Word: maxon
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...Henry Ford took some $4,000,000 worth of business (all his Ayer advertising except radio), split it between two other agencies. Manhattan's McCann-Erickson, which already had the motor-maker's branch and dealer advertising, got the Ford car advertising. To Detroit's Maxon, Inc., which took over the Lincoln-Zephyr account from Ayer last summer went the Mercury account. For Maxon and McCann, this was good news. For Ayer, it was a serious plucking...
...Maxon learned the tricks of direct-mail copy with a small Detroit advertising agency before he started his own. His unaffected down-to-earth approach charmed manufacturers accustomed to the polished patter of big-city admen. When an exasperated Pittsburgh Plate Glass executive asked him what he would do first if he got the account, Maxon replied: "First thing I'd do would be to thank you profusely. Then I'd rush outside, throw my hat in the air and yell. Beyond that I haven't any idea...
Apple of Adman Maxon's eye is his summer home, the Cabin, in the Northern Michigan town of Onaway (pop. 1,492), where he was born. The Cabin is a modest estate of eleven buildings equipped with every comfort. Items: two tennis courts, stables, a large playhouse complete with full-size soda fountain (because Maxon could never afford to buy enough sodas when he was a boy). He can and does bed & board 72 guests at a time, sometimes entertains up to 400 guests a week. Often as not they include overalled members of the six-team Onaway softball...
Last week a third of the staff of Maxon, Inc. was working on new Lincoln-Zephyr copy at the Cabin. But their boss was busy putting up preserves. By week's end he had put up 36 pints of raspberry jelly, 16 pints of huckleberry jam, 144 pints of strawberry jam. Last year he sent a sample quart of his tomatoes to his client Howard Heinz. Heinz wired back for another quart. Rewired Maxon: "Demand so great we put up only in gallon lots...
Five years ago Lou Maxon hired bright Theodore Kinget Quinn from General Electric, made him president of Maxon, Inc. Protesting that he was too young to become board chairman, Lou Maxon has had no title since. Keeping 53% of his firm's stock, he sold 5%, gave the rest to old employes. Although his agency is now the Middle West's biggest, he has no new business department (except himself). Wary of prima donnas, he makes all of his executives write advertising copy, writes all of the institutional copy himself. Sample: the current Heinz campaign, which is based...