Word: danees
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...Elfred Freuchen. who never understood what a man wanted with the steam-heated creature comforts of civilization. Yet in civilization or out. inferior was hardly the word for Freuchen. who managed to fashion successful careers as newspaperman, lecturer, travel writer and novelist (Eskimo ). During World War II, the vigorous Dane found time to fight in his country's anti-Nazi underground. Last summer he became a familiar figure across the U.S. as the fifth contestant to hit the jackpot on television's The $64,000 Question.* Later, at the start of one more Arctic expedition, peg-legged Peter...
...fastest-growing ad agency on Madison Avenue is a quiet, unspectacular shop where research-one of advertising's most sacred cows-has been put out to pasture and ignored. From billings of $2,000,000 a year after it started in 1949, Manhattan's Doyle Dane Bernbach has shot up to $20 million-and the growth of its reputation has been even more spectacular. Reason: Doyle Dane Bernbach believes that copy is more important than market research, graphs, formal presentations and much of the other paraphernalia that dominate many agencies. Says Agency President William Bernbach...
...minimum of copy that later became his trademark, e.g., Ohrbach's recent cat ad (TIME, March 17). But Bill Bernbach found his style crimped by conventional ad concepts. He left Grey in 1949 to form his own agency with Grey Vice President Ned Doyle and a friend, Maxwell Dane, took the Ohrbach account along as the nucleus of the new agency...
...terms. They are warned in advance that the agency will run the ad account as it sees fit. Says Bernbach: "It's more important for us to know our business than their business. I've seen too many people morally wrecked in this business." Says General Manager Dane: "All three of us live very modestly. We don't have to be afraid of our clients...
Produced by the Manhattan ad agency of Doyle Dane Bernbach, Inc. and written by a 35-year-old bachelor girl named Judith Protas, the ad immediately drew hundreds of requests for copies. The greatest compliment came from Madison Avenue, where admen paid their respects by posting the Ohrbach's ad on their own bulletin boards. Said Walter Palmer, retired vice president of Manhattan's Batten, Barton, Durstine & Osborn: "A masterpiece...