Word: bulova
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...other corporations are not so benevolent. The Timex Watch Company last week dropped its sponsorship of Bob Hope's program because the comedian appeared on a show in which a Bulova commercial came on before, not after, the station break. This supposedly associated Hope's name with that of a rival company. In such an atmosphere, programming--in fact a personality--becomes merely an effective way of selling, thus precluding any originality or inventiveness which might endanger this ability...
Thus ended a spectacular career. Biow founded his company during World War I at the age of 25, and quickly proved himself a nimble idea man. For his first big account he coined the phrase "Bulova Watch Time." For Eversharp, Inc. he invented radio's $64 Question, saw the sum of money gain such renown that TV's current $64,000 Question pays him a royalty. He found a midget bellhop, assigned him the $20,000-a-year job of shrilling "Call for Philip Morris!" By 1952, with an annual billing of $50 million, Biow Co. ranked...
...downhill. Sensing that he was slipping, Biow turned over some of his authority to two big account executives, changed the agency's name to Biow-Beirn-Toigo, Inc. Then suddenly big accounts became dissatisfied with the agency's work and signed off one by one. Oldtimer Bulova Watch Co. withdrew in 1954. Pepsi-Cola and Philip Morris, among others, left in 1955. Executive Vice President John Toigo brought the Schlitz beer account into the firm early this year without consulting Biow; angrily, Biow threw Schlitz back out, took over the company again and changed its name back...
...taste for caviar, passed it on to his next-door neighbor at Fort Myer, Brigadier General Eisenhower. Later, Ike dropped in to thank Marx. The toymakers other military friends include NATO's General Alfred Gruenther, Strategic Air Command's General Curtis LeMay, General Omar Bradley, now a Bulova top executive, and General George Catlett Marshall. Even after they leaped into the headlines in wartime, Marx says, he was sure that the generals would be "forgotten like Bliss and Pershing," worried about the generals' financial future. In 1946, when he formed a cosmetic company called Charmore, Marx decided to help...
...neighbor most concerned was Bonwit Teller's President Walter Hoving. As soon as he read about the plans of Maidman and Bulova, Department Storeman Hoving rode right out to Oyster Bay, L.I. to suggest to Tiffany President Louis de Bébian Moore that he take over. Hoving armed his offer with a pledge to preserve Tiffany's character and traditions, and leave management unchanged...