After studying in Mannheim, Germany and Knoxville, Tennessee, Bernhard joined Procter and Gamble in 1985 as a Market Research Assistant, Fabric Care, Diapers and Beverages. During his career with Procter and Gamble, he has worked as Media Manager, Assistant Brand Manager, Germany and Europe, Group Media Manager, European Media Manager, Brussels. In 1998 he became Director, Media-Europe, P&G Europe, Middle East and Africa and Director Media-Asia, P&G Asia, taking on additional responsibility for Laundry and Cleaning Products in Europe. In 2001, he took on additional responsibilities as Leader of the P&G Global Media Community of Practice and in 2002, Leader of the Global Connecting with Consumers Centre of Excellence. In 2003 he was appointed Manager, Global Media & Communication until most recently (Dec 2006) appointed Vice President, Global Media and Communication.

From 1998 to 2004 he was Chairman, Media Committee of the World Federation of Advertisers (WFA), becoming Deputy Chairman of the World Federation of Advertisers from May 2004-May 2006. Since May he has been President of the World Federation of Advertisers.