Ad legend Bill Bernbach letter on creativity, written in 1947:
Dear ________:
Our agency is getting big. That’s something to be happy about. But it’s something to worry about, too, and I don’t mind telling you I’m damned worried. I’m worried that we’re going to fall into the trap of bigness, that we’re going to worship techniques instead of substance
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The Laws ofAdvertising
Nobody cares
If its not seen, its useless
You need risk to stand out
Don’t bore, seduce.
You can’t create by committee
Fun > Serious
Fail How To (Not) Wieden+Kennedy Amsterdam Or: Why There Is No Audience For What We Make And Why That Truth Will Set Us Free
The text critiques common marketing assumptions, emphasizing that most consumers lack strong relationships with brands and suggesting that marketing efforts should focus on engaging a broader audience rather than nurturing fan loyalty.
LinkI would never have said this back when we started our agency. Back then, my design background blinded me into believing that everything revolved around pixels. Thankfully, I’ve matured