This book provides a new and fresh perspective
on the golden age of DDB. A perspective which shows Bernbach not only as the
mild genius, but also as a man full of insecurities and one that carefully
manicured his public picture and his everlasting legend. Very interesting read,
yet it is actually not that good looking.
“”Do it different” was his theme – a theme that
later Apple Computer borrowed for its “Think different” campaign.” (Willens,
2009, p.1).
“That on the day of Doyle’s retirement, in
1969, Bernbach exuberantly exclaimed to a trusted colleague, “Now, at last,
it’s MY agency.” (Willens, 2009, p.4).
“The ultimate compliment was, ‘You know how
good this is? I’m going to put it on my reel.” (Willens, 2009, p.30).
“The truth isn’t the truth until people
believe you.” (Willens quoting Bernbach, 2009, p.89).
“He worried about the agency’s lack of
organization and apparent lack of interest in organization. (…) “That’s
what everyone cherished,” said Mike Drexler. “You’re given a job, and it’s your
job; nobody looks over your shoulder.” (Willens, 2009, p.116).
On not taking on tobacco clients: “Nobody in
the home office informed Dusseldorf of the founders discussion and intentions.
The wounds of World War II were far from healed, and both Bernbach and Doyle
made quips that revealed a lack of concern about safeguarding the health of
Germans.” (Willens, 2009, p.160).
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