J. WVLTER THOMPSON COMPANY NEWS VOLUME XX, NO. 42 FOR STAFF MEMBERS ONLY DECEMBER 10, 1965

VP from Brazil: Castelo Branco NEW YORK—The latest in a series of international management moves designed to strengthen JWT on a worldwide basis will be made public Monday with the announcement that Renato P. Castelo Branco, general manager of Thompson's Brazilian operation, has been elected a Vice President of the Company. He is the m^f first Latin-American to become a JWT Vice President. His elevation follows recent management shifts including the naming of JWT- London's Tom Sutton to the post of Executive Vice President-International, the appointment of Canada's Bill Erskine as Vice President-Pacific and the election to a Vice Presidency of L. John Sharman, currently managing director of JWT- Australia (JWT NEWS, Nov. 19, Dec. 6). A native of Brazil, Castelo-Branco joined JWT in 1943 as head of its copy depart­ ment in Sao Paulo. Now 52, he has headed the Company's Brazilian operations R. P. Castelo Branco (Continued on page U)

"1966 Ford quieter than my Jaguar? Not jolly likely!" said Rob Walker & s ...then he drove the Ford. INTRODUCING Ford's Quiet Man

JWT's successor campaign to "Ford Rides Quieter than A Rolls Royce" gets under way the week of Dec. 12 with this full-pager in newspapers across the United States. Reinforcing the "quiet" reputation which Ford has earned, the new campaign features a new spokesman, "Ford's Quiet Man," who recently toured Europe dem­ onstrating the quiet quality of the '66 Ford to owners of some of the world's most expensive luxury cars. Follow- up advertisements will have testimonials from owners of other makes of cars in other European countries. Color magazine advertising will break in the first week of 1966.

"Astonishing... I believe this Ford of yours really is quieter!" exclaimed Rob Walker, famed British automotive sportsman. Fords quiet ride is the result of built-in quality and overall engineering excellence. Other examples of this engineering magic from Ford are: • New Stereo Tape Player option iui ML. rcnrunMMm,[ t,Hm with easy-loading cartridges. • New Magic Doorgate on wagons—swings out like a dooE for people and down like a tailgate for cargo. • Optional Safety Convenience Panel that warns when doors are ajar or fuel is low. • Silent-Flo Ventilation, FORD sEandard on Ford 4-door hardtops, gives open-window freshness with all windows closed. • New automatic speed control option. • Quiet-test a '66 Ford, at your Ford Dealer's today. Test-drive a '66 Ford, Fairiane, Falcon, Mustang or Thunderbird at your Ford Dealer's today! Ji-iUi

ALMADEN... offers this extensive line of California wines of superb quality, so wine drinkers may have a choice of the wines that please them most— wines that make any occasion more pleasurable. The promise ot Palcines

'ariMil E^'P" The gnadet of PlfctaH GavitEBiE Range, iWlr SBVEIT carefully CEEntBC IS'1 **' g KBeiunn, Gs»- E\he lEEEEite hlfth qsidlity.

INITIAL EFFORTS—For its recently acquired client, Almaden Vineyards, JWT-SF has created the above full-color page, appearing in Ufe and other na­ tional consumer magazines, as well as the full-line spread, shown at right, running in Wines and Vines.

