Word: esso
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...selected stockholders-but not to the public. In Italy, the highest caliber executives get between $30,000 and $50,000 a year in salary, plus generous expense accounts; at the top salary level are such executives as Diego Guicciardi, director of Italian Shell, and Vincenzo Cazzaniga, Italian boss of Esso. The average member of the board of management of a big German company may make a salary of about $50,000. The biggest German salaries are in the auto indus try, topped by an estimated $250,000 paid to Daimler-Benz's Walter Hitzinger. Only one German businessman exceeds...
Most important, the local managers have a feel for the hard-to-define difference in mentality between the old world and the new. Esso's chief in Italy, Vincenzo Cazzaniga, has persuaded his home office to buy tens of millions of dollars worth of ships from Italian shipyards-even though the cost is greater than elsewhere. The gesture burnishes Esso's image in the eyes of the Italian people and the government. Small gestures are also important. No German businessman would ever think of dining at a customer's house without bringing flowers for the hostess...
...campaigns are sharply revised and toned down for export, the tiger was crated and shipped with only minor changes, such as substituting "motor" for the untranslatable "tank" in the wording of French and Italian slogans. In just the month since it was introduced with unprecedented hoopla as Esso's first all-Europe promotional campaign, the drive has spread to 14 countries, leaving a trail of 1,000,000 tiger tails and such gimmickry as tiger T-shirts, balloons, pencils, coloring books, key rings, windshield decals and jigsaw puzzles...
Europeans, in fact, have added some touches of their own. Pump hoses are wrapped in tiger stripes, and some Dutch station attendants even dress up in tiger suits. At Rome's Vallelunga auto race track last week, Esso wheeled out a caged circus tiger that stole the show. It has had a German pop singer record a rock 'n' roll song called Tiger in the Tank, with Tiger Rag on the flip side...
...Esso tiger has already stalked into everyday conversation, nightclub jokes, songs, editorials and politics. A British M.P. recently became so fired up by the delaying tactics of the House of Lords that he declared in the House of Commons that the Lords had "put a tiger in my tank." In a straight-faced editorial, the Frankfurter Allgemeine Zeitung feared that the tiger campaign could unleash "the beast of prey in drivers." Riding on the tiger tale, Esso stations in Europe are pumping record volumes; in France, April sales of Esso Extra rose 32% over last year. Italian motorists now drive...