FINAL ADV 311
Jim Riswold
-Was brought in as first copywriter hire in 1984 for Honda account -Creative Director at Wieden+Kennedy in the 80s-90s in Portland, Oregon -Nike Air Jordan campaign -> credited with idea of putting Mars Blackmon (Spike Lee) and Michael Jordan together -Also bugs bunny and Jordan -Created Bo Knows campaign for Nike featuring Bo Jackson -Created Tiger Woods commercial "I am Tiger Woods" -Account manager on air jordan and worked with Wieden to create idea that you can hype the endorser rather than the product. Makes the product the hero
Ralph Nadar
-Politician, activist, author -fought for consumer protection -group of laws and organizations designed to ensure rights of consumers and fair trade, and accurate info in marketplace
Lydia Pinkham's Vegetable Compound Campaign
-Post-Civil War Era (1860s-70s) -Lydia's picture on the bottle made the product trustworthy -first product to make a connection between advertising and sales -converted a generic product into a brand iconic concocter and shrewd marketer of a commercially successful herbal-alcoholic "women's tonic" meant to relieve menstrual and menopausal pains. Although Pinkham's Vegetable Compound sold well to the general public, it was regarded by health experts as quackery -patent medication -real success came when her son Dan, would put testimonials on postcards and rewarded anyone who could validate the product worked $5000
Mary Wells Lawrence
- 1952: served as fashion advertising manager at Macy's - 1953: took position as writer and copy group head at McCann Erickson - 1957: accepted job as CW at DDB (known for General Mills casserole meals) - 1964: Jack Tinker & Partners worked on Alka-Seltzer campaign with Dick Rich and Stewart Greene and Braniff Airlines "the end of the plain plane" = new look for planes and employees. - 1966: Opened Wells, Rich Greene (WRG) took Braniff but then dropped it because conflict of interest - Founder, CEO and president of WRG
McDonald's "You Deserve a Break Today" Campaign
- 1970s "You deserve a break today" jingle commercial - Cleanliness, break, fun, service, celebration, treat - Reference other aspects of experience not food or price - Created by Keith Reinhard
McDonald's "You Deserve a Break Today" Campaign
-1970s "You deserve a break today" jingle commercial -Needham, Harper, Steers -Stemmed from the research that people go because of its convenience -Cleanliness, break, fun, service, celebration , treat -Reference other aspects of experience not food or price -Created by Keith Reinhard -What is McDonald's USP -Food, Folks, and Fun -Commercial has broadway show elements -You deserve a break today -Began to target different groups
Listerine Advertising Campaign
Product marketed by making the consumer think they are careless if they don't use it, won't be liked by anyone, even won't get married. "Often a bridesmaid, never a bride" (1925). This series of ads prompted consumers to buy mouth rinses to combat their halitosis, using Edna's sad story. Created by Gerard Lambert.
Polaroid Advertising Campaign (1950s)
"Picture yourself on Christmas with a Polaroid Land Camera." Named DDB it's agency in July 1954. Phyllis Robinson copywrited "A lady's not dressed unless her legs are too."
Marlboro Man Campaign
"The best way to sell the new Malboro was to present it for what it really was, a filter cigarette with a full, honest flavor that could satisfy a man who was a regular smoker. In other word's, a man's filter." Ex. use of the cowboy, "the most generally accepted symbol of masculinity in America", he would say Marlboro "delivers the goods on flavor." Another idea: "close up photographs of 'regular guys'... Among our own friends and acquaintances we found men who typified what has been referred to as 'masculine confidence'", no male models. Tattoo inscribed on the hands and wrists of Marlboro men. Created by Leo Burnett
Hathaway Shirt Advertising Campaign (1950s)
"The man in the Hathaway shirt" (1951). Created by David Oglivy, trademark of the ad was the man in the eyepatch, which added story appeal to the advertisement, arousing reader curiosity. Made them wonder how the man lost his eye.
The "Filter Wars" (1950s)
(Who/What) -Kent/Viceroy/Marlboro -1950s Reader'sDigest Report (Significance) -large impact on tobacco industry & portrayed "healthy" cigarettes
Ernest Elmo Calkins
* Who: Co-founder of Calkins and Holden agency; "The Dean of Advertising Men" * What: art in advertising, fictional characters, the soft sell (impressionistic advertising), consumer engineering * When: 1900 * Importance: Ladie's home journal - corsets * creating demand for a product using more than the product, such as art and design * less immediate results, building relationship between brand and consumer HE WAS DEAF
Schweppes Advertising Campaign
-1953 -Mr. Ogilvy created a campaign centered on -Commander Edward Whitehead. -With his striking Van Dyke beard and tweed coat, -Commander Whitehead even appeared in an official-looking sash at times. -Commander Whitehead became the personification of "Schweppervescence," campaign is credited with increasing Schweppes sales 500% over nine years.
