Word: pitchs
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Dates: during 1960-1969
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Another, after lavishly praising the remodeling of a voter's apartment, got the voter worked up to such a pitch that he was screaming anti-war epithets down the staircase as the volunteer departed...
...real source is Miami's Donnelly Advertising Co., the giant outdoor ad agency. Donnelly failed to sell the idea to Gillette, but when the agency included a slide of the billboard as comic relief in its sales pitch at last summer's outdoor advertising convention in St. Louis, the boys instantly recognized it as just the thing to stimulate what they like to call "billboard awareness." Donnelly to date has sold 1,500 of the 24-panel posters to billboard owners in all 50 states at $8.50 each...
...Well, that's just what you're doing if you're six pounds overweight." The best way to shed the suet? Out trots LaLanne's white German shepherd carrying the answer on a sign: IT'S GLAMOUR STRETCHER TIME! That cues a pitch for LaLanne's elastic exercise rope ($4), one of the 30 health and beauty products that he peddles. As testimony to the benefits of such items as Jack LaLanne's Toasted Soya Snack Crackers and Jack LaLanne's One-Plus-One Vitamin and Mineral Formula, he introduces his wife...
Pendulum Swing. The new pitch is a pendulum swing from the 1950s, when the industry concentrated on "motivational research" and other client services, gave the actual ads secondary attention. The shift came as more and more companies set up marketing departments of their own and demanded that their agencies produce the appealing soft sell with which Doyle Dane Bernbach had done so much for such clients as Volkswagen and Avis. Today pioneering D.D.B. is looked upon as the patriarch of the new creatives; since 1958, it has increased its billings from $20 million to $228 million, and it still pays...
Apparently convinced that the creative pitch is correct, the old established agencies are looking to their own images. When he succeeded Emerson Foote as chairman of McCann-Erickson, the nation's second biggest agency (after J. Walter Thompson), last fall, Chairman Paul Foley, 51, lamented that "when market research was the fashion, creativity was pushed aside." He promised a new thrust by reminding his staff that "I've always been a copywriter." So have many of his counterparts at rival agencies. Last month Young & Rubicam (1967 billings: nearly $400 million) put former Creative Director Stephen Frankfurt...