True blue chips

Article Abstract:

An investigation of some of the longest recorded client-advertising agency relationships, including J. Walter Thompson's handling of the Unilever account since 1902 and NW Ayer's handling of AT & T since 1908, reveals that longevity depends on more than good work, optimism and appreciation. Reasons include: the staple products advertised (such as telephone service, paper products, fruit, canned goods and pet food), the relatively few advertising firms from which to choose, and the extra efforts put forth by agencies to avoid losing long-standing clients. Other examples of lengthy advertising relationships include Foote, Cone and Belding (Los Angeles) and Sunkist (1907), McCann-Erickson's Exxon (1912) and Del Monte (1917) accounts, BBDO and Hammermil Paper (1912), and Gardner Advertising (St. Louis) and Ralston-Purina (1910).

Advertising agencies, Case studies, Services, Client development, McCann-Erickson Inc., Customer relations, JWT Worldwide, BBDO Worldwide Inc., Foote, Cone and Belding Communications Inc., N.W. Ayer & Son Inc., Gardner Advertising Company Inc.

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Here's an earful: network radio is hot

Article Abstract:

Advertising on network radio was up 14 percent in 1985 from 1984, with revenues of $328.7 million. The number of network-affiliated radio stations grew by 63 percent in 1985. The top three radio advertisers are Sears, AT & T, and Warner Lambert; each company has its own reasons for using radio, such as efficiency, economy, and flexibility. Radio provides the ability to target audiences more specifically than other media. Another feature which attracts advertisers is the great variety of programming environments. Although many advertisers think of radio as a medium for those who cannot afford television advertising, others with unlimited budgets are realizing the benefits which can come from advertising on radio.

Radio broadcasting, Telecommunications equipment industry, Radio advertising

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Does it really take two to create?

Article Abstract:

Several art director-copywriter teams in advertising agencies are reviewed. Most of these creative teams were formed when an art director and a copywriter found an immediate and close rapport, but with other pairs a close working relationship took some time to develop. This type of professional team relationship can lead to tremendous creativity as was demonstrated by several prominent teams during the 1960s. After a hiatus, management has again accepted these creative pairs with one agency, MCA Advertising, consisting only of such teams.

Psychological aspects, Methods, Officials and employees, Commercial art, Business creativity, Copy writers

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