Doyle Dane Bernbach Advertising Agency
- Started by Bill Bernbach, Maxwell Dane, and Ned Doyle (no commas because they stood united) - Started one of the 2 biggest upheavals in advertising: the creative revolution - Different about DDB: new graphics, design, choice of typefaces, style of copy - Signaled a changed relationship between those who would sell and those who would buy - Ended deference toward the client and the product - Art and copy work together to be bigger than the sum of its parts - VW, Avis, Polaroid
Mary Wells Lawrence
-1952: served as fashion advertising manager at Macy's -1953: took position as writer and copy group head at McCann Erickson -1957: accepted job as CW at DDB (known for General Mills casserole meals) -1964: Jack Tinker & Partners worked on Alka-Seltzer campaign with Dick Rich and Stewart Greene and Braniff Airlines "the end of the plain plane" = new look for planes and employees. -1966: Opened Wells, Rich Greene (WRG) took Braniff but then dropped it because conflict of interest -Founder, CEO and president of WRG
Nike "Air Jordan" Campaign
-1984 Chiat/Day kicks it off then it falls to Wieden & Kennedy with all great ads -Jim Riswold (CW) recognizes "Sneaker Culture" driven by Hip Hop -Uses Spike Lee and Jordan to make a connection to that culture that isn't about athleticism at all -Shoes are an expression of belonging to a group -"On Oct. 15, Nike created a revolutionary new basketball shoe. On Oct. 18, the N.B.A. threw them out of the game. Fortunately, the N.B.A. can't keep you from wearing them. Air Jordans. From Nike." -Chiat/Day -Jordan and Spike Lee "Air Jordan" commercial 1989- "It's Gotta be the Shoes" Weiden+Kennedy
Keith Reinhard
-1984 he was the CEO of Needham, Harper Worldwide agency -They merged with BBDO and DDB in Omnicom Group -Then he became DDB Needham Worldwide CEO chairman -McDonald's "You deserve a break today" -State Farm "Like a good neighbor, State Farm is there." -Asked what is McDonald's USP?
Lee Clow
-Agency chairman and Chief creative officer at TBWA / Chiat/Day -Won the Apple account -Aimed to refocus what Apple was really about -Contributed to the ideals behind the "Macintosh" and "Think Different" campaigns -Celebrates creativity and individualism -"We will dedicate the brand to the creative thinkers; the people viewed as the crazy ones who end up changing the world." - Lee Clow
Miller Lite Campaign
-Agency: McCann-Erickson -First person used to launch Miller lite campaign (sports & entertainment people -- people you want to have a beer with) -Find the regular-ish guys who have played professional sports: Joe Namath and Matt Snell -People that aren't interested: the guys who drink beer don't count calories and don't care -"Tastes Great, Less Filling" -"Everything you always wanted in a beer and less" -Recognizes the importance of placement by snatching up sport properties (promotional rights for NASCAR, football games, basketball games, etc.) Light beer had benefits, not feeling gassy and bloated
Lord & Thomas Advertising Agency
-Albert Lasker (Owner) -Sunkist orange -Quaker Oats -Self interest: how can I distinguish my agency from the others? The people who are going to delivery/ create/ develop the advertising -Lord & Thomas gave importance to creative -Claude Hopkins worked at Lord & Thomas. -reasons why philosophy -effective selling was a result of scientific principle 1930s-40s
Chiat/Day Advertising Agency
-All of Apple advertising "Macintosh-1984" "Think Different" -In 1983 created new fitness ethic for Nike and helped make Nike a leader in sports apparel -Creates campaign around Michael Jordan -Then loses Nike business to Wieden and Kennedy -"Who says man was not meant to fly" - Jordan campaign -Produced spots for "Air Jordan" shoe -Commercial- "N.B.A. threw them out of the game. Fortunately, the N.B.A. can't keep you from wearing them. Air Jordans. From Nike."
