Getting to know the advertising visionary
by Anthony Mainville.
Most people have probably come across some print advertisements of the famous Volkswagen Beetle from the 1960s. The humorous writing with taglines such as “Think Small” and white background in the advertisements helped transform the Beetle from an ugly and little car into a winning and lovable brand. The Volkswagen Beetle campaign has been considered one of the best in advertising history thanks to Bill Bernbach (1911-1982), founder legendary advertising agency Doyle Dane Bernbach Worldwide (DDB)Bernbach transformed the advertising world with his imagination, artistry, and strong insights into human nature. Keith Reinhard, chairman emeritus of DDB, visited CCNY recently to celebrate the legacy of Bernbach, who would have turned 100 this year. Reinhard spoke in front of advertising/public relations faculty and students to provide some reasons why Bernbach will always be important to anyone in the advertising business.Bernbach expressed the need to challenge the mediocrity of advertising while he worked as a creative director at Grey Advertising in the 1940s. “Management at Grey Advertising ignored the urgent words of Bernbach,” Reinhard said. “After he and colleagues Ned Doyle and Mac Dane founded DDB in 1949, it ignited a creative revolution that would change advertising forever.”Bernbach’s work went beyond promoting a product or brand for the purpose of sales. He achieved advertising excellence by engaging and involving people who viewed print advertisements and/or commercials with originality. “Bernbach won viewers over humanity and humor,” Reinhard said.Bernbach has influenced the likes of Reinhard and thousands of advertising professionals over the last half century. Reinhard says the legendary Bernbach would've been excited by the many CCNY students who hope for a career in the world of branding and communications. “As you pursue your dreams with technology racing forward, I hope you might be guided by the words of Bernbach, the world’s greatest communicator in the history of advertising” said Reinhard.He reminded the audience of Bernbach's thoughts on the emotional impact of ads: “It’s not just what you say that stirs people. It’s the way that you say it.”