Word: ayers
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Several thought that J&J, which advertised Tylenol only to physicians as recently as 1975, could capitalize on the solid reputation that Tylenol has built among many doctors. Says Louis T. Hagopian, chief executive of N W Ayer, one of the nation's largest ad agencies: "I would be thinking about relaunching Tylenol with new packaging that would be very fail-safe...
Founded in Philadelphia in 1869 by a young schoolteacher named Francis Wayland Ayer, who called the firm NW Ayer & Son after his father to make it sound more substantial, the agency thrived for nearly a century on blue-chip accounts such as RJ. Reynolds Industries, DeBeers Consolidated Mines and the Ladies' Home Journal Ayer copywriters coined the memorable slogans "I'd walk a mile for a Camel," "a diamond is forever" and "never underestimate the power of a woman...
...over the years clients began drifting away because of Ayer's genteel Main Line fustiness, and the agency became known as the "great gray womb...
...turnaround. The company moved its headquarters from Philadelphia to New York City and began building up an overseas affiliate network. Then, in 1976, Louis Hagopian, 54, the aggressive son of an Armenian shepherd, who had been director of advertising at Chrysler's Plymouth division before joining Ayer in 1960, took over as chairman. In the next three years he added 48 new accounts and increased billings from $190 million to last year's record $428 million...
...Ayer has pushed hardest the latest Madison Avenue advertising trend: stressing a community experience. For AT&T this became the "reach out and touch someone" campaign, which portrays the world's largest company bringing family and friends together via long distance. The Army commercials emphasize "join the people who've joined the Army," and the message of 7 Up is that "America is turning 7 Up." So successful has the big agency been that Competitor McCabe pays it the ultimate compliment: "Ayer is like a creative little agency...