To Jr*- ~sf:.v J. WVLTER THOMPSON COMPANY
NEW\$$e PAeesS *. r»J_
VOLUME XVIX, NO. 23 FOR STAFF MEMBERS ONLY JUNE 5, 1964
Jean Simpson Chosen Now...the famous 3-piece Keith filter For National Honors in a cigarette! ST. LOUIS — Mrs. Jean Simpson, a copy group head at JWT-Chicago, has been named Advertising Woman of the Year by the Women's Council of the Advertising Federation of America. The award to her will be made during the course of the AFA national convention which opens in this city Sunday, June 7. For Mrs. Simpson, this represents the second major public acknowledgement of her leadership in the advertising field within the past 14 months. Last April, she was selected as 1963 Chicago Advertising Woman of the Year by the Women's Ad vertising Club of Chicago. Both awards cite her contributions to the development of others in advertising, her service to the industry through profes sional club activities, her appearances as a speaker before outside groups and the contribution she has consistently made to the upgrading and advancement of adver tising as a profession. Mrs. Simpson joined J. Walter Thomp son in 1956 as a copy group head. Pre TESTING - This two- viously she had been a copy writer with color advertisement has been appearing Leo Burnett Company, Knox Reeves Ad in Florida newspa vertising, and Sherman K. Ellis & Co. pers this week, in The 3-Piece Keith FiKer*~unique in cigarette filtration A native of Ripon, Wis., she attended troducing the new Two modern outer filters, plus an inner chamber of fortified charcoal granules, filter smoke selectively to grade and high school there and was grad Devon. make Devon the smoothest menthol you've ever tasted! uated magna cum laude from Ripon Col lege with a bachelor of arts degree, having majored in English and German. She spent Smoothest menthol you've ever tasted her summer vacation periods while in col Now the famous Keith filter brings a smooth new taste to menthol lege writing scripts, acting and announc- smoking. Devon's distinctive blend ol menthol and tobacco, filtered IContinued on page 3) through fortified charcoal granules, gives Devon a new kind of smoothness, Devon is the cigarette menthol smokers have been looking for , . . smooth flavor plus the famous 3 piece Keith filter.
Case History: How the New Devon Was Born NEW YORK-What goes into the market team's story of what had to be done to ing of a new brand in the highly competitive bring this new brand to market: cigarette industry? The history of Devon menthol is unique This question has special pertinency to in that its development began long before day with the introduction by Liggett & its predecessor, Lark, appeared on the mar Myers of Devon in a precisely denned test ket. JWT people worked intensively as area in the state of Florida. early as 1962 on a new menthol filter. Sev Devon was introduced with the head eral product concepts were developed in line: "NOW . . . THE FAMOUS 3-PIECE KEITH depth and advertising campaigns prepared FILTER IN A MENTHOL CIGARETTE . . . DEVON in rough. MENTHOL." Meanwhile, Liggett & Myers research Here, however, is the JWT account (Continued on page 2) Jean Simpson I. Open overhead Cl' Devon pack - camera moving over top to face ot pack. 2. Camera pans down face of pack. 6. Slits filter, revealing three compartments. 10a. Man. smoking, gl
ANNOUNCER: (VO) new menthol cigarette . (SUNG) Smooth! This is a ... wtth tbe famous 3-pieoe Keith filter . unique in cigarette filtration.
