Bill Bernbach // DDB

In this interview, DDB Co-founder Bill Bernbach, talks about creative advertising. Bernbach is noted as the person behind the creative revolution in advertising during the 1950's. In his interview, Bernbach, talks about creativity in many capacities--from the creative himself/herself, to the process of creative work. He begins by saying that a great creative people are individuals who knows how to persuade and communicate effectively. When it comes to creative strategy, the creative should not only consider how and what they're saying but what the reader is going to get out it as well. Then, Bernbach, debunks the theory that good persuasion is all about intellect. He affirms the need for passion in creative work--"if you're not passionate about what you're trying to say, then no one will believe you." Later in his interview, he begins to talk about the creative learnings in education and states that persuasion can't be taught--only knowledge can be attained. Then it is up to a creative individual to translate that knowledge into good persuasion. Bernbach then begins to talk about the importance of environment and the effect it has on inspiration. Concluding his interview, Bernbach talks about the need in research to be an even more effective creative. Despite arguing that research can limit the creative if not integrated well, he says assures the interviewee that "a good creative man demands great research" because ultimately you wouldn't want your efforts wasted. If you're interested in creative advertising, then Bill Bernbach is someone you need to be familiar with.