• Report on JWT/Europe • A Conversation With Stephen King • Has a Woman Ever Given You a Diamond?

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news He persuaded his employer to assign Walter Thompson—who now so styled to him two of the leading women's himself not for reasons of affectation, but magazines of the day: Peterson's Ladies' because there were too many James National Magazine and the famous Thompsons doing business at his bank Godey's sLady's Book. and some of them were a little shifty. The experimenr created a national adver­ Raymond says Thompson paid $500 for tising market in the United States for the business and $800 for the office fur­ the very firsr time, and it made James nishings. Some of the money, he says, Walter Thompson's forrune. was earned by Thompson from singing In his memoirs, Charles E. Raymond, engagements at his church in Brooklyn. who founded JWT's Chicago office in He had a fine tenor voice. A year later, Thompson married Distinguished and benign, rhe painted 1891, recalls those days. Margaret Riggs Bogle, the daughter of a presence of J. Walrer Thompson looks "It is difficult to picture the conditions porrrait painter. They had one child, out upon the goings-on in offices that Mr. Thompson faced in his early efforts. Walrer Roosevelt Thompson. bear his name right around the globe. The magazines, few in number, were Raymond found Thompson a very fine- Almosr everyone who works at Thomp­ either rhe house organs of book publish­ looking man, well built and moderarely son knows a little something about the ers or literary venrures, and they looked tall with "the most wonderful blue-gray Commodore, as he is fondly and forever with aversion on any excepr rheir own eyes I have ever seen, kindly, and known, but he has become to many of announcements. humorous or serious, as his mood us more symbol rhan man. "When he made a contract with Mr. chanced to be. They gave to his person­ Harper for 100 pages of advertising to That's too bad, because Jim Thompson ality a characteristic at once charming be used in a year in Harper's Magazine, was an interesting and a likeable man as and impressive." well as a canny and fair one. Mr. George William Curtis, then the editor, threatened ro resign. He was Thompson was, according ro Raymond, He was born, the fourth of eight chil­ highly indignant, and said he did not a splendid companion anywhere—at dren, on October 28, 1847, in Pittsfield, intend to be the editor of a cheap circus dinner, at the theater, in rhe home, or Massachusetts. (He was Theodore Roose­ magazine, which he thought Harper's on a trip. "In fact," says Raymond, "the velt's fourth cousin.) When he was a lit­ would be converred inro by the addition human side of his many-sided narure tle boy, his father won a contract to of advertising." was the most attractive side." Raymond build a bridge over the Sandusky River claims never to have known his equal for in Ohio. The family moved to Fostoria, Thompson was an articulate advocate geniality and good fellowship. Ohio, where James, from rhe age of and published a series of Red and Blue nine, had a boat. He learned to sail and Raymond also says that in 26 years of Books full of characteristic sentiments for the next 70 years spent all the time close associarion, business and personal, about advertising: he could on the water. he never knew Thompson to take unfair "To be prominent anywhere one must advanrage. "Many rimes I heard him During the Civil War most of his boy­ have marked characteristics. So it is with say, 'Is this fair to the other party?'" hood friends were eager to join the cav- an adverrisement...in order to produce Thompson loved Gilberr and Sullivan _ airy, bur James, about 17, enlisted in the the best results, it must be clear, defi- operertas and had two seats in the sec­ 2 U.S. Marine Corps. He spent most of nire, conspicuous and fresh." ond row reserved each Thursday night of his two years as a Marine aboard the the season. He was hard of hearing and U.S.S. Shenandoah. "It does not do in advertising to try to be fiinny, unless it is really funny, or kept his hearing aid on his lap (it was He was 20 when he atrived in New unless the stock of humour with pithy the size of an early box camera). York City, ready, like many anothet points will hold out to the end." likely lad, to make his forrune. Ar least He owned, at various times, a seagoing one prospective employer declined to houseboat, a steam yacht and an assort­ hire him on the ground that he was "too Raymond goes on to describe the advan­ ment of sailing vessels. When he died, easily discouraged" to make a go of tages which, in fact, accrued to publica­ he had been a membet of the New York advertising. But he was taken on by tions, once adverrising became a com­ Yacht Club for 42 years. His seniority William J. Carlton Advertising. monplace in their pages: increased number was 28—in other words, only revenue allowed them to improve the 27 of the then 2,000 members of the Bookkeeper, clerk and general uriliry quality of their producr and exrend their club had been in it longer than he had. man, he also sold space in religious pub­ sales; better paper and type could be lications. Within three weeks, he Gel Hardy, a legendary JWT copywrirer used; more money paid to writers and became convinced that the future of the and an ardent sailor, once calculated artists and better people employed; all business lay in magazines, especially in enviously that Thompson probably saw without extravagant raises in the price of women's magazines. But such magazines every America's Cup defense from 1886 subscriptions. in those days carried little consumer until 1920. advertising. In 1878 Carlton sold the business to J. In the 38 years between the time Continued on page 21 J. Walter Thompson News Our Founder Page Volume 2, No. 5 Seprember 1983

The Jack Cronin Story, or, You Never Know What a Writer's Going to Do Next (especially if he's Irish)

Report on JWT/Europe Amsterdam Milan Zurich Brussels Lisbon MRBI Copenhagen Paris Manchester Stockholm

The Commodore's Has a Woman Ever Given Portrait You a Diamond? When James Walter Thompson's portrait was removed from its familiar oval frame for A Story About De Beers cleaning, the Commodore's personal launch turned up in the lower left corner, where it had been concealed for the past eighty-three years. A Conversation With Page • ^^ The painter, James Gale Tyler, was in fact Stephen King known for his sailing vessels; this is the only portrait he ever did. His paintings are in many important collections, are the subject of a book in progress and are currently being 2£ O assembled for a retrospective show. J. Walter Response "Page

The Tale of Soskin/Thompson

The J. Walter Thompson News is published by J. Walter Thompson Company, 466 Lexington Avenue, News Briefs New York, N.Y. 10017

