PURPOSE
"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 is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message."
William Bernbach, quoted in Bill Bernbach said . . . (1989), DDB Needham Worldwide.
"Our job is to bring the dead facts to life."
William Bernbach, quoted in Bill Bernbach said . . . (1989), DDB Needham Worldwide.
"The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders."
Leo Burnett, quoted in 100 LEO's, Chicago, IL: Leo Burnett Company, p. 30.
"The advertising person's role on any side of the business is to help a company understand its customers and their needs better; to help a company respond to and speak to those needs, efficiently and effectively. Advertising is an honest business, a noble business, the engine of the American economy."
Bob Lauterborn, "Ethics: Whose Responsibility?" Advertising Age, May 23, 1988, p. 16.