We think we will never know as much about a product as a client. After all, he sleeps and breathes his product. He's built it. He's lived with it most of his life. We couldn't possible know as much about it as he does. By the same token, we firmly believe that he can't know as much about advertising. Because we live and breathe that all day long.


As quoted in: The Art of Writing Advertising: Conversations with Masters of the Craft (1990), p. 15.

Bill Bernbach Quotes

We think we will never know as much about a product as a client. After all, he sleeps and breathes his product. He's built it. He's lived with it...

We think we will never know as much about a product as a client. After all, he sleeps and breathes his product. He's built it. He's lived with it...

We think we will never know as much about a product as a client. After all, he sleeps and breathes his product. He's built it. He's lived with it...

We think we will never know as much about a product as a client. After all, he sleeps and breathes his product. He's built it. He's lived with it...