Word: bernbach
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...adman's adman. He wasn't a hipster like William Bernbach, who tapped into youthcult with the "Think Small" campaign for Volkswagen. He wasn't an elegant rationalist like David Ogilvy, whose ads famously advised the rich that a Rolls-Royce was the sensible car to buy. He didn't even work on Madison Avenue, but in Chicago's Loop instead. But Leo Burnett, the jowly genius of the heartland subconscious, is the man most responsible for the blizzard of visual imagery that assaults us today...
...weeks of each other. The power of the newly created superagencies and the vast riches that changed hands in the transactions stunned the ad industry for weeks. The first jolt was the three-way agreement in April to merge the sixth largest U.S. agency, BBDO International, with Doyle Dane Bernbach Group (No. 12) and Needham Harper Worldwide (No. 16). Their combined annual billings of $5 billion made the new agency, now called Omnicom Group, the world's biggest -- for a moment anyway. The commotion reached another peak two weeks later, when Britain's acquisitive Saatchi & Saatchi agreed...
King of Madison Avenue? No agency can hang on to that crown for long these days, thanks to an epic acquisition binge. Only two weeks ago, the merger of three large firms--BBDO International, Doyle Dane Bernbach Group and Needham Harper Worldwide--created the biggest agency in the world (estimated annual billings: $5 billion). But that superdeal appeared to have been surpassed last week when London's Saatchi & Saatchi agreed to buy Manhattan-based Ted Bates Worldwide for an estimated $350 million. Those two companies, which are expected to announce the deal early this week, will have billings of about...
...billion). Perhaps the most ravenous of all the advertising firms, Saatchi & Saatchi took over twelve companies last year. Flush with $600 million raised through a stock offering, Brothers Charles and Maurice Saatchi are prowling for more prey and are determined to build the world's largest agency. Doyle Dane Bernbach turned down a Saatchi offer before deciding to merge with BBDO and Needham; so far, Ted Bates has also ducked Saatchi's advances. Says Abbott Jones, president of the Chicago-based Foote, Cone & Belding agency ($1.9 billion): "It's hard to say where a company like Saatchi, with such deep...
...three, but it brings a strong domestic network to the merger. Some industry wags saw a resemblance between Needham's role in the deal and its Wheaties ads, in which pint-size Olympic Gold Medalist Mary Lou Retton gulps down cereal with the "big boys." Doyle Dane Bernbach ($1.7 billion) has the most to gain. After scoring numerous hits over the years with ads for longtime client Volkswagen, the agency attracted notice with its beguiling babies series for Michelin tires. But DDB lost several major clients in 1985, dropping $45 million in business with the exit of Polaroid and Atari...