Arnold E. Grisman, executive editor; Ellen Currie, editor; George Takayama, art director; ArnoldE. Grisman, staff photographer; Larry Scaglione, production director. Meet Manuel de Elexpuru Information should be sent to (The Mayor of Madrid Ellen Currie, J. Walter Thompson News, 466 Lexington Avenue, is one of his wrirers) New York, N.Y. 10017 U.S.A. Telephone (212) 210-7863. disrupted by the death of his father. A The Jack Cronin Story, trusred family advisor pointed out that or, You Never Know becoming a lawyer took money, whereas becoming a writer took only a vocation, What a Writer's of which Jack had an abundance. Going to Do Next The newly appointed writer packed his bag and headed back to Ireland where (especially if he's Irish) the Limerick Chronicle (oldest paper in Ireland, one of the oldest in the world) Jack Cronin's progress to the presidency of was willing to train him as an apprentice JWTI Europe was less an exercise in career journalist for 2s fee of one hundred planning than a chancy meander that would pounds a year. Although he eventually have brought joy to the heart of graduated to a salary, these were the Charles Dickens. 1950s and Irish salaries were meager, even when supplemented by Jack's activ­ Ir all started in Charleviile, County ities as Irish correspondent for a number Cork, Ireland, on a small farm that of English newspapers. Jack's father ran during inrervals in an extremely active political life. Since this was Ireland's post-revolutionary decade, St. Catherine's Street an active political life was likely to be Poverty has given birth to more than very acrive indeed; among other things, one adverrising man, and young Jack Jack's father founded the Young Ireland began to pay more and more artenrion Party, made up of former officers in the to the blocks of adverrising copy appear­ Irish Free Srate Army, whose principal ing in rhe Limerick Chronicle. function was to protect political candi­ dates against intervenrion more forceful In 1953 that dawning light bursr into a than the ballot box. brilliant flame, inspiring Jack, by then 21 years old, to set his sights on the Only a Vocation mecca of advertising, Madison Avenue. What with one thing and Unfortunately, that was the year a good another, the Cronins moved part of Ireland had decided to get out of around a lot, firsr within town, leaving Jack with no prospects of Ireland and later to England a visa. Since Canada was a lot more hos­ just in time for the Blitz. pitable to immigrants, he headed for Jack spent the war years at Montreal and its equivalent to Madison school in and around London Avenue, St. Catherine's Streer. He wirh the intention of going walked St. Catherine's Street from one on to Cambridge and end to the other, getting from a wide becoming a lawyer—a variety of agencies a singularly similar plan rhat was response: come back young man when you've got more experience of Canada, marketing and advertising. It was back to journalism, rhis time with the Canadian Press, but the light that had dawned was not about to dim. A year or so later he saw an ad for a PR man for the Great West Life Insurance Company in Winnipeg, and since PR sounded more like adverrising than newspaper work did, he applied for the job and got it, starting six happy years that saw him wind up as ad manager Also married. Mail-Order Bride It seems that all along there had been a / young lady named Pat in Limerick, whom Jack had started to admire in his twelfth year. Turning to the wrirer's ulti­ The title was "Red River Jamboree"— concern with creative standards, the mate resource, his typewriter, he wooed and rhey paid $500 a script. Jack things you'd expect from a business and won her with an intense direct mail bluffed his way into the first script and organization—it runs even deeper into campaign that lasted a year—much to kepr on going for rhree years, during matters of ethics, human warmth, a way the chagrin of Pat's father, who liked which "Red River" became Canada's top of dealing with people. I always feel at neither Jack's prospects nor Jack's show, feeding a lot of hungry Cronins home in a Thompson office wherever it is.' father's politics. and giving daddy a background in tele­ Now it was Jack and his mail-order vision that would be key to his advertis­ Impressions bride, still in search of a career in adver­ ing success. tising, but the career was getting close. Some of his first impressions: "I had to Ever Onward learn a whole new way of operation. I It seems that Cockfield Brown, then was used to managing an office, where Jack moved from crearive director to Canada's largest agency and original every day you can take direct action to manager of the Montreal office, was object of Jack's dream, at least the produce a result. Here, I was managing appointed national creative director of Canadian part of it, had an office in managers, which is something entirely Canada, and then became execurive vice Winnipeg. After a year's cultivation different. You'd be crazy—and more president under Don Robertson. When the manager offered Jack a job as head than a little destructive—if you tried to Don Robertson became chairman of copywriter. Jack jumped at the opportu­ deprive them of their autonomy, and yet JWT/Canada, Jack became president; nity, and a little more slowly, learned you're ttying to lead the organization as and when Don left to take over in Aus­ what it was a head copywritet was sup­ a whole in certain directions. A large tralia, the young man who had spenr all posed to do. part of my job is what Bullmore calls those years trying ro break into advertis­ the bigger us, the whole that adds up to ing was head of the latgest and strongest St. Catherine's Street Revisited more than the sum of the parts, and yet advertising agency in Canada. (Just how He learned fast enough and well enough doesn't infringe on any of them. I'd it got there is another stoty—and we'll to get a summons from Cockfield's main always respected the professionalism of be telling it in the next issue of the News.) office, on St. Catherine's Street, and the London office, but I didn't really twelve years after his initial tramp along appreciate it fully until I saw it close that rialto, he was back where he had "How Would You Like to up.. .In 1980 I was excited by the enor­ wanted to be in the first place. A cam­ Run Europe?" mous potential of the Frankfurt office. paign he did fot Molson Ale inspited a That's how it went—until Don For twenty yeats it had been managed as good deal of admiration in- and outside Johnston came to bteakfast. "You've a solid, substantial, research-oriented Cockfield's, and Pete Mathieu, newly done everything here," said Don. "How company, and very successful. Now made manager of JWT/Montreal, came would you like ro run Europe?" there was new management who knew after him to take his place as creative they needed a new direction and found director. Turned out, aftet due consultation with it in creative.. .In France we needed Pat, that Jack would like to tun Europe anothet kind of new direction. Don Canada Calls fine. It represented a kind of homecom­ Thompson had pulled the Paris office ing for both, although it also involved a At the time, this hardly looked like a from the brink of bankruptcy. Now it painful separation from the four oldest glorious opportunity, for JWT was no was time to turn it into a truly French boys who remained in Canada at vatious great shakes in Canada (the shaking advertising agency. We did that stages of boarding school and college. would come later and Jack himself with the appointment of Dominique would play a major part in it). But Today, from his headquartets at 40 Simonin, as managing director... Much Mathieu was extremely persuasive and Betkeley Square, Jack ranges rhrough of our business in Europe is with shared introduced Jack to the Kraft ad manager JWT/Europe, carrying an idiosyncratic clients, the big multinationals, who are in Montreal (Tom Quinn, now president piece of luggage that looks like King working very hard on the translation of of Kraft in Canada). In combination the Kong's saddle bag and dealing with a strategies across national boundaries. two convinced Jack to make what every­ network of countries and offices that Creative coordination is a big part of body else considered a rotten move. sometimes seem to be united chiefly by this, and I got Rosemary Turner from their dissimilarities—13 different lin­ the London office to run it Red River Jamboree guistic groups, currency differences, "There's an enormous variation in the Now during all this time Jack's career, media differences, cultural, psychologi­ size of offices. London and Frankfurt by inspired by the $5,000 a year he was cal and political differences roored in themselves account for about 65% of our getting from Cockfield and a rapidly 2,000 years of history. business in Europe. Add Italy, Spain and growing family—four boys, soon to be France and you're talking about 80%. joined by one more boy and a girl—was A Thompson Office But there's no such thing as an unim­ putting out branches in another direc­ And, with all those differences, says portant office. The real sttength of tion. The Canadian Broadcasting Com­ Jack, "You always know you're in a JWT/Europe is in maintaining the high­ pany was planning a continuing musical Thompson office. Ir's not just the profes­ est standards of professionalism in every about the early Canadian West. sional similarities—T-Plan thinking, marker." f rhis title seems a bit lofty, let us whittle it down immediately by Blinhnidbe: acknowledging two major omis­ sions. JWT/London is nor here, nor is JWT/Frankfiirt, and they are rhIe two largest offices in Europe. A sea­ soned observer of the Thompson scene, in a flash of mountaineering imagery, has described London as the Everest of European offices in talent, output, Michael Brockbank, manager of Amsterdam's thinking, subtlety and, of course, in international unit, discusses campaign proposals size. To Frankfurt he assigned a some­ with Stephan Viegan, director of research and development, and Marloes van aer Hulst. what lesser peak, although still impos­ ing. But the giants are not our subject itself in the grip of change and also on today; we are confining ourselves to the occasion has felt some of the pain. The smaller offices. Alrhough they are less office was started in 1957 with the pur­ frequently mentioned in dispatches, they chase of a small existing agency. The first are the J. Walter Thompson Company manager was Rai Senior (his name keeps through most of Europe—and without coming up in office after office around them Thompson would be a very differ­ the Thompson world), and both Don ent company from what it is today. Johnston and Roy Glah were among his successors. In the days when .American markering was winning the respect and, on occa­ JWT/Amsterdam sion, awe of European businessmen, JWT/aAmsterdam introduced its princi­ ples to the Dutch marker and became, along with FHV, the most successful agency in Holland. That success ultimately proved ro be somerhing of an embarrassment. During the 1970s, as clients built their own mar­ keting departments, what they wanted from their advertising agencies was some­ thing else: its name was creativity, and we had no great reputation for ir.

