Presidents of the Adcraft Club of Detroit

Home , Ad Age, Campbell Ewald, Detroit Golf Club, FCB (advertising agency), Zimmer (automobile)

Congratulations to the Adcraft Club on 100 years of excellence and innovation.7

ADCRAFT CELEBRATES 100 YEARS OF BIG IDEAS A 4 19 05 HOW IT ALL BEGAN Welcome to the Adcraft Club of Detroit’s celebration of 100 Years of Big Ideas! Adcraft launches in Detroit amid the new-born automotive furor. Adcraft is justifiably proud of its reputation as the largest and most vital advertising club in the nation. In our market, “Adcraft” and “advertising” are A 6 19 10 GROWTH AND THE GREAT WAR virtually synonymous. Adcraft works to establish itself as Detroit under- goes massive growth. The pages that follow chronicle the 100-year history of the Adcraft Club and the history of Detroit’s dynamic advertising community, celebrating a century of 1920 THAT ROARING DECADE culture, community and advertising. You’ll see some amazing creative, and you'll A 10 Despite early labor problems, the 1920s was a learn that here in the Motor City we are looking forward to a very bright future decade of expansion and change. for Adcraft and an equally dynamic future for the Detroit agency community. 1930 THE DEPRESSION YEARS Adcraft’s Centennial, and this section in particular, demonstrate to a national audience our pride in the A 12 The 1930s were bleak for Detroit, but Adcraft Adcraft Club, and in the work we all produce for the domestic auto industry and many other blue-chip rallied despite the economy. clients. We’re particularly proud that the auto industry is the largest ad revenue-generating industry in the 1940 THESECONDGREATWAR nation, representing 15% of the total advertising revenue in the U.S. And 63% of that revenue is generated A 18 Adcraft members do their share, as Uncle Sam right here in Detroit. takes over Detroit for the war effort.

Yes, the work is fantastic and we’re very proud of what we’ve done here in Detroit for the past 100 years. 1950 HAPPY DAYS ARE HERE AGAIN But this celebration isn’t just about the past. I would invite you to read about the Adcraft Labyrinth on Page A 20 Detroit and Adcraft thrive as the country turns to A40. Adcraft is leaving a legacy for the future that is relevant and exciting—just like great marketing—and will TV, consumerism and cars. create a buzz in the Detroit community for decades to come. 1960 DECADE OF DISSONANCE Our future is bright. The Adcraft Club—and the Detroit advertising community—are poised for the next A 24 The 1960s was an uneasy period for the U.S., and 100 Years of Big Ideas. Detroit was no exception.

1970 CONSOLIDATION IN MOTOR CITY A 30 Takeovers and downsizing mark a decade of change in Detroit.

Michael Wright 1980 THE EMPHASIS ON QUALITY Senior VP-group account director, Cadillac, Leo Burnett Detroit A 3 4 In a tough period, Detroit advertising faces mergers while its automotive clients take on Adcraft president, 2005-06 the imports.

1990 THE CHANGING FACES OF DETROIT A 36 In the last decade of the 20th century, the agency world continues to consolidate. Karen Egolf Barry Kafka Director-Editor, Special Art Director 2000 ADCRAFT DEFINES A NEW ERA Projects A 38 As Detroit businesses disperse, Adcraft takes the Jeanine Dunn lead as a unifying force for a new century. Richard K. Skews Issue Designer Vanessa Reed Associate Editor THE FUTURE OF ADCRAFT General Manager-Sales Vickie Daniel A 4 0 Marking its centennial, Adcraft creates a legacy & Marketing John McDonough Production Manager Writer for the people of Detroit. Paul Audino Advertising Director Julie Armstrong A 42 100 YEARS OF ADCRAFT PRESIDENTS Researcher A look at a century of leadership. Suzanne Hermalyn Director-Business Jane Adler Development Proofreader Cover design: Andy Lazaris, JWT, Detroit DaimlerChrysler Corp. images: Copyright DaimlerChrysler Corp. Used with permission.

DECEMBER 5, 2005 A3 SPECIAL ADVERTISING SECTION OF ADVERTISING AGE 1905 THE BIRTH OF AN ERA

n the opening decade of the 20th century, Detroit saw two key industries take root that would mark its reputation and direction for decades: automobiles and advertising. On the automotive side, if the city had not first been named le Detroit (for “the straight”) in 1701 by French explorer Antoine Laumet de la Mothe Cadillac, it would surely have been christened Ford City by 1910. In 1903, Henry Ford began building his first little two-cylinder jobs on Mack Avenue. That same year 56 other companies took a flier on the flivver, and 27 conked out before 1904, all in the Detroit area. Mr. Ford, of course, puttered along with arduous practicality, and in 1905 began turning out his Tin Lizzys, backed by an advertising investment of $39,513. The Ford tide—along with a push from General Motors Co., formed in 1908—would lift all boats in Detroit, including the city’s place as an advertising center. Amid the automotive furor, the Adcraft Club was born in December 1905 to the tune of Gus Edwards’ and Vincent Bryan’s “In My Merry Oldsmobile,” which celebrated (as well as advertised) the Detroit- to-Portland trek that Oldsmobile was promoting as part of the Lewis and IClark Exposition that year. “Dear Sir: You are invited to attend a meeting Adcraft was the brainchild of 19- to be held…on Thursday, December year-old Henry Ewald, then ad manager for the Detroit & Cleveland Seventh, at Eight O’clock, P.M., to consider the Navigation Co. While attending the formation of an Advertising Club in Detroit.” first meeting of the Associated Advertising Clubs of America in —Invitation to the first Adcraft Club meeting Chicago in the fall of 1905, he saw what the profession was making of itself in Cincinnati, St. Louis and Chicago. He returned home, determined that the Detroit ad community must organize in a consortium of shared interests. About 40 of the city’s leading admen met on Dec. 7, 1905. They would become the charter membership of the Detroit Adcraft Club, representing the four legs of the business: advertisers, agencies, media and suppliers. Most advertising, like politics, was still local. But the industry was beginning to talk of itself as a science, not a trans- action. And the weekly luncheons of the Adcraft Club were where some of the more interesting talk was to happen.

ADCRAFT FOUNDER Henry Ewald takes a spin in 1909 in a 1910 E-M-F car.

A4 DECEMBER 5, 2005 In the future, ads will pop up in our cereal bowls. Our dreams will be interrupted by commercials. But we’ll still look to magazines when we don’t want to be found. READ ON magazine.org/readon 1910 GROWTH IN A TIME OF GREAT CHANGE

