Millman, Nancy. Emperors of Adland, Warner Books, 1988.
Nulty, Peter. ‘An aging boy wonder shakes up the ad business’, Fortune April 13, 1987
Ogilvy, David. Confessions of an Advertising Man, Southbank Publishing, 2004.
Ogilvy, David. Ogilvy On Advertising, Prion, 2007.
O’Reilly Terry and Tennant, Mike. The Age of Persuasion: How Marketing Ate Our Culture, Knopf Canada, 2009.
Packard, Vance. The Hidden Persuaders, Pelican Books, 1962.
Reeves, Rosser. Reality in Advertising, Knopf, 1961.
Rielly, Edward J. The 1960s: American Popular Culture in History, Greenwood Press, 2003.
Ries, Al and Trout, Jack. Positioning: The Battle For Your Mind, McGraw-Hill, 2001.
Roman, Kenneth. The King of Madison Avenue: David Ogilvy and the Making of Modern Advertising, Palgrave Macmillan, 2009.
Rothenberg, Randall. Where The Suckers Moon: The Life and Death of an Advertising Campaign, Vintage Books, 1994.
Sullivan, Luke. A Guide to Creating Great Ads, John Wiley & Sons, 2003.
Tungate, Mark. Adland, Kogan Page, 2007.
Twitchell, James B. Twenty Ads
That Shook The World, Three Rivers Press, 2000.
“US Business: The Men On The Cover: Advertising,” Time Inc., October 12, 1962.
Wakeman, Frederic. The Hucksters, Rinehart & Company Inc., 1946.
Willens, Doris. Nobody’s Perfect: Bill Bernbach and the Golden Age of Advertising, Create Space, 2009.
Online and other media
Advertising Collection and Museums, part of the Advertising Educational Doundation.
“Art & Copy” [documentary], directed by Doug Pray, The One Club, 2010.
Art Directors Club Hall of Fame citations.
Curtis, Adam. “Experiments in the Laboratory of Consumerism,” BBC.co.uk, 2010.
Ephron, Erwin. Comfort the Afflicted, Afflict the Comfortable, Ephron on Media, November 5, 2008.
Fitzgerald, Jeff, ‘The Genius Guide to Jazz: Rondo’, AllAboutJazz.com, May 2001.
“From the Great Depression Through the Great Recession: A Brief History of Marketing,” Adage.com, March 29, 2010.
Lois, George. “On leaving DDB and the Creative Revolution,” Thebuzzbubble.com, February 4, 2010.
“History: 1960s,” Adage.com, September 15, 2003.
Imseng, Dominik. “George Lois on the Creative Revolution,” 2009, www.youtube.com/.
Klaassen, Abbey. “Covering the Mad Men: Advertsing Age at 40,” Adage.com, March 29, 2010.
Lippert, Barbara. “Mad Men with Tom Messner,” Adweek.com, August 5, 2008.
Nishio, Tadashi, Articles about Great Creators, http://d.hatena.ne.jp/chuukyuu/.
Q&A with Matthew Weiner, AMCTV.com.
“Out of the Ordinary,” [documentary] directed by Peter Simonson, www.outofthequestion.org.
Ross, Helen Klein. “Ad broad who invented the lemon,” Ad broad on Blogspot.com, July 2, 2009.
The 30 Second Candidate: Rosser Reeves Collection, www.pbs.com.
“Selling the Sixties,” [documentary] directed by Tim Kirby, BBC, 2008.
Solmon, Gregory. “Q&A: Jerry Della Femina,” AdWeek.com, June 16, 2008.
The John W. Hartman Center for Sales, Marketing and Advertising History at Duke University Libraries, “Not Just Mad Men: Real advertising careers in the 1960’s,” [online video] November 10, 2008.
“This American Life,” [radio program] Episode 383: Sarah Koenig, www.thisamericanlife.org.
