J. WVLTER THOMPSON COMPANY NEWS VOLUME XXII, NO. 17 FOR STAFF MEMBERS ONLY MAY 5, 1967 Pakistan promotes 'The Pill' Kraft marks KARACHI—Pakistan has The Pill. And JWT-Karachi, which has the ac­ 20th year on TV count, achieved a record amount of edi­ NEW YORK—Kraft Foods marks its torial coverage on the world-shaking birth 20th year as a television sponsor on control product through the efforts of its May 7. public relations staff. Undisputed pioneer in video sponsor­ The client here is G. D. Searle & Co., ship, it is the only advertiser which has the Chicago pharmaceutical house which run commercials 52-weeks-a-year for two first developed an oral contraceptive. Searle decades. In a sense, JWT can share the has built a plant in Karachi to make spotlight, too, for Thompson has always the pill. The brand being marketed here is been Kraft's agency of record for radio Ovulen. and television. Kraft commercials have long been The marketing problem was not a simple counted among the most successful and one. Pakistan is making efforts to control convincing in the food area on television. its rising population. However, Ovulen, be­ Their basic purpose: to tell and show ing an ethical product, is sold only via viewers how to use Kraft products. They doctor's prescription at chemists (phar­ have been significant sales-producers and macies to you Americans). It is not ad­ prize-winners. vertised to the public—only to physicians. Kraft's program policy has been to At the same time, it was important offer shows geared to family entertain­ to reach the country's millions of women ment. The first was KRAFT TELEVISION to tell them about the pill's promise of (Continued on page 2) complete safety from pregnancy with vir­ tually no side effects. The Karachi office launched a nation­ This Kodak full page in December 23 Life has been voted First of Category at the Annual Exhibition NYO art exhibit tied to wide public relations campaign to do the of the New Jersey Art Directors Club and has been job via press, radio and televison. The re­ selected for exhibition by the New York Art Direc­ Canada's centennial sult : in press media alone, in every local lan- tors Club. For news of other JWT efforts selected by these panels, see page 4. NEW YORK—In recognition of both (Continued on page 3) Canada Week (ending tomorrow) and the Canadian Centennial (all year), JWT's New York Office this week opened a handsome exhibit of Cana­ dian art. It runs for two months on the 11th floor and World Gallery. Most striking about the display is its variety of style. A spectrum of the contemporary art scene from all parts of Canada is represented in works by 40 artists. Op. pop, abstract and lyrical expressionism, geometrical painting as well as classic and experimental genres are included. Eskimo art, a native Cana­ A new world dian art form, is represented by prints offlight and sculpture. The entire collection was selected will begin in 1969. personally by Dione Guffey, art edi­ tor. New York Office. And Pan Am will begin it World's most experiencedairline LOOK UP-IT'S TOMORROW-NYO writer Warren Pfaff and art director Doug Taylor created this dramatic approach to position Pan Am's leadership in air- travel service. Copy defines Pan Am's role as an innovator in employing new aircraft designed with the public's needs and wants in mind. Pan Am announced this week that it expects to cross the $1 billion sales mark in 1967. Kraft takes ABP award 7th year out of 8 CHICAGO—For the 7th time in 8 years, Ideas from Famous-for-Food Places"; 2) Kraft Foods has won the American Busi­ two multi-page product-service inserts ness Press annual award for excellence titled FOODKRAFT. of food-service advertising. Advertising was judged on the basis of Competition for the award included all clarity of objectives, service to the reader, advertisements appearing in institutional technical excellence and results. publications directed at hotels and motels, The Kraft citation stated that "the cam­ hospitals, restaurants and other types of paign continually attracted high reader­ food serving facilities. ship, generated literally thousands of re­ SCRIPT READING-A group involved in two 1953 KRAFT TELEVISION THEATRE productions gathered The award to Kraft was based on dual quests for recipes and product information, for the first reading of scripts in a JWT confer­ campaigns for 1966—1) a prestige series and furnished many leads for Kraft sales­ ence room. Productions the first 10 years were of three 6-page full-color inserts on "Food men." done physically at JWT. Left to right: Al Durante (back to camera), then JWT's broadcast publicity director; actors Francis Compton, Anthony Kemble- Cooper and Michael Higgins; Maurice Holland, JWT director, later producer; William Guyon, NBC as­ sistant director; and cast members John Baragrey, Valerie Cossart and Ian Keith. Higgins starred in "Keep Our Honor Bright," October 14, 1953 and Baragrey was the star of "The White Carnation," November 26, 1953. Baragrey also starred in the first production, "Double Door" on May 7, 1947. Kraft marks 20th year on TV (com.) THEATRE, which bowed in on May 7, 1947 (one of two programs presented on a limited evening schedule of only two Now with Kraft's Two New Potato Salads hours a night). It ran for 11 years. There's No Reason at All to Make Your Own Viewers may recall the others, listed chronologically: KRAFT MYSTERY THEA­ TRE; Milton Berle Stars in the KRAFT Not krr:*iTEC thtta . Sludr Shoos High Tim* md Letwf Kin/than the feu i . • torn . : , . , :.