•ill iSi driaan Tiggelman, who has he Dutch, living on land much been managing director for of which was stolen from rhe four years, was first hired in sea, have beaten the odds for the early '70s, along wirh years; first as a nation of impe­ some top creative people, to rial seafarers, then as exporters, Amake dramatic changes in the creative Timporters and Transporters. Tough, resil­ work. This small revolution, like more ient, hardworking, entrepreneurial, they than one revolution before it, produced are remarkably open ro new ideas, new problems that had not been bargained products, new services. Above all, they for, including a schism between old and are accustomed to having things work, new inside the agency, with some clients and the recession, which came to them jumping into the middle between the late, has hit with particular severiry, pro­ contestants. This all culminated during ducing major changes in all sectors of Adriaan's first two months as manager in society, including government and busi­ eight letters of complaint from clients. ness. These changes seem to be shooting (Creative advertising requires creative off in every different direction like a fire­ clients as well as a creative department; works display gone slightly mad. during the past four years 54% of the billing has been replaced.) In a country that is undergoing change after change, much of it painful, JWT is Today, he is convinced he has mended his creative fences—Amsterdam consistently ranks 2, 3 or 4 in the number of top JWT/Brussels crearive awards ir gathers—but repura- tion still lags behind reality. The reality, however, is there; a number of homoge­ nous teams with the same adverrising ideology, the talent to express it and an effective balance between marketing and crearive. What's lagging behind now is the market. This is a time of shakeout and new real­ ism in the hard-pressed Dutch economy. Although the guilder is still strong and natural gas continues to flow, last year An ad from the unusual, almost cosmetic cam­ the habitually prosperous Dutch led paign for Lux Liquid. "Shining cutlery and the Europe in rhe growth of unemployment. most beautiful hands'.' Unions are for the first time expressing a willingness to give in on wages, the new center-right government is cutting back GT DE KLEINE MAN social welfare benefits, young people who represent 40% of the unemployed are OP Z'N BOTERHAM? exploding into violence in soccer sta­ diums and people everywhere are fight­ n 1977 JWT celebrated its fiftieth ing for rheir "right to exist." In business anniversary in Belgium in a cere­ there is a new sense among top managers mony at which Don Johnston, that they themselves are involved in a Denis Lanigan and Albert Brouwet fight for survival, and the top levels are were decorated by the King. The back at rhe tables with their advertising evenIt was particularly significant for agencies to sharpen their weapons in that Thompson because Belgium was the fight. The entrepreneur is in new esteem. location of our first office on the conti­ Ideas are at a premium. nent (we opened in Antwerp, moved A recent arricle in International Advertiser, Calve peanut butter is brand leader in tbe only later to Brussels, which is the center of really significant market outside the U.S. An wrirten by Michael Brockbank, Dick van the advertising business). attack on private labels, the ad asks, "Does the der Graaf, Ton Vergouw and Stephan little guy have to pay the price?" The selling line Viegen, all of JWT, is headlined, "Stay­ The headquarters of NATO, the Com­ is "You give real children real peanut butter'.' ing Afloat From Below Sea Level." JWT/ mon Market, the Benelux Union and Amsterdam's recipe: "Ideas that find the European Atomic Energy Commu­ I to r: Stephan Viegen, director of Marketing and the truest way between product and nity, Brussels is not only the capital of Communications; Ton Vergouw, creative direc Belgium and of the Belgian province of tor; and Adriaan Tiggelman, managing Brabant, it is as near to being the capital ^^ director. JWT/Amsterdam. of Europe as anything is likely to be in the near future. This is a role that Albert Brouwet, managing director of JWT/Brussels, endorses with passion. Of the EEC he says, "So much has been done that nobody knows," and as president of the Belgian chapter of the International Advertising Association, he has dedi­ cated himself to the cause of letting the truth be known, his latest effott being a poster contest, directed at the young creative people of the 10 member countries, with the theme, "Europe and My Future." There is a historical logic ro the central- ity of Belgium in European affairs. From its days on the frontier of Julius Caesar's empire, it has been a kind of pivot, with i^ilfePR&hfcier EURODV EUROPA EEUR0B\ r ENMUNTOEKOMST UNDMEINEZUKUNFT OGMINFREMTID EILMIOAWENIRF

influences hirting from all sides. And a short car ride, depending on the direc­ tion you take, will put you in a half dozen different countries. Any conversation you have in JWT/ Brussels is likely to stumble sooner or larer on the word "coordination." Being the highway to much of Europe has its occasional disadvantages, but it also puts you in the catbird seat for coordinaring multi-European enterprise. JWT started Europe and My Future up in Belgium to do just that for Gen­ eral Motors in a series of European coun­ Students between 16 and 25 who are citizens of one tries, and rhrough rhe 1960s coordina­ of the 10 countries in the tion of European advertising campaigns European Economic Com­ for various clienrs was a major enterprise munity and enrolled at of the office, until the energy crunch of schools of graphic arts or advertising—or already 1973-1974 persuaded most clients that working in these fields— decentralization was the solution to their have been taking part in a economic problems. major poster competition organized by the European A number of straws in rhe wind may ETWALTERTHOMPSON CREA LA LUMIERE Parliament and the Euro­ indicate that the trend is reversing. The pean Commission in col­ £ laboration with the Inter­ Belgian Government is offering special tax relief to international companies national Advertising Association. establishing headquarters there. Simul­ ET MORE O'FERRALL E ALLUMA. The intention of the contest taneously, a number of major interna­ is to "arouse the aware­ tional marketers are beginning to weigh ness, stimulate the dyna­ the potential economies in centralization mism and give fresh hope" of their advertising. Multidomestic or to young people. The sub­ ject is Europe and My multinational? It is an old argument Future. Designs chosen pursued with fresh passion on both will be on exhibition at sides, one side marshalling all the simi­ the European Parliament larities in life-style among Europeans, in Brussels and later in Strasbourg, Luxembourg rhe other poinring to 2,000 years of and in the capitals of the European individualism, embodied in European Community. differences of language, culture, politics, VOUSWTWMJVHIEZMWaSK(aMNDVlDEALWrEI«lKDTJNEKm Two winners will be psychology. (The Belgians themselves invited to Brussels for honors, including a gold break into two linguistic groups, Flem­ medal and will take part ish and French, with corresponding in the International differences in temperamenr.) It is an ^tOEZx. Advertising Association's issue that will not be resolved in this %==#* World Congress in Tokyo, space, but Albert Brouwet and Michel in September 1984- Frappier, general manager, are both per­ ever, does about 23% of its work in TV suaded we will be hearing more and because of the number of packaged- more of it in days to come, with perhaps goods clients. There are 50 people in the fresh resolutions of a recurrent debate agency, with a growing proportion in pf (one roadblock to large-scale centraliza­ creative. The largest account is Ford, tion will remain for some time the enor­ with Kraft second and Philips Electron­ mous media difference from country ro ics third. About 60% of the advettising 1 country). is multinational, with about 40% multi- Belgian advertising is 89% in print domestic (i.e., a client of JWT/Brussels, c\ but not the rest of the JWT network of media, with commercial TV available only in the south. offices). JWT/Brussels, how- The product is good and getting better. In the words of Brouwet, "You cannot Albert Brouwet, managing director, survive in a country where people pur so with Michel Frappier, formerly of much emphasis on the good things of Montreal, general manager. life without exceptional adverrising." LOOK LIGHT. EN L/ENGERE NYDELSE

JWT/Copenhagen While cable is everywhere (Denmark is one of the most heavily wired countries in the world), there is no commercial television except what spills over in the north from Germany. As a result, all he words change, but the idea creative energy is poured into print, keeps coming back in one form which ranks with the best in the world. or another from office after The big general-interest magazines, office. Bj0rn 0bro, manager of almost inevitably the first to wither in JWT/Copenhagen for the past strong television markets, still flourish Tten years, puts it this way: "There are in Denmark. many advantages to working for an The economy has been disastrous for internarional network, but you also have years, but the Danes, Bj0rn points out, to prove yourself on your home ground. have contrived to live—and live very And in a lot of ways, the more powerful well—on borrowed money. The bill has the network, the harder you have to finally come due, however, and in a pat­ work to establish yourself locally as indi­ tern that has been duplicated all over vidually strong." Europe, recession has swept a conserva­ Bj0rn and his staff of 20 people have tive government into power along with obviously gone a long way roward wage and price controls and a curtail­ achieving rhar balance. Last year rhe ment of the public service sector. Oil business grew by 19% in a virtually prices dropped almost simultaneously (a stagnant industry, and billings were particular bonanza for Denmark which is divided almost equally between interna­ nearly blank in domestic energy), infla­ tional and domestic. The biggest indi­ tion is down, there has been a peaceful vidual client is the Scandinavia Tobacco settlement with the unions, and Bj0rn Company which dominates the cigarette 0bro has begun to see a little sun on the L€KRE \1 E DRESS1NGER AF industry. The second biggesr is Ford. horizon. YtKJIll KI OG CREME FRAICHE GIVER NYAPPETITTILSALAT K.aaa.a. .

