Word: kudner
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...Charles Merton Rohrabaugh, 63, executive vice president of Manhattan's Kudner advertising agency, was elected president to succeed J.H.S. Ellis, 64, who resigned in a move expected by the advertising world ever since Kudner lost the $24 million Buick account (TIME, Jan. 6). Minnesota-born Mert Rohrabaugh was principal of three Ohio high schools before entering advertising in 1925, joined Kudner...
...Kudner's hands Buick became the car for fast, aggressive comers-a category in which every man recognized himself-instead of just a stodgy chariot for doctors and politicians. To meet the new appeal, Buick broadened its line to compete with more expensive cars. The Buick account was the nucleus of Kudner's business-nearly a third of its $66.2 million in billings-and the feeling grew that Kudner could do no wrong in Buick's eyes...
Down for the Count. Kudner ran into trouble with TV, which it started using to plug Buick in 1952. It showed a knack for buying top TV shows at the height of their drawing power-just before they began to wane. Buick's big-league TV advertising suffered from the failures of Milton Berle, Joe E. Brown, Jackie Gleason. Kudner topped off its poor TV performance last August, when a closing Buick commercial was injected into the Floyd Patterson-Hurricane Jackson bout just as the referee stopped the fight and before Patterson could be declared winner. After complaints from...
...more serious than Kudner's bout with TV were declining Buick sales, which dropped from 737,879 in 1955, the division's biggest year, to 332,102 for the first ten months of 1957, well behind Plymouth. While Buick dealers complained about Kudner's "unchanging" advertising and its lack of contact with dealers, they also felt that the biggest reason behind Buick's slump was its lackluster styling...
...Block. After the cancellation, Kudner announced a shift in its top command. President J.H.S. Ellis, 64. a personal friend of Ragsdale and G.M. President Harlow Curtice and the man responsible for some of Buick's most successful ads and slogans, gave most of his management responsibilities to a new team. One big problem facing the new management: holding on to the other G.M. accounts (Frigidaire, Fisher Body, G.M. corporate), which together make up some 40% of remaining billings...