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However admirable, this is not a new or unique idea. As Bill Bernbach, founder of DDB, said: "All of us who professionally use the mass media are the shapers of society. We can vulgarize that society. We can brutalize it. Or we can help lift it onto a higher level." Good communication is derived from a human need - and helps match the brand promise with that human need. The very best communications don't seem like advertising at all - they achieve noble outcomes.
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May 4, 2012