Acknowledgments
This book is built on a giant heap of thoughts and ideas and help from a wide range of people, all of whom have my gratitude and respect. I’ve tried to remember you all. Please forgive me if I left you out and put it down to disorganization rather than indifference. My thanks and appreciation go to you and;
IN NEW YORK Fred Danzig and Marsha Cohen for research, reading the text, and many good insights and advice; Fiona Carter and Steve Zaroff for hospitality and encouragement; Tom Nelson, Steve Gardner, and Mel Moody at Gardner Nelson & Partners for use of their office, for help, and free coffee; Mary Warlick at The One Club for initial help and ideas; Jamie Pastor Bolnick for loan of her original City Lights imprint of Allen Ginsberg’s “Howl”; Marsha Appel and her Research Staff at the 4As for facts and figures; and the Art Directors Club for review of their annuals.
IN LONDON James Garrett and William Eccleshare for reading every word and telling me, gently and constructively, what they thought of it; Amy Cracknell for transcripts; and all at Elwin Street Productions for patience and latitude.
IN WALES Richard and Maggie Sage (Manser), and Laura Hill, for laughs and a refuge to write at Werngochlyn Farm through the hard winter of 2010/2011 – and to Maggie for reading the manuscript.
Then there are the veterans of the creative revolution themselves, older, wiser, and probably funnier even than they were then; ever helpful, ever courteous, and ever fascinating. If the writing was at times irksome, the interviewing was always riveting and often hilarious. I thank you all for your time, understanding, and enthusiasm to fill in the blanks.
FROM EUROPE David Abbott, David Ashwell, Martin Boase, Jeremy Bullmore, Tim Delaney, Carl Hahn, Sir John Hegarty, Alfredo Marcantonio, Peter Mayle, Sir Alan Parker, John Salmon, Sir Nigel Seeley, Dave Trott
FROM THE US Doug Alligood, Joelle Anderson, Thelma Anderson, John Bernbach, Terry Bonaccolta, Bruce Crawford, Larry Dobrow, Jim Durfee, Erwin Ephron, Jerry Della Femina, Carl Fischer, Elaine Gargano, Phil Geier, Richard Gilbert, Bob Giraldi, Joy Golden, George Gomes, Ron Holland, Julian Koenig, Andy Langer, Pat Langer, Ed McCabe, Tom Messner, Mary Moore, Charlie Moss, Fred Papert, Terry Player, Martin Puris, Jim Raniere, Harriet Reisen, Al Ries, Ken Roman, Allen Rosenshine, Helen Klein Ross, Ted Shaine, Carl Spielvogel, Helayne Spivak, Mike Tesch, Judy Wald, Mary Leah Weiss
AND IN PARTICULAR, Amil Gargano, Bob Kuperman and George Lois, who never flagged when time and again I went back with “one last question.”
Index
Note: Page numbers in italics refer to illustrations.
advertising conglomerates 184–191, 216–218
The Advertising Man 88, 90
African Americans 160–163
Alka Seltzer 187–188, 189, 200, 208
Alligood, Doug 161–162
Ally, Carl 118, 131–135, 133, 137, 141, 144, 194, 198, 209
American Airlines 85, 147
Anacin 26, 27
Ancient Age bourbon 80, 108
Aurora Dawn 17
Austin cars 37
Avis 125–130, 128, 136, 140–141
Bates & Co 25–30, 47, 150, 176
Batten, Barton, Durstine and Osborn (BBDO) 44, 77, 148, 160, 198, 218
Benton & Bowles 74, 104, 136, 172, 196
Bernbach, Bill 23, 51–56, 53, 60, 64, 68, 84, 85, 87, 92, 97, 140–141, 147
advertising philosophy 14, 51, 57, 185
