Word: madison
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David B. Ansen of Beverly Hills, Calif. (English); Richard C. Backus of Goffstown, N.H. (English); Paul P. Hamburg of Great Neck, N.Y. (History); John A. Lithgow of Princeton, N.J. (History and Literature); James C. Pinney of Madison, Wisc. (Social Relations); Richard P. Rogers of New York (English); John M. Ross of New York (Social Relations); Christopher St. John of Weston, Mass. (History); Robert J. Samuelson of New York (Government) and David M. Schiller of Lynbrook, N.Y. (English), and Howard M. Slyter of Portland, Ore. (Social Relations...
When they opened for business last spring, the brash young founders of Manhattan's new advertising agency, Wells, Rich, Greene, Inc., promised to "build the most profitable agency in history." With a flair that made even Madison Avenue eyebrows twitch, they started out by getting just about the most publicity in history...
...Airline Lift. Some of the come-on reminded Madison Avenue veterans of Adman David Ogilvy's effort to escape anonymity in the late 1940s. Ogilvy sent out salvos of press releases until, as he confessed, competitors complained that "nobody went to the bathroom at our agency without the news appearing in the trade press." Wells herself admits to "a staggering lack of modesty," but her agency has avoided outright flackery-if only because its partners were never quite obscure in the first place...
...Braniff or Alka-Seltzer." To help word of such coups get around, Founder Wells issued a sort of Madison Avenue manifesto promising more Braniff-style "advertising that will generate, as a byproduct, its own publicity." Western Union, Burma Shave and La Rosa spaghetti, she says, came clamoring for "a Braniff or an Alka-Seltzer." Utica Club beer signed up with the explanation that "it is once in a decade that an agency like this is formed...
...even some of those who engage in organized protest. But she draws the line when such activity "interferes with the rights of other students who want to continue with their work." The possibility that there might be more problems with marijuana, sex, and even miniskirts in Manhattan than in Madison does not frighten her. "I am sure that there always will be something unusual happening," she says. "I'd be disappointed if it didn't." As for miniskirts, Miss Peterson (5 ft. 9 in.) says, "I like to see them on others, but I don't think...