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80Z of Democrats Have Been Using Gas Heat 801 of Republicans

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80Z of Democrats Have Been Using Gas Heat 801 of Republicans <nvr: J. WALTER THOMPSON COMPANY NEWS VOLUME XXIV, NO. 4 FOR STAFF MEMBERS ONLY JANUARY 24, 1969 New business around the world COPENHAGEN—Two major segments of INAUGURATION DAY EX­ TRA!—This headliner of a JA, * D*r. Unilever business have been assigned to JWT-created advertise­ JWT-Copenhagen, increasing the number ment appeared in the of products handled by that office in Nor­ major Washington dailies' way and Sweden from 10 to 17. inauguration day special The products are Coral light duty de­ supplement issues. One of ", tergent and Pepsodent toothpaste from the first creative efforts to Denofa og Lilleborg, Unilever's associate appear since JWT was company in Norway, and Succes medi­ named to handle the cated shampoo, three Sunsilk hair prod­ Washington Gas Light Com­ pany account 24 days ago, 80Z of Democrats ucts and Melody hair coloring from Sun­ this ad was timely, topical light, the Unilever company in Sweden. and local. Capital City resi­ dents could read the MEXICO CITY—JWT-Mexico has three new adver­ tongue in-cheek advertise­ have been tising accounts. They are: Gillette of Mexico for ment just hours before razors and blades, Lennox of Mexico for china, fine Richard Nixon and his Re­ china and silver, and Palacio de Hierro, one of publican entourage official­ ly moved in. And 80% of using gas heat Mexico City's largest department stores. Washington's residences LIMA—JWT-Peru was recently named are gas heated! The punch­ the agency for Dunlop in Peru. In addi­ line of the ad emphasizes tion, the agency acquired new lines from the heat-savings story, one of the greatest product ad­ existing clients. JWT-Peru will handle a vantages of gas. Toby liquor division of W. R. Grace & Com­ Stein, who's in Art Rich­ pany, Cartavio S.A. This is the third di­ mond's creative group and vision of W. R. Grace for JWT-Peru. is copy group head on the 801 of Republicans Bunge-Borne selected JWT-Peru to handle Washington Gas Light "Fideos Alianza," a line of noodles and Company, took advantage spaghetti. The office already does the ad­ of the once-every-four- year opportunity to tell willbe vertising for Bunge-Borne's cooking and salad oil line, Aceite Cocinero. the product benefit in a memorable way. The co­ gent layout was the work using gas heat Quotes of the week of Fred Kittel, art super­ visor on the account. Art JWTers continue to make news: adds a postscript to the ad "1969—the year of the cure?" with this comment: "Some of the Democrats in the "In some respects, 1968 can appropriate­ creative group hope to re­ of everybody saves money ly be described as the 'year of the plague' run this ad on January 20, by heating with gas. for users and producers of direct mail. 1972, with a slight switch "Significantly, too, it was the year that in the headline!" The ac­ one man—Dan Seymour, president of J. count group includes: Tom Walter Thompson—had the courage to Lane, management super­ publicly position the 'current stale and visor; John Barnhill, ac­ outmoded status of direct mail' in proper count supervisor, both in NYO; Jim Tufty, account perspective: pointing out that 'mail ad­ representative in the vertisers act as though nothing had changed Washington office. since 1923;' and seriously questioning 'what dead hands have kept alive the myth that one to two per cent should be considered a good mail return.' . JWT-Canada reports 25 % increase in business "Two . remedies are highlighted in this issue. The first supports Dan TORONTO — JWT-Canada had a most Culver, Ford, Lever, Warner-Lambert, Seymour's contention that a big part of successful year in 1968, increasing its busi­ Standard Brands, Dare Foods, Labatt's direct mail's problems could be remedied ness by 25 per cent over 1967, according and Oxo," he added. "This is the best vote by 'hiring some fresh creativity, or letting to Frank Thomas, chairman. of confidence an agency can receive." existing creative talent cut loose.' . "This, following a 32 per cent increase New accounts added during the year in­ "The second remedy notes an exciting last year, is most gratifying proof that our clude Berec (Canada) Limited, Calvert of and revolutionary new application of the new facilities across Canada . three new Canada Limited, R. J. Reynolds Foods computer in direct mail. offices . our management realignments, Limited, Eastman Chemical Inter-Ameri­ ". if there is a willingness to tear and our acquisition of top creative and can Limited, Singer Co. of Canada Lim­ down and rebuild this year, 1969 can be account talent has been recognized," states ited, Uncle Ben's Inc., Mars Inc., Fisher fantastically rewarding." Frank. Bros. Inc., B. C. Egg