Case History: How the New Devon Was Born (Cont.) laboratories perfected the 3-piece Keith and account representative. Their program smoothed through two modern outer filters charcoal granule filter. The larger and placed high priority on selecting a name and an inner chamber of charcoal granules more immediate opportunity existed in the for the new brand and consumer use-test —a basic material science uses to purify air. non-menthol filter segment of the cigarette ing the experimental cigarettes. Hundreds "These granules are activated and spe market. Thus the launching of Lark, now of names were considered. cially fortified to bring you the smoothest well established in the national market menthol you've ever tasted." place, was moved ahead of the menthol Research Led to Name The front of the pack is also visually development. The name Devon—and the menthol-to associated with Lark—it bears a duplicate In Durham, N.C, the center of Liggett bacco blend itself—were selected by the of the Lark gold crown insignia. Here the & Myers manufacturing operations, work public after intensive consumer research similarity ends; with its bright green-and- continued on a menthol cigarette. Many conducted under the direction of Albro white color pattern and deep forest green blends with varying degrees of menthol Martin of the JWT Research Department. name, Devon has a personality all its own. content were tested in the search for a Tests showed that Devon was favored by An Ad on Every Carton cigarette that, with the Keith filter, would both regular and occasional menthol smok The carton is executed in the same clear temper the "bite" or "sting" usually iden ers when tested against well-established colors with the cutaway Keith filter, spill tified with menthol cigarettes. brands. So detailed and revealing were the ing charcoal granules, prominently dis many tests and responses that even the played. This is believed to be the first time JWT Team Assigned color of the cellulose filter fiber—pale green that a basic product/sales feature has been At the same time, in New York, a J. —was determined by consumer preference! so exploited—i.e., an ad on top of every Walter Thompson team was assembled by Package design and the development of carton. John Monsarrat, management supervisor point-of-sale displays were assigned to The phrase "smoothest menthol you've of Liggett & Myers, to develop a marketing JWT artist Frank Jansen. Taking a cue ever tasted" states the promise of new plan co-ordinating all elements of adver from Lark, the back of the pack shows a Devon. Ruth Downing, creative group head tising, public relations, point-of-sale dis cutaway diagram of the Keith filter. The and art director Dana Cairns have devel plays, and packaging. Clem Hathaway and copy reads, "In Devon, menthol blends with oped this theme to build a unique image of Dick Rack were named account supervisor rich tobacco for a totally new taste- smoothness for Devon. Agencies Need 2,000 People Each Year, Strouse Tells 4A's Graduating Class CHICAGO — The U.S. advertising business stitute provides agency employees with a need of 2,125 professionals per year. The will require some 2,000 or more new pro wide exposure to all facets of advertising, 4A staff estimates that we are currently fessionals each year during the next 10 in 30 weekly classroom sessions devoted to recruiting about 1,000 new personnel each years, Norman H. Strouse told the grad marketing, research, creative, media, ac year—less than half the people we will have uating class of the Institute of Advanced count management and the role advertising to find. Advertising Studies here last Thursday. plays in the economy. The speaker ap "We can and must do a better job in col Co-sponsored by the Chicago Council of peared in his capacity as chairman of the lege recruiting. It must start with the es the American Assn. of Advertising Agen board of the 4A's. tablishment of a higher priority with agency management for systematic re cies and Northwestern University, the In- Among the members of the class hearing cruiting programs, establishing better con Mr. Strouse were Phil Bodovitz, account tacts with placement officers in colleges representative, and Dave Hood, personnel and universities, and getting better ac manager, both of JWT-Chicago. quainted with professors of marketing, "We may look with serious concern," journalism, economics and the liberal arts, said JWT's president, "on a documented so that they too will understand the true need for a 60% increase in our total per function of advertising and be willing to ?TfeuS£ sonal consumption by 1974, if we are to guide students of special aptitudes to our provide jobs for our rapidly increasing business. labor force ... in order to achieve this "I hope your Institute and others like it goal, advertising volume must be doubled may have the by-product of helping to edu during the next 10 years." But, he pointed cate these educators." out, even should it increase only 60%, on Advanced training programs, Mr. Strouse the present basis of nine people for each observed, such as the one his audience was million dollars of advertising volume, the just completing, broaden the individual's GRADUATES-Dave Hood (r.) and Phil Bodovitz (c), industry will need an average of 1,500 new comprehension of agency work, and "should both JWT-Chicago, were among the Institute of people per year for the next 10 years. "Add Advanced Advertising Studies graduates addressed result in a deepened interest and pride in by Norman Strouse,, with whom they are shown this to the replacement need of 625," he the agency business through a greater here. ' continued, "and we come up with a total (Continued on page U) 14. Diss to slow motion stream of 15. Animate charcoal granules c 16. Animate charcoal granules glides Into view. 11. Man offers woman Devon. charcoal granules. sparkling water. over air> sky.