uckraking killjoys such as Ida Tarbell may not have been welcome at Adcraft luncheons, THE VIGILANCE COMMITTEE: but members were getting to know their Freud. In October 1911, W.A. Shryer spoke at ADCRAFT AND SELF-REGULATION a club luncheon about the mysteries of psychology and “the psychological laws Some of the first tentative, though premature, underlying interest and desire” in advertising. Who said this ain’t a science? steps toward advertising self-regulation were Among other luncheon speakers in Adcraft’s new quarters at Grand River and taken by the Detroit ad community nearly 90 Washington was Henry Ford himself, then celebrating his 10th year in business and years ago when the Adcraft Club formed the his millionth car sold. His topic on Feb. 18, 1913, was “The value of an idea in advertising.” Vigilance Committee. Mr. Ford never made it clear exactly what that value was. But his trust in advertising The notion that advertisers might have some was known to be erratic at best. faint obligation to tell the truth about the products Mr. Ford was not the only agent of change in Detroit during the teens. In ways few could have they sold was a progressive idea of almost radical expected, the Great War that remade proportions in the second decade of the 20th MEurope helped remake Detroit, too. “The luncheons served in the café of the century—something akin to backing child labor Before World War I, much of the Adcraft Club are the best 40 cents’ worth you laws, old-age pensions or the union movement. cheap labor that kept the factories But in the waning days of the Progressive Era, it expanding had come from successive can get in the city of Detroit....There isn’t was being increasingly talked about. waves of poor but eager European another 40 cents’ worth equal to it in these In 1917, self-imposed honesty got a boost immigrants. But that immigration fell United States.” off sharply as Europe became mired with the formation of the American Association —Adcrafter, Jan. 21, 1913 in conflict and stalemate during the of Advertising Agencies. But as a trade group, war years of 1914 to 1918. Squeezed the Four A’s was prohibited by law from forcing for labor, factory recruiters headed to the South with as many one-way train tickets as they could carry and ethics codes on its members. promises of high-paying jobs in the big-city North. Their principal target: impoverished black sharecroppers In Detroit during that period, local advertisers and plantation workers. The pulling effect of such promises was accelerated in 1915 by the pushing effect of found it easy to make bold claims and extravagant a monstrous boll weevil plague and massive cotton crop failures. promises that were invariably either exaggerated It triggered the greatest single mass migration in American history, as hundreds of thousands of poor black or nonexistent. This was especially common laborers flooded north. Fewer than 6,000 African-Americans lived in Detroit in 1910. Within 20 years, that figure would surge twentyfold to 120,000. among local retailers and cosmetics marketers. As America entered World War I in 1917, Detroit factories became a center of war production. The Adcraft In response, the Adcraft Club formed a Vigilance Club moved into Detroit’s Board of Commerce offices as membership fell off. But it never ceased activity. Committee to write an advertising code of conduct and persuade, not force, members to comply. Those who didn’t might ultimately be shamed into some sort of observance. The problem, according to Adcraft historian and former Executive Secretary Lee Wilson, was that certain Adcraft members were among the rogue advertisers and had little enthusiasm for supporting a trade organization that was undermining their selling methods or embarrassing their owners. It soon became clear that Adcraft was not in a position to impose sanctions on its own. This could only be done by an organization independent of the industry it was to regulate. So in 1917 the Adcraft Vigilance Committee was spun off and became the first office of the Better Business Bureau of Detroit. EARLY ADCRAFT members (from left) George Slocum, Richard Cohn and Frank Martin stroll along the waterfront in 1914.

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1905-1929 THE WORK

19 05

19 2 7

1915

1905 Ford

1927 Lincoln

1928 LaSalle

1915 Cadillac Written by Ted MacManus, “The Penalty of Leadership” was ranked one of the top 50 ads of the 20th century by Advertising Age.

1929 1928 1929 Nash Ambassador

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DETROIT PICKS ITSELF UP AND ROARS ALONG

fter several years of relative inactivity, a reorganized Adcraft resumed publication of the weekly Adcrafter magazine in 1923. The club reawakened to a series of seismic events that would rock the nation, especially Detroit. Triggered at first by voracious post-war inflation that sent the buying power of Henry Ford’s famous $5 day of 1914 plummeting to $2.40, labor was seething with discontent and frustration. It was ironic, though hardly coincidental, that the world’s most industrialized workforce would produce the most powerless labor movement. But this was America, where the freedom to make a contract made no distinction between the individual worker and the all-powerful oligarch. Besides, frightened immigrants who barely spoke English were hard to organize. But they could still get angry. Stymied on all sides by management, government, the courts, police and hired thugs, labor went for the nuclear option—the general strike. Between 1919 and 1921, for the first time inA American history, whole industries shut down as more than 4 million workers walked out. The final “Better advertising…will mean better showdown might have happened profits to the advertiser, better jobs to then and there if recession and depression hadn’t crushed the labor the advertising man, better volume for uprising by throwing millions out of the printers, because better has always work—10% of the workforce by some estimates. resulted in more.” As labor licked its wounds, —E. St. Elmo Lewis, former Adcraft president, in the Henry Ford built the crowning Dec. 4, 1928, Adcrafter monument of the industrialized world: the River Rouge plant just south of Detroit. When completed in 1927, it covered 2,000 acres and employed 75,000 men. Not to be outdone, General Motors Corp. built the largest office complex in the world on West Grand Boulevard. Detroit prospered in labor peace, as Mr. Ford proved a generous despot, raising wages as Ford sales grew. Then in 1926 he made the 40-hour, five-day week the industry standard. Labor blessed him. There was always plenty to talk about at the weekly Adcraft luncheons, now being run by the club’s first paid executive secretary, Merritt Chapman. How about that Alfred Sloan, dropping the whole GM nut into Henry Ewald’s lap in 1922—the biggest ad contract ever, they’re saying. And everybody’s talking about the snappy slogan Mr. Ewald came up with for the GOP in 1924: “Keep cool with Coolidge.” As for Ford, it seemed the Old Man, after a parade of agencies for years, finally settled down with N.W. Ayer in 1927. Speaking of agencies, did you hear Ross Roy set up his own shop with the Dodge business last year (1926)? And with Chrysler taking over Dodge, he’ll get that, too. And don’t forget Lou Maxon’s new agency (1927) with the Valet Razor business. Let’s see, who’s on the speaker’s docket? Secretary of Commerce Herbert Hoover is coming; so is Henry C. Wallace, Secretary of Agriculture. But the speaker who really set tongues wagging was Julia Coburn, ad manager of LaSalle & Koch, the Toledo department store. On June 14, 1923, she became the first woman to speak at an Adcraft luncheon. It was an unprecedented event. The Women’s Advertising Club of Detroit was even invited to attend—just this once, mind you—and cigars and rough talk were officially discouraged for the brief duration. The year 1929 was Detroit’s biggest to that point. Auto and truck sales reached a record 4.3 million vehicles that year. And thanks to Prohibition, illegal liquor profits beat out those of the automakers, and the producers didn’t even have to advertise. Shortly after the Oct. 29 stock market crash, Adcraft abandoned plans for building its own THE ADCRAFT BUILDING: Planned, then abandoned in 1929. headquarters. Instead, it moved into the Book Building, where it remained for the next 70 years.

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BRIGHT SPOTS LIGHTEN GRIM TIMES

