Doyle dane bernbach biography

He advocated a soft-sell technique to draw in the consumer that resulted in the product not getting lost in the advertising. If Bernbach believed a product could not live up to its advertising, he would not take on the client. Bernbach's love of philosophy inevitably led to his study of human motivation. He realized that emotions such as doyle dane bernbach biography, hate, greed, hope, fear, etc.

Bernbach was clear in his belief that his audience was intelligent and literate. He respected creativity in people and encouraged those in the advertising field to use their wits. He often said "Everything you write … everything on a page-every word, every graphic symbol, every shadow-should further the message you're trying to convey.

Creative advertising was, to Bernbach, composed more of intuition and a sense of artistry than of analytical prowess. Bernbach married Evelyn Carbone on June 5, They had two sons, John Lincoln and Paul. Throughout his life, Bernbach developed an appreciation for art and literature. He was a quiet man who enjoyed reading poetry and listening to jazz and classical music with his wife.

He appreciated creative people and helped open an industry to talented people from a variety of ethnic and religious backgrounds. Bernbach's love for the arts and philosophy immersed him in an active social life outside of DDB. Bernbach was on the board of directors and a member of the executive committee of the Legal Aid Society, the Salk Institute for Biological Studies, and the Harper's Magazine Foundation.

During the last years of his long and prolific life, Bernbach struggled with leukemia. He lost the battle on October 2, and died in the Bronx, New York, at the age of He is remembered as a driving force in the advertising field, one who was responsible for placing creative people in positions previously held by skilled but uncreative businessmen.

By doing this, he changed the nature of U. Cite this article Pick a style below, and copy the text for your bibliography. January 8, Retrieved January 08, from Encyclopedia. Then, copy and paste the text into your bibliography or works cited list. Because each style has its own formatting nuances that evolve over time and not all information is available for every reference entry or article, Encyclopedia.

History Encyclopedias almanacs transcripts and maps William Bernbach. William Bernbach gale. Learn more about citation styles Citation styles Encyclopedia. More From encyclopedia. About this article William Bernbach Updated About encyclopedia. William Becknell. William Battie. Career [ edit ]. Legacy [ edit ]. Personal life [ edit ].

Bernbach quotes [ edit ]. See also [ edit ]. References [ edit ]. Association of National Advertisers Educational Foundation. Advertising Age. Retrieved February 24, American Advertising Federation. American Academy of Achievement. California State University, Fullerton. Hey, Whipple, Squeeze This. ISBN Further reading [ edit ]. External links [ edit ].

Authority control databases. Germany United States Netherlands Israel. On may 5th ddb have wish to expand the income generated from advertising structure to help more people to participate in the new launching Base of massive income at the lowest rate of 5, for nwe register member to earn massively during the futures of growing income. In JulyDDB Philippines publicly apologized to the Department of Tourism DOT for using non-original stock footage of travel destinations in other countries for the campaign's promotional video.

Its Think Small series of Volkswagen advertisements was voted the number one campaign of all time in Advertising Age's The Century of Advertising. It was the first time the firm had received the award. Contents move to sidebar hide. Article Talk. Read Edit View history. Tools Tools. Download as PDF Printable version. In other projects.

Wikidata item. Marketing communication network company. History [ edit ]. Doyle Dane Bernbach [ edit ]. Establishment of DDB Worldwide — [ edit ]. Longstanding client relationships [ edit ]. Leadership since [ edit ]. Local office histories [ edit ].

Doyle dane bernbach biography: The American advertising agency

London [ edit ]. Australia [ edit ]. Stockholm [ edit ]. Philippines [ edit ]. Recognition [ edit ]. References [ edit ]. Retrieved Advertising Age. What I tried to do was discover what their personality is, and make that flourish. I knew that about him and I would work in that direction so he would develop what was natural to him.

I knew another man had a delightful, light sense of humor. So you work to bring that out. Bob Gage is a wonderful human being. He loves people. You feel it. He can make you cry in one minute. He really can. But how wrong it would be for me to take this brutal guy and have him try to be like Bob. Or to take Bob and have him be brutal. CA: Then you must have put considerable effort into determining who got which assignment?

Bernbach: Well, yes What matters is how well you go in that direction. You can be successful with humor. You can be successful with exposition. You can be successful with strength. You can be successful in many ways. CA: You used one word several times when we were talking-not as much, perhaps, on this tape because of the nature of my questions.

I think the important thing is to be so disciplined that you recognize which is the good idea and which is the bad idea. Discipline is needed on both sides of the fence. I think that the marketing man has to so discipline himself that he understands that there is an element beyond the mathematical in communications. That you need something beyond that to make the ad work, to breathe life into those dead facts.

He needs discipline to find out what the problem really is.

Doyle dane bernbach biography: On June 1, ,

So discipline, in my book, is the most important word in any activity, certainly in the creative activity. CA: Everyone knows that Doyle Dane Bernbach has done exceptionally well, almost dominated, the awards competitions. It is probably not as well known that you've also done well in the readership studies. Bernbach: We were number one for two years in a row.

Bernbach: In the last two Starch annual surveys on readership, Doyle Dane Bernbach has more best-read ads than any other agency. CA: Are these the same ads that won awards? Bernbach: Sure. This is my whole point, really, that if you are truly creative in a disciplined way, if you are talking about what people are interested in—which is the discipline—and then talk about it in a very exciting way, you are going to get readership like you never got in your life.

You have to. I can put him there in such a way that you will look at him and pass by. Or I can put him there in such a way as to make you want to cry. But look at the practical value of that. What is more practical than creativity that stops you and makes you look, listen and believe? CA: It sounds very logical. Why is it hard to sell?

But we have a lot of competition out there. It sort of muddles up things. Bernbach: As a matter of fact, I just saw the figures in Advertising Age. We were seventh, I think, around the world. No complaints.

Doyle dane bernbach biography: Doyle Dane Bernbach DDB

Have you ever had one? But we had a part of the Philip Morris business. And when we decided to give up cigarette advertising, it cost us money. CA: You literally resigned the account? Bernbach: We literally resigned. And we were just getting started in Europe and we had a nice cigarette account there. We gave that up too. At the same time, we were offered one of the giant cigar accounts.

And we turned down the cigar account. CA: Are there other products or accounts that you have objected to on moral grounds? When we first started in business, there was a big retail account that came to us. This was when we were starting and getting business was terribly important to us. We felt they were sort of a sharp outfit and perhaps not always presenting themselves properly to the consumer.

We made a decision then not to take that account. This is not entirely an idealistic attitude. We felt that the most important ingredient in the success of any campaign is the quality of the product. So we look very carefully at a product. Subscribe Get Our Newsletter.