Word: bernbach
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...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...
...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...