he decade of the Great Depression began with a note of irony as Henry Luce launched Fortune magazine at $1 a copy, or one-fifth a Ford Motor Co. worker’s daily wage. The first issue in February 1930 expounded on the economic power of color, noting that even Ford had recently surrendered to the challenge posed by General Motors Corp.’s colorful new Chevrolets. But on the streets of Detroit, prospects were as black as an old Model T. By 1932, auto production had dropped to 1.3 million units from 4.3 million units in 1929. Joblessness swept the region like a plague: 75% of workers at Ford’s River Rouge plant—more than 56,000 men—were unemployed by 1932. The figures were equally grim industrywide. Those who hung on found their wages cut from $35 a week in 1928 to $20 or less four years later. Detroit’s ad community was hit almost as hard. Rate wars and kickback deals put pressure on the Tnew 15% commission as everyone groveled for a buck. Campbell-Ewald’s billings dropped 70% from $26 million in 1929 to $8 million in 1938. Amid the turmoil, things were looking brighter for the Adcraft Club, which got a sudden infusion of new blood in 1934-35 with the appearance of several fresh agencies. In the wake of a sweeping decentralization, GM advertising was divided among Campbell-Ewald, which hung onto Chevrolet, ADCRAFEST: LURING THE GOLFERS and newcomers D.P. Brother & Co., which got Oldsmobile; MacManus, John & Adams, which took Cadillac and Pontiac; and Kudner Advertising, a carpetbagger from New York, which won Buick. All One of the most popular Adcraft events is the annual set up in the GM or Fisher buildings. Adcrafest, the club’s summer golf outing. Other shops came to Detroit through auto accounts and into Adcraft. For Plymouth, Chrysler But Adcrafest didn't start as a golf event. In the early 20th hired J. Stirling Getchell Inc., which invited America to “look at all three.” Ruthrauff & Ryan got century, David Brown, who had been Adcraft president from Dodge. And Young & Rubicam came to Detroit in 1932 for Packard. 1917-19, owned People’s Ice Co., an ice farm along a lake There was plenty of talk at the Adcraft sailing outings, and some of it had nothing to do with cars. near Pontiac. Every winter his company would harvest and Some had to do with membership: Haley Bell of WCHB radio became Adcraft’s first African- store huge chunks of ice and sell them for use in pre-electric American member. home ice boxes. In July 1932, he offered his lake property to People were also chatting about the powerful insight that won Lou Maxon the Gillette business in 1937. Men may have a surface vanity, he argued, but they are driven by ambition and competition. It followed the club's membership for a summer picnic and game day. then that Gillette and sports were natural allies. To prove it, Mr. Maxon “bought” the 1939 World Series Adcrafest remained a picnic social until the mid-1940s, and Gillette was off and running, pulling itself up from a lowly 18% share to dominate its category. when the board decided to convert it to a golf outing. The first games were played at Western Golf and Country Club in Redford, west of Detroit. By the 1950s, Adcrafest had moved to the larger Detroit Golf Club, until it moved around 1990 to its current home, the Indianwood Golf and Country Club. For its first 42 years, Adcrafest was a men-only play day and operated under boys-will-be-boys rules. Most of that ended when the courses were opened to women in 1974. But competition to get into the event did not abate. “In the ’80s when membership was at it height,” says former Adcraft Executive Secretary Lee Wilson, “we had to limit par- ticipation to members only because we had too many guests. That made Adcraft membership even more valuable, and every May we'd get a big influx of new members, just to get into the Adcrafest.” With membership back down to more manageable levels, guests are once again permitted. But Adcrafest remains one of the biggest summer golf events in the state. THE ADCRAFT CLUB enjoys an outing in 1933 at the Grosse Pointe Yacht Club.

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SPECIAL ADVERTISING SECTION OF ADVERTISING AGE

1930 THE WORK

1938

193 6 193 6

1938 193 6 Cadillac Fleetwood Lincoln Zephyr

1936 1932 1932 Ford Plymouth

WHO WAS THAT MASKED MAN? In 1933, a masked man on a fiery horse with the speed of light came thundering out of Detroit and for 21 years kept riding coast to coast with a hearty “Hi-Ho Silver”—the Lone Ranger. Not even the oldest Adcraft members today seem to recall the Michigan Radio Network, the seven-station hookup anchored by Detroit’s venerable WXYZ, which aired the first “Lone Ranger” episode on Tuesday, Jan. 31, 1933. The station had been acquired in 1930 by George W. Trendle, who wanted to sell local programming to Detroit advertisers. He took the station independent in 1932 (from the CBS network), but had little to offer listeners or advertisers until he decided to mount an original western. The characters, the mask and the name—the Lone Ranger—were hashed out in a series of meetings with station staffers and writer Fran Striker. From WXYZ’s library of classical music, they choose Rossini’s “William Tell Overture” as the theme. Tonto appeared on the 12th episode so the Lone Ranger would have someone to talk to. This was radio, after all. The Detroit show was a fast hit, becoming part of the bait whereby WGN in Chicago, WOR in New York and WLW in Cincinnati joined WXYZ to form a fourth network in September 1934, the Mutual Broadcasting System. In 1941, agency Blackett-Sample-Hummert bought “The Lone Ranger” for General Mills’ Kix and Cheerios brands. The next year it moved to the NBC Blue Network, which became ABC after World War II. But the radio program continued to be produced by WXYZ until the end in 1954. TM & COPYRIGHT CLASSIC MEDIA INC.

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GEARING UP FOR WAR—AND FOR PEACE

he 1940s arrived with a record round of musical chairs as two of the Big 3 automakers ADCRAFT MEMORY shuffled agencies. It started at Ford Motor Co., which had cruised into the 1930s as No. 1 and sputtered out a poor third. Everyone at Adcraft knew that someone would have to pay— and was pretty sure who would get stuck with the check: N.W. Ayer. What made such rituals particularly interesting at Ford were the family intrigues involved—always grist for rich luncheon gossip. Did you hear old man Ford’s niece just married Harry Wismer from Philly? You know that Ayer refused Ford’s request to give Wismer a job. Too bad for Ayer, I guess. But good for Lou Maxon, who proved far more accommodating. Three months later, he ended up with both Wismer and the Lincoln- Mercury business. Hey, c’est la vie! Before the end of 1940, the Ford Division went to McCann-Erickson. No one expected a similar shakeup at TChrysler Corp. But two months later J. Stirling Getchell died, his agency folded and “The world is hungry for what we DeSoto and Plymouth were homeless. An ill wind for Getchell proved a tropical breeze to have, not only for wealth like ours, Ayer, which promptly picked up both brands but for the freedom and enterprise and was back in the car business, barely miss- that produced our wealth.” ing a beat. Meanwhile, Ford dumped McCann and Maxon late in 1943 for J. —Cecil B. DeMille, movie producer-director, in an Walter Thompson Co., which promptly Oct. 23, 1947, talk to Adcraft returned to Detroit and Adcraft after a 24- year absence. McCann traded Ford for Chrysler, and even Maxon ended up with some Ford dealer association business. All’s well that ends well. But by then it hardly seemed to matter. There were no more cars to sell. Production of the last 1942 models shut down in the spring. Detroit had only one customer now, Uncle Sam, and he was ready to buy everything the town could turn out. For the first time, full employment was the norm. Ford’s mile-long production line at Willow Run was the most colossal manufacturing weapon on earth. By 1945, 8,685 four-engine Liberator bombers had flown out over Grand River and taken a little bit of Detroit to Berlin. Everybody griped about wage and price controls, but no one dared do without them. Even Henry Ford bargained with the United Auto Workers. THE POWER OF ADVERTISING? In 1946, Detroit saw its first new cars in four years, and its first TV sets ever as WWJ hit the airwaves. No wonder Arthur Godfrey drew a record 1,011 guests at an Adcraft luncheon in 1949. Arthur Godfrey was always quoted as saying that he wouldn’t endorse any product on his radio show that he didn’t personally believe in. On display on the podium that day were four of his favorite products— Chesterfield cigarettes, Lipton tea bags, Glass Wax and Nabisco Premium crackers. Immediately following his speech, I was at his side, as shown in the photo (above left). I said, “Arthur, you claim that Glass Wax can be used on anything. You always state, ‘Wipe it on! Wipe it off!’ I took your advice. Look at me now—bald!” Needless to say, Mr. Godfrey broke up. Good Adcraft memory! —Adcraft member Ed Rossman recalling media personality Arthur Godfrey’s April 22, 1949, appearance at Adcraft FORMER ADCRAFT PRESIDENTS Charles Hughes (left), Henry Ewald (center) and George Slocum get together during Adcraft’s 42nd annual dinner on Dec. 4, 1947.

