Word: bbdo
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Dates: during 1960-1969
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WHEN Brower took over BBDO in 1957 from BBDO President Bernard Cornelius Duffy, it was like a batter following a home run by Babe Ruth. Ben Duffy, one of the shrewdest and best-liked admen ever to stroll Madison Avenue, had built BBDO from a smalltime outfit postwar into fourth place in the industry before he was forced to retire from active leadership after a stroke. No sooner had Brower taken over than he faced a passel of trouble. Revlon, Inc. pulled out its $7,000,000 account. Then, to avoid trouble with its $17 million American Tobacco account, BBDO...
Only a few weeks ago, Brower and BBDO hooked Dodge's $21 million car and truck account, biggest new account in the agency's history. Last week Brower scored again; Pepsi-Cola gave BBDO its $9,000,000 account, a plum that eventually could mean $25 million in billings if Pepsi's distributors follow the company's lead. Instead of showing what he was going to do for Pepsi, Brower put 60 members of his staff to work turning out a 65-page book that told about the people who would be on the account, stressed...
...into advertising "because I developed a prejudice toward eating." He was hired at $50 a week by the George Batten Co. in 1928, just before its merger with Barton, Durstine & Osborn. His hard-slogging work habits and a slogan-making command of the language propelled him through BBDO's ranks as he worked on ad campaigns for Armstrong Cork, Servel, B. F. Goodrich and Cellophane. He became the agency's chief idea man in 1946, a member of the executive committee...
...BBDO's rebound has netted Charlie Brower far more than he lost. This year BBDO will soar past its 1959 billings to reach an alltime record estimated at $235 million. Charlie Brower intends to make billings even bigger by exporting his smart sell. Last week he was off to London to give aid and comfort to BBDO's first overseas branch. He spent a night on the town, wrote a presentation before dawn, and sewed up a new campaign for Britain's Double Diamond beer before lunch...