Goodby, Silverstein & Partners Agency
-Also known as GSP out of San Francisco -Founders: Jeff Goodby, Andy Berlin (he left) and Rich Silverstein -Part of omnicom group -Created "Got Milk" campaign, Denny's, Budweiser Frogs
Leo Burnett
-Been in advertising since the 1930s. -He had definite ideas about advertising: -The power of curiosity -The power of the subconscious. Get as much information that you can get of the product. -A mindful of details -Listening to clients. -To find that thing about the product that you can distinguish from the other. -Sometimes you need to create that drama in the advertisement. -Campaigns: 1944: Marlboro: it was used by women, and it was aimed at an upper-class/fancier target audience. they used image, had a cigarette for him and for her. -they used children in the advertising, using their voice. -Filtered cigarettes were aimed at women (only men took unfiltered cigarettes). -> That`s what Burnett wanted to change.
Bill Backer
-Creative director at MccAnn Erickson -Great song writer -Created Coke's "It's the real thing" campaign and "Things go better with Coke" - "I'd like to buy the world a coke" (His idea in an airport) -Miller Lite's "everything you ever wanted in a beer, and less" and "Miller Time -famed Coca-Cola "Hilltop" commercial of 1971 -But he was also behind a bounty of great advertising for Campbell Soup, Miller Lite, Wendy's, Hyundai, Avis, Beech Nut gum and more. -Among the classic campaigns created by the musically gifted Mr. Backer are "Soup is good food" for Campbell and "Here's to good friends, tonight is kind of special," for Lowenbrau.
Helmut Krone
-DDB Art Director for 30+ years -VW "think small", AVIS "we're number 2", Juan valdez colombian coffee
"Got Milk" Campaign
-Goodby, Silverstein & Partners -Encouraging consumption of cow's milk for California Milk Processor Board Positioned a need for milk in the commercials 1993 start Jon Steel copywriter "Aaron Burr" commercial- he can't talk because his mouth is too dry. Needs milk Director-Michael Bay Emphasize wanting it when you don't have it Key Takeaways The role of humor Focused on fans Singular brand
Rosser Reeves
-Who: advertiser -What: Unique Selling Proposition (USP). -Anacin - Fast, fast, fast. -used repetition to the point- that way you don't forget. -M&Ms - they melt in your mouth, not in your hand. -BIC pens -Importance: He used the ideas of Claude Hopkins. He was important before the revolution of advertising (caused by DDB). -Worked at Ted Bates -Copywriter
George Lois
-Worked a year at DDB then created Papert, -Koenig, Lois. -1967 left to form Lois, Holland, Callaway -Made "big idea" -Tommy Hilfiger, "we want our MTV", Stouffer's -Lean Cuisine -"When You Got It, Flaunt It" Campaign for the airline that resulted in an 80 percent increase in business as a result of the new advertising. Lois incorporated a series of memorable and unique television commercials that paired unlikely celebrities as Andy Warhol and Sonny Liston sitting on Braniff aircraft seats discussing unique and unlikely subjects. -Lois also discovered that airplanes didn't have to all look alike so he commissioned Braniff planes to be painted in bold designs. -May have stole ads like "think small"
Marion Harper
-Worked at McCann/Erickson -Worked on Coca-cola -Joined as a trainee in 1939 at 23 and 9 years later he was the president 1948 -Post room-> head of copy research-> director of research -> President -Won Coke -Appeal to clients was based around research tools -"Helicopter view" -How could you fail if your ads had been testeD? -Coined term "think tank" and agencies as "marketing communications" -Came up with the idea that you can only do advertising for one product in a category -Gets rid of mergers -Had idea to have separate specialized companies for research, publicity, promotions which would then cross refer business to the other independently owned, specialized companies
Phyllis Robinson
-Worked directly under Bernbach at Grey writing fashion promotions - DDB's first copy chief - Had huge influence on all agency's creative output
Phyllis Robinson
-Worked directly under Bernbach at Grey writing fashion promotions -DDB's first copy chief -Had huge influence on all the agency's creative output
Spike Lee
-brought in by Jim Riswold after "She's Gotta Have It" film -Plays character Mars Blackmon (Jim Riswold help created- Jim didn't create the character Mars, Mars is from the film ) who loves his Jordans directs commercials for Air Jordan
Robert Woodruff
-president of the Coca-Cola Company from 1923 until 1954 -Understood the importance of advertising because this product is not a need -The qualities of the product can not be things we focus on
Ray Kroc
-shake machine company owner goes into biz with McDonald brothers after it was big -expanded McDonald's into a national corporation with multiple restaurants nationwide -much conflict with McDonald brothers
Theodore MacManus
-who: advertising person/reporter -when 1900s -importance: Former newspaper reporter, pioneered image ads after becoming copywriter for General Motor Corps luxury cars
Billy Davis
-writer/producer of commercial jingles at -McCann/Erickson including Coca-Cola's: -"It's the real thing" Hilltop commercial -"I'd Like to Teach the World to Sing (In Perfect Harmony)" -"Things Go Better With Coke" -"Country Sunshine" -"If you've got the time" - Miller Beer -Rose to SVP and Music Director
Robert Woodruff
1923 - 1954: President of Coca-Cola company - Understood the importance of advertising because this product is not a need - The qualities of the product can not be thing we focus on
De Beers Diamonds Advertising Campaign
1947, "A Diamond is Forever." Written by copywriter Frances Gerety at N.W. Ayer. Trying to help boost the sales of diamonds which had fallen during the Great Depression. Essentially invented the modern concept of an engagement ring, since before the campaign's debut proposing to a woman with a diamond was not the standard.