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1940 THE WORK

194 4

194 6 1944

1946 Cadillac

1940 Plymouth

1945 Parke, Davis & Co.

1944 Ford

1944 Pontiac

194 0 1945

DECEMBER 5, 2005 A19 1950

HAPPY DAYS, TV SETS AND BIG CARS

fter a generation of denial and deferral, Detroit had a lot of catching up to do and plenty of Victory bonds ripe for redemption. The worry was whether the postwar demand unleashed in the late 1940s could be sustained through the 1950s. Among car brands, there was an early shakeout around the edges. Studebaker and Packard merged in an overture to oblivion. Hudson and Nash became American Motors Corp. And Kaiser-Frazier just vanished. For the survivors, fewer brands to sell meant more brand to advertise. Each October the fanfares would sound and the curtains part on next year’s “all new” models. Futuristic styling inspired by the famous P-38 aircraft used in World War II and manifested in rakish tail fins gave an impression of motion—and the style became more extreme as the automakers pushed differences in each model year. BOWLING FOR ADCRAFT With TV emerging, advertisers got serious about broadcasting, with sponsors producing their own shows just as they had in radio. Kenyon & Eckert, hired by Henry Ford II in 1948, The Adcraft Bowling League has been around so Amade Lincoln-Mercury synonymous with Ed Sullivan. Ford celebrated its 50th anniversary in 1953 with a long—since 1925, to be exact—it finds itself today in history-making TV special, and Chrysler joined with Bob Hope. a somewhat awkward, even embarrassing position. As automobiles increasingly became objects of fashion over function, Adcraft members debated the merits Once again this year, amid much celebration and of women selling cars on TV. But there wasn’t much to argue about. Hadn’t Julia Meade scored for Lincoln pride, one of the league's 15 teams will receive the and Mercury? And didn’t Campbell-Ewald settle the question for good when it found the perfect personification coveted and venerable Lew Houghton Championship of Chevrolet in Dinah Shore? trophy, a large and imposing cup that has been In 1951, Harold Hastings celebrated his 25th year as Adcraft secretary-manager and brought a parade of pres- tigious speakers to the club, by now the largest in the U.S. A.C. Nielsen explained audience measurement. Walter passed from one winning Adcraft team to another for Ruther of the United Auto Workers finally addressed Adcraft. So did Bob Sarnoff of NBC; Bennett Cerf, the pub- something like 50 years. lisher-panelist from “What’s My Line?”; Leo Durocher of the New York Giants; and “Peanuts” creator Charles Schulz. The hope is that no one will actually ask who Lew The tab for a typical Adcraft luncheon then, says former Adcraft Executive Secretary Lee Wilson, was about $1.25. Houghton was, because any information as to who he Locally, J.L. Hudson opened America’s first suburban mall, Northland, in 1954, and office managers was and what he did seems to have been mislaid phased out the traditional half-day of work on Saturday mornings. among the league's 80 years of history and tradi- One area agency, which was launched in 1937, began to draw attention as it expanded on an unorthodox tions. He is known today only as a trophy. model. W.B. Doner & Co. was a kind of federation of independent account execs, each sovereign over the accounts he brought in as a “partner.” Its flexibility became a formula for quick growth, but one to be “It is one of the great mysteries of the Adcraft challenged in the ’60s. Club,” says Paul Gross, meteorologist at WDIV-TV in On a darker note, it was the decade of conspiracy theories in which advertising was as suspect as communism. In Detroit and for nearly 15 years president of the 1958, Vance Packard’s “The Hidden Persuaders” purported to expose the Svengali techniques by which advertisers Adcraft Bowling League. “Being a historian, I’ve secretly manipulated consumers’ minds, controlled free will and dictated desire. Ford’s marketing men may have sought out some of the old-timers and asked them. wondered why their agency, Foote, Cone & Belding, had not shared such secrets with them that October when they But no one seems to know.” unveiled the Edsel, whose sales performance did more to prick Mr. Packard’s theories than all the reasoned The earliest Adcraft teams played at the Harmony arguments. If Ford couldn’t celebrate the Edsel, though, it could toast its 50 millionth car as the decade ended. Club, Mr. Gross says, which was an old graphic arts club with four or five lanes in downtown Detroit. Then it moved to the Bob Lo Lanes on Woodward Avenue. In the 1950s the games were played at the Riverside Recreation center. The golden age, says Mr. Gross, may have been in the late 1980s and early ’90s when there were 24 teams in the league. That has dropped to the present 15. Today the home of the Adcraft Bowling League is the Hartfield Lanes in Berkley. The games have evolved from “a boys night out” affair every Thursday in the old days to a shared experience today in which about 40% of the league’s members are women. SHARING A LAUGH are (from left): Adcrafters Bob McKown and Johnny Nielan, guests Charley Randolph and Leo “the Lip” Durocher, club President Clark Stevens and Adcrafter Norm Sharrock.

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1950 THE WORK

1954 Chevrolet With Dinah Shore singing, “See the U.S.A. in your Chevrolet.”

1950 Oldsmobile With Mel Torme

1959 Pontiac With Ray Bolger

1954 1950 1958 Timex Corp. With John Cameron Swayze demonstrating that a Timex watch can “take a licking and keep on ticking.”

1954 Chrysler

1959 1958 1954

GM PLANWORKS CONGRATULATES THE ADCRAFT CLUB OF DETROIT ON 100 YEARS OF SERVICE.

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DETROIT’S DECADE OF DISSONANCE

f the decade of the 1950s was all harmony, the 1960s was a decade of dissonance. Having risen above ADCRAFT MEMORY depression and world war, the G.I. generation finally was rewarded with everything it had ever wished for—a good life of college education, rising prosperity, suburban seclusion and a more widely dispersed purchasing power than any other people in history. Much of that money flooded into Detroit in the form of record automobile purchases. But by the 1960s, many of the children of this new middle class were taking for granted what their parents had fought to achieve. Instead, they threw the good life back in their parents’ faces in a revolt against what they saw as a boring bourgeois materialism that had led to the crisis in Vietnam. “The [Ford] Mustang was perhaps the last thing that Americans of all generations really liked,” wrote design critic Thomas Hine. As the decade turned, the basic look of automobile ads was changing. Idyllic illustrations, along with the illustrators who drew them, were fading. Photography was on its way in. Detroit advertising was prosperous and growing, and TV, now firmly under control of the three major broadcast networks, was swelling ad budgets. IMary Wells brought plenty of glamour as well as business savvy to the advertising world in the 1960s, and Detroit was eager for a look. When she spoke at an Adcraft luncheon in November 1967, the turnout of 1,040 broke the attendance record set in 1949 by Arthur Godfrey. Her agency had the feisty American Motors Corp. account. Yet she could not join the all-male Adcraft club. With more women coming into the profession, some members were quietly beginning to wonder whether this made any sense. Corbis Images If advertising’s demographics were changing, so were those of Detroit, whose population was becoming ADCRAFT CHICKEN, ANYONE? smaller and poorer. Suburban expansion inspired by prosperity in the 1950s was accelerated by race and class in Adcraft guest speakers at the regular luncheons the 1960s, then became a flight after riots in 1967. The white and black middle class left the city, taking with it are a great reason to go to the luncheons, but we much of the ad community that had once been concentrated along downtown Jefferson Avenue. used to have an added incentive to go in the Some venerable Detroit agency names also disappeared. Brooke, Smith, French & Dorrance was absorbed by 1960s and 1970s. Our incentive was a pool at our Ross Roy in 1960 after 53 years, as was Zimmer Keller & Calvert in 1969 after 54 years. Maxon Inc. merged out of existence in 1966. And Leo Burnett Co. acquired D.P. Brother & Co. in 1967. table when lunch was served. It was an uneasy decade, with more changes ahead. For the first time since World War II, Detroit found itself We would each put in some funds and then we in a two-front war against the Germans and the Japanese. would try to identify the food that we were having for lunch. The one with the most points won the pool. Our scoring was as follows:

■ 5 points if you could tell what the main course was after smelling it as it was being served.

