"… at the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his action, even though his language so often camouflages what really motivates him. For if you know these things about [a] man, you can touch him at the core of his being."
-Bill Bernbach, in a speech to the American Association of Advertising
Agencies, 1980
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