Keith Reinhard
1984: CEO of Needham, Harper Worldwide Agency - Merged with BBDO and DDB in Omnicom - Became DDB Needham Worldwide CEO Chairman - McDonald's "You deserve a break today" - State Farm "Like a good neighbor, State Farm is there"
Jim Riswold
1984: CW for Honda 80s-90s: CD at Wieden+Kennedy in Portland - Nike Air Jordan campaign - Bugs bunny and Jordan - Bo Knows campaign for Jordan - Tgier Woods: "I am Tiger Woods" - Acct. Mgr. on Air Jordan and worked w/ Wieden to create idea that you can hype the endorser rather than the product. Make the product the hero.
Rosser Reeves
Advertiser with the idea of USP (unique selling proposition) - Anacin: fast, fast, fast - used repetition to the point that you don't forget - M&M's they melt in your mouth, not in your hand - BIC pens
Nike "Air Jordan" Campaign
Agency: Chiat Day and then goes to Wieden + Kennedy Year: 1984 - Jim Riswold (CW) recognizes "sneaker culture" is driven by Hip Hop - Uses Spike Lee and Jordan to make a connection to that culture that isn't about athleticism at all - Shoes are an expression of belonging to a group - Michael Jordan as the engine that will drive the product forward - Michael Jordan wanted to work with Adidas, not nIke (but Adidas didn't make a strong push in the US
Apple "Macintosh" Campaign
Agency: Chiat/Day -Year: 1984 -People to know: Lee Clow -Mac Ad is called "1984" -Contradicts George Orwell's book "1984" - "And you'll see why 1984, won't be like 1984" -Changed the way advertising worked during Super bowl - made advertising an event, made the Super bowl a time to 1) air advertisements once and only during the Super bowl and 2) air new campaigns -Made advertising about media - want people to talk about it the next day -Imagery conducted by Ridley Scott -Shows the future and a girl comes in wrecking the screen with a sledgehammer of big brother talking -Introduced Macintosh -"Why 1984 won't be like 1984"
Apple "Think Different" Campaign
Agency: Chiat/Day -Year: 1997 -People to know: Lee Clow (CCO @ Chiat/Day) -Originally "The crazy ones" -Black and white footage of 17 iconic 20th century personalities -Includes Albert Einstein, Bob Dylan, MLK Jr - they don't follow the rules, they have no regard for the status quo -"People who are crazy enough to think they can change the world, are the ones that do" ending line in commercial -Celebrates creativity and individualism -"We will dedicate the brand to the creative thinkers; the people viewed as the crazy ones who end up changing the world." - Lee Clow
Apple "Macintosh" Campaign
Agency: Chiat/Day Year: 1984 People: Lee Clow - Contradicts George Orwell's book "1984" - "And you'll see why 1984, won't be like 1984. - Change the way advertising worked during Superbowls: Made advertising an event. Made the Superbowl a time to 1) air ads once and only during the Superbowl 2) air new campaigns - Made advertising about media - want people to talk about it the next day
"Got Milk"
Agency: GSP Year: 1993 CW: Jon Steel Director: Michael Bay - Encouraging the consumption of cow's milk for California Milk processor Board - Positioned a need for milk in the commercials - "Aaron Burr": can't win radio contest because mouth is too dry - Emphasize wanting what you don't have - Role of Humor, Focused on Fans, Singular Brand.