■ 10 points if you could tell what the main course was after looking at the food.

■ 15 points if you could tell what the main course was after tasting it.

Admittedly there were some weeks when nobody got any points, and we had to carry over the pool to the next week. The speakers at Adcraft luncheons as well as the camaraderie among advertisers were great reasons to go the luncheons. Obviously, the food was not one of the top reasons for going.

—Adcraft member Don Kolke

THE ADCRAFT OFFICE in the Book Building ran efficiently in the 1960s, thanks to the work of people such as Kay Nelson.

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1960 THE WORK

19 68 1964

19 68 196 4 lations Congratu Adcraft

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SPECIAL ADVERTISING SECTION OF ADVERTISING AGE 1970

READJUSTING FOR A NEW ECONOMY

hen, by the 1970s, one spoke of Detroit, one meant the Detroit metropolitan WOMEN JOIN ADCRAFT—AT LAST area. While Adcraft stayed put at 1249 Washington, its members increasingly Today the Adcraft Club of Detroit boasts five former were coming to the luncheons from Troy, Bloomfield Hills and Southfield. women presidents from the last seven years. But until If Ralph Nader had shaken up Detroit in the ’60s, a consortium of oil sheiks 1974, when women were first invited to join, the club nearly brought it down in the ’70s. Just as the Big 3 automakers were was strictly a stag affair, except perhaps on Secretary’s beginning to show proper respect for names such as Volkswagen, Toyota, Day or when a woman speaker was scheduled. Datsun and Volvo, they were clobbered by the first of two oil price shocks that vastly enhanced the appeal of the small, fuel-efficient imports. It wasn’t the case, however, that the decision to dispose Detroit remained the third-largest marketing town in America as the of such a medieval viewpoint was greased by any liberal automakers fought for their survival. Yet there was some consolidation through social enlightenment. “I had no ax to grind for the the decade. women’s lib movement then,” recalls Lee Wilson, who Among agencies, Interpublic came to Detroit in 1972 with its acquisition of Campbell-Ewald. joined Adcraft in 1950 and served as executive secretary WMacManus, John & Adams merged with from 1960 to 1997. “What occurred to me was that we D’Arcy in 1970, and Ross Roy bought up Gray could pick up some extra dues.” & Kilgore in 1974. “We waste energy; we waste On the auto side, American Motors Corp. Mr. Wilson began quietly making his case to include trees; we waste everything that bought out Kaiser-Jeep in 1970. Henry Ford II led women in 1967, the same year Mary Wells’ new agency, the charge to rebuild downtown Detroit around God gave us. I think perhaps Wells, Rich, Greene, won the American Motors Corp. the $337 million Renaissance Center, which this energy crisis is going to business. “But the guys on the board were older than I opened in March 1977 with high intentions and a was,” he says, “and much more traditional and macho. long road ahead. Meanwhile, Ford Motor Co. bring us back to a more rational Their view was the girls had their adclub. It was very President Lee Iacocca became as famous as his viewpoint.” much a generation thing.” boss. When the two men finally parted, it set off a sequence of events—between July 1978 and March But Mr. Wilson won a powerful ally in David Gillespie, —John DeLorean, former VP, General Motors 1979—that shook the town. Corp., speaking to Adcraft on Dec. 14, 1973 who was then president of Detroit’s Kenyon & Eckhardt In November 1978, Mr. Iacocca signed on to office, which was handling the Lincoln-Mercury business. run Chrysler Corp., then teetering on the brink “When Dave and I decided what to do,” Mr. Wilson of Chapter 11 bankruptcy. He acted quickly and publicly, summarily firing Young & Rubicam and says, “we took the president and VP of the Women’s Ad BBDO, then dropped the whole $120 million bundle into the lap of Kenyon & Eckhardt. K&E, in turn, Club to lunch. We told them our plans and asked would was obliged to dump Ford corporate and the Lincoln-Mercury division. When the music finally stopped, they mind. We assumed we’d kill them off as their eligible Y&R had Lincoln-Mercury; Wells, Rich, Greene got Ford corporate; and BBDO was on the sidelines members would come over to us, leaving them with a but soon won back Chrysler’s Dodge division. It was the biggest account shuffle in history at the time. lot of secretaries and elevator operators. But that didn’t happen—at least not right away.” In order to avoid the publicity that might attend to a “first” woman in Adcraft, the plan was to invite seven women into the club with as little fanfare as possible. One of those was Marce Haney, who in 1974 operated a major Detroit talent agency. “I was not an activist in the usual sense,” says Ms. Haney, who still works in the business at 83. “I was busy with my business....When the invitation finally came, it seemed like quite an honor at the time. “It also had a very positive impact on my company,” she says. “The networking was invaluable. You always met someone at the luncheons, and Adcraft was very close-knit and mutually supportive.” POPULAR SPEAKERS in the 1970s included (from left) sportscaster Howard Cosell (1971), auto exec John DeLorean (1973) and comedian Jonathan Winters (1974)

A30 DECEMBER 5, 2005 ONE MAGAZINE PAGE JUST ISN’T ENOUGH.

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Cummins is a registered trademark of Cummins, Inc. Dodge and HEMI are registered trademarks of DaimlerChrysler Corporation. SPECIAL ADVERTISING SECTION OF ADVERTISING AGE

1970-1989 THE WORK

1979

1973 19 74

1985

1973 1984 General Tire FTD

1979 1985 Chrysler 300 Ford Mustang

1974 1978 Little Caesars Big Boy With Rodney Dangerfield 1984 19 78

A32 DECEMBER 5, 2005 Look what you started. Happy hundredth, Adcraft. SPECIAL ADVERTISING SECTION OF ADVERTISING AGE 1980

