J. Wvlter Thompson Company News
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J. WVLTER THOMPSON COMPANY NEWS VOLUME XIX, NO. 28 FOR STAFF MEMBERS ONLY JULY 17, 1964 Kodak Formula: Sales VIP PARTY-Captured From Mass Advertising on film at the Kodak World's Fair Pavilion ROCHESTER, N.Y.—Measured by its total are (/. to r.): Wyatte 1963 sales volume of $1,106,671,000, East Hicks, JWT; Lincoln V. man Kodak Co. — a JWT-NY client since Burrows, director of 1930 — ranks as the 47th largest industrial Kodak's World's Fair corporation in the United States. In addi Planning; Stever Au tion, sales by affiliated companies outside brey, JWT; Gerald B. Zornow, vice presi of the U.S. came to another $379 million. dent, marketing for This strong position reflects founder Kodak; and Dan Sey George Eastman's fundamental policy: mour, JWT. Mass production to make available a low- priced product . mass advertising to sell it. Regarded universally as a manufacturer of cameras and films for the amateur pho Broad Publicity Program Handled for Kodak tographer, Kodak in fact chalks up only 30% of its annual sales volume in consumer NEW YORK - For 14 years, the Eastman expanded to include nine individual pro products. It produces photographic mate Kodak Company has carried out a series grams this year. rials for professional usage, television and of product publicity programs through Each publicity campaign is carried out motion picture equipment and supplies, JWT's Public Relations Department. in behalf of a specific advertising project magnetic tape, x-ray films and equipment The publicity, which started with a mod and is aimed at helping sell more cameras, and a wide range of other industrial, scien est campaign on general photography, has (Continued on page Is) tific, professional and commercial products. The Plastic Sheeting Division of its sub Miamians Shift to N.Y. to Meet Pan Am Change sidiary, Eastman Chemical Products, is also a Thompson client. MIAMI—Some of the personnel assigned on it will join forces in New York with At JWT-NY, more than 100' people, to the Thompson office here will shortly be personnel handling of Pan Am's worldwide (Continued on page 4) transferred to JWT-NY, following an advertising out of that office. nouncement earlier this month of the elimi Those scheduled to be transferred: New KODAK INSTAMATIC Cameras nation of Pan American Airways' Overseas and Latin American Divisions, and a cen • John Joseph (Joe) Kelleher, manager of load instantly,automatically! tralization of management in New York the Miami office since 1961; City. • Ruth Williams, administrative assistant; The move was approved by Pan Am's • Roy Park, Jr., writer and representative, DROP IN board of directors at the July 7 meeting who will be assigned to another JWT ac that elected Juan Trippe, president of the count; company since its founding 37 years ago, to the new post of chairman of the board. • Fred Caravetta, art director; Since the Miami office has been handling • Alfredo Jarrin, Spanish language writer. the client's Latin American Division ad The Miami office •will continue to han vertising since 1951, the merger means that dle Outboard Marine International, S. A. some individuals who have been working (OMISA), an account assigned to it in May, 1963, and will also retain its function Ford Division Sets Record as a Ford Dealer Advertising Fund office. DETRoiT-Ford Division sold 1,085,010 Joe Kelleher joined JWT-NY in 1952 as vehicles (cars and trucks) during the a media buyer and became a representative first half of 1964. The sales were the three years later. After serving in two highest ever achieved by the Division for Latin American offices from 1956 through any similar period. 1960, he was transferred to Miami, where Sales broke down into 871,129 cars he became manager in the Fall of 1961. At and 213,861 trucks. the time, he succeeded Albert "Bee" Cam The Mustang, introduced in April, ac eron in that post, when the latter moved counted for 68,320 of these unit sales. to JWT-Lima as manager. Cameron, who Thunderbird sales during the first six returned from Peru to Miami in 1963 to months of the year reached a record serve as representative for Outboard Mar 47,522. This was virtually equal to total ine, will now once again become manager Thunderbird sales during the introduc of the Miami office. SIMPLICITY — Ease of operation is dramatized in tory years of 1955, 1956 and 1957. Pan Am has been a JWT account since this typical newspaper advertisement for the Kodak 1942. Instamatic Camera. Advertising, Plus Public Relations, Booms Flavored Lipstick Sales for Cutex NEW YORK—A JWT idea—flavored lip sticks directed at the youth market—has clicked sensationally for the Cutex division of Chesebrough-Pond's. mm lion The new Cutex line of orange, cherry, EAT THE LIPSTICKS (even tho' they're flavored!. peppermint and caramel-flavored lipsticks hit the summer market this month to the tune of enthusiastic acceptance. 