CREATIVITY

"Properly practiced creativity can make one ad do the work of ten."

- William Bernbach, quoted in Bill Bernbach said . . . (1989), DDB Needham Worldwide.
"Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent."

- William Bernbach, quoted in Bill Bernbach said . . . (1989), DDB Needham Worldwide.
"In advertising not to be different is virtually suicidal."

- William Bernbach, quoted in Robert I. Fitzhenry, The Fitzhenry & Whiteside Book of Quotations, 1993, Canada: Fitzhenry & Whiteside Limited, p. 18.
"The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships."

- Leo Burnett, quoted in 100 LEO's, Chicago, IL: Leo Burnett Company, p. 72.
"Curiosity about life in all of its aspects, I think, is still the secret of great creative people."

- Leo Burnett, quoted in 100 LEO's, Chicago, IL: Leo Burnett Company, p. 26.
"Creativity is an advertising agency's most valuable asset, because it is the rarest."

- Jef I. Richards (2001), Chairman of The University of Texas Advertising Department.