to purify water you drink . (SUNG) purify air you breathe. That's the taste . 22. Diss to Devon pack with cigarettes arranged aa in print advertising, Cigarette ml ma tea qpea to spli: granules. Super "SMOOTHEST MENTHOL 21. Canoe glides out of frame. YOU'VE EVER TASTED. " Indeed, all of the introductory advertis ing can be described with one word—smooth. The television commercial, for example, tells the all-important Keith filter story in the Lark style, while it emphasizes smooth STORYBOARD - Se ness by the quiet glide of a canoe through lected frames show how Devon is being glassy smooth water. Special music and introduced to test lyrics have been written to underscore the markets through tele visual message. Initial print advertise vision. ments feature the package to establish product identification. In these ads the word "smooth" in specially designed let tering appears across the top of the illus
tration, to identify Devon with smoothness. Devon Menthol! Future print advertisements will make use ANNOUNCER (VO> of illustrations of a smoothly gliding canoe; Smoothest menthol you've ever tasted! smooth sand shores, mountains and green selected markets through outdoor postings. In addition, a public relations program ery reflected in smooth water; the intention Associate media director Tom Glynn and designed to take extra advantages of these in every case is to give the consumer an group head John Gray have fashioned from media has been developed by Harold Smith unmistakable impression of the smoothness these media a plan which most effectively in conjunction with the Liggett & Myers' that is promised by Devon Menthol. The presents the copy approach and attains public relations staff. This program in colors, the style of the type, the coherent maximum visibility, high frequency and cludes press releases, background and fact design of all the elements, contribute to broad reach among adults. sheets, interview copy, radio tapes, ad re the smooth image. A marketing department team headed by prints, feature stories, and diagrammatic This "smooth" message is being directed Tom Santacroce has been working con charts—all explaining the merits of the 3- to smokers in a test market campaign in tinually with sales and marketing person piece Keith filter and the new smoothness Florida supported by intensive advertising nel at Liggett & Myers on the many prob it brings to menthol smoking in new Devon in newspapers, Sunday supplements, maga lems concerned with selling and displaying Menthol—"Smoothest menthol you've ever zines, and television—with added weight in Devon. tasted!"
Jean Simpson Honored well as on the Council of the Fashion Group for the industry. of Chicago. It covers all branches of the industry, By Industry Group Continued Mrs. Simpson and her husband, James, and encompasses a membership of adver who is sales representative for Norwalk tisers, agencies, media, suppliers, special ing at station WHA in Madison, Wis., the Trucking Company, live on Chicago's near ized advertising groups and some 140 local University of Wisconsin's radio station. north side. advertising clubs. Individual membership During the school year she continued script The AFA is a national organization in the last-named groups totals more than writing for WHA. whose main functions are to promote high 50,000 alone. After graduating from Ripon College standards and good taste in advertising, Chairman of the Women's Council of she came to Chicago where she wrote edu and to increase public confidence in adver AFA this year is Irene D. Clough, of the cational radio scripts for the Radio Coun tising. It serves as a national spokesman Philadelphia Bulletin. cil of the Chicago Public Schools. She has edited two cookbooks, Fashion Cooks and Ann Pillsbury Baking Book. The latter, now in its ninth printing, was a best A YEAR AGO - This seller when it first appeared. photo, originally pub lished in JWT News Her current account assignments include May 3, 1963, shows Alberto-Culver, Kraft Foods and Quaker Mrs. Simpson display Oats. ing her Chicago Ad Mrs. Simpson is a member of Theta vertising Woman of Sigma Phi, women's professional journal the Year award to George C. Reeves; ism organization; the Copywriter's Club, manager of JWT-Chi the Chicago Federated Advertising Club cago, as fellow vice and the Women's Advertising Club of Chi president Ken Ward cago. She has served as vice president of looks on. the Federated Advertising Club and presi dent of the Women's Advertising Club as Scoff Shareholders See Publicity Presentation PHILADELPHIA — At the request of Harri • J^,~-w- son F. Dunning, president of the Scott '1 « '- Paper Company, a presentation prepared by JWT-NY to introduce Scott cups and placemats at press parties last February was repeated at a meeting of 600 share holders here recently. The presentation was staged as a series X 1 1 wsn of table-setting vignettes with models push ing teacarts, decorated for various occa A IP Q fe I 49 sions, among the guests. The carts were recreated for the shareholders' meeting but the original script was used. Other JWT pr