Marketing Board, —Editorial, February issue, Direct Advertising "Almost 50 per cent of new business ac­ Marsh & McLennan Limited, Canada & magazine, published by Paper Makers quired this year came from new-product Dominion Sugar Company Limited, and Advertising Association. assignments by old clients . Alberto- Simoniz Co. Ltd. Lima office helps launch Ford Escort in Peru LIMA—December was a big month for Ford Convention of Peru held on Novem­ JWT-Lima for it marked the launching ber 29. To highlight the presentation JWT of the Ford Escort in Peru. organized a show for the Ford Dealers The Escort, introduced with the new using well-known TV talent Eund the Es­ Ford line for 1969, represents a well- cort as a backdrop. aimed reply to the market demand for The introduction of the Escort to Peru an automobile which, without sacrificing began with an intensive teaser campaign interior space, comfort and power, is easy in early December. Using newspapers, TV to drive, easy to park, and, above all, and radio and the theme "The small car easy to buy. It has special significance in that isn't," JWT alerted Peruvians to the Peru, which has strong market restrictions. fact that Ford definitely had something Introduced with the JWT-created theme new in small cars. "El Nuevo Ford Escort. El carro pequeno The actual launch began with a two- no lo es." (The new Ford Escort. The page spread (see this page) in principal small car that isn't.), the Escort is aimed newspapers, plus TV and radio commer­ cials .and cinema commercials in first-run at buyers in medium and lower income movie houses. groups and the second-car family market. A special feature of the campaign was Prior to the launching, JWT-Lima pre­ the use of photo-screen outdoor billboards, John Goulden, president. Ford Motor Company del sented its advertising program for the Es­ the first time this technique has been used Peru S.A., is shown speaking to the Ford Conven­ cort and the entire 1969 line to the annual to advertise cars in Peru. tion at which the Escort campaign was introduced. The ad below, "The 100 nicknames of the small car that isn't," received a standing ovation from the dealers. The nicknames and copy under each pic­ ture describe a product advantage of the Escort: i.e., "The piggy bank" because its low-compression, 1 lOOcc, 50 hp motor barely uses gasoline. At left is the two-page Las lOO chapas'del carro pequeno quenoloes. spread which helped intro­ duce the Escort to Peru. The Escort is built by Ford of Britain and Peru is the first South American coun­ try in which it has been introduced. TV commercials get go-ahead in France "EJE •EcancEa" . "El EEIEWEWJO" -— "El canyuro" *^ Nuevo Ford Escort De Luxe PARIS—As some Frenchmen are dragged communicating and new goals for French kicking and screaming into the world of agencies and their clients. LC.sHsr.ErS ESCORT ^» commercial television, JWT-Paris has been This was the theme of the seminar, tele­ busy helping Thompson clients learn about vision advertising and its potential as a television advertising. means of communicating with all genera­ The introduction of commercials on the tions. Jim Agnew, management supervisor government-controlled ORTF in October on Lever in the Paris office, led the sem­ Enthusiastic response greets of 1968 created an avalanche of contro­ inar using excerpts from a talk prepared Ford safety ad in Belgium versies and arguments. But the decision by Bob Edens, manager of JWT-Chicago. was not reversed and Frenchmen have had Each idea discussed was illustrated with a BRUSSELS—Remember the Ford Christ­ to live with it since then. series of current U.S. TV commercials. mas Safety campaign prepared by JWT- January 1, 1969 was the starting point Brussels (JWT NEWS, Jan. 3, 1969)? for a major breakthrough—regular com­ Well, Ford and JWT staffers won't soon mercial advertising, limited to four minutes forget it. Telephones started ringing as soon per day during the peak evening time. For as the ad (which featured a plea for safety the time being, seven categories are al­ rather than cars) appeared and within two lowed: food products, household, equip­ hours the 2,000 posters ordered had run ment, textiles, hy.giene and beauty prod­ out. These requests weren't just from oil ucts. companies, safety organizations, automo­ Since the major packaged goods com­ bile clubs, and the like. Thousands of in­ panies are authorized to advertise, Lever, dividuals, shopkeepers, and supermarkets a JWT-Paris client, is a major applicant supported this initiative and the Belgian for television time. So, as a means of in­ prime minister's office called Ford to con­ doctrination for Lever marketing execu­ vey the government's support of the idea. tives, the Paris office held a seminar on The climax came when General Motors TV advertising last month.
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