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Bjfrn 0bro standing before a portrait of himself in medieval dress. Manchester is the same size, if not mar­ JWT/Manchester ginally bigger. This would make it the biggest agency outside London; more importantly, it has been described by Campaign as the best. JWT/Manchester is #35 in the UK and has its eyes on r* fl1 the top 20, a not unreasonable goal since 3T5-' *"~1 billings have doubled during the three w !' ^—r^. • -- years of JWT ownership. a_n i ;^|^JjBBP^^^* LL JWT/Manchester's specialty is retail advertising, and, within its category, it . -• :tttfe competes throughout the UK, including

JLt - J. London. Gordon Taylor, the retiring ' -ULu • -J- presidenr, feels that a good deal of the agency's success is based on bringing the idea of branding to retail advertising at a time when retailers were beginning to anchester is sometimes get a sense of their .own power in the referred to as England's sec­ marketplace. The biggest client is ond city. It ranks next to ASDA, a 90-store chain that introduced London in the communica- superstore shopping in the UK. ASDA i tions industry. While 86% stores have abour 50,000 square feer of S selling space on one level—with ample of all adverrising still comes from London, Manchester is the home of Granada TV, parking for 300 to 400 cars on the same a major television producer, and some­ level. ASDA captures about 9% of the where between 80 and 100 advertising UK grocery market and also sells a vari­ agencies. For years Royds has been the ety of other producrs, including cloth­ biggest of the agencies, but today JWT/ ing, footwear and gardening equipment. Gordon Taylor's successors are already in place: Geoffrey Speller will be chairman and Michael Barringron will be manag­ ing director.

president of JWT/Manchester. office," and found on the prestigious Via JWT/Milan Veneto part of a floor that was being used by an architect. He rented two rooms from the architect with the stipu­ lation, which was written into the con­ tract, that he could put the JWT name on the door. Since thete was a two lira fee for the use of the lift, most people walked, and, entering a door with the JWT name on it, found themselves in a large room occupied by eight architec­ tural draftsmen who could just as well have been JWT arr directors. Through this display of manpower they teached the actual JWT office in the back. Then, in David's words, he and Jean "pulled up our socks and got the Pan Am account and we got the Squibb s much as any office can be, account." JWT/Italia is identified with the career of a single man—a The first week in October '51 he very tall, very amused and returned to the States to get married and amusing Englishman by the bring his wife back to Italy. What he Aname of David Campbell-Harris. didn't know was that during his absence his job had disappeared. Congress had David rejects as a sort of corporate leg­ cut off funding for Marshall Plan promo­ end reports that he starred the office tion—eliminating most of JWT's from scrarch. Truth is, he says, the income in Rome. whole thing started with Jean Lanigan, then Jean Sanderson, fresh out of Sam Meek decided to close in Rome, Wellesley via Conde Nast, and wotking reopen in Milan, but felt that David was for the Paris office in the beginning of too young to take over in the north. On the set of Coronation Street, best-known soap the Fifties. At the time, Paul Hoffman, David obviously aged rapidly, for a little opera in the UK, part of JWT/Manchester staff cele­ who was running the Marshall Plan, was later he returned to Rome, withdrew the brate their third anniversary as a JWT agency. inrerested in seeing if an advertising $8,000 that was JWT's net profit from agency could spread the message of that rhe operation and broughr it up to program to the people of Europe. He Milan where he founded the office that approached Denys Scott, a former art still flourishes there. While $8,000 ditectot who was the JWT manager in doesn'r sound like anything now, it was Paris, and Denys jumped at the chance. a lot of money in those days. At any Paris was the key market, but there was rare, it represented the total company 11 also a need for people all over Europe, investment in J. Walter Thompson/ and Scort dispatched Jean to Rome to Italia, now a major advertising agency. get things going there. She introduced herself to the man running the Marshall Today there are 108 people in the Milan Plan in Italy, found a flat in a charming office. The principal media are shifting. part of Rome that she used as combined Up to three or four years ago, Italy had living quarters and office and put JWT pretty much the same television setup as into business in Italy. France and Germany—a government TRUSTASDA monopoly with a strictly limited amount TO COVER A little later Denys Scott wanted Jean of time allotted for commercial pur­ EVERYTHING back in Paris and sent David a telegram poses. There was a real media shortage asking if he'd like to come to Italy. unril a Supreme Court decision declared David, who was working in New York the government monopoly unconstitu­ and about to be married, headed for tional, thereby releasing something of a Rome in a shot. Only a couple of days media boom. With a modest antenna removed from the majesty of JWT/New you can get 11 stations in Milan now, York, he became instantly self-conscious and with a more elaborate setup you can RIR/VMANt,STOCKION-ON-THS 1 HF* **

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n the City of Light the JWT logo atts Bjerne, manager of has been translated into glowing JWT/Stockholm, joined neon and mirrored glass, thereby Thompson in 1980 when providing a sparkling symbol for the Thompson bought his central dilemma of all multinational &SBBM9flHsfiSHBHffl6HBi agency. It was a merger of advertisinI g agencies: How can you be oppositeMs that resulte d in a balance that French in France, English in England, is as desirable as it is difficult to achieve. Italian in Italy—and at the same time Thompson entered the market in the not forget what you've learned interna­ Ie disque early 1970s, principally to service rhe tionally? On your successful solution of md des Ford business, and was basically a branch that not readily solved problem depend, office of an internarional company serv­ in large part, yout creative reputation photos. ing international clients—a situation and your ability to gain new business. that is generally interpreted locally as meaning "respectable, responsible, but Founded in 1928 to serve the Lux not particularly creative," an adaptor account, restarted after World War II, rathet than an originator. Bjerne's agency JWT/Paris ranks 14th among French was a creative hot shop, almost exclu­ agencies and is on the move: In 1982, sively involved with domestic accounts. the first full year with Dominique Simonin as chairman, it grew by 32.2% The blend of the two resulted in a client in a stagnant market (7 new clients out list that is now 55% international, 45% of 14 new business presentations). The local, serviced by 25 people, 10 of whom process of domestication is obviously are creative. While JWT/Stockholm going well, for half of the office's ranks 22 in the marker in gross income, accounts are French, half multinational. Bjerne points out proudly that it ranks Z4 About 100 people work for JWT in the fourth in gross income per employee. arr-deco office ar 6 rue Daru, cheek-by- The moral seems to be: good creative Dominique Simonin, chairman of the Paris work makes money. jowl with the gleaming spites of the first office for the past two years; prior to that, Russian Orthodox church in Paris and a director of Rochas. long stone's throw from the Arc de Triomphe. Jean-Manuel Guyader is crea­ Details of house, including swimming pool and tive director; Jean-Bernard Ichac, media sauna. director; Pierre Lecosse and Christiane O'Keeffe, directors of accounts. Since there is no commercial Television or area to media-buying specialists. Also radio, and won't be until 1986 or 1987 predictably, there is no longer any such JWT/Zurich when the European sarellites go up, that thing as a fixed price. This has, ironically good creative shows up in print, of which enough, pur JWT, one of rhe few agen­ there is a great profusion. (Sweden, with cies to do its own media buying, in a a population of 8 million, may have the particularly strong position, negotiating largest number of dailies per capira in the as it does for a limited number of clients: world—rhe smallest village being likely media tend to be more generous when to have its own paper.) dealing with a select few rather than just Magazines, however, are rhe most impor­ about everybody. tant medium because of the quality of For some years now, the world's social readership as well as rhe quality of repro­ trends and social welfare programs have duction, both of which are reflected in been born in Sweden where they are advertising that ranks wirh the best in subsidized by one of the world's most Europe. impressive income taxes (you can work While Ford is JWT/Srockholm's largest your way into the 75% bracket without account, government advertising is inor- even trying too hard). The current reces­ sion has slowed rhese programs down. It has also produced two devaluations that have turned Sweden into the Hong Kong of Europe, a great place to pick up bar­ gains if you've got foreign currency to spend. The devaluations have in fact stimulated business, but they've been rough on Swedish wanderlust: it costs too much to cross the border in an outward direction.

