I have a lot of respect for the pioneers of advertising who created a discipline that has shaped how we communicate, market and sell. Bill Bernbach, one of three founding partners of Doyle Dane Bernbach in 1949, was one of those amazing people. His impact lasts well beyond his own lifetime.
Bill wrote an impassioned letter to the management of Grey Advertising where he was creative director in 1947. Here we are in 2016, 69 years later, and we’re about to host a roundtable at CES on Wednesday with top thought leaders in this same world to discuss what is relevant to our future. In preparation for our roundtable, I thought I would “respond” to Bill’s note due to its timeless common sense.
Here are quotes from his letter and my response.
“I’m worried that we’re going to follow history instead of making it, that we’re going to be drowned by superficialities instead of buoyed up by solid fundamentals.”
Agree. In today’s world, we can spend too much time analyzing every new social media channel, start-up, unicorn or new technology. The fundamentals of marketing and communications have not changed. However, they do evolve. The key is to stay focused on solid fundamentals, e.g. how we tell a story, how we handle an issue, how we build a brand’s reputation as we concurrently evolve that same model via new technology. What matters is how we evolve the fundamental models. If we focus on chasing each new butterfly, e.g. new channels, start-ups and technologies only, we do simply follow history as it is created. It’s our job to think ahead, yet slow down enough to realize what will actually work in the marketplace. Don’t let the endless parade of new innovations distract us.
“Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.”
Times have changed. Great stories now combine science and art to optimize their ability to persuade. You can create the coolest ad in the world, but if no one sees it, who cares. In today’s world, we focus on audience architecture, so we know where our customers are, what content they prefer, when they go online, which media outlets matter to them and who influences them. We can see how persuasion works in a market without advertising. Now, it is becoming our job to catalyze interest in topics, pull through stories throughout the ecosystem of a customer (e.g. Facebook, LinkedIn, Twitter and mainstream media outlets) and identify those customers who are as persuasive as any ad could ever dream of being. Science shows us “where”, “who”, “how” and “when”. Great content provides the “why” and that can come from agencies or customers themselves.
“In the past year I must have interviewed about 80 people……..But look beneath the technique and what do you find? A sameness, a mental weariness, a mediocrity of ideas. But they could defend every ad on the basis that it obeyed the rules of advertising. It was like worshiping a ritual instead of the God.”
Agree. In 1947, agencies could defend their actions with their own persuasive arguments. In 2016, we don’t care, since we can see what our customers think about our campaigns, stories and general content. Mediocre ideas are exposed for what they are in hours, not months. Bill would probably love the fact that all of those arguments he thought were bogus would now be exposed. Our ability to listen to our customers and create agile content that shapes behavior every day is replacing the long-winded, hard to produce campaigns that are outdated the day they hit the streets. This raises the game for all of us. Our only ritual now is to listen, learn and act on what the market needs and wants (or could want) each and every day.
“All of this is not to say that technique is unimportant. Superior technical skill will make a good man better. But the danger is a preoccupation with technical skill or the mistaking of technical skill for creative ability”.
Well said. The answer is never just a data scientist just as it is never just a creative director or never just a consultant. We now live in a world where we must have the most relevant and timely insights about our target audience from data scientists to inform agile content that is informed by the industry and client knowledge of the consultant. Creative, Data and Consulting all live as one team. The speed of the market due to technology and the ability of customers to act self-sufficiently without any intervention from a brand demand that we all get along to build a new approach to creating, delivering and evolving persuasive content. This is a journey with no end.
“We must develop our own philosophy and not have the advertising philosophy of others imposed on us.”
Agree 100%. Bill left two years later to start his own firm in 1949. Entrepreneurs know that they must respect the fundamentals of marketing and communications, yet never just accept what worked yesterday as being good enough. In fact, those folks who say “well, we used to do it this way at our firm” are often the ones holding back innovation. The most creative people in our world are forward-leaning in how they apply data and ideas. They know that Insights + Industry Knowledge + Ideas = Innovation that matters.
“Let us blaze new trails. Let us prove to the world that good taste, good art and good writing can be good selling.”
One of his most famous lines of all time and his closing sentence. Insights differentiate. Being dissatisfied and always searching for the edge matters. No matter how big or how small you are, nothing changes in this reqard. We should always “blaze new trails”.
On Wednesday, we’ll discuss how we stay true to the fundamentals of our business as we absorb the continual innovation of industry and blaze new trails that are relevant to today’s brands. Our job is to stay focused on pragmatic disruption of the status quo. Innovate where it improves sales, leads to a better health outcome or it makes a difference that our clients and our customers care about. The rest is just noise.
Thank you Bill for a timeless piece.
Note: My next book, Storytizing (available March, 2016) will discuss more on the history of advertising and its relevance to today’s digital world.