Advertising has always been an industry susceptible to change, with one of the most significant changes occurring in the 1960s. Often the source of change is a strong creative force that casts others aside, and Bill Bernbach was that creative force.
On behalf of the Agency DDB, Bernbach created the revolutionary Volkswagen ad campaign—featuring such headlines as "Think Small" and "Lemon" (which were used to describe the appearance of the car) which ushered in the era of modern advertising.
Claude Hopkins, David Ogilvy, Rosser Reeves and others helped define the style and philosophy of advertising in the 1960s, which rejected the idea of research and believed in the art of persuasion and promoting a “unique selling proposition”. This new philosophy had become the industry standard for the next two decades until the 1980s when advertising changed, yet again.