Dzidza Zvakawanda Pamusoro Pokutsvaga Mukurusa Mukurusa
Akaberekwa muBronx muNew York City musi waAugust 13 th , 1911, William (Bill) Bernbach haana mubvunzo kuti munhu anokosha uye ane simba munhoroondo yezvinobudiswa. Mumwe musikana wekutanga weDoyle Dane Bernbach (DDB), akanga ari munyori wechirangaridzo uye mutungamiri wekugadzira akachinja chiso chekutengeserana, uye inenge imwe sangano rekuparidzira nhasi rinovimba nemafungiro nemaitiro ayo Bill Bernbach akapa.
Dzidzo yeBill Bernbach uye Basa Rokutanga
Muna 1932, uye ane makore 21, Bernbach akawana BA kubva kuNew York University. Akanga ane mbiri muChirungu, asi akadzidzawo mafilosofi (chimwe chinhu chaizoratidza kuti chinokosha mubasa rake rokudhinda) uyewo bhizimisi rekutonga nemimhanzi (Bernbach akaidza piyano).
1932 yakanga isiri nguva yakanakisisa yekupedza chero ipi zvayo yunivhesiti sezvo izvi zvaiva panguva yekumuka kwemeteoric kwekuora mwoyo kukuru. Ushaya hwaiva mune zvakanyorwa zvepamusoro, tsika mumunyika yakanga iri pasi pedombo. Nemafaro kwaBernbach, mhuri yake yaibatana ne Schenley Distillers uye muna 1933 akapiwa basa muimba yekunyora. Yakanga isiri nzvimbo yaakabata kwenguva yakareba. Unyanzvi hwake nemashoko, uye chido chake chepanyama, chakavhenekera uye akanyora chiziviso cheSchenley's American Cream Whiskey.
Mutambo wacho wakamhanyira, uye Bernbach akakurudzirwa kuenda kune imwe nzvimbo yemasangano ekudhinda.
Mushure memakore matanhatu ekubudirira ku Schenley Bernbach yakasara kuti iite zvinodiwa zvikuru.
Akazova mweya-munyori kuna Grover Whalen, mukuru we1939 World's Fair, uye kubva ipapo akapinda kumusoro-in-line kushambadzira pabazi reWilliam Weintraub (kwaakabatana nemuongorori wemuongorori Paul Rand).
Achitevera rwendo rwemakore maviri muHondo Yenyika II, Bernbach akashanda kwenguva pfupi kuCoty, ndokubva atamira kune rimwe sangano guru rinonzi Gray Advertising.
Yakanga yakaita sangano iri kuti Bernbach akavandudza unyanzvi hwake huri mberi, uye muna 1947 akanga ari Creative Director paGrey.
Bill Bernbach anowana DDB naNed Doyle uye Mac Dane
Mumakore ake paGrey, Bernbach akava shamwari dzakanaka naJames Edwin "Ned" Doyle naMaxwell "Mac" Dane. Doyle aiva mutungamiri paGrey, uye Dane akanga achimhanya sangano rekutsvaga rainzi Maxwell Dane, Inc. Sangano rakagara makore mashanu chete, sezvo Dane akavhara iyo kutanga Doyle Dane Bernbach (DDB) naBill naNed.
Mazuva ekutanga paDDB aive akafanana kune chero sangano rekutanga. Basa rakanga risina kumira kutanga, uye vatatu vakavaka basa rakawanda. Bill Bernbach ndiyo yakanga iri simba rekugadzira pahofisi, ichigadzira zviziviso zvinoshandura nzira iyo zvivako zvinonzwisisika, zvakatarwa, zvakasikwa, zvinotengeswa uye zvakarangarirwa.
Mamwe mapurogiramu anonyanya kukosha aBernbach anosanganisira: Funga Small naArim yeVW Beetle (iyo VW Beetle campaign yakashandura kushambadzira pamusoro wayo); Tinoedza Kuomerwa kweAristi; Iwe Haufaniri Kuva muJudha Kuda Levy's for Rye's Levy's Bread; Mikey for Life Cereal; Izvo Zvakanyanyisa KwaPolaroid.
Doyle Dane Bernbach Anogadza Standard
Pamberi peDDB, vatungamiri vehutungamiri uye vanyori vashandi vakashanda zvakasiyana. Uye izvozvo hazvirevi kuti vakashanda pamahofisi akasiyana-siyana, ivo vaigara vari mumatare akasiyana, pane zvakasiyana-siyana, kana kunyange mune zvivako zvakasiyana.
Mumwe munyori aigona kunyora kopi yacho kune chikwata, kusanganisira musoro wepamusoro, uye iyo kopi yaizoendeswa kune mutungamiriri wemhizha uyo aizoshandisa mavara uye mufananidzo wakashandiswa.
Bernbach akaona kukanganisa kukuru mufananidzo iwoyo, ndokuchichinja. Tichifunga nezvemisoro miviri kuti ive nani kupfuura imwe, akaisa varairi varairi uye vanyori vemuzvikwata uye vakavakumbira kuti vaone chidimbu kunze kwechikwata. Iyi kubatanidzwa, iyo inokonzera basa rinoshamisa rakabuda mubhidhiyo, irowo muenzaniso wakagamuchirwa nekutengesa sangano rekuumba dhipatimendi.
Pasi peBernbach yekutungamira hutungamiri uye hukuru hwepamusoro, DDB yakakura ikava guru guru rekushambadzira. Yaiva nzvimbo yekushanda; kushambadzira kwavakaita kwaive kwakanaka kwazvo, kushamisa vose vatengi vavo uye mamwe masangano.
Bill Bernbach akakunda mibairo yakawanda munguva yake paDDB, uye akaiswa muCopwriters Hall of Fame muna 1964.
Nhaka yake inorarama, uye ani naani anoshanda mukudhinda anoziva zita rake, basa rake uye uchenjeri hwake. Akafa musi waOctober 2 nd 1982, muNew York City, ane makore 71.
Kusarudzwa kwaBill Bernbach Best Quotes
Bill Bernbach ndomumwe wevakanyatsotsanangurwa, uye anotsvaga, vanhu vanobva munhoroondo yekutengeserana. Pano pane zvishoma zvishomanana zveBernbach zvisingambokwanisi kukurudzira.
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