Word: bernbach
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Dates: during 1970-1979
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Below these top-ranking few, some small agencies have folded up, and some bigger ones are changing their approach because they have lost their fame as "hot" shops. Doyle Dane Bernbach, which produced the memorable "Lemon" ads for Volkswagen and the "We try harder" slogan for Avis, now stresses its media-buying and consumer-research capabilities, as well as creativity, to clients. Says President William Bernbach: "Our job is to kill the cleverness that makes us shine instead of the product...
Long Slide. Will the consumer get that message? Much of Madison Avenue doubts it. William Bernbach, chairman of Doyle Dane Bernbach, says that the ads so far are "essay-type things on abstractions." Gerald Shapiro, president of the Carl Ally agency, says simply, "I don't know what Pride means." Charles Moss, president of Wells, Rich, Greene, believes "they [A. & P.] are just talking to themselves." He is right. McCann-Erickson Associate Creative Director Charles Ryant says the early ads were aimed largely at "energizing" A. & P.'s own employees, though later ones will stress the quality...
...Bower is a very original character. The kind of crisis described here, in which power switched from creative personnel to research-oriented account executives, was a familiar story along Madison Avenue during the recession two years ago. What the author, who is a vice president of Doyle Dane Bernbach, does very convincingly is to convey what life in a big-time agency must be like: the daily routine, the steps up, sideways and down, the monotonous tides of taste and style, the Byzantine rules of client diplomacy. Though the comparison may seem incongruous, Dillon's approach to his professional...
Miss Green began as a secretary, moved up fast by taking responsibilities from her boss's shoulders. She became a copywriter at Doyle Dane Bernbach, where, besides working on Avis, she helped memorialize Heinz' Great American Soups and Instant Quaker Oats. (The company originally wanted to call it "Quaker Instant Oats,'" but Miss Green, knowing how important the word "instant" is to kitchen-bound women, put it first.) Itching to go on her own, she two years ago set up Green Dolmatch with a pair of partners, one of them her engineer husband, now the agency...
Many admen fear that increasing Government intervention could dry up the creative juices. Says William Bernbach, chairman of Doyle Dane Bernbach: "The demand for stating things that are provable will dull some ads and make people reluctant to make some claims that are provable." Chicago Advertising Consultant Robert Humphrey sees an inevitable drift of advertising away from the commonly used motivational techniques aimed at subconscious fears of rejection and desires for security; he feels that agencies will move toward better market research to determine what products consumers really need...