Bill Bernbarch started his carreer as a journalist like most marketers of his time. He first worked at Grey Advertising, he then founded his own agency with Ned Doyle and Maxwell Dane called DDB. This advertising agency became the 11th in the United States, renowned for it's creativity. Bill Bernbach is also known as one of the pionneers of the creative revolution that occured in the world of advertising in the 1950's. Advertisers lacked imagination according to Bill Bernbach, he created his agency knowingly.
“We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we can create them.”
At the end of the second world war the medias evolved and so did the visuals: typographies, posters, TV ads, more colorful and inspired. Bernbach challenged himself with the VolksWagen Beettle, a disliked car branded with german engineering, not so reputable at the time.
Bill Bernbach's style is easy to recognize. His creative audacious creative choices for the time shows a will to engage. He first used consumer branding while working for his first client, Ohrbach's (retail store), seeking to attract a richer clientele. This successful campaign laid the foundations of his work.