Archives for June 2014

Co-founder of the advertising agency Doyle Dane Bernbach (DDB), Bill Bernbach introduced a more creative and humanistic approach to advertising. He championed the use of wit, humor, and storytelling in advertising, challenging traditional norms and paving the way for modern creative advertising. 

A pioneer of direct response advertising, Claude Hopkins revolutionized the industry with his scientific approach to advertising. His book “Scientific Advertising” remains a classic guide for copywriters, emphasizing the importance of testing and measurement in advertising campaigns. 

Founder of the Leo Burnett Company, Leo Burnett was another influential figure in advertising. He created iconic advertising campaigns for brands like Marlboro, Kellogg’s, and McDonald’s. Burnett’s emphasis on simplicity, creativity, and emotional appeal has left a lasting impact on the field of copywriting.