Word: bernbach
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Dates: during 1960-1969
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...Madison Avenue sees it, the main campaign of Election Year 1964 will pit Doyle Dane Bernbach against Erwin Wasey, Ruthrauff & Ryan, Doyle Dane, the imaginative agency celebrated for its Volkswagen and El Al ads, has landed the prized account to merchandise Lyndon Johnson to the U.S. public; Erwin Wasey, whose accounts stretch from Gulf Oil to Olga Girdles, has edged out Leo Burnett, Inc. and several other eager contenders to win Barry Goldwater's business. Beyond those two, hundreds of agencies this year have gone into politics for pay - and just about every major candidate has engaged some advertising...
...chiefs of agencies that handle political accounts are often party faithful: Doyle Dane's William Bernbach is a devout Democrat, and Erwin Wasey's David B. Williams is a Republican regular. But many agencies are pragmatically bipartisan. Bobby Kennedy has placed the ad end of his New York campaign with Manhattan's Papert, Koenig, Lois because his advisers were impressed by its work for Republican Senator Jacob Javits...
...another: "Our counters all have two sides. And we know which side our bread is buttered on." The campaign has also had an inside effect: Avis is trying harder. Before the first ad ran, executives of Avis and of its ad agency-Manhattan's bright, unorthodox Doyle Dane Bernbach-jointly lectured Avis employees in 300 cities to impress on counter girls and car attendants the need for that hard Avis try. They made employees fill out check lists that guard against empty gas tanks, dirty ashtrays and smudged mirrors, passed out "We try harder" lapel buttons...
...newest variant of the appeal to sophistication is that made by needle-sharp President William Bernbach of Manhattan's Doyle Dane Bernbach, who has wowed the ad industry with his grain-of-salt Volkswagen ads playing up qualities that would normally be considered shortcomings ("Think small"). Though some admen still stubbornly insist that "humor doesn't sell," the evidence is that nowadays it does. The major factor in making Duluth's Chun King Corp. a nationally known enterprise has been the zany commercials for the company's prepared Chinese food written by Hollywood's Stan...
...nation's hardest-selling agency, Rosser Reeves of Ted Bates & Co., is a chess expert who. while acting as manager of the U.S. chess team visiting Russia seven years ago, charmed an audience of Muscovites by delivering an engaging speech on international competition and peace. Fast-rising William Bernbach never takes work home (he does not even own a briefcase), and is one of the few U.S. company presidents who choose to live in Brooklyn...