Antwerp Office Forms Detailed Negotiations Lead An 'All-Time Great/ New Management Unit To Thompson Acquisition of O'Neill Ryan, Retires Contemporary Art Treasure ANTWERP—A new management group for NEW YORK—O'Neill Ryan, one of "ad­ JWT-Belgium and a more coordinated ap­ vertising's all-time greats" will retire from proach to the Benelux market have emerged J. Walter Thompson at year's end, after here. some 25 years of distinguished service to The Benelux concept was furthered via the Company. an exchange of directorships: George Black, He will take an office on the eighth floor manager of JWT-Antwerp, has heen elected of the Graybar Building where he plans to a director of the Thompson Company in the serve as a business consultant and continue Netherlands; in turn, Bob Doyer, manager >**** his work for several non-profit organiza­ of JWT-Amsterdam, has been elected a di­ tions with which he is already associated. rector of the Thompson Company in Bel­ O'Neill has had "three careers at Thomp­ gium. son." After considerable business experi­ The new management team for Belgium ence, notably as advertising manager, later involved the election of three new resident general sales manager and director of the directors. The new directors, all of them Celotex Company, he joined JWT in Chi­ with international experience (one started cago in 1932, continuing as an associate of (Continued on page 3) his close friend, the late Henry T. Stanton, formerly Vice President of JWT in charge 4 Offices Add New Business of the Company's western offices, until 1936 when he joined the Blackett-Sample-Hum- JWT offices in Antwerp, Santiago, mert agency. In 1941 he rejoined JWT in Sao Paulo and Porto Alegre have been NEW YORK—One of the most recent ac­ New York as a Vice President and Director, named as advertising agency for a quisitions to the JWT collection of con­ continuing with the Company until 1950. number of new accounts: temporary art is "Event 325" by Edmondo From 1950 to 1954 he was president and Starting at the first of the year, Bacci, one of the better known painters of general manager of the Rystan Company Antwerp will handle Pepsi-Cola in the modern Venetian group. (Continued on page 3) Belgium. In Santiago, Sindelen has "Event 325," soon to hang in an 11th floor named Thompson for Philco business corridor at JWT-NY, was bought by JWT in Chile, together with Bendix washing directly from Peggy Guggenheim, follow­ machines, Philco air conditioners, ing correspondence, negotiations and per­ Sindelen blenders, Sindelen trans­ sonal visits to Venice covering nearly a formers and electric motors; Santiago year's span. has also recently been named for Mazola Oil corn products and Concretos Ready- David Campbell-Harris, manager of Mix. JWT-Milan, and Edward G. Wilson, Exec­ utive Vice President-Corporate, were the The Companhia Geral de Industrias, chief correspondents, with assists from art manufacturers of gas stoves has ap­ directors on both sides of the water. pointed JWT-Porto Alegre, while an­ other Brazilian office, Sao Paulo, has Mr. Bacci was born and educated in been named by Martini & Rossi for both Venice. His abstract works have figured in St. Raphael, an aperitif, and Bitter some 250 exhibitions, and several of his Rossi, a new product. late paintings have been bought and ex­ hibited by Mrs. Guggenheim. O'Neill Ryan O'Neill Ryan to Retire At End of Month (Cont.) (Ryan-Stanton) which he and Henry Stan­ ton had formed to develop and promote the use of chlorophyl in medical and dental preparations. The "prodigal" returned to JWT in 1954 and was re-elected a Director in 1956. He has proved himself one of the Com­ pany's ablest account managers, and has never had the experience of a client leaving the agency while he was serving as account manager, save for the W. F. Young Com­ Lepage Black Bathon Yeo pany, which he personally retrieved within a year. Antwerp Promotes Three and Sets Up Management Unit (Com.) "O'Neill has always been a great account in New York, another in Frankfurt and the coming to Antwerp in 1961. He supervises manager," says Norman Strouse "because third in London), are: the Scott, Caltex, Kodak and Douglas ac­ of his loyalty both to our Company and to • Gregory Bathon, a representative in counts, among others, and he is also chair­ the client. He has been unfailingly deter­ New York before he came to Belgium in man of the new business committee. mined to bring the very best work to our September 1963. He joined the N.Y. media • Peter Yeo, who left school to join the clients because he believed we had the best department in 