THE MAGIC MUST BE IN THE PRODUCT MESSAGE
The lessons Bill Bernbach left to our industry are always a good reminder to us to strive harder, but even more so now in the middle of the global award season. Our most-honored work must be those ideas that truly impact our client’s business or create real change for the charities we serve. How often to we fall for phony ideas that look great in a jury room, but don’t matter at all in the real world?
“Our job is to sell our clients’ merchandise … not ourselves. Our job is to kill the cleverness that makes us shine instead of the product.“ Our job, as Bernbach instructed us, “is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.”
Our job is to simplify to tear away the unrelated, to pluck out the weeds that are smothering the product message.