“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.”


August 13th marks the 105th anniversary of Bill Bernbach’s birth. It’s a day we celebrate across the DDB world. And a day that humbles us. We are responsible to uphold the greatest legacy in our business – a legacy that taught us how impactful we can be for our clients and how we can even change the world. He showed us the power of appealing to people’s intelligence and sense of humor. Of artistry and simplicity. He taught us the true meaning of innovation and insightfulness. And his principles inspire us to be creative revolutionaries today.

Bill Bernbach is quoted continually throughout Lemon2020. We at DDB have always looked to his words for guidance. His ideals are still the measure of great work and good taste. For 30 years, a collection of some of his favorite quotes has been gifted to DDB employees and friends in a book called Bill Bernbach Said… We share them here with you today. To quote the original footnote of this book, “We felt that the only way to share some of Bill’s ideas with you would be to let him speak for himself.”