Marion Harper
Agency: McCann Erickson - 1939: joined as trainee - 1948: president - post room --> head of copy research --> director of research --> president - won coke - appeal to clients was based around research tools - "helicopter view" - How could you fail if your ads have been tested? - Coined term "think tank" and thought of agencies as "marketing communications" - Idea: Can only do advertising for one product in a category - Get rid of mergers - Separate specialized companies for research, publicity, promotions, which would then cross refer business to the other independently owned, specialized companies
Billy Davis
Agency: McCann Erickson - Detroit native, began his career in the late 1950s - Music director for McDonald's ad - Writer/producer of commercial jingles - "It's the real thing": Hilltop commercial - "If you've got the time": Miller Beer - "I'd like to teach the world to sing (in perfect harmony)": Coke
Bill Backer
Agency: McCann Erickson --> 1953: started in mail room. 1972: creative director. 1978: Vice chairman of agency. - Great song writer - Coca-Cola: "Things go better with Coke" and "It's the real thing" - Miller Lite: "Everything you ever want in a beer and less" should be consumed at "Miller Time" - Known for his slogans - Opened: Backer & Spievogel - Great advertising for Campbell Soup, Miller Lite, Wendy's, Hyundai, Avis, Beech Nut gum, etc.
Miller Lite Campaign
Agency: McCann-Erickson - First person used to launch Miller lite campaign (sports & entertainment people -- people you want to have a beer with) - Find the regular-ish guys who have played professional sports: Joe Namath and Matt Snell - People that aren't interested: the guys who drink beer don't count calories and don't care - "Tastes Great, Less Filling" - "Everything you always wanted in a beer and less" - Recognizes the importance of placement by snatching up sport properties (promotional rights for NASCAR, football games, basketball games, etc.) - Light beer had benefits, not feeling gassy and bloated
Lord & Thomas Agency
Albert Lasker - Sunkist orange - Self interest: how can I distinguish my agency from others? The people who are going to deliver/create/develop the advertising? - L&T gave importance to creatives - Claude Hopkins worked here too
Chiat/Day Advertising Agency
Apple campaigns: "Macintosh - 1984" and "Think Different" - 1983: created new fitness ethic for Nike helped make Nike a leader in sports apparel - Loses Nike business to Wieden and Kennedy - "Who says man was not meant to fly" : Jordan Campaign - Produces spots for "Air Jordan" shoe
Helmut Krone
Art director considered to be a pioneer of modern advertising - 30 years at DDB - Volkswagon, "lemon" campaign. The series of "Wen you're only No. 2, you try harder" - Ads were known to be very honest - Born in 1925 - Believed logos in ads were unimportant, and turn off -- automatically screams "Ad!!" - Used a squared up half tone photograph, a centered headline and 3 columns of type - Quiet, methodical, and unemotional - Fanatical attention to detail and shared Gage's obsession with doing the original
Helmut Krone
Art director for "Think small" and "Lemon" for Volkswagen. Clean, uncluttered, witty, alive, tasteful, intelligent masterpieces from DDB. "Less is more" disciple. Sweated print details and advanced professionalism among creatives in pursuit of perfection. Artist/ art director for Avis advertising campaign. Wanted to produce the new page, stimulate the mind, create something new with purpose.
Amil Gargano
Art director. Joined Carl Ally and create Ally & Gargano. They named competitors in ads and made forceful claims. For Volvo, about safety. For Hertz, Avis no. 2 in car rentals? Their response "For years Avis has been telling your Hertz is No. 1. Now we're going to tell you why", "Hertz has a competitor who says he's only no. 2. That's hard to argue with", "Avis can't afford not to be nice." 1950s/ 1960s.