1960, after graduating from Indian Army, and served during the war and that the client was entitled to it." Hamilton College and three years with a in the Middle East and Far East opera­ His conviction that JWT has so much to Navy Underwater Demolition Team. His tions. He joined JWT-London's marketing offer, together with his knowledge of adver­ responsibilities in Antwerp include super­ department in 1949, becoming a represen­ tising, his warm personality and his wide vision of Lever, Johnson's Wax and Chese­ tative in 1954, and was named an associ­ circle of friendships and breadth of inter­ brough-Pond's. ate director in 1958. In 1963 he transferred ests have earned him a legendary reputa­ • Robert Lepage, a Belgian who has to Amsterdam, supervising among others tion as a new business man. seen service in various parts of the the Johnson's Wax, De Jong & Van Dam, He had a considerable part in attracting Thompson world. A graduate of Louvain Zwartkop and Lever's soap accounts. In to Thompson such accounts as the Ford University (Doctor at Law, M.A. in Eco­ October 1964 he was named associate di­ Motor Company, Ford Dealer Advertising nomics), he joined JWT-Frankfurt in rector in the newly organized team there. Assns, Brillo, Mentholatum, Radio Corpor­ 1959, after serving as a lieutenant in the In August 1965, Peter moved from Amster­ ation of America and Liggett & Myers. "Chasseurs Ardennais" of the Belgian dam to Antwerp where he now acts as Besides his service as a Vice President army. After Frankfurt, he worked in management supervisor on Nescafe, Kraft, and Director of the Company, he has re­ the London, New York and Chicago offices, Liebig and Chesterfield, among others. cently been a Trustee of the JWT Profit- Sharing Trust. He has advised, encouraged and trained Montreal Client First to Use Color TV in Canada many young representatives, notably those MONTREAL—Labatt Breweries of Canada batt's 50 Ale, the fastest selling ale in serving the Ford Dealer groups, and is Ltd., via JWT-Montreal, scored a "first" Canada in terms of share of market, went largely responsible for the remarkable net­ last week as it became the first Canadian on the air Wednesday, Dec. 1 from WBEN- work of Thompson Service men now in the advertiser to run a spot TV color cam­ TV Buffalo, literally minutes and hours be­ field. paign. fore a waiting list of advertisers wanting He has the warmth, wit and intuitive A 20-sec. animated commercial for La- to be first with color in Canada. wisdom suggested by the name O'Neill Full-scale color telecasting is about nine Ryan, and few men in the profession have months away for Canadians and the impact so wide and deep a capacity for friendship. of a Canadian-produced and sponsored Among the causes to which he will devote color commercial is substantial in the time after his retirement will be "Human Toronto area where advent of color TV is Resources" which educates, trains and helps eagerly awaited. procure jobs for seriously disabled persons. Conceived and written by Jack Cronin, As an ardent sportsman, he will also carry manager of JWT-Montreal's Creative De­ on his work for the conservation of wild partment with art direction by senior art fowl, and his fight against water pollution director Peter Matthews, the Labatt TV as it affects fishing. He is a trustee of Ducks commercial is a unique "marriage" from a Unlimited, a director of Trout Unlimited, print campaign. In concept, Labatt needed a committeeman of the Theodore Gordon a festive campaign for the Christmas sea­ Fly Fishers and a Director of the famed son to reach people who are not normally Angler's Club of New York. ale drinkers, but buy for friends who may "Ducks Unlimited, Trout Unlimited," drop in during the holidays. said a friend recently. "What I admire is Think of a Number O'Neill Ryan, Unlimited." lf one or two good friends While Labatt's has gone from a 6% happen to visit you share of market in 1961 to 17% in 1965, ters come alive for a TV commercial. over the holidays... the creative decision was to "underplay" Again, the impact of the first color com­ the situation. The copy line evolved into mercial was underplayed. The kooky de "If one or two good friends happen to Niverville characters move in black and visit you over the holidays. Think of a white, but burst through a door over which , •<%& number. Labatt's 50 Ale." The "one or two" are sprigs of green holly and red berries. good friends grew into a huge mass of Scoring ahead of the opposition with the Think of a number. caricatured merry makers from the pen of first color TV campaign, the Labatt's 50

