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$1.00 A Hi:imi i)\ BERMUDA'S FORMULA III \ GOWNS OF RENOWN ree For the Heat Coming Down om 1. Afghanastan Gypsy Dress - Cotton & Silk SUITE 2. Afghanastan Frill Dress - Cottoni 3. East Indian Tunic Gown - CottOt ree cFo m SUITE Patches Pipes Men Oes Kids' Shoes & Clothes FREEDOM SUITE A MAZE OF FASHION FROM MASTERS OF CREATION. STAFF Overseas Correspondents: Ella Ferguson, N.Y. FAME George Fry, N.Y. MAGAZINE Staff Writers: VOLUME I Numbei 6 Lois Smith DECEMBER, 1974 Jennifer M. Smith Guest Writers: Mrs. JUNE MASTERS Alma (Champ) Hunt Editor and Publisher Cecile N. Smith Calvin Shabazz ALFRED A. AUGUSTUS Hastings Saltus Circulation Manager Phone 2-4366 A Policy Statement From the Publisher CONTENTS PAGE Dear Reader: Our reason for publishing FAME is to fill what we feel is the need for a EDITORIAL 3 magazine that will present to the Col­ AARDVARK ADVERTISING LTD 4 ony and the world, the hopes and fears, FADS ADVERTISING AGENCY 7 the triumphs and frustrations of AD-VENTURES 9 Bermudians. SCOTT CRAFTS 11 Our aim, therefore, is to be a ma­ ADVERTISING ASSOCIATES COIVIPTON LTD 13 gazine that will show exactly what the GERTRUDE FENDLER 16 resident of this Colony is like. Our art­ FOUNTAIN BLAKE 17 icles will always strive to reflect the SPYGLASS SAFARIS 18 pulse and pace of life at all levels of BERMUDA - ANOTHER WORLD 19 society in Bermuda. A MEDAL FOR WILLIE 22 FORMULA THREE 25 DEMOCRACY AT WORK AT WARWICK SECONDARY 28 EXPERIENCE IS THE BEST TEACHER 31 TREVOR THOMPSON - THE MUSIC MAN 32 FINANCIAL CONSULTANT ENJOYS NEW POST 34 GRAND OLD MAN OF PRINTING STEPS DOWN 35 FAME is published the first of each month. Their office is located 'n The Recorder Building, Court Street, Hamilton. Telephone 2-4366. All correspondence and Advertising Copy should be forwarded to P.O. Box 643, Hamilton 5. Price - Sl.OO per copy, with yearly subscrip­ tions available. Subscription: Foreign sealed - $34.04 Foreign unsealed - $19.92 Local sealed - $13.80 Local unsealed - $12.96 Printed Photo-Offset by The Engravers Limited, Mills Creek Industrial Park, Pembroke. COVER CAPTION - Members of Bermuda's FORMULA III, Terry Sergeant, Gary Bean and George Simons, top local rhythm and blues group who recently appeared at the Zodiac Palace. •*•••••••••••*• The new Jodee bra for AFTER BREAST SURGERY comfort and a natural look without alterations M SKuggte .... mmq in ewi UUM cofic* p<uid wte i« 'ied on hUm qiM - al »29.95. Otket ibfiti ktm »25.95 Fashion bra has built-in self-leveling stretch pockets. It's g (o 18 non-allergic ... no riding up. Machine washable. The breast form is so natural and feminine it can be worn under the most clingy knits and is totally M carefree. • Come in and walk out wearing it • Form guaranteed for 5 years • Personalized attention and fittings are the magic touch for under­ garments which are all -¥ available at M emme 9 CHURCH STREET HAMILTON BERMUDA • 6 TELEPHONE 1-4343 ^^ie M. Sia^o^ •••••••••••••••••••• DECEMBER 1974/FAME 2 ^ditoxia LOOKING BACK- LOOKING The year 1974 will always be remembered as the year ofFORWAR contrasts. In this year man has realiseDd the havoc that uncontrolled industrialisation has wrecked on the environment, the danger that the earth's resources are m, and that many people will die of starvation in undeveloped countries. Yet man continues to spend money on space exploration and nuclear arms races — while these problems go unchecked. People ..realised that values such as honesty and integrity had been forgotten as Watergate continued to erupt. Locally, Bermudians began to realise that they have been living charmed lives, as prices on both necessities and luxuries rose (and still rise), making us retum to basic priorities in spending habits. 1974 is probably the last year for life in Bermuda as we have known it. Govemment has already wamed that we are approaching a recession, that unemployment will continue to grow, and that money will get even tighter. All in all, the outlook for next year is not good. World wide inflation affects Bermuda, and it has placed a burden on us to maintain our present stand­ ards. In fact, Bermudians will soon have to realise that the only way we can cope with the economic difficulties caused by the rapidly changing world conditions is to stick to simple values and to use restraint in spending. If it is tme that behind every cloud there's a silver lining, then 1975 — with all its promise of depression and hard times — may be just what we need in order to better our spiritual selves. For we shall have to become more resourceful, more dependent upon our­ selves and responsible. Looking at it this way, 1975 just might not be a bad year after all. DECEIVIBER 1974/FAME 3 Advertising Agencies AARDVARK ADVERTISING