Hace años que empiezo las clases con frases de David Ogilvy (1911-1999), William Bernbach (1911-1982) y Leo Burnett (1891-1971), posiblemente los tres grandes clásicos de la comunicación publicitaria.
Son frases inspiradoras, que reflejan la experiencia profesional, la humanidad y la capacidad de pensar en grande de 3 publicitarios que dejaron huella. Este año he pedido a mis alumnos de la Universidad de Navarra que me digan qué frases les han gustado más. Aquí tenéis sus preferencias, el "top ten" de mis alumnos:
1. "When you reach for the stars you may not quite get one but you won't come up with a handful of mud either", L. Burnett
2. "Never write an advertisement you wouldn't want your own family to read", D. Ogilvy
3. "The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas", B. Bernbach
4. "If you stand for something, you will always find some people for you and some against you. If you stand for nothing you will find nobody against you and nobody for you", B. Bernbach
5. "Merely to let your imagination run riot, to dream unrelated dreams to indulge in graphic acrobatics and verbal gymnastics is not being creative", B. Bernbach
6. "Adapt your techniques to an idea, not an your idea to your techniques", B. Bernbach
7. "Good advertising does not just circulate information it penetrates the public mind with desires and belief", L. Burnett
8. "You've got to believe in your product, you've got to believe in your work. Only a deep belief will generate the vitality and energy that give life to you work", D. Ogilvy
9. "There are few things more destructive than an unsound idea persuasively expressed", B. Bernbach
10. "If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you, nobody has ever built a brand by imitating somebody else's advertising", B. Bernbach
¿Y mi preferida? Es difícil elegir, pero me quedaría con esta: "don't bunt. Aim out of the ball park. Aim for the company of immortals" (D. Ogilvy).
Estas frases y otras de estos grandes clásicos valen su peso en oro, demuestran el valor de la escritura breve y animan a volar alto y cambiar las cosas. Por eso seguimos hablando de ellas en la Universidad y en la profesión. Y, a veces, las listas despiertan nuestro afán por saber más sobre algo o a conservar lo que hemos aprendido. En todo caso, a estos clásicos hay que leerlos. "Food for thinking" de primera. Y muchas gracias a todos los alumnos de #fcom2013.
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