Word: travisano
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During the 1960s and '70s the most creative and persuasive advertising poured Dout of the small, freewheeling agencies known as ad boutiques, like Carl Ally or Delia Femina, Travisano & Partners. Gucci-shod zanies in tinted glasses and with-it jargon dreamed up "the white wine that goes with any dish" for Blue Nun and Braniff's pastel-colored jets and Pucci-clad stewardesses. But these days the modest shops along Madison Avenue are once again the big agencies. Says Ed McCabe, president of the onetime boutique Scali, McCabe, Sloves "The giants are doing more good work than ever...
...have been concerned that Kosner was making Newsweek too frivolous with his fondness for cover stories on pop culture and entertainment subjects. The week after Pope John Paul II made his historic return to Poland, for example, the magazine's cover featured Hollywood horror movies. Says Ron Travisano, president of Delia Femina, Travisano and Partners, a leading New York advertising agency: "Newsweek is not so 'hot' any more...
...skeptical-than ever. They tend to press for the safe old selling ways of the '50s, when the focus was squarely on the product, often to the exclusion of humor, mood or elegance. The clients also insist on more research. Says Jerry Della Femina, head of Delia Femina Travisano & Partners, who is currently working up ads for Emery Air Freight, a forwarder: "Everything is tested, usually in small cities instead of big markets to hold down marketing expenditures...
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