ADCRAFT THRIVES AS CITY REGROUPS

he 1980s would see Lee Iacocca become the country’s first CEO superstar, and certainly one ADCRAFT PM: STAYIN’ ALIVE of the most actively involved CEOs in overseeing his company’s advertising. He personally Back in the days of the three-martini lunch when the approved many individual ads and filmed 61 TV spots in 10 years—the first ones rudimentary, grown-ups gathered at the luncheons, schmoozed each the later ones very professional. other and scribbled their deals on napkins, few worried By the end of 1983, Chrysler Corp. repaid its bailout loans—seven years ahead of schedule. about the future of Adcraft, where its members might Despite this bright spot, it would be a difficult decade. Within 10 years, 50,000 Detroit come from or how they would be recruited. It was autoworkers watched their jobs disappear as robotics took over the production line. By the end of the decade the population of the city proper was half the 2 million it had been in the 1950s, assumed that if you were in advertising in Detroit, you devastating the urban retail and tax base. Detroit went from being America’s fourth-largest city were in Adcraft. in the 1940s to ninth by the end of the 1980s. Yet Adcraft membership peaked at around 4,200 But in the 1980s, as the town began to feel the first in the late 1980s, fueled by an expanding metro area whose growth was pushing past 4 million. effects of Japanese competition and the shockwaves of In a rare show of frankness, automobile advertising faced up to the reality of the challenge from contraction began to register in the local advertising Timports. “Quality” became the decade’s busiest buzzword. In its famous corporate campaign for Ford community, the question of Adcraft’s future suddenly Motor Co., Wells, Rich, Greene became something that no one could take for granted. asserted that “Quality Is Job One.” General Motors Corp. For the first time since the Depression, the possibility “In the past 79 years, 200 auto companies echoed the theme with “GM loomed that young people might not be coming in as fast Puts Quality on the Road.” have come and gone, but no matter, the as older members were leaving. It was a decade of further con- ad business kept growing and growing. It The answer was Adcraft PM, formed in 1982 as a solidation and mergers within seems you have more staying power than subcommittee of the club’s Education Committee. The the Detroit ad community. Some name derived from the clock and was intended to suggest were unusual, even convoluted. your clients. There has to be a lesson useful hours after work. In 1983, K&E was bought by there—I don’t know what the hell it is.” In the beginning, it targeted potential young Adcrafters Lorimar, a TV production company famous for “The Waltons,” the way frats rushed potential pledges on campuses— —Lee Iacocca, chairman, Chrysler Corp., speaking to Adcraft “Dallas” and “Knots Landing.” on Dec. 14, 1984 through social activities. But while partying for the future It then acquired Bozell & Jacobs of Adcraft may have been a lively means to a worthy end, and combined its two agencies more recently PM has been working to refine and expand into Bozell Worldwide. Chrysler stayed with the merged agency, but it was the end of the line for K&E. its mandate. WPP Group acquired J. Walter Thompson Co. in 1987, and two years later added Ogilvy & Mather, both “We feel PM’s become over the past five years too Ford agencies. much of a party image,” says Eric Kracht, 27, the immediate But Henry Ford II would not live to see the new setup. He died in 1986. Also to pass from the scene: American Motors Corp., acquired by Chrysler in 1987 because it wanted the Jeep division. past chairman of PM. “We would like to be something for everybody, by which I mean not to discriminate on age at all. Our purpose is not to be a hangout for the young. It’s to bring young people into PM, help them build contacts with more senior people and ultimately get them to sign on as Adcraft members.” Adcraft PM also has a charitable side. Through its Read- Aloud literacy program, members spend one hour each month reading to first graders in Detroit schools. For the past two years, Adcraft PM has also been coordinating Project Playground, a project in which members renovate a playground in Detroit. Says Mr. Kracht, “It’s not just about the parties. PM’s about the identity of advertising in Detroit—and very much a part of Adcraft.”

LEE IACOCCA accepts Adcraft’s $10,000 check for the Statue of Liberty Fund from club President Harvey Willens.

A34 DECEMBER 5, 2005

1990

NEW NAMES, NEW PATTERNS EMERGE

uring the 1990s, Adcraft luncheons not only commanded attention, they continued to break attendance records—even Lee Iacocca’s. The turnout for George Editor in Chief John F. Kennedy Jr. was so big it had to be moved to the Detroit Renaissance Center to accommodate the curious and the stargazers. There was also another spate of remarkable mergers and consolidations that would reshape Detroit. Ross Roy became part of Omnicom in 1995 and changed its name to In- ter One Marketing Group. In 1997, there was plenty of “I’m speaking not as a politician, but talk about Bozell World- as a magazine editor. And if I do wide, which had con- sumed K&E in the 1980s. Now it was that right, I hope to someday end being swallowed up by True North TIM ALLEN’S first TV spot, for ABC Warehouse. D up as president—of a very successful Communications, the holding company of publishing venture.” Foote, Cone & Belding. But names such as AN EYE FOR TALENT True North and Bozell passed through —John F. Kennedy Jr., editor in chief, George, A new generation of TV and film talent was emerging as Motown’s history too quickly to take root. speaking to Adcraft on April 21, 1995 stars—people Adcraft members had turned down for jobs On the other hand, who would have when they were in Detroit. John DeCerchio, vice chairman- dreamed that Chrysler Corp. might be chief creative officer at Doner, remembers his less-than- taken over by Daimler-Benz? Out of this vast reorganization, a new agency brand was born in 1998, PentaMark Worldwide, created by BBDO to handle its new Chrysler business. perfect track record in the 1990s and before: “Kevin As new names came in, however, Adcraft said farewell to two legendary nameplates that embodied Bacon came in for an Art Van commercial. It was a the history of the American car. Chrysler announced the phase-out of Plymouth in 1999, and four George Washington Day sale and Bacon was up to play years later General Motors Corp. did the same for Oldsmobile, celebrated in song the same year Washington. We rejected him. There was Tim Allen, who Adcraft was born. was always trying to get into Highland Appliance Adcraft ended the 20th century as the largest adclub in America, but with a significantly smaller commercials, and we were always turning him down. membership than it had in the 1980s. Still, the club was 2,500 strong—and a significant force in Detroit— “A couple of years ago I ran into Tim and said I feel so as it entered the 21st century. dumb for not putting you in that Highland spot. He said, ‘Oh yeah, it just ruined my life. Every morning I wake up wondering where I might be today if I’d gotten that Highland gig.’ “Once Jay Leno came in for a Little Caesars Pizza radio spot. He’d been on the ‘Late Show’ with Letterman a couple of times and came highly recommended, but I said no. Then there was Kate Capshaw, whom I rejected only to see turn up starring in the sequel to ‘Raiders of the Lost Ark.’ ” Not all talent found Detroit so picky. Farrah Fawcett received about $1,000 a spot for a Mercury Couger campaign. When she went on to “Charlie’s Angels,” her replacement was Rachel Ward, who became a star in the TV miniseries “The Thornbirds.” And Laurence Kasdan had a successful career in the Doner creative department before going on to write “Raiders of the Lost Ark” and “Return of the Jedi” and direct “Body Heat” and “The Big Chill,” among other theatrical releases. ADCRAFT MEMBERS present Adcrafollies, a spoof show in the 1990s that sprang from the club’s Spring Frolic, an annual event that began in the 1930s.

A36 DECEMBER 5, 2005 SPECIAL ADVERTISING SECTION OF ADVERTISING AGE

1990-2005 THE WORK

2003

19 9 0 2003

2001 2003 19 96

19 94 2004

19 9 0 2001 1994 Michigan Department General Motors Jeep of Public Health Corp. 2004 2003 2003 Health Alliance Plan Buick Serta First HDTV spots shot Webcast with Tiger and aired in Detroit Woods 19 96 Dow 2005 2003 Ford Mustang Cheerios 2005

