-analysis as obstacles against creative ideas, "Logic and over-analysis can immobilize and sterilize an idea. It’s like love - the more you analyze it, the faster it disappears."

PRODUCT
Bernbach emphasized product advantages as a demanding factor in successful advertising. "Advertising doesn’t create a product advantage. It can only convey it".

AGENCY
Bernbach’s belief was that it was the ad agency’s job to articulate the client’s message in a fresh and imaginative manner (Bowen, 1959). An ad must have energy "if it is to make itself felt, if it is to perform the first function of an ad - to stop the reader". Good advertising that bosts selling can appeal to clients. "The best way to get clients is to create good advertising, and I mean advertising that sells."

FUTURE OF ADVERTISING
According to Ogilvy (1985), "Shortly before he died, Bill was asked what changes he expected in advertising in the eighties. He replied, ‘Human nature hasn’t changed for a billion years. It won’t even vary in the next billion years. Only the superficial things have changed. It is fashionable to talk about changing man. A communicator must be concerned with unchanging man - what compulsions drive him, what instincts dominate his every action, even though his language too often camouflages what really motivates him. For if you know these things about a man, you can touch him at the core of his being. One thing is unchangingly sure. The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail."

FAMILY GUY
David Ogilvy (1985) explained well about Bernbach’s separation of work and family. "He was a philosopher. He lived without ostentation, and organized his time with a self-discipline that is rare among heads of agencies. He once told me that he never stayed in the office after five, never took work at home, and never worked at weekends. ‘You see, David, I love my family’".