urich is Switzerland's largest city, a major industrial and financial center, and home of the fabulous gnomes of the international money market. It Zis also some of the prettiest and most Matts Bjerne, managing director. expensive real estate in Europe. dinately imporrant since such a large part The Thompson office overlooks the of GNP (around 70%) is generated by Limmat River from a building that, tax-financed governmenr-owned or -oper­ during its 600 years, served as both a 15 ated enterprises. This is not the kind of private residence and an inn. The inn's guest list, incised in marble above the advertising that is easily acquired by One of the ads for the Swedish Post Office that international agencies, but JWT/Stock­ bring in The Yellow Pages. entrance, includes Joseph II, Czar holm broke through the barrier with a Alexander I, Louis Napoleon, Goethe, beautifully executed campaign for the Madame de Stael, Victor Hugo, Swedish Post Office that helped bring in Alexander Dumas, Mozart and Brahms. The Yellow Pages (the Swedish Telephone The office was opened officially in 1966 Company is the largest individual adver­ by George Black, who was the fitst gen­ tiser in the country). eral manager and had been operating in The commission system has fallen on Zurich somewhat less officially for sev­ hard rimes in Sweden where, in the eral years before that. George is still 1960s, the creative hot shops won busi­ chairman. ness by rebating commissions to clients. JWT/Zurich, now managed by Peter Pretty soon everybody was competing on Horak, has 24 clients, 34 accounts, the same basis until, in 1975, the media including familiar names like Ford, decided to recognize the realities of the Timotei Shampoo was invented and formulated in Unilever, Warner-Lambert, Champion Scandinavia and is now spreading internationally situation by reducing all commissions to with phenomenal success. Although many markets and R.J. Reynolds, and—surprise, Aer 3%. Predictably, most agencies aban­ have tried to beat JWT's Swedish advertising, in Lingus (Zurich is the only Thompson doned media buying, surrendering the market after market it has finally won the .day. office to have the account and they're Market Research Bureau International (MRBI)

aintings and watercolors of the 19th and 20th centuries cover the walls, and bronzes and wood carvings from Africa, India and Southeast Asia abounPd in the West London office of John Goodyear, chief executive, MRBI.

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— -irsvs. ,. Peter Horak, managing director, and Barbara von H Schumacher, office manager and his assistant. s JWT, involved in marketing and con­ mighty proud of it). It ranks # 15 in George Black reports that after Ogilvy sumer research for more than 50 years, Switzerland, which has one of the had started and closed three times, established British Market Research highest per capita expenditures for "David told me that he made his board Bureau in the UK in the early '30s. advertising in the Western world. In of directors stand up and swear they Over the years BMRB made significanr language-rich Switzerland we deal with would never again rry to start in contributions to our thinking about German, French and Italian, and one of Switzerland." marketing and the consumer and was the highest standards of commercial art At the heart of the difficulty is a chal­ active in T-Plan development. in the world. (Swiss advertising posters lenge Thompson has faced time and About three and a half years ago, BMRB of the 1950s have probably never been again around the world: How do you joined forces with two other UK-based surpassed anywhere.) Swiss graphics are enter a market as the arm of a big mul­ research companies, Market Behaviour predominantly Bauhaus, and the Swiss tinational company and simultaneously Lrd. and Mass-Observation, to form themselves take great pride in their own win acceptance as a national agency that the base on which the newly formed sensitivity to that look. can serve local accounts as effectively and international research parent company Press, in particular newspapers, is far creatively as any local agency? could build. and away the dominant medium. In a .Among people as proud of their own MRBI is now among the world's leading country of 6 million people there are 16 culture and cultural awareness as the full-service research suppliers, with nine 440 dailies. This profusion is the reflec­ Swiss, that is no easy project, but Peter subsidiary companies in the UK, the tion of a unique polirical srructure, Horak and George Black, after 17 years USA, Italy, the Middle East and Sri dominated by extraordinarily indepen­ of patient effort, hear rhe sound of doors Lanka, affiliate companies in Germany, dent individual cantons. Add the fact opening. Behind one of those doors is continental Europe, .Africa, Hong that media, by and large, do not pay the major domestic client who will Kong, Southeast Asia, Australia and the agency commissions, and you have transform JWT inro "a truly Swiss Americas. a market with some very special agency." problems. MRBI offers a parallel in its own field to the multinational advertising agency networks—with the same assurances of quality control and commonality of philosophy. Goodyear's aim is for MRBI to become the ultimate multinational research group, providing a standard of research that can be relied upon worldwide. It shouldn't take MRBI too long to get there, if ambition and determination bring their just rewards. Has a Woman Ever The campaign began in 1968. At that time, less than 5% of Japanese brides Given You a Diamond? wore a diamond ring. Arranged mar­ riages were, in the mid-sixties, still the order of the day, and Western-style The first diamond engagement ring showed up courtship, with its paraphernalia of in the fifteenth century; Archduke Maximil­ romantic love, was entirely exotic. Still, ian of Austria slipped one on the finger of an interest in modern Western taste •Mary of Burgundy. It was a rarity .because, existed, and upon that interest was built in that benighted era, women were forbidden what is surely one of the most successful to wear jeweled rings. advertising campaigns in history. Ah, how things have changed—to a remark­ able degree because of a sustained and brilliant marketing program by a single y 1972, the number of Japa­ worldwide company—our client, De Beers, nese brides who possessed dia­ whom we represent in 17 markets, , mond engagement rings had grown to 27%. Six years later the figure was 50%. By 1981, abouBt 60% of the girls getting married in Japan had a diamond ring on the he diamond engagement ring is appropriate finger. Five percent to 60% the first piece of "real" jewelry in 13 years. many women receive, and so in The extraordinary success of the De Beers many markets embodies status campaign in Japan is borh a precedent as well as sentiment. Indeed, and a challenge to those Thompsonites Tone wrirer on marriage and its customs working now on two new thrusts for desctibes the diamond engagement ring De Beers. as "rhe ultimate status symbol." The first endeavor is to sell large Last year, American sales of diamond stones—stones of one carat and more. jewelry increased by 7% to 5.5 billion (A carat, incidentally, is an ancient unit dollars. Not all of those diamonds were of weight represented by the heft of a set in engagement rings, but a good carob seed.) many were. According to figures sup­ plied by Brides magazine, 76% of the The second, and quite formidable "first time" brides queried in 1981 charge, is ro sell diamond jewelry for received a new diamond engagement men. ring, and 8% received an inherited or Thompson's role in these efforts started family diamond. Of those intrepid in 1981 with planning for a Creative women described as "repear brides," Task Force to meet in Majorca early in 49% received a new diamond ring and 1982. 17 4% a family diamond. The Task Force included twenty creative Brides spots a trend to the four-ring cou­ people, half of them people who already ple. That's right, four. Two each. The worked on De Beers. They came, by engaged man is not yet sporting a dia­ design, from all over the JWT world, mond solitaire, but that, as you shall and they worked together for four days. see, may very well come to pass. At the end of that time, the Task Force It is perhaps nor surprising that the had defined some problems and set forth United States is the world's biggest mar­ some tentative solutions. ket for diamond rings—but the number De Beers's need in the area of selling rwo marker, unless you happen to work large stones was seen to be complex. in JWT/Tokyo, is surprising. That's Interest rates were pernicious, especially right, the number two market is Japan. on higher-priced jewelry, and the De Beers in Japan (aided and abetted by economic climate was such that even JWT marketing and advertising) has affluent consumers were uneasy about managed to overcome, dazzlingly, not spending their money. Tirade efforts were just a bit of apathy toward diamond therefore concentrared on easy-to-sell engagement rings, but 1,500 years of goods—those generating the lowest profound indifference to the whole idea. interesr charges. This trade attitude CO

