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J. WVLTER THOMPSON COMPANY NEWS VOLUME XXIV, NO. 24 FOR STAFF MEMBERS ONLY JUNE 20, 1969 You can still call us "Irving," says Irving Trust 1969 tv campaign continues to Corporate print campaign presents a lively new image make friends with the consumer NEW YORK—As lively as the TV image Time and The Wall St. Journal are un­ NEW YORK—Irving Trust has proven of Irving Trust as a friendly bank, con­ doubtedly already aware of the refreshing that bankers don't have to be stuffy by cerned with the average man's interests, is new image that Irving Trust is creating in definition. Last year, in an effort to appeal the new 1969 corporate print campaign the business world. to the man on the street to generate more focusing on the businessman's interests. Says associate creative supervisor Santo retail business, the Irving Trust Company, Here, again, Irving Trust is involved in Pulise, "These print advertisements were a JWT client since 1908 and in the bank­ a dramatic departure from normal bank created in the same vein as the television ing business since 1851, departed from advertising. Readers of The New Yorker, commercials. They use art nouveau to give usual banking advertising with a series of an entirely different, contemporary look to If passple ...as i. manriim ....las la...... thai lashm ,1 .'.in help .am keep mt Ilia long-liastinK the bank." Artist Jacqui Morgan came up humorous spot television commercials. .: iiaa.il. Lisa, mis lit la . i. .a ilitairccn. usital Iimppm s sitla of lh. st.itislt.ail pit-lure. Tims', not a l.a.l idea fat eorporations shut are llth ISirju.i.ili l''ili.iiita.ilr.]iiii,.haK Department .i.ae.'eaiiiii,l..l .alhia. with the vivid tableaux that present a re­ I amsidet : ..I th. Ift.oSMI nnae.a s susttl W.srl.l SS'a help them in ilruii-iln; up an I'lTtsstiss- Those commercials focused on newly SS... II it.a.a r.l I..,., lass, lisaal flaaeOSS atipitsitloi] prutfrant SS'hySlTi inpanif. Iiasulaaal neser trail, took Play rraaiehniakrr ha UearatjSe. potential t freshing and unusual view of Irving Trust installed, time-saving customer services. .1 good look IIS Ihiaeselieis lot alone Shalt inn aid. .t Act aa a confidential intermediary. And ad The, never riasllj- had tin orsjusizaal plan to Oh phi-inr. and Sslt'" I"""... on har aim helter-skelter into.. l.a Hie, to the modern businessman, who has seen Each commercial emphasized innovative lliiuikht sans opportunity. an-h. tii.ttst'"' retail services—Personal Banking Centers If you're Unnkine merger. Hi. tliama's at,' his share of conservative bank advertise­ for one-stop customer transactions, Instant ments. The aim of these advertisements is Deposit Boxes, additional windows open to attract readership and interest in the during the lunch hour, uniformed speed bank's national and international services. guides to greet and usher customers to the Thus far, even though it's early in the cam­ fastest-moving lines—yet emphasized these paign, it seems safe to assert that Irving selling points with a smile. Last year, a Trust has created a stir! guru and a sheep dog headed the casts Posters wanted who acquainted the general public with these time-saving banking devices in the Account representative Sam Leddy re­ spots (see JWT NEWS, April 19, 1968). ports that the Bank has received many letters from college students, requesting Continued in '69 reprints of the advertisements in poster The spots proved so successful that the size. "The artwork," he states, "livens up format is being continued in a new 1969 the print campaign considerably." The series of the campaign. Once again, the idea of the colorful art nouveau format commercials use humor to focus on the accompanied by dramatic but informative important sales points. This year, bank headlines, like "One out of three cor­ robbers tote "violin cases" into the bank, porate marriages ends up on the rocks," only to be greeted warmly and ushered was generated in the Don Ayers creative efficiently through the bank's speed lines. group. "They felt, and the account team Their request for "money" is answered .112 ha. .. aaJMSf/. agreed," Sam continues, "that the new by a loan officer. A few whirlwind seconds series would speak to businessmen in a later, as they are ushered out the door, dramatically different manner than our they are given the friendly Irving Trust Artist Jocqui Morgan designed the graphics for former 'calling card' advertisements." The calling card: "Trust is our last name, but this print advertisement for Irving Trust, a dra­ earlier campaign had used the concept of you can call us Irving." Or, similarly, the matic visualisation of the headline which writer "what happens when you pair up a dy­ Paul Solovay created. This advertisement, the first commercial "Girl Watcher" features a man in the corporate series, has appeared in The namic customer like TWA (or Revlon, (Continued on page 2) Wall St. Journal, Time and The New Yorker. (Continued on page 2) "Girl Watcher" 20 seconds color film MAN: ... 