Word: luckmans
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...products. When Loewy came back he told Armour to abolish all the multicolor labels that it had been using, and substitute a simple two-color pattern throughout. Armour saved enough money on color-printing alone to pay for the designer's services. As Lever Bros.' Charles Luckman, another client, put it: "Raymond keeps one eye on imagination and one eye on the cash register...
...Chuck Luckman, no man to tip his hand to real estate speculators, went about his project with as much secrecy as if he were making atom bombs out of soap chips. He set up several dummy corporations in New York, Boston and Chicago which began negotiating for parcels of Manhattan land like so many independent operators. The dummy corporations hired ten sets of lawyers, several banks and a covey of real estate scouts, none of whom were told that they were all working for Lever or even the same company. Lever executives who masterminded the deals used 20 unlisted phones...
...Plan. While they dickered for a site, Luckman's agents got options on temporary office space, a list of 4,000 houses and 500 apartments for the 1,300 employees to be moved, made reservations in 40 hotels to shelter the vanguard. To fill employees in on New York, Lever's prepared an 80-page guidebook on how and why the move was being made and crammed with shopping tips, subway maps, bus routes and commutation times and fares from the suburbs. Even the printing of this book went on in cloak & dagger fashion. Up until press time...
...last week, finished copies of the guidebook were whisked to ; Cambridge in a "sealed" truck. At exactly 4:45 p.m.. 1,500 employees were notified; the guidebooks were placed in their hands. At that very moment. Chuck Luckman was in Boston's staid old Algonquin where he had called a meeting of 25 leading Bostonians. including Harvard's James Bryant Conant. and Charles Francis Adams. Said he: Lever was going to build a 20-story building on Park Avenue at 53rd Street and a $3,000,000 research laboratory in Edgewater, N.J. Everything except manufacturing...
...proper Bostonians withstood the shock well. So did Lever's astounded office workers. Much less pleased were the seven Manhattan advertising agencies who will soon have one of their most important clients camping right on their doorstep. Said Chuck Luckman with his best Pepsodent smile: "We're going to drive them like hell...