Word: levers
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Dates: during 1940-1949
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...functioning as Lever Brothers & Unilever Ltd. (with a British-controlled twin in The Netherlands, Lever Brothers & Unilever N.V.), this private empire is a prime bulwark of Britain's reconstruction economy. As it waxes or wanes, so will much of the economic life of the Empire grow stronger or weaker. Through more than 400 subsidiaries operating more than 800 factories in 37 countries (notable exception: Soviet Russia), Unilever dominates the world's soap and margarine businesses. It also sells ice cream, baby food, rubber, cocoa, salad oil, lye, paper, candles, copra, perfume, toothpaste, vitamins, fish, silks, cattle cake, fertilizer...
...Union of South Africa. At the model town of Port Sunlight, near Liverpool, Unilever runs the world's largest private printing press, the world's largest private dock, has built acres of Tudor-style, neatly landscaped cottages for workers. They get a guaranteed wage from Lever, have their children educated by Lever, their doctor bills paid by Lever -and are buried by Lever...
Time Out. Luckman, who has been executive vice president of Lever Bros. since Jan. 1, is now set to go like hell. He has shaken up the top level of management, plans to shake it even more by bringing up young blood from within the company and from outside. Probable result: almost a whole new first team by summer's end, with the emphasis on youthful zip and the old school...
...biggest shake-up will come in Lever's radio advertising. Long a leading purveyor of that curious phenomenon of U.S. culture, the soap opera, the company is going to cut down. Luckman has nothing against soap opera as such. Says he: "You can't reach a mass market with a symphony orchestra." But he thinks that radio talent has become too high-priced for Lever's advertising dollar...
...Lever radio shows (Rinso's Big Sister and Lifebuoy's Bob Burns program) are to be axed. Before he's done, Luckman plans to slice $5 million from the budget for radio, pay it out for newspaper and magazine advertising. The budget, now weighted 70% to 30% in radio's favor, will be balanced, 50-50. Where Lever leads, others often follow...