Leo Burnett李奥贝纳已经消失，DDB也步其后尘。DDB，这家1949年成立的广告公司，因Bill Bernbach伯恩巴克，而蜚声海内外。

收购IPG之后，宏盟集团Omnicom将只保留创始三公司中两家司号：BBDO和TBWA，而DDB可能被抛弃。IPG的McCann麦肯，作为嫁妆纳入新公司。

1967年12月1日，Leo Burnett李奥贝纳发表退休演讲----何时从门头抹去我的名字。而在1947年，Berbach伯恩巴克也曾给老东家Grey广告的管理层写了一封信，表达了对广告行业公式化的担忧。

2年后，伯恩巴克伙同客户部的Doyle和行政财务Dane成立DDB，成为创意革命的发源地。

在伯恩巴克的眼里，广告是艺术还是技术？很显然，自始自终他的观点是一致的。

Our agency is getting big. That’s something to be happy about. But it’s something to worry about, too, and I don’t mind telling you I’m damned worried. I’m worried that we’re going to fall into the trap of bigness, that we’re going to worship techniques instead of substance, that we’re going to follow history instead of making it, that we’re going to be drowned by superficialities instead of buoyed up by solid fundamentals. I’m worried lest hardening of the creative arteries begin to set in.

机构壮大，诚为乐事，亦为忧事，我直言我所虑。我担心堕入大机构陷阱，我担心崇拜技巧而非实质，我担心追随历史而非创造历史，我担心被浮华淹没，而非立于坚实之基。我担心创意动脉开始硬化。

There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules. They can tell you that people in an ad will get you greater readership. They can tell you that a sentence should be this sort or that long. They can tell you that body copy should be broken up for easier reading. They can give you fact after fact after fact. They are the scientists of advertising. But there’s one little rub. Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

广告界多技师。巧舌如簧，殊为不幸。他们熟稔规则。他们说，人物让广告更有可读性；他们说，句子要这样短要那样长；他们说，正文要断行才好阅读；他们告诉你这个事实那个事实。他们是广告科学家。但有个小问题，广告本质在说服，而说服恰巧不是科学，而是艺术。

It’s that creative spark that I’m so jealous of for our agency and that I am so desperately fearful of losing. I don’t want academicians. I don’t want scientists. I don’t want people who do the right things. I want people who do inspiring things.

我艳羡创意火花，我害怕我们机构失它。我不要学院派。我不要科学家。我不要把事情做对的人。我要能做鼓舞人心之事的人。

In the past year I must have interviewed about 80 people – writers and artists. Many of them were from the so-called giants of the agency field. It was appalling to see how few of these people were genuinely creative. Sure, they had advertising know-how. Yes, they were up on advertising technique.

过去一年，我一定见过80来号人，美术和文案。其中许多来自所谓巨头机构。令人震惊，他们极少有创意天分。当然，他们有广告专业知识，他们精通广告技巧。

But look beneath the technique and what did you find? A sameness, a mental weariness, a mediocrity of ideas. But they could defend every ad on the basis that it obeyed the rules of advertising. It was like worshiping a ritual instead of the God.

技巧之下，所见者何？千篇一律，精神疲劳，平庸想法。但他们为每则广告振振有词，因为有广告规则撑腰。诚如崇拜仪式而非上帝。

All this is not to say that technique is unimportant. Superior technical skill will man a good man better. But the danger is a preoccupation with technical skill or the mistaking of technical skill for creative ability.

技巧并非不重要。卓越技巧让人更强。但危险在于沉迷于技巧，或错把技巧当创意能力。

The danger lies in the temptation to buy routinized men who have a formula for advertising. The danger lies in the natural tendency to go after tried-and-true talent that will not make us stand out in competition but rather make us look like all the others.

危险在于聘雇循规蹈矩广告人的诱惑。危险在于追逐可靠人才的天生倾向，他们不会让我们在竞争中脱颖而出，而会让我们形同他人。

If we are to advance we must emerge as a distinctive personality. We must develop our own philosophy and not have the advertising philosophy of others imposed on us.

若要进步，我们必须彰显独特个性。我们必须建立自己的学说，而不是别人强加的广告学说。

Let us blaze new trails.Let us prove to the world that good taste, good art, and good writing can be good selling.

让我们另辟新径。让我们向世界证明，好品味、好美术和好文案，可以是好销售。

Respectfully,
谨启，
Bill Bernbach
比尔·伯恩巴赫