I love the blog Letters of Note. If you haven’t come across it in your digital travels, it’s well worth a look. One of my favourite letters (among many) published on the site is written by famed ad man, Bill Bernbach.
He’s described in the introduction to the letter as “a real-life Don Draper… one of the greats”. But in 1947 at the age of 35 he didn’t have that reputation. That was the year in which he wrote to the owners of the quickly-expanding Grey Advertising, where he worked as the Creative Director, warning against what he saw them turning into:
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.
I’m intrigued by this trap of bigness and have been for a long time, but until I read Bernbach’s letter, I didn’t have a name for it.