Word: bernbach
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DIED. William Bernbach, 71, innovative Madison Avenue mogul who inspired the '60s and '70s trend to soft-sell advertising; of leukemia; in New York City. Bernbach preached that "honesty sells." Wit and incisiveness helped too with such campaign tag lines coined under his tutelage as "Think Small" (Volkswagen Beetles) and "We try harder because we're only No. 2" (Avis Rent A Car). His touch helped make Doyle Dane Bernbach, which he co-founded in 1949, the tenth largest ad agency, with $1.2 billion in billings...
...onetime boutique Scali, McCabe, Sloves "The giants are doing more good work than ever before." Last week Advertising Age, the industry's Guide Michelin, cited the 25 outstanding television ads of 1979. The winners included pillars of the business: J. Walter Thompson, McCann-Erickson, Doyle Dane Bernbach and the one that competitors now call "the quiet waking giant," NW Ayer...
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...