r-%*£)nn.n — Louis de Niverville, one of Canada's top commercial is running in saturation spots cartoonists. from Dec. 1 through New Year's. T. Rus­ INSPIRATION—Color television cartoon characters Al Guest Animations, Toronto, were em­ sell Haugland is account supervisor and for Labatt's 50 Ale are based on those in this ad. ployed to make the print campaign charac- Jean Lacroix, account representative. Castelo Branco Named A special message to professional girl watchers Vice President (continued) since 1961, headquartering in Sao Paulo, and supervising the JWT offices in Rio de Janeiro, Recife, Porto Alegre and Belo Horizonte, as well. J. Walter Thompson Company do Brasil, the organization of which he is general manager, is one of Thompson's largest op­ erations. It will bill more than $7 million this year, servicing 65 clients, among which are numbered Johnson & Johnson, Ford, Swift, Firestone, Pan Am, Singer, Standard Brands, Kibon Ind. Alimenticias (manufacturers of candy and ice cream) and Sao Paulo Alparagatas S. A. (makers of denim cloth, rubber shoes, canvas fiber and rope soled shoes), an arm of a long-time JWT-Buenos Aires account. The five Brazilian offices total about 475 staff members. Total advertising invest­ ment in the country is estimated at $160 million annually, about half of which is placed through agencies. Of the agency share, JWT thus places some 8<7r. Managed Rio, Too Renato Castello Branco majored in the law and social sciences at the University of Brazil before entering the advertising business as a copywriter for N. W. Ayer in Sao Paulo in 1935. He became an ac­ count executive at McCann-Erickson be­ fore joining JWT 22 years ago. From head of the Sao Paulo copy unit he moved to account supervisor. In 1959, he became manager of the Rio office, which post he held for two years before returning to Sao Paulo. Once asked to list his interests and hob­ bies, he jotted them down as "literature, music, history, sports, traveling, outdoor life, advertising, children," and then hastened to add verbally, "But not neces­ sarily in that order." He's Seen Brazil Grow He has seen his country grow and de­ velop during his lifetime and specifically during his years in advertising. When We know you're used to looking at figures ... can. We've got UM million more girl friends women's book. A nd we've got 20% more women Thompson opened its first office there in but we've got some that should make even an than McCall's and 6^4 million more than Life. with incomes over $8,000-the kind who can 1929, Brazil's population was 33 million; old hand like you lose that jaded expression. Here's the best pail: nearly 17 million of our best afford to go places and buy things. And Bet you never thought of Reader's Digest as lady fans insist on reading us curled up in the Politz proves that we have more women going today the nation numbers close to 80 mil­ fAe leading woman'smagu zinc. In your position, comfort of their own homes. And, as you know, places and buying things! you should have. Because it is. Now Alfred ads are looked at twice as often by in-home Since we have more ladies than McCall's, eader's lion people. Castelo takes pains to point Politz has just come up with some figurestha t readers. That means repeat exposure to your Vogue, or Ladies' Home Journal, why aren't out that during the past decade, Brazil's prove once and for all that The Digest is the big­ message without repeat payment. A cozy we always listed as a ladies' liook? Easy! We've gest and best woman's magazine of them all! thought, eh? got 17 million men, too! •^ Digest gross national product has increased at Politz tells us 21 million women read The Want more figures? Fine. We'vegot 732,000 a rate of about 7% a year. Digest. Can you beat that? No other magazine ider 35 than the ranking The five books he has authored include What's your guess as to the magazine read by by the creative approach, figuratively speaking. one novel. None has been translated from more young ladies than any other? Seventeen? JWT-NY art supervisor Bernie Owett picked his native Portuguese and, he explains, Glamour? No . . . it's Reader's Digest. a figure with the right statistics, to illustrate the with a wry smile, "I never made the best­ Politz figures prove it, along with lots of above advertisement, running in Chicago news­ seller list." other RD facts. But figures are figures, so how papers. Page Procter chose some provocative He is married to the former Norma phrases, and the result is a memorable ad—one Amazonas Florisbal; they have three they are presented can be extremely important children: Renee Amazonas, 16; Hiram too. Some figures make for dull reading, while of a series of four—that effectively gets across Amazonas, 13; Renata, 10. some others can be made into something special a statistical message.