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resulted in far less exposure of bigger, The sale of diamond jewelry to men rep­ A sampling, in several tongues, of more impressive stones to potential cus­ resented a different sorr of dilemma. advertising for De Beers selling carat tomers than De Beers thought healthy Worldwide, two different, equally awk­ or larger stones and selling jewelry to men. The ads that feature beautiful or profirable. ward stereotypes existed of the man who women suggest that they and their One of the objectives set at the Creative wears diamonds. One suggested that he diamond jewelry speak eloquently of their husbands' taste and achievement. Task Force was the development of a was a rascally chap in a loud check suit, on the order of Diamond Jim Brady, or The ads selling jewelry to men use selling idea that would make the con­ bold cropping and assert that fine sumer seek out bigger diamonds from maybe a ttifle shadier. The other sug- diamond jewelry projects an aura of the trade. It was decided to make these gesred he was effete or effeminate. masculine style and that men's dia­ mond jewelry is an ideal gift from a larger stones symbolize the strength and Two problems presented themselves: one woman. The French ad above right, PON success of a couple's relationship as well was the evident need to change the ste- headlined "You've never been offereda EN as their professional and material teotypes through provocative and power­ diamond by a woman? I have," is ..YSELE achievement and their superior taste. ful advertising; the other was to find, or from a campaign that won a "Cosmo de Or" from Cosmopolitan Maga­ have created, diamond jewelry for men zine. that was virile, striking and up to date. y early autumn, 1982, the campaign, produced by JWT/ Paris and JWT/Frankfurt, was rom the Task Force came a strat­ running in eight countries. egy that has since been adopted Although the trade's initial all over the world. JWT/Paris tesponsBe was dubious, the launch of the developed executions of that advettising in Germany, for example, strategy which are being used mond jewelry for men, have proved resulted, in just three months, in a quite noFw just about worldwide, with other themselves and promise ro maintain startling sale from the page of 70 pieces agencies, in some cases, adapting them their strengths ovet time. of jewelry, each containing over a carat to suit local needs. The campaign These have been difficult days for of polished stones. The trade was thus depicts men as the recipients of gifts of De Beers, but 1983 has so far been the convinced and eager to participate in diamond jewelry from the women in first period for something over two years another year's advertising activity. their lives, or depicts the male diamond- in which optimism has been sustained wearer as a vigorous, up-to-the-minute Response was good everywhere—in and seen to grow. In fact, sales of rough achiever who knows all there is to know France at the beginning of 1983, busi­ diamonds are at a level equal to record about what constitutes style. ness in these larger stones was up by levels in 1981. 50% over the previous year; in Japan a Brazil had no market at all for men's De Beers is a unique, very broadly ser­ measure of recovery was achieved from diamond jewelry before the launch of viced client for JWT. Most of our offices the serious early '82 depression of rhe the advertising; rhe posirive response has handle not only the advertising, but Japanese jewelry market; and in Spain a been amazing. In Spain, sales were the trade and consumer public relations (The dramaric revival of the matket, which best ever, and the trade found new Diamond Information Service) and trade had been stagnant, or indeed non­ energy and resources in the development promotion (The Diamond Promotion existent, occutred. of interesring new designs. In France, Service). too, trade response has been immediate De Beers sales of rough large stones JWT and the De Beets account have and gratifying. show improvement, and the campaign, grown in tandem over the years, sharing or its adaptation by other agencies, is Both these advertising efforts for as they do a philosophical commitment being run worldwide. Trade involvement De Beers, the promotion of one carat ot to strong local handling and to a spirit is greater this year than last. larger stones and the promorion of dia- of internationalism. JAMAIS UNEFEMME NE VOUS A 0FFERTUNDIAMANT7M0ISI.

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*••-. who go into market research and are dis­ A Conversation With satisfied with the lack of creativity. They Stephen King have the intellectual skills but want to do something with the results rarher rhan trear rhem as an end product in Scene: Stephen King's office at 40 Berkeley their own right. We've had people from Square. Stephen has probably done more brand management, from the creative thinking about advertising, its different func­ department, from rhe media department tions and how it can contribute to the com­ and some straight out of universities." mercial success of advertisers than anybody else in the UK. Today his subjects are two in number, the first being the Account Planning Department, a uniquely British institution inaugurated in 1968 by JWTIsLondon. Account planners, as you might suspect, plan (i.e., they think a bit and then suggest what ought to be done and roughly how it might be done). What they plan is the strategy of 1 Atacmillon advertising campaigns. This covers answers to a) Should there be any advertising? b) If there should, what sort of job should it lie doing? c) More precisely, what responses will it be aiming to get from which people? d) What sort of advertising is likely to get those mn V*i ftm tifoftyriciit responses? e) How will we know whether it's STAMM me c&ATtKPfpr. muirm>m?wiuirBeRCAey? working? * * • • •»-> MyiwiMeyAwmMms •»•»•*• ^j&myt^fafytuHtUmtAi. "BJWlUB sisys in ImiOsoiu tsf (fy^^S) a^>«a«S8£««^^^s&&fe.!&ss«»Ms&s^'(k y

