Bernbach, William

Bernbach, William

(1911–82) advertising executive; born in New York City. He was variously president, chairman, and chief executive officer of his own New York advertising agency, Doyle Dane Bernbach (1949–82). A copywriter credited with introducing a low-keyed, often humorous soft sell to advertising (Avis's "We Try Harder"), he heralded the rise of creative New York agencies in the 1960s and 1970s.
The Cambridge Dictionary of American Biography, by John S. Bowman. Copyright © Cambridge University Press 1995. Reproduced with permission.