DECEMBER 5, 2005 A37 SPECIAL ADVERTISING SECTION OF ADVERTISING AGE 2000

A UNIFYING FORCE FOR A NEW ERA

he first years of the new century seemed to finish the work of agency convergence begun ADCRAFT PUTS EMPHASIS in the 1970s and ’80s. In addition to Interpublic’s absorption of True North/FCB and the ON EDUCATION INITIATIVES disappearance of Bozell, Young & Rubicam became part of WPP and sibling agency to J. Contrary to the cliché, advertising people are made, not Walter Thompson Co. and Ogilvy & Mather. The final coup de grâce came in 2002 when born. So it follows that the future of the business Publicis acquired Bcom3 along with its principal assets, Leo Burnett Co. and D’Arcy. The depends on education, not accidents of birth. Largely on new parent promptly shut this rather pragmatic bit of common sense, Adcraft was down D’Arcy, thus liquidating formed in 1905. the last vestige of Theodore “This is a different kind of war... It MacManus’ name as an active In 1925, Adcraft set up its first school of advertising in is a war on the festering notion agency brand. the City College of Detroit. But it took another 30-odd If the agency side has con- that we are unworthy infidels....It years of practical experience and evolution before the solidated, however, the ad business along is a war at home in which bio terror elements of the successful advertising education began to Twith Adcraft’s membership has dispersed. In come together in the late 1950s and early ’60s. Today, 1972, there were nearly 30 agencies in is an elusive and deadly enemy says Keith Price, an Adcraft member since 1981 and director Detroit proper; today, there are around 10, that exposes not just our personal of sales and marketing for AutoWeek, Adcraft educational plus General Motors Corp.’s huge presence vulnerabilities, but also the inade- in the Renaissance Center. programs target both membership and the larger community On the other hand, the count in Troy has quacies of our health system and through two basic initiatives. gone from one shop in 1972 to 21 today. Big clumsiness of our most vaunted law “First,” Mr. Price says, “a study program was formed [in Beaver Road had become what Jefferson enforcement agencies.” 1965] with Northwood University of Midland, Mich., Avenue or Grand Boulevard were a couple where in the spring there would be a 15-week series in of generations ago. —Tom Brokaw, “NBC Nightly News,” speaking to which college kids and young professionals could take a With the diaspora of media, agencies Adcraft on Feb. 1, 2002 crash course in all the disciplines of advertising. There and support services in the Detroit metro area, Adcraft has assumed a role its would be opportunities to visit a TV studio, a newspaper founders could not have anticipated 100 years ago. “Adcraft is incredibly important to the area,” says and an ad agency to discuss account management, former Adcraft President Bud Liebler. “We are a one-industry town with OEMs, Ford, GM and research, media and media interactions. Each year about Chrysler fighting each other. 50 to 75 people go through the program.” “Then,” he says, “you have Adcraft, where everybody can come together and forget their parochial The second initiative started about the same time as interests and say we’ve got to do something as a community. Adcraft pulls that together. … You feel an outgrowth of the Adcraft Foundation. This involves a part of something; you are not out there alone.” scholarships awarded to Michigan college students studying advertising and marketing. “We give away about $25,000 a year,” Mr. Price says, “usually five to seven scholarships varying from $3,000 to $6,000. This is always done under the Adcraft Foundation, and committee members get together and determine criteria—grade point averages, community involvement, AAF involvement and so on. “We look for well-rounded students. It’s like in the business: I’d rather hire a B student who gets the jokes than the A student with the untied shoes. There are essay components, too, and emphasis is placed on professors’ recommendations. We also look to the professor for valida- tion of economic need, which of course plays a role, too.” Another Adcraft initiative, Back to School, concentrates on continuing education for club members with active careers at any level in the profession.

AMONG FAVORITE ADCRAFT activities are its croquet outings.

A38 DECEMBER 5, 2005 © 2005 Crain Communications Inc. 100. another to Here’s success. big and ideas big generating still you’re years, 100 After Adcraft Kudos, SPECIAL ADVERTISING SECTION OF ADVERTISING AGE THE FUTURE

ADCRAFT CREATES LEGACY FOR DETROIT

ADCRAFT SEES BRIGHT FUTURE The Adcraft Club is in the midst of changes more sweeping than any it has faced since the arrival of network broadcasting in the late 1920s. But broadcasting, like publishing, was a top-down enterprise in which a handful of agencies, advertisers and media proprietors determined the content the country would read and hear. The new digital platforms, on the other hand, are bottom up, meaning that anyone can get into the game, a reality that could remake not only the size but also the character of Adcraft membership in the next decade. According to Bob Guerrini, Adcraft executive director, present membership stands at just more than 2,600,

admittedly a decline from a decade or two ago before the ADCRAFT’S LEGACY PROJECT will be an Adcraft Labyrinth, similar to this one, on Detroit’s new riverfront. local marketing community underwent a sharp consolidation and contraction. But that was also before the world o mark its centennial, the Adcraft Club is planning a special project for the city and the began transforming itself into strings of zeros and ones. people of Detroit. The Legacy Project is Adcraft’s gift to the Detroit community for 100 “A whole new technology is gathering that is changing years of doing business in this community. advertising,” says Mr. Guerrini, “and I expect Adcraft to According to Adcraft, this project is an opportunity for the organization, its past and reflect that change. Google and Microsoft have been in present members, to thank Detroit and to give something back. It is also an opportunity Adcraft since the day they opened their Detroit offices.” to represent Adcraft’s future in Detroit by doing something that will survive for at least another 100 years. But these are the giants of the realm. The real impact is For its Legacy Project, Adcraft will work with the Detroit Riverfront Conservancy to likely to come from below, says Kevin Brown, managing build the Adcraft Labyrinth on the city’s new five-mile riverfront. The exact location is director of Ford Motor Media and a member of the still being finalized. “We will strive to sercure the best location, one that will provide a Adcraft executive committee. contemplative feeling but still be easily seen and accessible,” says Bud Liebler, chairman “The reality,” Mr. Brown says, “is that with all those of the Adcraft Legacy Project. digital forms out there, virtually anyone can create TMr. Liebler says Adcraft is in the process of finalizing a design that will allow visitors to walk through content. That’s the new fact of life. Five years from now the labyrinth in peace and solitude and will be “a tribute to the vigor of the right brain with its powers of intuition, creativity and imagery.” The design will be 60 feet in diameter and landscaped with lighting and that will be even more entrenched.” appropriate seating. The labyrinth is expected to be completed by spring 2006. Detroit is in the middle of a what could be a decisive “In addition to thanking Detroit for the first 100 years, this Adcraft Legacy Project is a great way to look decade. What people were saying in 2000 about what forward to the next 100 years and beyond,” Mr. Liebler says. “It’s a great gift for Adcraft to give the city.” was coming five years down the line, Mr. Brown says, is here now. He sees in all this a rare opportunity for Adcraft to expand its vision beyond being just a place-specific “One hundred years of great advertising is an incredibly unique and club—meaning the Detroit area. “In this global world valuable asset. It is evocative of memories of family, friends and we’re in,” he says, “we’re doing business on behalf of southeastern Michigan clients with a pretty extended indelible moments. We will use the Adcraft Centennial to unlock network of people all over the country and world. I don’t those memories…to celebrate the creativity of this community…to think there’s any reason for the Adcraft Club to restrict its remind ourselves of how much we have contributed to contemporary membership to people who are living here. So as the club culture…and perhaps most importantly, to leave a legacy for expands its mission, its purview and its outreach, we have Detroiters to enjoy for decades to come.” a chance to expand the vision of what the membership is all about.” —Peggy Daitch, chair, Centennial Committee, on plans for Adcraft’s celebration

A40 DECEMBER 5, 2005 © 2005 Crain Communications Inc. Did you getourPoint? Point comespolybaggedwith For moreinformation, contactyoursalesrepresentativeorPaul Audino, Advertising Director, at212.210.0280 [email protected] Advertising Age today drive marketing and debatesthat big issues at the provocative look taking a the C-level, marketing at focused on monthly magazine Point isthe theﬁ month rstMondayofevery SPECIAL ADVERTISING SECTION OF ADVERTISING AGE

1905-2005

PRESIDENTS OF THE ADCRAFT CLUB OF DETROIT

1906 J.W.T. Knox 1930-1931 Charles MacMahon 1956-1957 Norman W. Sharrock 1981-1982 Michael M. Carey Frederick K. Stearns Co. First National Bank Campbell-Ewald Co. Time magazine