ccording to Stephen, "for seven or eight years after JWT New Technology bazaar started, almost nobody did it at all, at least under that Subject #2 was awayday— an annual name, and suddenly the dam JWT/London event in which the board Aburst and about four years ago rhe gers away from the office and thinks Account Planning Group (a professional things over wirhout benefit of tele­ society) was set up and some 250 people phones. The latest awayday was the joined. Now abour rwo thirds of the top New Technology Bazaar, designed "to thirty agencies have Account Planning start introducing at the top of the Departments. agency some idea of how computers are going ro help us change rhings in the "It's a differenr division of labor for jobs 20 future." that have always been done by account management or creative supervisors, or "So far computers have been rather like by the two working together... a third the dull underbelly of advertising agen­ arm that makes a better balance.. .peo­ cies. .. big number-crunching stuff for ple who are specialisrs in using informa­ the use of the accounting deparrment tion in a way that perhaps account direc­ and payroll. What we have missed out tors aren'r or don't have time for, and creative people are I believe somerimes weak in figures. (Have you heard that? I thought not.) "It raises rhe whole standard of conversa­ tion and planning on an accounr, moves things to a slightly higher level and ben­ efits everybody. There are about twenty account planners in the London office, and they come from a wide variery of sources—ir is personal qualities rather than any particular qualifications that count. Perhaps rhe best source is people Our Founder continued on is the more crearive use of com- professional groups. The participants, all Thompson boughr the business and the puters... fascinating for market analysis at the top of the company, are, as a day he rerired from it in 1916, he of various sorts in account planning.. .or result of their experience, "nor going to worked extraordinarily hard. in the creative department from quite obstruct the development of computers, A writer who inrerviewed him the year simple rhings like record-keeping of let's but actually are eager for more and he rerired, deaf and 69, described say lists of artists who can do a cerrain pressing for it." Thompson starting from New York on a Technique... to things at the other end of In conclusion, Stephen said, "The whole Sunday nighr and visiting every impor- the scale like the electronic drawing development of computers has been so rant city between his office and the board (you've got some nice rhings in rapid and it crosses departmental bound­ Rocky Mountains. His nights were the New York office, although almost aries so much that we have no sorr of spent in Pullman trains, his days in the nobody knows they're there). The really organization to deal with it. And yet it offices of the latgest national advertisers exciring thing in the creative area is is an area rhar does require a lor of coor­ in Buffalo, Cleveland, Detroir, Chicago being able to consider far more than we dination and a degree of special knowl­ and Denver—he saw rhem all. ever did before. There is an infinite edge, and rhe danger is rhat, if you number of ways to do a layout—you He changed the nature of rhe agency don't have an organizarion or sOme sort from media wholesaler to full-service don't have time to try many—but art of conrrol from rhe point of view of direcrors will be able to doodle with agency. He made it an international users, it falls into the hands of techni­ business. Indeed, he helped to make alternate approaches in the same way a cians from which it never reappears." planner can play wirh figures." advertising a force in American sociery. The firsr purpose of the New Technology He was one of the first ro appreciate the Bazaar was to stop people from being imporrance of women to the advertiser. frighrened by rhe idea of computers sim­ One of rhe first to appreciare the impor­ ply through rhe experience of playing tance as advertising vehicles of the mag­ wirh them. In advancement of the idea azines women read. With his "List of that anybody can play, the five booths Thirty Select Magazines"—sold as a were run by people from different group on a monopoly basis to advertis­ ers—he, virtually single-handed, estab­ lished magazines as an advertising medium. He was remarkably far-sighted, publish­ Stephen King ing in 1889 a book in French and Eng­ director, research and lish that explained the American market planning, JWT/London and American publicarions ro European chairman, MRBI manufacturers who mighr have producrs that could be advertised in the United States. He published another book about the law relating to trademarks and its effects on advertising—revealing his belief that branding lies at the center of advertising, a conviction we still share 21 and, on occasion, have to fight fot When J. Walter Thompson rerired from the business, it was a "considerable establishment," with 117 employees in five offices, 300 clients and about $3,000,000 in billings. He sold it, the world's best-known advertising agency, for $500,000. Stanley Resor and James Webb Young, "the young tigers from Cincinnati," who bought it, were his chosen successors, and they, in turn, ushered in a new era for the J. Walter Thompson Company and for rhe busi­ ness of adverrising generally. James Walrer Thompson died in 1928. He was a singular man—well-described in an article published 12 years earlier, "An American Pioneer whose Fame became International." J. Walter Response

efore very long, your televi­ sion set may not only do exactly what you tell it to; it may, in effect, run out and buy the groceries for you. SBo say rhe people who oughr to know: Soskin/Thompson, JWT/U.S.A.'s Direct Marketing and Sales Promotion Division. S/T is four very bright and promising years old. Headquartered in New York, it has offices as well in Chicago, San Francisco, Los Angeles and Toronto. Serving as JWT's international direct marketing consultant, S/T also provides support to existing JWT clients and helps JWT win new clients. And, of course, it wins new clients on its own. Jack Miller, senior vice president. Director, client services, New York. David Soskin, S/T's president, points out that there's a whole lot more ro For example, to generate immediate direct marketing than direct mail, retail sales for specific video games, S/T important as the latter is ro the market­ developed a direct response commercial ing mix. for Activision. In fact, direct marketing these days When viewers call an 800 number, as includes every form of interactive adver­ the commercial urges them to do, they tising designed to elicit a measurable receive, in exchange for their name and response. address, coupons good for discounts at retail. Acrivision, of course, thus builds a list of potential customers for future markering efforts. For another client, Bloomingdale's, S/T developed a concept that uses ptint and broadcast to generate qualified sales leads and then follows up with special- 22 interesr catalogs. (This is an alternate form of distribution very attractive to retailers and brands because it not only generates high profits; it allows them to measure accurarely the retutn on media dollars.)

David Soskin president. Direct marketing, despite its apparent dvertisers will target mes­ sophistication, is still, according ro sages to just about any seg­ David Soskin, in a fairly embryonic ment of an audience and sup­ srage. port this effort with print A and with direcr mail. Soskin/Thompson forecasts three areas of explosive growth within the next five years: Business to Business. Direct market­ ing will generate qualified sales leads in support of sales organizarions. Direct Selling. The combination of traditional and direct sales will be increasingly seen as a profitable way to do business—and it can produce a valu­ able computerized database of existing customers. Retail Traffic Generation. Direcr mar­ David Willis, senior vice president, keting, especially direct response televi­ executive creative director. sion, has shown itself to be a good way Guy Hitler, senior vice president, to get people into stores. This area of As compurer and telephone technology general manager, Soskin/Thompson West. direct marketing will quadruple by improve, it's expected that direct mar­ 1990. The asronishing growrh of the computer, keting will become enormously impor­ telephone and cable industries and the tant ourside the United States, too. fascinating business- and home-informa­ Companies that invest now in the devel­ tion systems that are under development opment of sophisticated databases and promise an exciting future. their own mailing lists will help to cre- are their own new proprietary medium— Television will change its passive stance and they'll have an enormous jump on and become interactive—a measurable rhe competition. home-information, direct-selling medium.

23

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Print advertising builds and supports Bloomingdale's catalog efforts. Each ad is measurable.

Direct marketing for CIGNA—a special effort to generate qualified sales leads for Susan Kryl, senior vice president, financial planning services. general manager, Soskin/Thompson, Chicago. The opening of Thompson's 159th office—JWT/Hamburg— was also the occasion of a recent European managers' meeting. In the photograph, you see Denis Lanigan surrounded by managers and orher celebranrs. The new Hamburg office, in the old and lovely Gorch Fock Haus near rhe Alsrer River, was the scene of client receprions on rwo eve­ nings. There was an enthusiastic response from clients, prospects and the press. Hamburg starts with Jacobs and parrs of rhe Elida Gibbs account and new business activities are under way. JWT/Hamburg will rank among the top 50 agencies in Germany. Peter Rudolph is Ges- chaftsfuhrer and managing director JWT/Hamburg; Christian Grupe is Geschaftsfiihrer JWT/Hamburg.

Jim Patterson, creative directot, JWT/NY, and three of his best and brightest brandish Clios on the big evening. JWT/NY claimed four Clios—two for Burger King and one each for Toys "R" Us and Kodak. JWT/Melbourne won a Clio for National Bank of Australia; JWT/ Jim Patterson Meredith Wright London won for Cockburn's Special Reserve; and JWT/Argentina for Ford.

24 JWT/Manila celebrared its 35 th way they tell the story) and from year in business with 600 guests at a Japan (the way they treat the colorful homecoming celebration at image). Some local interesting the Manila Polo Club. ideas from Brazil; genuine and alive. Everything started with a "Fun The biggest license plate in the Run," if that's your kind of fun, that whole wide world comes to us coveted a distance of three-and-a-half from—where else?—California. To miles through Manila streets and dramatize the introduction of the new traced the route of the five offices Ford Tempo, Ford and JWT/San Francisco had 1,200 gallons of blue and gold paint deployed at Candle­ stick Park ro cover 54,000 square feet of ground and replicate a "vanity" license plate whereon "Tempo" was spelled out by fifty new Ford Tempo

fnti »u Just the bare facts from JWT/ Milan where the office was closed fot Don Thompson, president, JWT Asia/Pacific, the summer holidays when JWT recovers after Fun Run with Yoly Ong, v.p. cre­ News went to press. Daniela Inver­ ative. Don placed a respectable sixth in the race. nizzi sent this photograph from the July issue of Linea Capital, of (1 to r) Dario Diaz, creative director; Carlo Pech, account directot; Claudio Mat- tioli, art director; Mimmo Caffari, producer; Neri Pelo, art directot. A statewide advertising campaign Daniela had this to say: "JWT/Milan plays on the image of "vanity" plates is a very successful agency. Its people and 1,700 outdoor billboards have are known far and wide for their been posted. The campaign is also professional ability, their eclectic Lenny Hontiveros, group chairman, huddles with supported by a :30 TV spot. The spe­ knowledge, theit personal charm and, Jayjay Calero and Don Thompson, still snap­ ping back from Fun Run, at Polo Club party. cial ads will be seen by almost every above all, their innate modesty. But residenr of most California markets. sexy? And the men already? JWT has occupied since 1947. Ex- "You'd bertet believe it! Six pages of Australia reports five certificates staffers, 125 of them, flew in from as well-filled boxer shorrs in one of the from Clio Awatds 1983. Three went far away as Chicago to join the fun, top fashion glossies have put the to Benson & Hedges, one to Kellogg's and messages came from everywhere. office fight on the tourist circuit. Just Special K and one to Bond's Gotcha Hosts Lenny Hontiveros, group 300 mettes from the Duomo, on the T-Shirts. Added honors: two inclu­ 25 chairman, and Jayjay Calero, presi- comer of the Piazza San Babila. denr of JWT/Philippines, expressed sions in the A.W.A.R.D. 1983 Book "It pays to advertise." their delight with the whole thing (Australian Awards)—one for Benson and started planning for forty. & Hedges and anorher for a Schroder If there's more to this than meets the Darling print ad. eye, you can be sure you'll see it here.

