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368:"The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly."
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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
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Bernbach won many awards and honors for his work within the advertising industry during his career. He was inducted into the
Copywriters Hall of Fame in 1964, received the Man of the Year of Advertising Award in 1964 and 1965, and The Pulse Inc., Man of the Year Award in 1966. He was also named "Top
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Bernbach's campaign for Avis Rent-a-Car effectively pioneered "underdog advertising" and was an instant hit with the market. It debuted in 1962, when Avis was losing market share to close rival, Hertz and helped the company's financial position turn around from a loss to a profit in a single year.
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From its founding
Bernbach played an integral role in the writing of advertising, distancing himself from the administrative and promotional aspects of the business which were left to Dane. He served as the creative engine behind the agency helping billings to increase from approximately US$ 1
213:, who was already running a tiny agency, Bernbach founded their eponymous ad agency in Manhattan. His philosophy towards creative advertising was that the creative execution (the way the message is conveyed) is just as important as the message content (what is being said).
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be broken up for easier reading. They can give you fact after fact after fact. They are the scientists of advertising. But there's one little rub. Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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Soon, Bernbach became frustrated with the sameness he saw in all advertising. In a plea to agency management he penned a letter expressing that concern. One paragraph in particular revealed
Bernbach's desire to change advertising creativity:
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and a family connection got him the job. He pro-actively wrote an ad for
Schenley's American Cream Whiskey, which he got into the right hands and the ad ran. He was promoted to the advertising department.
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in the early 1960s, makes many references to
Bernbach; Bernbach's innovative techniques challenge Sterling Cooper's more orthodox style, and DDB often is mentioned as a competitor in the second season.
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and the following year he entered the advertising industry at the
William Weintraub agency. He saw two years' active service in World War II and thereafter had a role at Coty, followed by a position at
365:"All of us who professionally use the mass media are the shapers of society. We can vulgarize that society. We can brutalize it. Or we can help lift it onto a higher level."
131:(August 13, 1911 – October 2, 1982) was an American advertising creative director. He was one of the three founders in 1949 of the international advertising agency
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in 1976 and was inducted into the
American Advertising Federation Hall of Fame in the same year. He designed the Advertising Hall of Fame "Golden Ladder" trophy.
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Forbes: "Matchmakers - Two venerable admen aim to introduce big brands to newfangled marketing in blogs, hospitals and hotels–for a price" by
Melanie Wells
135:(DDB). He directed many of the firm's breakthrough ad campaigns and had a lasting impact on the creative team structures now commonly used by ad agencies.
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While
Bernbach worked his way into the advertising department, Evelyn became a receptionist. They fell in love and were married in 1938 by a
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147:, New York City to Rebecca and Jacob Bernbach. He attended New York City public schools and in 1932 earned a bachelor's degree from
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into two-person teams, a model that still exists in advertising agencies today. They previously had been in separate departments.
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Bernbach was noted for his devotion to creativity and offbeat themes, a legacy that has credited him as a major force behind the
353:, the DDB creative leader, published "Bill Bernbach's Book: A History of Advertising that Changed the History of Advertising".
346:. Bernbach's family was against the marriage on religious grounds, but they lived happily and had two sons: John L. and Paul.
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At the
Schenley Distillers mailroom in the 1930s, one of Bernbach's assistants was Evelyn Carbone, a college student at
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Levenson, Bob "A History of the Advertising that Changed the History of Advertising", (Villard Books, New York) 1987
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DDB grew to become the 11th largest advertising agency in the United States by 1976, when Bernbach stepped aside as
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371:"It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors."
151:. He had majored in English but also studied business administration, philosophy and music, playing the piano.
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The campaign tagline remained unchanged for 50 years, and is one of advertising's most enduring campaigns.
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708:, "Nobody's Perfect: Bill Bernbach and the Golden Age of Advertising", (CreateSpace, New York) 2009.
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Richards, K., "How Avis Brilliantly Pioneered Underdog Advertising With 'We Try Harder'"
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Advertising Agency Executive" in 1969 and received the Golden Plate Award of the
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New York Times: "Paul Bernbach, 57, Investor and Art Patron" by Eric Pace
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His most notable campaign was for Volkswagen, which included ads such as
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million to more than US$ 40 million by the time he retired.
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Mr.Bernbach talked for 25 years of DDB, DDB NEWS, JUNE 1974
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237:. Other notable campaigns created by Bernbach's team are:
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A Conversation with William Bernbach, DDB NEWS, July 1969
702:"A Big Life In Advertising" (Touchstone, New York) 2003
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619:"Response to "Distinguished Communicator" Award"
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517:"Bill Bernbach at the Advertising Hall of Fame"
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597:"Top 100 Advertising Campaigns of the Century"
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143:Bill Bernbach was born to a Jewish family in
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171:He left Schenley in 1939 to ghostwrite for
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265:You Don't Have to be Jewish to Love Levy's
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465:"What You Missed Last Night on 'Mad Men'"
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159:In 1933, Bernbach took a job running the
621:. California State University, Fullerton
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736:Advertising Century: William Bernbach
721:at American Advertising Foundation's
436:Jewish Virtual Library: "Advertising"
421:Association of National Advertisers
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519:. American Advertising Federation
515:American Advertising Federation.
810:20th-century American economists
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785:American advertising executives
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558:American Academy of Achievement
502:, Excel Books, 2009, pp 381-382
500:Advertising and Sales Promotion
498:Kazmi, D.H.H. and Batra, S.K.,
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307:American Academy of Achievement
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617:Keith Reinhard (2006-05-05).
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397:Volkswagen advertising
382:Advertising management
251:Avis Rent a Car System
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790:Advertising theorists
538:Adweek, 24 July 2017
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87:(B.A., English, 1932)
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674:"Dave Trott Twitter"
488:. February 24, 2008.
344:justice of the peace
188:but was promoted to
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161:Schenley Distillers
149:New York University
133:Doyle Dane Bernbach
85:New York University
67:New York City, U.S.
51:New York City, U.S.
573:September 19, 2005
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230:Think Small
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625:2006-08-16
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186:copywriter
139:Early life
44:1911-08-13
719:Biography
676:. Twitter
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271:Rye Bread
192:by 1947.
145:The Bronx
376:See also
279:Polaroid
119:Children
319:Mad Men
734:Ad Age
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289:Legacy
269:Levy's
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122:2 sons
111:Spouse
256:Mikey
235:Lemon
647:ISBN
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57:Died
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