Kent "Micronite" Filter
Asbestos filter (1950s)
Weiden + Kennedy Agency
Biggest Client: Nike - Created 1989: Spike and Mike with Jordan and film director Spike Lee - Created 1995: HIV Positive which featured marathoner Ric Munoz - Created 1988: Nike's Just do it campaign - Celebrated women in sports 1995: "If you let me play"
Wieden & Kennedy Advertising Agency
Biggest client: Nike Created 1989 "Spike and Mike" with Jordan and film director Spike Lee Created "HIV Positive" of 1995 which featured marathon runner Ric Munoz Created Nike's "Just do it." campaign 1988 Celebrated women in sports 1995 "If you let me play"
McDonald's "You Deserve a Break Today" Campaign
Broadway Style commercial
Spike Lee
Brought in by Jim Riswold after "She'sGotta Have It" Film - Plays character Marks Blackmon (Jim Riswold help created) who loves his Jordans - Directs commercials for Air Jordans
Reginald Jolley
Burrell Communications Group Sprite
Lee Clow
CCO at TBWA/Chiat Day - Won apple account - Aimed to refocus what Apple was really about - Contributed to ideals behind "Macintosh" and "Think Different" campaigns - Celebrates creativity and individualism - "We will dedicate the brand to the creative thinkers; the people viewed as the crazy ones who end up changing the world"
Avis Advertising Campaign
Car rental in the 1950s. Their advantage is that they would be at the airport. Ad takeaways: new cars with the latest features, pick up and drop off anywhere, gas/ oil/ insurance included, no deposit, many locations, call and reserve. Still had many problems. Robert Townsend became CEO and wanted car rental to be easy, painless, and enjoyable. Believed in the power of advertising and thought it should be aggressive. Wanted a free hand, to be left alone in making the advertising. Wanted $1 million to make $5 million worth of impact. Bernbach to Townsend: wanted them to run what they created no changes, didn't take any crap from clients and won't let them push him around. Asked how is your service? Townsend said it's terrible. So change the service. Copywriter Paula Green, artist/ art director Helmut Krone. Turned weaknesses into strengths. Used self depreciation and humor to sell their services. In the 1960s started getting a profit.
Steve Jobs
Co-Founder & CEO of Apple - Returns to apple after 10 years brings in "Think Different" campaign with Chiat/Day
Levy's Bread Advertising Campaign
Copywriter Judy Protas, design by William Taubin. Created by DDB. "You don't have to be Jewish to love Levy's." Featured non-Jewish New Yorkers eating the bread. Wanted to enlarge the public acceptance of the bread. Ads aimed primarily at the metropolitan area, appeared chiefly in the subways.
Judy Protas
Copywriter for Orbach's ad with cat "I found out about Joan" and Levy's Jewish Rye "You don't have to be Jewish to love Levy's."
Julian Koenig
Copywriter for VW, think small
Paula Green
Copywriter of Avis advertising campaign. Clarity, being obvious and necessary, use simplicity to dramatize. Wrote "We try harder" for Avis.
Leo Burnett
Created Marlboro/ Marlboro Man campaign. Used dramatic realism in his advertising, the soft sell approach to build brand equity. Believed in finding the "inherent drama" of products and presenting it in advertising through warmth, shared emotions, and experiences. His advertising drew from heartland-rooted values using simple, strong, and instinctive imagery that talked to people. Was also known for using "cultural archetypes" in his copy, by creating mythical creatures that represented American values.
Pepsodent Film Campaign
Created by Claude Hopkins. Turned the toothpaste into one of the best-known products on Earth and helped create a daily toothbrushing habit across America. Defined a problem and offered a solution: toothpaste helps remove the film that grows on teeth. 1929.
Lord & Thomas Advertising Agency
Created by Daniel Lord and Ambrose Thomas in 1881. Lasker joined in 1898 and took over as owner in 1912. Acquired Sunkist in 1908, when the citrus industry was in a slump. Created campaigns that not only encouraged consumers to eat oranges, but also to drink orange juice. Was able to increase consumption enough so that the growers stopped chopping down their groves
Frances Gerety
Created the De Beers "A Diamond is Forever" campaign. Worked at N.W. Ayer & Son, joined in 1943. Copywriter, the Female Angle.
David Ogilvy
Created the Hathaway shirt campaign. "The man in the Hathaway shirt" (1951). Self-described "advertising classicist." Emphasized fact-based, long copy to advance Albert Lasker. His agency which opened in 1948, created clean, powerful ads marked by graceful, sensible copy and a palpable respect for the consumer's intelligence. Pioneered a fee system, as opposed to commissions.
Doyle Dane Bernbach
Creative honesty. Used hard sell, repetition, only goal of the advertisement is catch the eye of the consumer/ annoy them to move products off the shelves. Success or failure depends on the product itself. Ultimately, good advertising drives people to the product and then they find out the product sucks. Created the "honesty" campaign: we want to interrupt people in a way they find engaging, strive to be as honest as possible about the product in our advertising. Form follows function. Created Volkswagen advertising campaign, Avis advertising campaign. Bernbach style: draw out connections to the consumer that they already believe, see, and think about the product, purpose is to harness imagination for the theme/ product advantage. Approach to marketing that relied on insight into human nature, respect for the consumer, and the power of creativity. "Let's stop talking at people and let's start conversations that lead to action."