JWT Staffers Offered New Christmas Album Produced by SF Thompsonites SAN FRANCISCO—A unique Christmas al­ Bay Area Crusade. Every effort will be are the St. Mary's Chinese Girls Drum bum has been produced by volunteers in the made to achieve delivery before Christmas. Corps, the San Francisco Boys Chorus and JWT office here and is now available to all The aim of the album is to capture, for carolers from Stanford University .There is staff members. Proceeds from "The Christ­ the millions everywhere who love the city, also a one-world Christmas message from mas Sounds of San Francisco," which may the sounds of the varied peoples and places Dan Seymour. be ordered for $1.00 through the manager of San Francisco, all imbued with the holi­ The 4-color album jacket includes San of any JWT office, will benefit the welfare day spirit. Francisco scenes and pictures of each JWT- organizations participating in the United Among the groups included on the record SF staff member. j. \v. NEWS New York News December 10, 1965

New Arrivals ^ New Women Copy Heads Speak Speaking to separate groups of college month, appears frequently before high students and advertising professionals, two school and college groups. For neophyte JWT-NY ivomen writers, both named copy copywriters she explains: group heads this month, recently voiced "Your job as a copywriter is to come smne of the objectives, challenges and sat­ up with selling ideas, using words as your isfactions of their work. Following are brief Thomas Condon tools. It has been said that words them­ summaries of what Mari Hayes and Doris selves are ideas. They might be called ideas Ostrom told their respective audiences. in a state of suspended animation. When is an account repre­ words are mastered, the ideas tend to come sentative on Prince Mari Hayes, in a talk at Goucher Col­ alive again. Matchabelli. Formerly lege, put it this way: "Advertising is a with Clairol as prod- means of communication—the most in­ "Don't get the idea that advertising is a ducts manager, he is a graduate of the expensive, effective way to tell the greatest University of Colorado with a B.A. in number of people about a product, service Economics and served as a pilot in the or idea. Daily observation indicates that Korean conflict. Tom lives with his wife people who are successful in advertising and two children in Basking Ridge, N.J. are impatient with stereotypes, and they and most of his spare time is devoted to have an intense curiosity about people and putting the finishing touches on his new the often unpredictable causes of human house. X2451. action. ... A good creative advertising person is one who can temporarily stand chaos, but is constantly motivated to work his way out of it. "The more involved you are in life and

the more fascinated you are with people, Mari Hayes Doris Ostrom Bill Dubberly l» &\ the more you will find yourself at home in copy ... An idea is nothing more nor less marvelous Nirvana in which writers ex­ a native of California, s(t*r\ than a new combination of elements. In press, express, express. It's not. The copy­ has joined JWT as an advertising, an idea results from a new writer is disciplined by the fact that he's administrative assist­ part of business. The cool-headed, straight- ant currently working thinking business of selling. Mari Hayes joined JWT in 1958. Previously wilh 3 "Being a copywriter demands a great on Lever. He graduated from the Univer­ other agencies and R. H. Macy's. Major other sity of Arizona with a degree in business activities: a 10-year-old son, and membership on deal of mental discipline ... he learns to Board ot Directors of WAIF and AWNY. Just com­ think quickly, write quickly, rewrite, com­ administration and a marketing concentra­ pleted: collaboration on book of musical comedy, tion and after four and a half months with currently being auditioned. press his thoughts, be resilient ... He learns, like a student of musical composi­ the National Guard came to Manhattan and Doris Ostrom joined JWT in 1957, left and returned Thompson. He is single, plays baseball, en­ in 1960 ... an honor graduate from University tion, the technique of repeating a basic of Wisconsin where she majored in art. Began theme which expresses his selling idea, joys music and is a do-it-yourself stereo fan. career with BBDO in 1951 . . . hobbies include X3491. opera, skiing, swimming and the circus. via a series of ads, which become a cam­ paign. Basic ingredients of a copywriter? Ac­ combination of specific knowledge about cording to Doris, they are: imagination, products and people with genera! knowl­ ideas, love of words, curiosity, versatility, edge about life and events." education. "You should never stop learn­ Selwyn Shillinglaw Doris Ostrom, who was co-chairman of ing. The broader your interest, your back­ the 19(35 AWNY Career Conference this ground, the more people you can reach." has joined JWT to work on a variety of accounts in the busi- jj ness administration of television commercial production. A native of Iowa, he graduated from the Art In­ James Maher stitute in Chicago with a major in adver­ tising. He gravitated from advertising photography to film production and was a has joined JWT as an producer and estimator with Filmex before administrative assist­ coming to Thompson. He lives in Queens ant currently working with his wife and three sons and enjoys in traffic on New Hol­ painting and photography in his spare land, Standard Brands, Lever Bros, and time. X2355. J. B. Williams. After attending the Art Career School and the School of Visual Also Welcome to: Arts, he served for two years in the Army. Jim worked in traffic coordination at Doyle Jacqueline Conrad (Broadcasting); Carol THE WINNERS—Captain Judi Baratz and first base­ Gordon (Editorial); Carolyn Scherman Dane Bernbach and came to Thompson from man Jeanne Blank proudly show off the newly- (Editorial Research); Whitney Stewart McCann-Erickson. He lives in Manhattan awarded trophy won by the JWT girls' softball (General Steno) ; Ursuline Mills (Tele­ and enjoys painting, swimming and skiing team in their first season of play. The girls led the phone); Elaine Callahan (TV Traffic). in his leisure time. X2603. Carnival League with a 7-0 season. Classified

