Word: bernbach
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Dates: during 1960-1969
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...advertising strategy that should be employed by Hertz in the U.S." Madison Avenue speculation is that Ally will drop the ever familiar "Let Hertz put you in the driver's seat" theme. Some of his cur rent campaigns have clearly been influenced by soft-selling Doyle Dane Bernbach, which developed Avis' underdog* theme. Among Ally clients are Horn & Hardart ("no frills"), Tensor Lamp ("little me") and Volvo ("small but tough"). Ally, however, insists that he is an adherent of no particular school: "I intend to anticipate the next cycle and be a forerunner as Doyle Dane has been...
...outright (Foote, Cone & Belding), stripped a major account from another (Benton & Bowles), and rejiggered product assignments between the remaining two (Young & Rubicam and Ogilvy & Mather). In the process, General Foods showered $17.5 million in new accounts on two of the hottest agencies in the business: 13th-ranking Doyle Dane Bernbach, whose sophisticated soft sell for Volkswagen and inverted hard sell for Avis has spawned a school of imitators, and 18th-place Grey, whose strong suit is marketing. Since last September Doyle Dane has received new billings worth $35 million from U.S. Rubber, Mobil Oil, Gillette, Ocean Spray, Bankers Trust...
...this month National Beer became majority stockholder in the Baltimore Orioles. Budweiser owns St. Louis' baseball Cardinals and Falstaff owns part of the football Cardinals. In addition, many beermen are seeking more effective ad campaigns by shuffling agencies; in one of the best campaigns, Rheingold and Doyle Dane Bernbach now appeal directly to New York's ethnic melting pot ("In New York City, where there are more Irishmen than in Dublin, more people drink Rheingold...
...place their products among those 13, admen have switched to new and offbeat ways to capture consumer attention, including pop and op art. The most successful technique is being widely imitated. It is known as the "Bernbach Syndrome" after the ad firm of Doyle Dane Bernbach, and it consists of a wry, conversational, slightly apologetic approach to selling. Doyle Dane is responsible for some of the most fetching current ads, including those for Levy's Jewish Rye bread and the low-keyed, underdog-bidding Avis rent-a-car ads (which led Hubert Humphrey to say: "I try harder...
...Tiger. From elephants to foxes, animals have long helped admen to peddle their wares, but the tiger has roared onto the advertising scene with irresistible force, turning up as a prop for everything from rented autos to hair oil. Says Martin Baker, an account executive for Doyle Dane Bernbach: "It's almost as if ads are giving up sex for tigers...