17 honey blondes ... 11 INTERVIEWER: Sir . you're the MAN: The Irving Trust. ANNCR: (V.O.) Trust is our last name brunettes ... 4 redheads . and world's fastest girl watcher? INTERVIEWER: Because . .? but you can call u$ "Irving." MAN: That's mel MAN: . you've got the fastest INTERVIEWER: And your bank? service . shorter lines . quick loans. I get more time to watchl Hey nowl You can still call us "Irving," says Irving Trust (Cont.) 1969 tv campaign continues to Corporate print campaign presents a lively new image (Cont.) make friends with the consumer etc.) with a flourishing bank like Irving direct approach for a very select target (Continued) Trust." The new headlines are equally at­ audience—men with $500,000 or more who chooses Irving Trust over other retail tention-getting and, combined with the they want managed by Irving Trust's in­ banks because the fast lines and quick distinctive art nouveau technique, provide vestment bankers. One advertisement service gives him "more time to watch the a new look and new voice for 1969. shows a board room set up for a portrait pretty girls outside the bank." (See page What's more, each ad focuses on a session, minus the board! The copy ex­ one.) specific banking problem to demonstrate plains that the "money-makers" (not in­ One minute and twenty-second television Irving Trust's wide-ranging business experi­ vestment bankers or money managers) are announcements broadcast the same "time- ence. As the logo says: "We back you up absent because they were too busy work­ saving" message. The world's fastest talker with "more than money." ing on their customers' portfolios to make and the world's fastest-playing fluegelhorn Another aspect of the campaign which it to the photo session! Even financiers ap­ musician slow up only long enough to tell has had a shift in emphasis is the advertis­ preciate a selling message with a smile, be­ the consumer why they naturally bank at ing for Irving's Personal Trust service. lieves the account team. the world's "time-savingest" bank. These ads use understatement and a very Reports account supervisor on Irving Trust, Bob Lilien, "The Bank's entry into More new business spot television has produced tremendous Firestone and Bausch & Lomb gains in awareness. Irving Trust's retail assigned in the U.S. sales in 1968 grew dramatically, and not just coincidentally, with the appearance of NEW YORK—The Firestone Tire and the new campaign." Word-of-mouth re­ Rubber Company has appointed JWT to sponse, in banking circles and with the handle its advertising here in the U.S., general public to the bank's now famous an expansion of the services of JWT of­ theme line has been equally enthusiastic. fices which handle Firestone in interna­ All of which goes to prove that a bank tional markets. JWT will be responsible like Irving Trust can talk sound business, for all the programs for automobile, truck without being devoid of a sense of humor. and tractor tires and diversified products. JWT credits Baush & Lomb has named JWT to handle its consumer products. The Roches­ Responsible for the transformation of ter, New York company markets the Ray- Irving Trust into the warm, friendly face Ban line of sunglasses in addition to tele­ that it now presents to the consumer is scopes, spotting scopes, magnifiers and the creative group headed by associate binoculars. creative supervisor Don Ayers. Writers were Don and Paul Solovay, associate creative director (art) Santo Pulise, pro­ Three for Madrid ducer Howard Epstein. The production house is Screen Gems, with Howard Ham- MADRID—During the first half of 1969, berg producer. Continuing the 1969 cam­ JWT-Madrid has welcomed three new ac­ paign along the same humorous lines are counts. Ben Allen, Bob Peck and Bob Wilson, Lux Toilet Soap was assigned by Lever copywriters; Hollis Cheverie, art director. NO ONE COULD MAKE IT—to this picture session, as the Irving Trust Personal Trust advertisement Iberica, in addition to Sunsilk hairspray Traffic man is Charles Gade. The account explains. Money-makers begged off from the and shampoo presently handled by the of­ team consists of: Bob Lilien, account su­ photograph—too busy at work on customers' fice. Kanfort liquid shoe polishes, Hurra pervisor, Sam Leddy, account rep. portfolios! liquid and aerosol spray upholstery clean­ W* have .1 branch office in l-.mi.un ai ers, and new products were assigned by -enisim.- ..Hi,.-- in IN.nt! Kong Anil u.iJ.-iln•[• M.

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