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AFF MEMBERS ONLY
Vol. XV, No. 49 December 7, 1960
LONDON OFFICE APPOINTED COUNSEL FOR BEER AND
CIGARETTE ACCOUNTS London . . . John Player & Sons of Nottingham has appointed J . Walter Thompson, London, as advertising counsel for P layer ' s Bachelor Cigare t tes , effective January 1. John Player & Sons Ltd. is the leading subsidiary of the Imperial Tobacco Company Ltd. which is the largest tobacco firm in Britain. P layer ' s Bachelor is the leading cigarette in the filter-tip field.
In addition, London Office has been appointed advertising counsel by United Breweries, formerly Northern Breweries, for i ts Jubilee Stout.
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S.C. JOHNSON
NAMES THOMPSON AS ADVERTISING COUNSEL
Frankfurt . . . J . Walter Thompson, Frankfurt, has been appointed advertising counsel for S. C. Johnson. The products include Praid, Lavax (self-polishing floor wax), Ultra Deep Gloss , Jon Wax, Car Pla te and Carnu.
PARIS OFFICE APPOINTED FOR TWO NEW ACCOUNTS
Paris . . . Paris Office has been appointed advertising counsel for two new accounts. Mead Johnson has appointed Thompson-Paris to prepare advertising for Metrecal, a slimming beverage; and Liebig (Societe Fran-caise des Produits Liebig) has named the Company for i t s cube and liquid bouillons.
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Kodak gifts say: "Open me first!" ..because you can picture all the fun of Christmas right from the veiy first moment!
i EASTMAN KODAK COMPANY, Rochester 4. N.Y. _ ™
SUCCESSFUL "OPEN ME FIRST" THEME RENEWED
IN CHRISTMAS ADVERTISING FOR EASTMAN KODAK
New York . . . During December, the theme line, "Open me f i rs t ," so successful in Eastman Kodak's 1957 and '58 Christmas advertising, will once again prepare the way for holiday s a l e s . The theme i s a natural for Kodak gifts because, as copy s t a t e s , "You can picture all the fun of Christmas right from the very first moment!"
Network television, national magazines, newspapers and dealer displays will play a major role in the I960 Christmas promotion for Kodak cameras and photographic equipment. The spread above appears in full color in December i s sues of Life, Look and Satevepost. In addition, color pages are being used to emphasize a particular type of photographic equipment such as movie cameras and projectors.
Also carried over into this year 's
promotion is the white gift card imprinted in red with the words, "Open me first!", and ready to be attached to the photographic gift. This card is given free with every Kodak purchase.
Of interest is a quote from Advertising Agency Magazine praising the first "Open me f i r s t " promotion: " L a s t month saw probably the largest collection of gift advertising that has ever beguiled the nation. All in all , it was good advertising. We noted, however, fewer great gift ads than ever before. The best , as far as we were concerned was built around an idea of J . Walter Thompson for Kodak. This was the "Open me f i rs t" campaign. The idea was beautifully implemented on TV, for which it was a natural, by commercials which demonstrated the idea. . . the campaign phrase came through loud and clear in every ad we s a w . "
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Magazine Insert Cover. Magazine Insert Back Page .
Thompson Receives "Thanks" from U.S. Refugee Committee For Service Rendered
New York...The U. S. Refugee Committee, composed of c i t izens and representatives of the socia l , charitable and religious organizations who are concerned with the refugee problem, passed a resolution at i ts annual meeting expressing thanks to J . Walter Thompson Company for the services it has rendered this committee during the past year.
Thompson members who worked on the committee were Mark Appleman (copy) and William Buckley, Clyde Bartel and Dick Clark (art). Samuel Meek is a Director of the Committee and was its first president.
Wrapping paper designed by Thompson for the U. S. Refugee Committee may be purchased by phoning Mrs. Cook at LO 4-3272.
WORTH QUOTING "There is no equivalent in the Scandinavian languages for the phrase 'Public R e l a t i o n s , ' " says Inger-lise Christensen, deputy manager of public relations for the Denmark Region of Scandinavian Airlines. "So this i s how i t ' s explained:
"If, when boy meets girl, he tel ls her how lovely she looks, how much she means to him and how much he loves her, that i s 'Sales Promotion.'
