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).