Word: rubicam
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Dates: during 1960-1969
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...return involves some of Madison Avenue's most elaborate brainstorming in years. To explain why Bert and Harry ever went away, Manhattan's Young & Rubicam ad agency has invented a mythical management consultant ("He's sort of a Wharton School of Finance type") who helped oust the brothers because their commercials were undignified. Named E. Gordon Gibbs after Y. & R.'s traffic director, he gets full blame for stepping in as Piel's advertising manager and personally ordering the jarring jingles. Outraged at his lack of taste-and perhaps by Piel's disappointing sales...
...like the children of Hamelin, promptly made Reyno one of the top selling cigarettes among more than 200 West German brands. And German ad agencies promptly began copying the four-color newspaper process, which was introduced to Germany by the flourishing Frankfurt branch of the U.S.'s Young & Rubicam...
...billings approaching $20 million, is J. Walter Thompson, which has helped to make the Ford Taurus Germany's hottest-selling medium-priced car, and has had to move to roomier offices seven times since it opened in West Germany nine years ago. Fastest growing of all is Young & Rubicam, which started in 1955 and has vaulted into the top ten among agencies by boosting its billings 300% this year to $13 million...
Percolating Sales. But the consumers are listening. Using U.S. market research techniques, Young & Rubicam knocked on doors, found that Germans believe Americans have a knack for brewing the world's tastiest coffee. Result: Y. & R. started advertising Maxwell House coffee as "America's Favorite Coffee," and sales have soared. After another Y. & R. ad campaign, R.J. Reynolds' Overstolz cigarette pulled out of a slump to become the only big-selling nonfilter smoke on the West German market...
...Cone, executive committee chairman of Foote, Cone & Belding: "If the money spent on ads were to go instead into public works, as some of the critics advocate, where would the money come from? They never seem to get down to that." As for another familiar accusation against advertising, Young & Rubicam's Copy Supervisor G. Pat Steel won a prize with an institutional ad that argued: "Advertising does sell people things they don't need. All people really need is a cave, a piece of meat and possibly a fire. The complex thing that we call civilization is made...