The fastest-growing ad agency on Madison Avenue is a quiet, unspectacular shop where research-one of advertising's most sacred cows-has been put out to pasture and ignored. From billings of $2,000,000 a year after it started in 1949, Manhattan's Doyle Dane Bernbach has shot up to $20 million-and the growth of its reputation has been even more spectacular. Reason: Doyle Dane Bernbach believes that copy is more important than market research, graphs, formal presentations and much of the other paraphernalia that dominate many agencies. Says Agency President William Bernbach, 46: "We get...
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