William Bernbach was born on August 13th, 1911

William Bernbach: The Creative Force Behind Modern Advertising

William Bernbach, the American advertising creative director, revolutionized the industry with his innovative approach to advertising, leaving an indelible mark on the creative team structures of modern ad agencies.

As one of the three founders of Doyle Dane Bernbach (DDB) in 1949, Bernbach directed many breakthrough ad campaigns, earning him a reputation as a pioneer in the field. His work not only shaped the advertising landscape but also continues to inspire generations of creatives.

A Humble Beginning

Born to a Jewish family in the Bronx, New York City on August 13, 1911, Bernbach's early life was marked by a passion for learning. He attended New York City public schools and graduated from New York University in 1932 with a degree in English. His diverse academic pursuits, including business administration, philosophy, and music, laid the foundation for his future success.

Early Career and the Road to Advertising

During the Great Depression, Bernbach began his career in the mailroom of Schenley Distillers, thanks to a family connection. His proactive approach led him to write an ad for Schenley's American Cream Whiskey, which eventually made its way into publication. Recognizing his talent, Bernbach was promoted to the advertising department in 1939. He went on to ghostwrite for Grover Whalen, the head of the 1939 World's Fair, and later entered the advertising industry at the William Weintraub agency.

A Call for Change

Frustrated with the sameness in advertising, Bernbach penned a letter to agency management, expressing his concerns and desires for change. This letter, a testament to his artistic vision, highlighted the importance of creative freedom in advertising. One paragraph, in particular, revealed Bernbach's passion for revolutionizing the industry:

"There are a lot of great technicians in advertising. And unfortunately, they talk the best game. They know all the rules. They can tell you that people in an ad will get you greater readership. They can tell you that a sentence should be this short or that long. They can tell you that body copy should be broken up for easier reading. They can give you fact after fact, figure after figure. But there is one little thing they don't know: how to make you cry. How to make you feel something."

Founding DDB and Redefining Advertising

In 1949, Bernbach co-founded Doyle Dane Bernbach (DDB) with Ned Doyle and Maxwell Dane. This partnership marked the beginning of a new era in advertising, one that prioritized creativity and artistic expression. Bernbach's innovative approach, which emphasized the importance of instinct and intuition, led to some of the most iconic campaigns of the 20th century, including Volkswagen's "Think Small" and Avis's "We Try Harder."

Philosophical Contributions and Beliefs

Bernbach's philosophy on advertising was rooted in his belief that creativity should be the driving force behind any campaign. He advocated for the importance of instinct and intuition in the creative process, urging advertisers to abandon the formulas and rules that stifled artistic expression.

Influence on Modern Society

Bernbach's impact on modern society extends far beyond the realm of advertising. His emphasis on creativity and artistic expression has inspired generations of artists, writers, and designers. His work continues to influence the way we think about advertising, encouraging brands to prioritize emotional connection and storytelling in their campaigns.

Career Highlights and Major Works

• The Volkswagen "Think Small" campaign (1959)
• Avis's "We Try Harder" campaign (1962)
• Levi's "You and the Levi's" campaign (1970s)
• Pepsi's "Pepsi-Cola Hits the Spot" campaign (1970s)

Awards and Honors

Bernbach's contributions to the advertising industry were recognized with numerous awards, including:

• Inducted into the Advertising Hall of Fame (1982)
• Received the Albert Lasker Award for his contributions to advertising (1974)
• Named one of the "100 most influential people in advertising" by Advertising Age (1999)

Legacy

William Bernbach's legacy extends far beyond his own accomplishments. He inspired a generation of creatives, encouraging them to push the boundaries of what was possible in advertising. His emphasis on creativity, instinct, and intuition continues to shape the industry, reminding us that the most effective advertising is that which touches the heart and soul.