„ ,. , ,,., .„,.,. MUSIC HALL; KRAFT MUSIC HALL PRESENTS !>.-• THE DAVE KING SHOW; Perry Como's KRAFT , ::. js.EEE '••'•-*. •.':crr>. 1ES11:, • • n.ajner When cod enouft) to hindlc. i»ia- 1 • E'okrd KiKfcr IOM »-rr* >ml«i. dmd. Eii:.r<; *ith .-.••i.-. E:..;E-.1-.11'. .IJ .! I,s.;i,..t OH, s'ulli*. MUSIC HALL; BAT MASTERSON; HAPPY (sit­ '•'•'• >"»'•• •• IE iii I uation comedy); TATE (western); KRAFT Kith ISV foodCtsettsslM pi Kiaft I -'I«E.J,!i*i"n!-,iW „•,!;.,. \EidE-li-n-nii:e • SUSPENSE THEATRE; THE ANDY WILLIAMS • SHOW; KRAFT SUMMER MUSIC HALL Star­ ring John Davidson, and THE ROAD WEST. FOODKRAFT INSERT—This 4-color insert carries from 4 to 8 pages of individual advertisements bound JWT handled the KRAFT TELEVISION in an 8V2 x 11 editorial format to provide dominance in publications. Because the inserts are pre­ THEATRE with Thompson directors and printed and run at black-and-while rates, there is also a considerable saving in plate, mechanical and producers from 1947 to 1958. Two vet­ space costs. erans who remember the problems of the early days as producer-directors are Harry Herrmann, now in charge of production on Kraft commercials, and Maury Hol­ land, a JWT vice-president and member rrsTHe senTimerrraL season...& RCA VICTOR of the broadcasting department, both Has'THeGiFfmar Keeps on GivinG" •=— NYO. The NYO premises were used for auditions and occasionally for readings (see photograph above). There were many "firsts" in Kraft tele­ vision history: • first commercial network show on television; • first program to present more than 100 dramas in one year; • first sponsored show to go on the / coaxial cable to the Midwest; • first full-hour dramatic show in color; • first regular network show to be 8f2 - 1 taped in color; • first to sponsor a repeat live drama | • EaS^Kh-aSSS^^^^M- m with the original cast (Rod Serling's •* •••^^__^!!^"!"" ^s^lt •BBS "Patterns" with Richard Kiley, Everett Sloane and Ed Begley). Kraft shows were aired one year on ABC but NBC has telecast Kraft pro­ grams since the very beginning. In fact, Kraft and NBC have the longest continu­ ing sponsor-network relationship in broad­ casting history, beginning on NBC radio GIFT PROMOTION — One NYO answer to gift-giving needs for Mother's Day, with "Woman's Magazine of the Air" on Father's Day and June wedding & graduation days is wrapped up in this 4-color March 5, 1929. spread for RCA, scheduled for May 12 issue of Life. Pakistan promotes 'The Pill' (Continued) guage including English, Urdu. Bengali, campaign. Syed Darbar Ali Shah, Com­ family planning officials and leading doc­ Gujerati. Sindhi, Punjabi and Pashtu, missioner of Karachi, Searle Family Plan­ tors and city residents also attended this some 1,848 column inches of editorial ning Delegations from the United King­ dinner. space were counted—a record in Pakistan dom and the United States, prominent The campaign was coordinated by Nus­ —talking about the pill. rat A. Bokhari, manager of the Karachi As a starter, Dr. Bryan Harlow, member office, with the assistance of PR head of Searle's medical department in London, Patrick Gonsalves and representatives Fred Hubbard of London, public relations Hasan and Nafees Ghaznavi. director, and Peter Lee, Searle's general manager in Pakistan, arrived in Karachi to talk to the press. Press conferences and interviews were held in Karachi (where there is no television), Lahore (where the televised interviews were made), West Pakistan's most densely populated cities, as well as in Dacca, capital city of East Pakistan. The Searle officials were accom­ panied by Masudul Hasan, JWT-Karachi representative. It was estimated that the 10-minute radio interviews and the televised press conference exposed millions of listeners and viewers to the pill's message. (I. to r., foreground) G. K. Panjwani, director, Begum Khaliquzzaman, Pakistan's Pro­ Searle (Pakistan) Ltd.; K. C. Panjwani, vice chair­ man, Searle (Pakistan) ltd.; Begum Khaliquzza­ Millions of Ovulen tablets have already been pro­ vincial Minister for Health and Social man; Syed Darbar Ali Shah, Commissioner, Kara­ duced for distribution throughout Pakistan.