1907 E. St. Elmo Lewis 1931-1933 John B. Gaughen 1957-1958 Worth Kramer 1982-1983 James L. Scorgie Burroughs Adding Capper Publications Radio Station WJR Hiram Walker Inc. Machine Co. 1933-1934 George M. Slocum 1958-1959 John E. Nielan 1983-1984 Paul L. John 1908 J.W.T. Knox Automotive Daily News Hearst Advertising Service Campbell-Ewald Co. Frederick K. Stearns Co. 1934-1935 Leo Fitzpatrick 1959-1960 Wendell D. “Pete” Moore 1984-1985 Harvey Willens 1909 - 1910 William R. Orr Radio Station WJR Dodge Division, Chrysler Willens+Michigan Detroit Saturday Night Corp. 1935-1936 Gordon K. MacEdward 1910- 1911 Frank W. Farnsworth Zimmerman-Post 1960-1961 John S. Pingel 1985-1986 Richard T. Flynn J. Walter Thompson Co. Ross Roy People magazine 1936-1937 Edward R. “Ted” Grace 1911-1912 William C. Radcliffe Grace & Bement 1961-1962 Toby S. David 1986-1987 Val Corradi Pete Marquette Railway CKLW-TV Newspaper Advertising System 1937-1938 Joseph J. Hartigan Bureau Campbell-Ewald Co. 1962-1963 John R. Browers 1912-1913 Charles A. Hughes Ford Division, Ford Motor 1987-1988 Bruce P. Andrews Hudson Motor Car Co. 1938-1939 Hal G. Trump Co. Bozell, Jacobs, Kenyon Fred M. Randall Co. & Eckhardt 1913-1914 Harry A. Jones 1963-1964 E. Dawson “Duke” Fisher Hannan Co. 1939-1940 Howard O. Ward J.L. Hudson Co. 1988-1989 James H. Berline Chrysler Corp. Berline Group 1914 Joseph Meadon 1964-1965 Robert E. Anderson Joseph Mack Printing 1940-1941 W. Colburn Standish Batten, Barton, Durstine & 1989-1990 Peter C. Vetowich Co. Walker & Co. Osborn Ross Roy 1914-1915 Lee Anderson 1941-1942 David C. Murray 1965-1966 Thomas B. Adams 1990-1991 William A. Power Advertisers Inc. Fortune magazine Campbell-Ewald Co. Young & Rubicam 1915-1916 Henry T. Ewald 1943 F. Lee Johnston 1966-1967 Robert VanderKloot Campbell-Ewald Co. Advertising Services VanderKloot Press 1991-1992 R.H. “Ham” Schirmer Lintas: Campbell-Ewald 1916-1917 Frank Eastman 1943-1944 Jesse W. Fleck 1967-1968 Gail Smith General Motors Corp. Detroit Times General Motors Corp. 1992-1993 Richard P. Monley Better Homes & Gardens 1917-1919 David A. Brown 1944-1945 E.A. “Bud” Schirmer 1968-1969 Frederick K. Cody People’s Ice Co. Crowell-Collier Publishing Look magazine 1993-1994 John Vanderzee Co. Ford Motor Co. 1919-1920 Harvey Campbell 1969-1970 Watts Wacker Campbell-Trump 1945-1946 Robert F.G. Copeland D.P. Brother & Co. 1994-1995 Philip Guarascio Arthur Kudner Inc. General Motors Corp. 1920-1921 Lynn B. Dudley 1970-1971 Robert J. Fisher Campbell-Ewald Co. 1946-1947 Elliott Shumaker Ford Division, Ford Motor 1995-1996 S.M. “Skip” Roberts Detroit Free Press Co. N.W. Ayer & Partners 1921-1922 Joseph B. Mills J.L. Hudson Co. 1947-1948 Charles B. Field 1971-1972 Ernest A. Jones 1996-1997 Richard D. Scott Curtis Publishing D’Arcy-MacManus BusinessWeek 1922 C.C. Winingham & Masius Hudson Motor Car 1948-1949 Dolph H. Odell 1997-1998 Jan Daniel Starr Co. General Motors Corp. 1972-1973 Richard J. McCarthy Ogilvy & Mather Reader’s Digest 1922-1923 J. Fred Woodruff 1949-1950 Charles B. Lord 1998-1999 A.C. “Bud” Liebler Campbell-Ewald Co. Detroit Times 1973-1974 David J. Gillespie DaimlerChrysler Corp. Kenyon & Eckhardt 1923-1924 Frederick Dickenson 1950-1951 Henry G. “Ted” Little 1999-2000 Peggy Daitch Hupp Motor Car Co. Campbell-Ewald Co. 1974-1975 Richard D. O'Connor Condé Nast Publications Campbell-Ewald Co. 1924-1925 Walter K. Towers 1951-1952 John P. St. Clair 2000-2001 Susan Kiltie Paige-Detroit Motor Car Life magazine 1975-1976 Peter A. Dow ESPN the Magazine Co. Chrysler Corp. 1952-1953 Ben R. Donaldson 2001-2002 Grace Gilchrist 1925-1926 Ward H. Marsh Ford Motor Co. 1976-1977 Rod Burton WXYZ-TV McKinney, Marsh & Burton Advertising Cushing 1953 N.F. Shad Lawler Nash-Kelvinator Co. 1977-1978 John J. Morrissey 2002-2003 David Martin 1926-1927 Charles W. Brooke Ford Division, Ford BBDO Detroit Brooke, Smith & French 1953-1954 William G. Power Motor Co. Chevrolet Motor Division, 2003-2004 Linda Thomas Brooks 1927-1928 Clinton F. Berry GM 1978-1979 John C. “Jack” Ryan General Motors Union Trust Co. Leo Burnett Co. Mediaworks 1954-1955 Pete Wemhoff 1928-1929 Ralph L. Yonker Automotive News 1979-1980 Donald J. Teasdale 2004-2005 Christine MacKenzie J.L. Hudson Co. General Motors Corp. DaimlerChrysler Corp. 1955-1956 Clark H. Stevens 1929-1930 William R. Ewald Sawyer-Ferguson-Walker 1980-1981 Theodore T. Teegarden 2005-2006 Michael Wright Campbell-Ewald Co. Co. D’Arcy-MacManus & Masius Leo Burnett Detroit

A42 DECEMBER 5, 2005 Thanks for a hundred yaers of reminding us that advertisng is a craft.

Happy 100th, Adcraft. There’s still some work to be done.

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fter 30 years of marriage, Mary Garborg and her husband Rolf had never danced a single step. The strides they took to learn were huge... but how they touched their instructor's life Awas even more enormous. It’s a story they tell in Guideposts. And it’s just one example of how Guideposts’ readers uniquely share in the amazing reality of others by stepping into their shoes. Each month Guideposts rivets nearly 8 million readers like no other magazine – engaging them with the real-life experiences of ordinary people doing extraordinary things. Told in their own words, these moving accounts let readers see the many faces of inspiration in a way no other magazine can. It’s the ultimate reality experience – and, what’s motivated millions to make Guideposts America’s #1 Favorite Magazine for the seventh straight time.* *Source: MRI, Spring 2005 no other magazine ENGAGES READERS quite like Guideposts Just ask Hyundai. Last year they said, “Hyundai's Nurses Care contest showed we were able to form an alliance with Guideposts that reached a tangible connectivity to our potential customers.” Of course actions speak louder than words, so this year Hyundai signed on to do the program again! The total reader response to date is over 500,000!

Want more information about how your brand can develop successful programs that reach Guideposts' highly engaged readers? Contact Joe McHugh in Detroit at 248-399-5430 x 165 also [email protected]; or contact Associate Publisher, Jim Sammartino in New York at 212-251-8169 also [email protected]; or visit www.guidepostsmedia.com.

Guideposts Salutes Detroit's Adcraft Club on your 100th Anniversary!

Ryan & Alexandra McReynolds, Tiffany Fiacco, June 2005 Kenny Warns, September 2005 Patrick Borders, January 2004 August 2005, Husband and Wife Young Writer's Contest winner Firefighter Stay-at-home Dad America’s Source for Inspiration