1; Cutex is besieged with orders —not only from variety stores, where it is tradition The eai.iIy-HavoN'ii kiss. ally strong, but from important drug out lets. New Candy Lipstick Offers Sales are so strong that Cutex may sell as much lipstick in the first seven months Kisses Sweeter Than Wine Back to the j • • of this year as it did in all of 1963! And Slid peppermint—-Is-Trs . • this spurt may well vault Cutex into third old.i started gains steady, ond before tots 13 • year • old, world • weary sophisticate nuances of whose tastes run to caviar, paie de foil • place in the lipstick market behind Revlon : But the new Cutex • • and Max Factor. Heretofore, the brand • ... • • • •:, M : . , • i ••• a •• a •• was a major factor in the color cosmetic !.d'.- !•• '.,Li.-vii\i"l .if i:os.ii-SP, •• 4000 calorie* a! "Quid; • . •"• a cyclone," market only in nail polish. • ett buyi uteres jumped the --.,- lates. A Chic&Eo This success story is also a case history mmBGHUHITItl/Tl^ • i • supply below nonn days when a kin «3s really something. •:•-- said teen. buying the entire menu of in the effective use of public relations using But inflatian lakes its loll and youth ful tastes Ah, hu( like all female srl a powerful advertising idea. The Cutex needed to restore the ..; iis own devalued currency "Forbidden Fruits" line was previewed to idy-Qavorod lipstick, Sett-Is Ike next klM the beauty press last April in the form Behind the promotion is a new market from ihe hoar) or (trfct^ frtWo hunger? of a 20-minute musical revue. There was ing strategy for Cutex, designed to reach PROMOTION—Shown at left is the advertisement intensive publicity follow-up, which gar the younger and heavier users of lipsticks. for the new Cutex flavored lipstick, as it appears nered key editorial space, as witnessed by The "new Cutex look" might be described in summer issues of various magazines, while above last week's front-page story in the New as follows: Fresh, young, American nat is a reproduction of the story that ran on the York World-Telegram. ural, informally chic. front page of the New York World-Telegram July 7. page and 1,500-line black-and-white ads, introduced." Included are special offers, Frozen Goods Tested blanket more shoppers and advertise more store-redeemable coupons and an in-store frequently than any bakery has ever done merchandising program that puts a quality By American Bakeries at any time since frozen baked goods were bakery department in the grocer's freezer. CHICAGO — When American Bakeries, JWT-Chicago client, purchased Dressel's bakery last year they got a name that has been famous in Chicago for over 50 years, New and most unusual. and they put themselves in the frozen baked goods business in a big way. Dressel is the originator of the frozen the way this cake •whipped cream cake, a delicacy concocted eats so light by Herman Dressel of two layers of cake, a whole third layer of whipped cream and and never topped with lavish frosting. Two genera tires the taste tions of Chicago families would never think of celebrating a birthday, anniver sary or other important family occasion without it. Now to this famous cake have been added other frozen baked goods including coffee cakes, chocolate eclairs and other pastries — 24 items in all — all made from Dressel family recipes and all now being launched SIRE OF THE LINE-Two in a test marketing plan aimed eventually dozen other frozen baked goods items have been at national distribution. added to the original Over-all theme echoed in the advertising Dressel's whipped cream is the line "If it's by Dressel it's always cake, which this test ad special!" Dressel's decorated cakes for vertisement seeks to graduation, Mother's Day and other occa move in test areas be sions will get special advertising attention. yond the Chicago market. A timetable of new market introductions has been worked out to coincide with the greatly expanded new plant facilities which are being built in Chicago. The eventual goal is to make the name Dressel's as fa mous nation-wide as it is in Chicago. Dressel's Whipped Cream Cake freth-Frozen ••• * 'IV ipedal Dis-'.il As the announcement to the trade in the cr«m n duck it** test markets says: "Dressel's will: Spend . cake, whipped • rcai more ad dollars, schedule more full-minute blended foe rich.*, I Irooi Dr< a. ft i'.i.,.. TV spots, run more full-page, full-color all in lietli goodnti newspaper ads, support you with more full- Staffers Can Help 10-Year Record of Agency Costs & Profits (Percent of Gross Income, Unless Otherwise Noted) Upgrade Advertising 1954 1955 1956 1957 1958 1959 1960 1961 1962 1963 1962 1963 NEW YORK — Through the Advertising Number of agencies representei 213 211 213 222 239 240 245 237 239 236 Interchange, an operation of the Commit tee for Improvement of Advertising Con Rent and depreciation 6.