Word: leuenroth
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...million people, 50% are illiterate and, besides, too poor to buy mass magazines. There is no national television, radio or newspaper. Inflation is so rampant that prices sometimes change overnight. All these handicaps have proved, however, to be advantages for a fast-moving Brazilian named Cicero Leuenroth, who has built his Standard Propaganda into Brazil's largest advertising agency by combining Madison Avenue drive and efficiency with a deep understanding of the special needs of Brazil's consumers...
...grandson of an immigrant Ger man, the greying, nattily dressed Leuenroth, 57, has become such a master of his market that competing corporations willingly share his services-a practice universally avoided in the U.S. Standard's 62 clients include two appliance companies, two steel mills and three drug companies, in addition to such prestigious firms as Shell, Pirelli and Helena Rubinstein. Last week Standard went to work on two more major plums: a government campaign to popularize a new anti-inflation, salary-withholding bond, and another to promote the National Housing Bank, recently organized to finance lower-class housing...
...employees shrewdly tailor advertising to two markets. Brazil's richest consumers are in the "Golden Triangle" that stretches from Rio and São Paulo to Belo Horizonte. To stir them, Standard turns out sophisticated pitches that any Manhattan agency would proudly claim. For Rhodia fabrics, Leuenroth photographed Brazilian models wearing Rhodia clothes in Rome and Tokyo to convince women that Brazilian-made rayons and cottons are as smart as imports. In a nation where saints and sexpots remain the surest advertising approach at any level, Standard hoisted the Barki clothing company's sales with pictures of luscious...
...isolated back country, Standard takes a different approach. "They don't know how to read and write," says Leuenroth. "But they know how to talk and listen." Standard sells Alka-Seltzer in the back country with simple commercials blared from 250-watt radio stations or where there is no radio, over loudspeakers set up in village squares. In towns so remote that they lack electricity, Standard stencils brand names on walls or uses airplanes to drop advertising leaflets wrapped around candy. It also uses simple cartoons with as little wording as possible...
Beggars & Admen. Leuenroth learned advertising from his father, Eugenio, who opened an agency 52 years ago when, he says, businessmen commonly hung out such signs as: "Beggars and advertising men seen only on Wednesday." Eugenio Leuenroth's first "campaign" was a three-inch newspaper display for SKF ball bearings, but by 1923 he had signed some overseas giants, including Ford. Cicero joined the business after graduating from Columbia University ('25), now runs it with the advisory help of his 80-year-old father, who still visits the office daily. With business bustling, Cicero has branched into philanthropy, recently...
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