Anna Scotti, creative mainstay Steen Laess0e, account director, of JWT/Milan, forwards a few JWT/Copenhagen, presented an impressions of the Venice Film Festi­ award on behalf of rhe Association of val where she acted as a juror: Danish District Papers for excellent "• the general level was lower than in work by a promising newcomer in the past; markering or advertising. The tal­ • from borh sides of the ocean, com­ ented recipient of D. Kr 10.000 was mercials tend to be the same: a bit photographer Kennerh Madsen, who of humor, a lor of music, fantastic is now working in television in New lighting and no ideas; York City. The Danish Minister of • American commercials... were Culture, Mimi Stilling Jacobsen, and more consistent and strong in 800 guests from the advertising terms of selling concepts; world attended the ceremony in the • new trends come from UK (the Hotel d'Angleterre. Another leading characterisric is that the Meet Spaniards are visual people, much more Manuel de Elexpuru than logical or marhematical-minded people. That has a very srrong influence (The Mayor of Madrid is one in any communication in Spain, not of his writers.) only adverrising but mass media, litera­ ture and so on. Manu is president and director of the Board ofJWT/Espana, the largest and most highly \^» When was the Thompson office esteemed agency in the country, repeatedly in Madrid founded? voted Agency of the Year by the media. Advertising. Age's "Focus" described his x\.• There were three different steps in management this way: "Manu doesn't run Spain—with some intetruption. J. Walter Thompson Co., he glides it'.' In 1920 Sam Meek opened an office in Madrid for GM. \J . Is there such a thing as a Spanish national character? In 1929 the office was to be closed, but then Malcolm Thomson was sent out jt\.m Right now, in Spain, it is not from London. He moved JWT from Madrid to Barcelona, and built a pretty fashionable to speak about the national nice business there until that office had characrer. In Spain there are different to close in 1936 because of the Spanish regions with quite different characters Civil War. and with different languages. Castilian Spanish is the national lan­ The second step was when some of our guage. But there is also Gallego which clients in Spain in the late '50s asked the is similar to Portuguese. Basque, which company to statt up again. is totally different from anything on In 1964, when Don Johnston was run­ earth. And Catalan, anothet Latin lan­ ning the Amstetdam office, he visited guage, something between Castilian, Spain and chose as the cotrespondent French and Italian, but as old at least agency a company called ALAS. It was as Spanish. our associate until 1966. How to define the Spanish national Tom Sutton and Dan Seymour went to characrer—I think the best way is how Spain in the spring of 1966. They made we are perceived by our neighbors in me an offer—we started from scratch. Europe. We are supposed to be proud, I think on 15 December '66. And we to be violent, be hospitable, et cetera. opened officially 1 January '67. In facr, Spaniards respect warm human relationships rathet rhan rationality, \^. JWT/Spain is a very successful 26 logic, the intellect. This has a very agency. Would you explain that success? strong influence on Spanish advertising, which is much influenced by the adver­ A. Thompson opened in Spain at tising of the US in the '60s—emotional, exactly the right time. Because of its stylish, not too concerned with "reason- Thompson links, it started full-born, why" and logic. with a successful prototype to fostet its growth. The Spanish tend to be impulsive. This contrasts strongly with the French, for And it started with a list of multina­ example, who set great store by educa- tional clients. We didn't have to go rion, cultural background, a lot of knock on doors, or make special offers, knowledge, erudition. or fight like hell to try ro find new busi­ ness; immediately we had already the In Spain, like Italians, we speak very, basic list of clients that gave us the very loud and very fast. The tone of opportunity to be professional. voice, I mean the physical tone of voice of Spaniards, is very different from other The othet thing was, I wanted to have a European countties. We really scream, Thompson agency. So there was a group and scream very fast. That's very obvious of professionals, from the very beginning, in radio and television adverrising in who came from different Thompson Spain. Most foreign executives are sur­ offices. Amongst them were Lee Pavao prised ar how loud our commercials are. and Bill Peniche. It seems to me that Spanish a positive fact of life. You take, for Thompson from the very beginning was example, the French attitude toward professional, profitable, with an account advertising is distinguished by its adverrising—rhey think advertising is list and the ambition to make a really graphic executions. Would you agree? something specifically bad. Somebody good product and offer good professional And how would you explain it? trying to mislead them, to pull their service. legs. A. I agree. We have been able ro digest a steady Whar I like in British advertising is the In the beginning of advertising in growth without jumping—I don't know wit, the intelligence. They treat the Spain, we turned to two principal how to say that in English—ups and consumer—consumer is a word I hate sources of talent: professional writers, downs. but, from rime to time, it is almost mosrly journalists, and artists—paint­ And I think an impottant factor is style. impossible to avoid it—the Brirish treat ers, sculptors, designers. Today we have A continuous Thompson style. consumers as intelligent beings. six creative directors in JWT/Spain. Four I had good advice from Tom Sutton. What I like in .American adverrising is of them are artists, two are writers. that it is candid in the very positive Cultivate the media people—they will In advertising in Spain, the art director, act as your PR. Also get your agency meaning of the word. They feel they are rather than the writer, tends to be the doing something good and healthy, they into professional groups. This put us in dominant influence. a very special posirion—an international do not have to Starr with the idea that agency but totally integrated into the their audience hates advertising. That is country. Are there certain countries you a very big asset. to as advertising models? We ate one of only two or three multi­ Q national agencies that have always had look Spanish management and also stable A c There is something in the Anglo- management. As an example, Y & R Saxon culture that accepts adverrising as starred at the same time as Thompson, 1966. They have had already, I think, six managing ditectors, and the firsr one of Spanish nationality was made manag­ ing director only in 1982, a good profes­ sional, as it happens. The first Spaniatd.

). I notice in your subway cam­ paign, your Metro campaign, you used writers and arr directors from all over Madrid. The Mayor of Madrid, I think, wrote an ad.

A.. Ir has been a fantastic success. Throughour the campaign we used local wrirers and artists. The Mayor, who is a distinguished writer, asked to be one of rhem. Ir is another example of how a multinational agency can be thoroughly integrated into the life and culture of a country. We have the reputation in general of using well-known writers and art direc­ tors. The Barcelona subway now wanrs us to do its campaign. Our best new business program has always been our product. I particularly enjoy government busi­ ness. The briefings are much more gen­ eral than in the case of commercial accounts—a grear deal more is left open to agency insight and invention in an effort to change public attitude. In Zonal e costume

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With his son. Walter Roosetelt Thompson, leaving their home out­ side Seu • London. Con­ necticut. This house ua. acc/uired or built about

James Walter Thompson with.his mother, Cornelia Ann Roosetelt Thompson

With Airs. Thompson, the former Margaret Riggs Bogle, shortly after their nuiirtage. *dMt

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I he Commoilnre's steam sailer. The Stella.

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