Doyle Dane Bernbach Advertising Agency
DDB, very creative and innovative agency in early 50s, 60s but still relatively small Responsible for creative revolution VW, Avis, Polaroid Believed that art and copy needed to work together to be bigger than the sum of its parts
Ohrbach's Advertising Campaign
DDB/ Bernbach personally designed the ads. Whimsical illustrations, ample white space, and short often humorous copy characterized the ads. Most famous showed a cat with a large hat and long cigarette holder saying "I found out about Joan" followed by catty copy about how Joan dressed like a millionaire by shopping there. "We regret to inform you your school stuff is ready." "Liberal trade-in: bring in your wife and just a few dollars... we will give you a new woman."
Rosser Reeves
Developed the "Unique Selling Proposition" (1950s/ 1960s) which means consumers were not irrational creatures driven by hidden motives even they did not understand. Instead, he said consumers received too many messages. The challenge to advertisers was to create memorable messages that the consumer could easily understand. Anacin campaign: "For fast, fast, fast relief." Known as a brilliant theoretician of sales techniques. Never underestimate the intellect of the consumer, all he was after was effectiveness of advertising
Leo Burnett
During great depression noticed a lot of admen going to work in NY - Realized that Chicago (midwest) needed a creative agency so he started Leo Burnett (after selling his house) - Urged to use the product itself to enhance good artwork and real information - Went on to advertise for Pillsbury, Kellogg, and Campbell Soup - Created characters with stories like Tony the Tiger and Jolly Green Giant - Power of curiosity. - Power of subconscious. Get as much info as you can about the product - Mindful of details and listening to clients - Find thing about product that you can distinguish from competition - Sometimes you need to create that drama in the ad 1944: Marlboro: was used by women and was aimed towards upper-class women - Changed it to use cigarette for him and here - Used children in the ad (using their voice) - Changed that men could use unfiltered (Marlboro) cigarettes too
Phyllis Robinson
First female copywriter at an agency ever, at DDB. Worked on Orbach's and Levy's Bread. For Levy's, wrote a radio commercial with a little boy asking for "Wevy's cimminum waisin bwed." For Polaroid wrote, "A lady's not dressed unless her legs are too."
George Lois
Greek art director - Hugely energetic man - Made "big idea" - Phrase George Lois least likely to use "It'll do" - Born in 1931, brought up in an almost exclusively Irish area in the Bronx - Served in Korea then returned to NY to work at CBS - 1959: Job at DDB in creative department - 1/1/1960: Started Papert Koenig Lois (PKL). First client was The Ladies' Home Journal - 1963: NY Art Directors club Art Director of the Year - Having their agency go public would be for the better of their clients - Believes that having P&G as a client was the beginning of the end for them - Campaigns: Tommy Hilfiger, "We want our MTV," Stouffer's Lean Cuisine, "When you got it, Flaunt it" (80% increase in Braniff airline sales. Unique TV commercials paired with unlikely celebrities (Andy Warhol and Sonny Liston). Airplanes didn't all have to look alike so Braniff airlines were painted in bold designs)
Schweppes Ad Campaign
In 1965, Schweppes launched the "Schhh you-know-who" campaign, which ran until 1973. David Ogilvy
Hertz Advertising Campaign (1960s)
In response to Avis' "We try harder" campaign, they said "The Fable of the Tiger and the Cat." The cat, representing Avis, grows bigger over a year's time, the tiger, Hertz, grows even more. Carl Ally created the newspaper ad with a man's index finger upraised and the headline "For years Avis has been telling you Hertz is no. 1. Now we're going to tell you why."
Carl Ally
Launched his own agency in 1962. "Grab 'em by the throat" advertising philosophy. Got around the rule of mentioning rivals' names in TV spots by mentioning competitors in a Volvo ad. Credited with helping lifting the ban on comparative advertising. "For years, Avis has been telling you Hertz is No. 1. Now we're going to tell you why" (Hertz).
Keith Reinhard
Needham, Harper and Steers agency McDonald's "You deserve a break today
Albert Lasker
Often called the father of modern advertising. Believed advertising should actually sell. Campaigns: California Oranges. Had a newspaper business as a boy. CEO of Lord & Thomas in 1912. Devised a copywriting technique that appealed directly to the psychology of the consumer. Ex. women staying slender if they smoked Lucky Strike cigarettes. Use of radio with Palmolive soap, Pepsodent toothpaste, Kotex products.