activities on behalf of ^ § Scott cups and placemats, which have re cently gone into national distribution, in clude the preparation of table-setting photography for use in food and table features in magazines such as Ebony and Today's Health. ENTHUSIASTIC — Relatives and friends of the cast happily chat during intermission. Agencies Need 2,000 People Amsterdam Creative Urge Spills Over onto Stage Annually, Strouse Says (Cont.) AMSTERDAM — Creative effort can ex been in Amsterdam for about two years, knowledge of how advertising works in all press itself in more than one direction. This on loan from JWT-London; Neil knew no its aspects." was indicated here recently when an all- Dutch whatsoever before coming here. Add Noting that the "world is changing so JWT production—a three-act comedy, The ing to the international Thompson aspect fast that if you depend solely on what you White Sheep of the Family—was presented of the evening was another cast member have learned to date, your knowledge may in the Brakke Grond, a theatre dating from and the play's director, Bob van der Valk, be obsolete 10 years from now," he con the 17th Century. an art director who formerly worked with cluded by stressing the need for continual The play (more properly entitled Het JWT in Cape Town, as well as Lee Pavao, education, both in the techniques of busi Witte Schaap van de Familie, since it was from JWT-NY, who took charge of the ness and in broader fields. ". . . men at the done entirely in Dutch) was produced, di props. top in the agency business are usually the men who are most broadly read," he said. rected, staged and acted exclusively by per Lee's predecessor here, Jack Lardis, now "This is because their reading gives them sonnel of the Thompson office here. in the New York art department, also more ideas to work with, a better sense of International Flavor Provided boasts a tenuous connection with the event values and a greater understanding of Despite the language problem, one of the since his wife used the Brakke Grond for what motivates people." leading members of the cast was Neil a summer theatre while Jack was with the Walker, an account representative who has Amsterdam office. Mrs. Lardis presented, Chicagoan Participates for four consecutive summers, a profes sional intimate musical revue in English, In Convention Panel mainly for the benefit of American and CHICAGO - Raymond F. Finnegan, JWT- British tourists, using performers from Chicago associate copy director, served as London. one of six panel members in an audience participation program held in conjunction Named for Location with the National Restaurant Assn. con The theatre's name translates as the vention here late last month. "brackish ground" by reason of its location The program, "Stump the Experts," near a well that over the years turned to featured industry leaders from a wide range of fields concerning food service op salt water because of its proximity to the erators. Ray represented the areas of pub mouth of the North Sea. lic relations and advertising. In addition to those mentioned above, JWTers participating in the project, either as actors or production aides, included Roosevelt Thompson Dies Chris van Engeland, Ella Smit, Dorry Ra MUNICH, Germany - W. Roosevelt velli, Jeroen Determan, Els de Koning, Ben Thompson, 72, died here suddenly on Baruch de Beer, Yvonne Levi and Noorte May 28 while on a tour of Europe. Mr. van der Horst. Thompson, a resident of Hadlyme,Conn., was the son of J. Walter Thompson, who During intermission and following the joined Carleton & Smith in 1868 and performance, coffee, soft drinks and beer renamed the advertising agency for were served to the audience, which filled himself when he took it over 10 years the house for the performance. Admission later. James Walter Thompson sold his was by invitation. Among those attending interest in the company and retired in 1916. He died in 1928. Roosevelt Thomp was Edward G. Wilson, who was visiting son, his only child, showed no inclination European offices at the time. toward advertising and became an in ON STAGE—Chris van Engeland lights Neil Walker's cigarette, as Ella Smit pours and Dorry Ravelli The group has been invited to stage a vestor. He leaves no children. observes the proceedings. repeat performance in Antwerp. J. WALTER THOMPSON" COMPANY New York News
NEWS June 5, 1964 FOR STAFF MEMB1 RS ONLY
Art Exhibits
A series of color prints by Sergio Gon- ^•z-Tornero will be exhibited in the 11th MODELS - Maggi La- •'.uor World Gallery from June 8 through Terre (copywriter) and iune 29. Mary Kenel (Nancy The prints, made from one plate in a Stephenson's secre •ombination of relief and incised processes, tary) wearing Sally •ften present a visual color field with one Victor hats of Pan ama straw. Maggi's iominant, which may at first appear uni is trimmed with a yel form but gradually reveals modulations. low and white polka In the incised (or intaglio) process, the dot scarf, Mary's with printing areas are grooves, furrows or in brightly colored field dentations lower than the surface of the flowers.