PAIR OF SKIS FOR SALE— Ksstles Metallic Giar: Slalom. One of world's finest makes. 6'4\ the perfect length for any man or girl from 5'2" t 5'11". Literally brand new. Used only twice. Safes- type of bindings for recreational or racing skier Marker toe with Look forward release. Reason foi selling—owner must move out of range of sk' country. $145 value for $80. X2083 or EL 5-5791. FOR SALE—Chest of drawers, black lacquer tabl< desk, 2 Swedish modern blue & orchid & gree- Plaid chairs. All for $75. X28S0. IN A RECENT LETTER to S. Claus. Victoria asked for a puppy. My paternal infallibility is thus on the line. No specific breed was mentioned. Cost is no object though an eleemosynary would be grand Ted Thompson. X3321. I'LL SHOOT YOUR CHILDREN this week-end or any week-end for a very reasonable fee (click- click, not bang-bang). For free brochure of sam­ ples call Lowell Williams. X2669. FOR SALE—Skis. Seven foot Head Standard. Tyroli; safety binding. Good condition. Sacrifice, $35 X2083. Forum • Eyes on Thompson—Beatle music, car­ toons, theatrics and good sense . . . that's what you'll hear and see Dec. 16 when Ted Wilson, Fred Ronai and Ken Robbins de­ lightfully discuss the functions of an ac­ count representative. It's another of the series held weekly in the 10th Floor Con­ ference Room Thursday at 1 p.m. • Eyes on Thompson—"The Rinso Story," a case history on the yesterday, today and tomorrow of a soap product, will be pre­ sented by Jack Bernhardt, management supervisor on Lever, Wednesday, Jan. 5, at 1 p.m. in the 10th floor Conference room. Opsin, KJOUASL... Opsin. disiahL N.B.—Eyes on Thompson will meet on Wednesdays after the first of the year.

please bring a gift for a needy child to the party December 23

Horsde Combat Karen Rochames, 109-18 119 St., Ozone Park 20 Estelle Rowland, 45 E. 55 St., N.Y. 22 The following NYO staff members are John Turner. 34-17 32 St., Astoria, N.Y. away from their desks due to illness: Laura Willcox, 228 E. 89 St., N.Y. Irving- Brandt, 37-05 90 St., Jackson Heights 72 Joseph Diccianni, 180 Wilson Ave., Edison, N.J. Candace Ishmael, 5 Woody Lane, Larchmont Mary LaMantia, 17 Ft. George Hill, N.Y. 40 Alexander Leftwich, R.D. #2, Middletown, N.Y. Kathryn Korwatch, 304 Hawthorne Ave., CHRISTMAS COMES BUT ONCE A YEAR?-Not for Eric Schwartz- Yonkers berg, 5V4, and Karen Dziezyski, 11, who were among the five top winners of Burry Biscuit's Soupy Sales Scooter Pie Sweepstakes Sing a Song of Christmas (JWT News, Sept. 24). The youngsters, each with the assistance of The JWT Chorus under Bob O'Malley has been invited to make two appear­ a Macy salesperson, were turned loose early last Saturday in Macy's ances in the Pan Am Building. They toy department and allowed to keep all the toys they could grab can be heard carolling in the 45th St. in a 10-minute spree. They also rode, with 15 other winners, on Lobby Dec. 13 and 16 at 1 p.m. Soupy Sales' float in the Thanksgiving Day parade.