Coca-Cola "Real Thing" Campaign
People: Bill Backer Agency: McCann and Erickson Year: 1971 - Hilltop commercial - Need for advertising because coke is not a need (takes focus off of just qualities of the product) - Deals with social change and unity - Recognized market potential for multicultural america - Unity at a time of war and rebellion - One of the first TV commercials in color - Maintains universal image
Goodby, Silverstein & Partners Advertising Agency (GSP)
People: Jeff Goodby, Andy Berlin (he left) and Rich Silverstein - Part of omnicom gorup - Created "Got Milk" Campaign, Denny's, Budwesier Frogs
Claude Hopkins
Pepsodent film campaign. Worked for Lasker. Inspired by Kennedy. Believed advertising only existed to sell something. Hired by Lord & Thomas in 1907. Insisted copywriters acquired detailed knowledge of client products and produce brief, reason-why copy. He also promoted couponing, premiums, free samples, mail order, and copy testing. For Pepsodent toothpaste he "discovered" plaque; he then invested in the company and made another fortune. His classic "Scientific Advertising" was published in 1923, after he retired from L&T as president and chairman.
Ray Kroc
Shake machine company owner goes into business with MCD's bros - Expanded MCDs into a national corporation with multiple restaurants - Much conflict with MCDs bros
Sunkist Oranges Advertising Campaign (19-teens)
The Iowa Experiment (1906): tries to find out if advertising can stimulate demand in a way that can be replicable. Stimulate orange demand in Iowa. Runs orange week in Iowa which will be heavily advertised. Resulted in increased orange demand. Also known as California Fruits Growers Exchange.
Uneeda Biscuit Advertising Campaign
The first time an ad campaign successfully created a new brand and successfully sold it. National Biscuit Company created a new cracker and NW Ayer and Son agency suggested like "you-need-a" biscuit. In 1898, William Moore and Adolphus Green merged Moore's New York Biscuit Co. and Green's American Biscuit & Manufacturing Co. Green became president of the new company where he developed Uneeda Biscuits. Largest commitment to advertising ever made, campaign appeared on streetcar and trolley placards, store displays, and magazine and newspaper ads. In 1900, National Biscuit patented the moisture-proof inner package (In-Er-Seal) it used for Uneeda and several products. The company adopted as its symbol the colophon, which the marketer hoped would remind consumers of its commitment to the freshest, highest-quality biscuit products. Little boy in yellow rain jacket.
P.T. Barnum
The man who took advertising and promotion to newer and greater heights. Master not only at getting patrons in the door, but also getting newspapers to run stories about his upcoming shows and attractions, buying up billboard space, and sending in "advance men."
Sprite "Obey Your Thirst" Campaign
Urban Marketing. If consumers know the rappers etc in commercial they will buy more of product Beyond Product Placement Key Takeaways Authenticity Focus on Culture A Viable Marketing Alternative Kurtis Blow(1986) sprite commercial
Paul Rand
Very close connection to Bernbach. He had a tremendous influence on how Bernbach thought about uniting art with advertising copy. Designed ads for bernbach. Best known for Ford & IMB logos
Bob Gage
With Bill Bernbach, copywriter Phyllis Robinson, left Grey Advertising in 1949 to launch Doyle Dane Bernbach (DDB). Liked Bernbach's new copy-art teamwork concept. Publicity-averse, regarded by his peers as an "absolute genius," put his stamp on print and TV advertising, plus Hollywood film editing. His whimsical Orbach's ads "exploded" on page with his art-type white space treatments. His warm TV storytelling for Cracker Jack, Alka-Seltzer ("Honeymooners"), and Polaroid, plus his electrifying quick-cuts and tightly focused editing techniques for Jamaica Tourist Board, brought new visual power to commercials as well as films.
John E. Kennedy
Worked at the Lord & Thomas agency as chief copywriter. Wrote to Lasker, "I can tell you what advertising is." Goodrich paid him a lot of money. Believed advertising was "salesmanship in print" (1904). Influenced Reeves and Hopkins. Graphically distinctive ads with no-nonsense, hard-hitting copy. Set out to learn everything about his clients' businesses, develop selling points and test copy.
Steve Jobs
co-founder of Apple and was CEO Apple Macintosh returns to Apple after 10 years brings in "Think Different" campaign with Chiat/Day
Daryl Cobbin
look up
Ralph Nader
look up
Ned Doyle
part of DDB, worked on the client relationships with the company.