"If, instead, he impresses on her how wonderful he i s , that i s 'Advertising. '
"But if the girl seeks him out because she has heard from others what a splendid person he i s , then that is 'Public Relat ions. ' "
From the Reader's Digest
Full color advertisement in Roto magazines .
GOOD COOKING THEME SELLS GOOD LUCK MARGARINE
Toronto..."Good Luck Cookery" is the theme for the new Good Luck (Canada) campaign which started this fall. This i s a major s tep for Good Luck, and marks the first-all-out effort to position it solidly in this major cooking, baking, frying category.
The full-color advertisements describe Good Luck as "The best thing you can use in your cooking and baking" for the reasons featured: "Creams ea s i e r " . . . "mixes per fec t ly" . . . " l e t s the true flavor of your food speak out for i t se l f" . . .and. . ."extra nutritional v a l u e . "
The illustrations feature quality color photographs of beautifully cooked and arranged dishes with deep-tone background designed to stimulate eye appeal and appetite appeal so that they will promote trial of the recipes for the food illustrated.
To heighten the desire to use and keep the recipes, the food featured in each advertisement has been carefully selected to suit the current season.
Abstract Paintings Displayed in First Gallery
New York . . . Lawrence Reiter, d is play director at Andrew Geller, is exhibiting a ser ies of abstract paintings, successfully used to advertise A n d r e w G e l l e r shoes in the New York Times. Mr. Reiter studied at
the Cleveland Institute of Art.
First prize painting, "Detroit Scenes" Art Contest, by Cliff McClish.
Get your ABCB souvenir bottle
saluting Detroit at Booth 722
During the ABCB Convention, Owens-Illinois will again offer a souvenir bottle to each visiting bottler.The new bottle, eleventh in the annual series, is one of the most attractive.
An added attraction this year will be prize-winning paintings in a "Detroit Scenes" Art Contest recently conducted by Owens-Illinois.
Be sure to visit Booth 722. Get your souvenir bottle and see the art exhibit.
DURAGLAS CONTAINERS
AN ( j ) PRODUCT
O W E N S - I L L I N O I S GENERAL OFFICES • TOLEDO 1, OHIO
PACIFIC COAST HEADQUARTERS • SAN FRANCISCO
ART CONTEST SPONSORED BY OWENS-ILLINOIS SPARKS INTEREST AT BOTTLERS' CONVENTION
New Y o r k . . . This year 's Owens-Illinois trade advertisement, inviting beverage bottlers to the company's booth at the American Bottlers of Carbonated Beverages Convention in Detroit, had a prize-winning painting for i ts background. Las t year, the change of background from a traditional form to a new layout proved to be so popular that it was decided to run an art contest , with the first-prize painting to be used to i l lustrate this year 's advertisement.
The contest , held among a group of Detroit professional a r t i s t s , was sponsored by the Owens-Illinois Glass Company through J . Walter Thompson. The ar t is ts were to capture the spirit of the city of Detroit in any medium. Shown in the photograph below, judging the paintings entered, are a group of Owens-Il l inois ' sa les officials with William A. Perry, III,
account supervisor f rom T h o m p s o n (second from left), and Peter Denardo, art director from Thompson (seated at far right). The paintings proved to be a highlight of the con-
Five-man cas t for Trai lways musical includes (1. to r.) "Whip" Evans , a spor tscas ter ; Lola Pop, Bluehound Team Trainer; Snicker Snee, Bluehound Football Coach; Lily Quick, Head Hos tess for Trai lways Team and Les ter Yesteryear, Trai lways Footbal l Coach.
MUSICAL FANTASY WRITTEN AND PRODUCED BY
THOMPSON-WASHINGTON DRAWS LOUD APPLAUSE AT TRAILWAYS EASTERN SALES MEETING
Washington..."The Game of the Century," a three-hour musical, written, produced and directed by Thompson-Washington, was the highlight of a three-day sa les meeting for the Trailways Eastern Group held November 14-16. It was designed to arouse sa les enthusiasm and confidence on the part of Trailways personnel as well as to be entertaining.
Over 200 sa les representatives took part in the rollicking musical fantasy about the big football game between the stalwart sons of Trailways and their wily opponents of "Bluehound."
