Word: luckmans
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Dates: during 1940-1949
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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...
...Chuck Luckman knows that neither soap nor anything else can be sold by advertising alone. He is so dead certain that he keeps an eye on his and competitors' products by door-to-door selling himself...
Only two months ago he rang doorbells in Los Angeles. One matron complained that a competitor's soap wouldn't suds-up properly. Luckman, who thought it a good soap, challenged this. So he was hauled into the kitchen, made to roll up his sleeves and find out for himself. The woman was right. Her parting crack: "Young man, you have a lot to learn about the soap business...