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.

From its founding Bernbach played an integral role in the writing of advertising distancing himself from the administrative and promotional aspects of the business which were left to Dane. He left Schenley in 1939 to ghost-write for Grover Whalen the head of the 1939 World's Fair and the following year he entered the advertising industry at the William Weintraub agency. A degree from New York University.

William (Bill) Bernbach (August 13 1911 New York City - October 2 1982 New York City) was an American advertising creative director. He was one of the three founders in 1949 of the international advertising agency Doyle Dane Bernbach (DDB).