Hat Designer Boosts Employment in Ecuador Sally Victor, millinery designer, spoke straw's revival a distinct success. about the revival of Panama straw, and her This revived a long-lagging industry in recent trip to Ecuador, and showed hats Ecuador (where the best Panama straw is from her current collection at Ladies' woven—by hand, under water) and put Lunch on May 27. Among the hats tried thousands of people back to work. Officials on by members of the audience were a of the Alliance for Progress became inter number of Panamas—including one nick ested, and the government of Ecuador in named the LBJ—flower wigs, crushable vited Mrs. Victor to visit the country for travel hats, sideswept hats reminiscent of consultation with manufacturers there. At the '30's and a draped turban of glace kid. a reception in her honor, she was given an Mrs. Victor explained that, following a award by the government of Ecuador. friend's suggestion that she design a hat In addition to creating new designs, of Panama straw, she became enthusiastic Sally Victor runs her own salon in New about its fashion possibilities and went on York. She has designed hats for all first to include 30 Panama hats in her spring ladies since Eleanor Roosevelt, including collection. Her influence in the fashion Lady Bird Johnson. Among the awards she COMET — Produced through the combination (">"» process described in the accompanying article. field and the popularity of white wool, has received are the Fashion Critics Mil which is complemented by the off-white linery Award, the Coty Award, the Milli zinc or copper plate. The high-standing tone of Panama, combined to make the nery Research Award and the Spirit of 4reas a.re wiped clean and would not print Achievement Award for the Einstein Col l"e inking operation were to stop here Softball Team Thrashes lege of Medicine at Yeshiva University. as it generally does in intaglio printing). the Gonzalez-Tornero prints, using McCann-Erickson, 10-1 Processes developed at Atelier 17 in Paris, A resounding 10-1 victory over McCann- «e made from plates also inked in relief Erickson May 27 has raised the JWT soft- *'l.r I 6rS S° t*lat tlle high-standing areas ballers' season record to three wins against • _ aso Print. Colors carried on rollers can a single defeat. "' made to ink all or only part of the plate, Batting stars of the contest—er, game- Rowing greater freedom of color combi- were George Ladas, who hit a homer, and *^°ns- The separation between the differ- Tom Leidner, who drove in five runs. • s"r:face colors depends upon differences Next victim: Ogilvy Benson & Mather. relief on the plate and differences of ad- •,e£°n m the films of color. nZa eZ rVl° ' "Romero was born in Santiago, Museum. London; the Bibliotheque Na- mie in 1927. He studied in Chile, Vene- tionale, Paris; and the Museum of Modern anrf UBrazi1' the United States, France Art, N. Y. a England. He entered Atelier 17 in ris n Other exhibits at NYO this week: !ia ' !959 and worked with Stanley Wil- • 10th floor. Corridor Gallery— Illustrations Hayter there for nearly three years. by Glenna Putt. GRACEFUL — One of the botanical prints of Henry W k.Prints are in ^e Library of Congress. • loth floor, Firnt Gallery — Illustrations ash Evans, which have been on display on the 11th mgton, D.C; the Victoria and Albert by Carol Ginsberg. floor for the past three weeks. Hors de Combat New Arrivals The following NYO staff members are Classified away from their desks due to illness:
Mary Virginia Fischer, 14 Sunset Terr., Ma- 1963 VOLKSWAGEN - only 4800 miles, %\l Endel Kaert, 265 E. 153 St.. Bronx 51. CHARMING BROWNSTONE - 2>i.. rooms 0j, John Anderson Alice Pallett, Glenwood Gardens, Yonkers. St. Second floor. Furnished, high ceilings ^ ** Christine Pappas, 963 57 St., Brooklyn 19. wall with fireplace. $175. monthly, sublet :— ^^ Maury Pollatsek, 1235 Grand Concourse, ate occupancy. U 8-6316 after 6 and on »^- has joined JWT as a MARCO MILLIONS -__ 4A rri^lrr.*..Tickets , CSat +. eve... , J_ ^ Bronx. unu c representative on the Judith O'Rourke, 9 East 78 St., New York. Excellent seats. Regular price, 36.50 • s«:iW'U. sell t Listerine account. He $6.00. Will also sell just 2 tickets. X2033 or 2 was previously with sti* RUTLAND, VT. - Beautiful 7-room restored the Maxwell House Division of General ni,'il home, situated mountainside, surround*** Benjamin Pride is an art director in the Industrial-Profes sional department. His account assignments include Alcan, Congoleum-Nairn, Phillips and some products of Standard Brands. He was formerly with McCann-Marschalk. X3069. Donald Sheldon is a writer-producer on the FDA account. He comes to JWT from Fletcher Rich ards where his account assignments in cluded Eastern Airlines, U. S. Rubber and Cinzano. A graduate of the University of Michigan and the University of Chicago, Richard L. Harris. United States Lines vice News, March 13) to Joseph Home of Pittsburgh. he is the author of the recently published "Don't Squeeze the Doctor." X2739. president in charge of advertising, Mary Jane First place in the specialty store division was Pool, promotion director of Vogue, and Stever awarded to Harzfeld's, Kansas City. The prize, Also Welcome to: Aubrey, JWT-NY, are shown (above, I. to r.) in each case, was a first-class round-trip passage Flossie Vincent (Administration); Linda awarding first prize in a contest for department for two to Europe via U.S. Lines. A total of 128 Horwitz (Public Relations) ; Girolama stores participating in the Vogue-U.S. Lines-Adele stores, including main and suburban branches, Bonavita, Marjorie Lentz (Tabulating). Simpson cruise fashion promotion (See JWT participated in the promotion.