DDB創(chuàng)始人1947年寫(xiě)給管理層的信

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舉報(bào) 2025-10-30

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尊敬的_______________：
我們的機(jī)構(gòu)越來(lái)越大，這是值得高興的事情。但這也是值得擔(dān)心的事情，我不介意告訴各位我非常擔(dān)心。
我擔(dān)心我們會(huì)陷入一個(gè)大陷阱，我們會(huì)崇拜技巧而忽略實(shí)質(zhì)的東西，我們會(huì)追隨歷史而不是創(chuàng)造歷史，我們會(huì)湮沒(méi)在膚淺的事物中，而不是被堅(jiān)實(shí)的事物本質(zhì)所支撐。我擔(dān)心創(chuàng)造力的動(dòng)脈會(huì)開(kāi)始硬化。
廣告界有很多優(yōu)秀的技術(shù)人員。他們都是最上道的人，知道所有規(guī)則。他們可以告訴你，在廣告中使用什么樣的人會(huì)帶來(lái)更多的讀者，可以告訴你一個(gè)句子該有怎樣合適的長(zhǎng)度，可以告訴你正文應(yīng)該被分解以便于閱讀，他們可以給你一個(gè)又一個(gè)事實(shí)，他們是廣告科學(xué)家。但這里面有個(gè)小問(wèn)題：
廣告從根本上來(lái)說(shuō)，是說(shuō)服的過(guò)程，而說(shuō)服不是一門科學(xué)，而是一門藝術(shù)。
我想要我們機(jī)構(gòu)去擁有的，是那令人嫉妒的創(chuàng)意火花，同時(shí)我也非常害怕，害怕哪天他們會(huì)里里外外都消失殆盡。我不想要學(xué)院派，我不想要科學(xué)家，我不想要那些總是做著正確事情的人...我想要那些有趣、腦洞大開(kāi)、能激發(fā)靈感的人。
在過(guò)去的一年里，我大概見(jiàn)了80位作家和藝術(shù)家，其中許多人來(lái)自所謂的代理商巨頭。令人震驚的是，這些人中真正具有創(chuàng)造力的人是少之又少。當(dāng)然，他們有專業(yè)的廣告知識(shí)，他們?cè)趶V告技巧的應(yīng)用上非常之?huà)故臁?/p>
但仔細(xì)觀察這些技巧，大家有沒(méi)有發(fā)現(xiàn)這背后的東西？是千篇一律、是精神倦怠、是思想平庸。他們會(huì)欣賞和維護(hù)廣告作品，但只會(huì)欣賞維護(hù)那些遵守廣告規(guī)則的部分作品。這就像崇拜教會(huì)儀式而不是相信上帝本身那樣不妥。
說(shuō)這么多，并不是說(shuō)技巧不重要。精湛的技巧會(huì)讓一個(gè)不錯(cuò)的廣告人變得更好。
但危險(xiǎn)在于，過(guò)分關(guān)注技巧、或?qū)⒓记蛇@種術(shù)的層面的東西，誤認(rèn)為創(chuàng)造力；
危險(xiǎn)在于，會(huì)被那些按照套路公式做廣告的人所迷惑；
危險(xiǎn)在于，過(guò)分迷信那些“曾成功過(guò)被驗(yàn)證過(guò)的”人才，這不會(huì)讓我們?cè)诟?jìng)爭(zhēng)中脫穎而出，反而會(huì)讓我們看起來(lái)跟所有人都一樣。
如果我們要繼續(xù)精進(jìn)，我們就必須表現(xiàn)出獨(dú)特的個(gè)性，必須發(fā)展我們自己的廣告原則，而不是把別人的哲學(xué)理念強(qiáng)加過(guò)來(lái)。
讓我們開(kāi)拓新路。讓我們向世界證明，高雅的品味、優(yōu)美的藝術(shù)和流暢的文筆觸才是暢銷的關(guān)鍵。
比爾·伯恩巴克
1947年5月15日
Dear_______________：
Our agency is getting big. That's something to be happy about. But it's something to worry about, too, and I don't mind telling you I'm damned worried, I'm worried that we're going to fall into the trap of bigness,that we're going to worship techniques instead of substance, that we're going to follow history instead of making it, that we're going to be drowned by superficialities instead of buoyed up by solid fundamentals.I'm worried lest hardening of the creative arteries begin to set in.
There are a lot of great technicians in advertising, And unfortunately they talk the best game. They know all the rules, They can tell you that people in an ad will get you greater readership. They can tell you that sentence should be this sort or that long.They can tell you that body copy should be broken up for easier reading. They can give you fact after fact after fact, They are the scientists of advertising. Butthere's one little rub. Advertising is fundamentally persuasion and pexsuasion happens to be not a science, but an art.
It's that creative spark that I'm so jealous of for our agency and that I am so desperately fearful of losing.I don't want academicians.I don't want scientists, I don't want people who do the right things.I want people who do inspiring things.
In the past year I must have interviewed about 8o people-writers and artists.Many of them were from the so-called giants of the agency field.It was appalling to see hon few of these people were genuinely creative.Sure,they had advertising know-how. Yes, they were up on advertising technique.
But look beneath the technique and what did you find? A sameness,a mental weariness,a mediocrity of ideas, But they could defend every ad on the basis that it obeyed the rules of advertising, It was like worshipink a ritual instead of the God.
All this is not to say that technique is unimportant. Superior technical skill will make a good man better, But the danger is a preoccupation with technical skill or the mistaking of technical skill for creative ability.
The danger lies in the temptation to buy routinised men who have a formula for advertising.The danger lies in the natural tendency to go after tried-and-true talent that will not make us stand out in competition but rather make us look like all the others.
If we are to advance we must emerge as a distinctive personality. we must develop our own philosophy and not have the advertising philosophy of others imposed on us.
let us blaze new trails. Let us prove to the world that good taste,good art and good witing can be good selling.