New lyrics were written to popular show tunes from Pajama Game, Damn Yankees and Music Man. In addition, a special Trailways Fight Song to the tune "Cheer , cheer for old Notre Dame" drew loud applause. The first verse was as follows:
Sell, se l l for our Trailways team We'll lead the old Hound right on the beam You can see the people smile As they ride Trailways mile by mile.
Our service sel ls them — in Spring or Fal l Our Trailways team will win over all Count the buses pass in ' by As we give it the Trailways Try.
vention, and were displayed at the City Bank of Detroit for a month after the ABCB Convention was over. The winning painting also will be used for the cover of a new record album with the Tab label to be called "Skyline Moods."
ELLEN CONNELLY-New YorK Public Relations Department
How would you open a package so that the brand name comes across clear and readable on the television screen? How would you talk about bread so that the man — yes , man — on whose program you were a guest asked you for a return appearance at the earliest opportunity? It is mastery of such areas as these that makes Ellen Connelly the publicist she i s .
Ellen does "print and a i r " publicity for F le ischmann's Yeast , and a happier food specia l i s t it would be hard to find. " I don't work at Thompson," she ' l l tell you. " I exercise a hobby full time for pay . " That hobby is cooking and telling how to do it properly, effectively and pleasurably. Like most women, Ellen l ikes to pass on a good recipe and publicity lets her do this in many ways.
For example, more than 14,000 copies of her recipe for Rocky-road Brownies were requested by te lecasters for their viewers, a s a result of the script she prepared.
In Michigan at Easter time, aided and abetted by the PR team of Thompson-Detroit, Ellen made four television and radio appearances demonstrating yeast breads. These added up to an hour of time on popular local programs, in which the product was shown on camera and the brand name used freely over the air.
Always on the lookout for new ideas , Ellen uses 30 to 40 pounds of flour a month for testing and photography. She does all the food preparation for the pictures she takes, and in the last 10 months has taken over 70 for the yeast , fisheries and shrimp accounts. Photography is no small task. Ellen first chooses a dish that ' s photogenic; then she plans the story each picture is to tell , s tyles it a s to background and props, and obtains props that are new, unusual and suitable for the foods presented. She also plans each picture with regard to the medium in which it i s to be used: for example, a process shot for te lecas ters , a shadow-filled "mood p i e c e " for Sunday supplements.
Her recipe collection at las t count numbered 94 cookbooks and includes dishes ranging from Chinese Moon Cakes to pemmican, an American Indian specialty.
How does one become a publicist? Here is El len ' s formula which, unlike her recipes, is guaranteed to work only for her: "Take an early ambition to be a concert pianist ; set it aside when you find your hands in dough more often than at the keyboard. Add a degree in chemistry cum laude at age 19. Combine with work as a metallurgist at the National Bureau of Standards. Now add one ' instant home economics' course at the Boston Cooking School, mix with a short spel l as commercial writer for a radio stat ion, and proceed to General Mills to write booklets and other materials under the pen name 'Betty Crocker. ' From there go to Good Housekeeping and concentrate on its cookbook, food photography and recipe creation. From the magazine step directly to J . Walter Thompson and food publicity. Makes one Publicist a la E l l e n . "
PEOPLE
Kenneth A. Fowles , Christoph Fechler , John Hutchinson and John Oxley, four Lintas-Lever radio and television executives visited the New York Office recently...Iyoo Hongo, Masanao Mizukami, Iku Kimo-to, Kennesuke Kamata (all Directors of the Japan Soap Association); Kenzie Takaoka, interpreter; Myer 0 . Sigal, First Vice President of the National Renderers Association and Emil Kohn, Director of NRA, all of whom work with Thompson-Tokyo, met with WILLIAM BANKS and HARRY CLARK (NY) recently. The purpose of the meeting was to d i scuss the progress of the soap consumption promotion in
Japan as sponsored by the National Renderers Association in conjunction with the All Japan Soap Association and Public Law 480. On November 21 and 22 NYO was host to Mr. Kazumori Hachiya and Sachio Hashiwaki of the Japan Monopoly Corporation. This organization is the sole manufacturer and distributor of cigarettes and tobacco products in Japan. Both of the visitors are officials of the Sales Promotion Section of the Monopoly. The Tokyo Office is the advisory agency to increase the share of American tobacco used in Japanese cigarette production.
