Word: billingses
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Fewer People, Better Paid. One reason they did is that, like their blue-chip clients, the big agencies have been able to take advantage of economies of size. "Bigness is really an asset," says Young & Rubicam President Stephen O. Frankfurt. All are using computers, which not only tot up possible...
Keeping close watch on costs and profits, the big agencies have learned to roll with one of the biggest blows in advertising-the loss of clients. Doyle Dane Bernbach, one of the top ten, last year lost seven clients, including Broxodent Tooth Brushes, Ocean Spray Cranberries, Rheingold Beer and Warner...
Today, the Diners' Club is flourishing along with the rest of the credit-card industry. With annual billings of $700 million, it stands behind American Express (over $1 billion) and ahead of third-ranking Carte Blanche ($135 million) among so-called "travel and entertainment" card systems. Also stepping up...
Apparently convinced that the creative pitch is correct, the old established agencies are looking to their own images. When he succeeded Emerson Foote as chairman of McCann-Erickson, the nation's second biggest agency (after J. Walter Thompson), last fall, Chairman Paul Foley, 51, lamented that "when market research...
Despite the risks, it can be immensely profitable. Adman Marion Harper Jr. became head of McCann-Erickson in 1948 at 32, spun the outfit into the vast Interpublic Group (advertising, public relations, market research) and racked up billings of $700 million a year by last fall. When Interpublic went deep...