LIMITED By JENNIFER SMITH easily recognisable symbol, adding a touch of whimsy to their stationery and offices. Recalling why he opened his own agency, Mr. Hinds, who was previously with Advertising Associates, noted, "At that time Advertising Associates were the only full-service agency in this business. There were a lot of other people in the business but they didn't have the full service that Advertising Associates had, so I felt that there was a vacuum. Mr. Hinds first opened for business on the second floor of the Intemationai Centre (where he is still located) in an office one third the size of his present space, and with one $6,000-a-year account. He says, "Since then, we've been pleased that we've picked up some very fme accounts." Aardvark handles L. P. Gutteridge, W. M. Bluck, Pearman and Watlington, Bermuda General Agency and Castle Harbour Hotel among others. The personnel at Aardvark increased to six with the addition of Mr. Keith Hart, who joined the agency one and a half years ago from Z.B.M. Mr. Hinds, who has known Keith Hart for some time, noted: "I feel he is a great asset to the company, but we are still small and we're going to keep it small." Explaining what he means by keeping the agency small. Dusty Hinds said, "we are currently handling 20 accounts, and there's a limit to the size that we can grow because we have imposed a mle upon our­ Dusty Hinds, head of Aardvark .Advertisinfi Agency. selves. We believe that to do a good job for our client The minute you walk through the fifth floor door we must become involved on many and various levels. of Aardvark Advertising Limited, you know that you Therefore, we are made aware of a lot of private in­ are in a place that is on the move. The unique glass formation that we must know to do an efficient job. door, the clever aardvark looking down at you and the "Since this is the case, if we're handling a client Playboy on the coffee table all proclaim the progressive- in one category, then it would be rather incorrect of ness of founder. Dusty Hinds, who in three and a half us to handle another client who is in the same category. short years has built his business up to where it is We are very aware of conflicting interests, and as we today. can only ethically handle one client in each category Aardvark Advertising Limited, named after tbe then we are naturally limiting our growth." African mammal whose body resembles a combination However, Mr. Hmds added that while their growth of other animal's parts, is as it name suggests: in a was limited in this particular way, they hoped that as class by itself. With 24 hours to think of a name for their clients grew, so would the agency along with them. his company, Mr. Hinds consulted his dictionary and OFFERING A FULL SERVICE ... as much as came across the word "aardvark", explained as "a they can without going into enormous costs, Aardvark totally weird animal, a conglomerate of many things considers itself a "problem solving advertising agency". that come together to make one thing." "Which," he Dusty Hinds explains, "I would like to consider Aard­ says, "is what advertising is, and so we felt it suited." vark as kind of problem solvers. It would be very In addition, the aardvark itself has become the agency's easy for us to produce handsome ads in the newspaper DECEMBER 1974/FAME 4 .\yr. ///i/(/.< t inili rs.ii illi K< illi //./rf (l< ft) uhoiit one of their ui cniniti. that are artistic and lovely to look at; but it's quite deciding this. Dusty Hinds notes: " 1 take into Account possible that the ad wouldn't work — and let's face it, that if it's for the tourist market, then television would the prime reason for advertising is to communicate to be ridiculous because maybe only 100 tourists a week the public what the client has to offer and to motivate even see television; and it would be equally ridiculous them to buy the product or use the service." for a product for the local market to go into "Preview" Continuing, he noted, "one of the areas that is magazine, which local people hardly ever see." extremely important to us is that we're purchasing Continuing, he noted, "it is a very interesting fact something that is basically intangible and abstract. that Bermuda has more media per capita than any other We're using a great deal of our clients' money to country in the world. This is something that is in­ purchase time on television and radio and white space explicable to visitors who are in advertising: and be­ in newspapers and magazines, and it's a big responsi­ cause of this variety and abundance, it is a critical bility to ensure that this abstract purchasing does the thing to make the money do the job and go as far job." as possible.

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