attitude to people leaving agency 111
claiming credit 108–109
influence of 214–216
letter to board 10–13
Braniff 200, 203–204, 205, 206–207, 209, 210
Brodovitch, Alex 60, 176
Bullmore, Jeremy 22–23
Bulova Watch Company 187
Calkins, Earnest Elmo 215
Calley, “Rusty” 168–170, 169
Campbell Ewald 131–134, 146
Carl Ally Inc 129, 130, 131, 134–144, 177, 198
CBS 71, 103, 106, 107, 147
Chivas Regal 125, 127
Clairol 196, 197
Coca-Cola 181, 187, 191, 192
commission, agency 21, 114
Communication Arts magazine 173, 174–175
Compton-Advertising 173
Confessions of an Advertising Man 40, 44, 46
Creative Revolution 8–9, 51, 61, 80, 82, 100, 141, 172, 176, 213–214, 215, 217
Cuesta, Mike 177
culture 72–76
“Daisy” campaign 164, 165
Daly, Joe 147
Dane, Maxwell 51, 56, 164
Delehanty, Kurnit & Geller (DK&G) 124–125, 150, 152–153
Della Femina, Jerry 71, 118, 122, 150–157, 155, 158, 172, 194
Dillon, Jack 88, 103
Dilly Beans 109
Dodge advertisement 19
Dorfsman, Lou 70, 103, 147
Doyle Dane Bernbach (DDB) 51, 56–68, 77–82, 102–104, 107–109, 111, 117, 147, 157–158, 173, 176, 200, 208, 209–210, 218
1964 election campaign 163–164
acquisitions 217–218
Avis campaign 124–130, 140–141
ethics 70
VW campaigns 84–100
Doyle, Ned 51, 56, 126, 147
Durfee, Jim 72, 132, 134, 137
Eastern Airlines 179
El Al Airlines 80, 81, 85
employment agencies, creative 157–158
Esquire magazine 166–170, 169
ethics 20–21, 22, 23–24, 47, 70
expense account lifestyle 20
FCB 196, 197
Fischer, Carl 90, 103, 166, 168
Fitzgibbon, Bernice 196
Flexalum blinds 80
Ford Edsel 102
Frankfurt, Steve 176, 177
French Tourist Bureau 210
Gage, Bob 56, 57, 60–61, 64, 68, 102, 124
Gallup, George 34, 36
Gargano, Amil 131, 132, 136, 137, 140, 146, 177, 196, 209
Giraldi, Bob 156
Golden, Joy 148, 198
Gomes, George 111
Green, Paula 58, 126
Greene, Stewart 200, 205
Grey Advertising 10–13, 55–56, 58, 61, 198, 217
Harper, Marion 173, 180–186, 183, 188–193, 199
influence of 216–218
Hathaway 37–40, 38, 47
Healy, Bob 191, 194
Hertz 129, 130, 136, 140–141, 142–143
Herzbrun, David 106, 127
Hewitt, Ogilvy, Benson & Mather 36
The Hidden Persuaders 24–25
Hirshon Garfield 91, 92
Holden, Ralph 215
Holland, Ron 108, 110, 120, 178
“Hooper Ratings” 34
Horn and Hardart 135, 139
The Hucksters 17–18
Interpublic 188, 190, 204, 217
Italian Americans 71–72, 146–147, 149
J Walter Thompson (JWT) 22–23, 28, 71, 72, 76–77, 134, 173, 181, 182, 186, 196
Jack Tinker & Partners 186–191, 200–204, 208, 210, 211
jazz music 73–74
Jews in advertising 65, 80, 82, 147, 163, 195
Johnson & Johnson 177
Kenyon and Eckhart 104
Koenig, Julian 12, 87, 90–93, 97, 108, 110, 117, 119, 178
Krone, Helmut 77, 87–90, 89, 91, 93, 96, 125, 126, 140
Kuperman, Bob 103, 124, 156
Landsdowne, Helen 196
Lawrence, Harding 205, 209
Lennen and Newell 106, 199
Levenson, Bob 97, 117
Levy’s 64–66, 67
Lois, George 70, 72, 84, 85, 96, 97, 103, 104–109, 105, 110, 116, 117–118, 119, 122, 134, 178, 199, 200, 205, 217, 219
Esquire magazine covers 166–170
Lois Holland Callaway 178, 205
Lubalin, Herb 103
M&Ms 26, 28
Mad Men 8, 9, 44, 109, 148, 184, 188, 198
quotes from 16, 32, 50, 70, 84, 102, 124, 146, 172, 194, 212
reactions to 219
The Man in the Grey Flannel Suit 18
Mather & Crowther (M&C) 33, 36
McCabe, Ed 135–136, 140, 176
McCann-Erickson 23, 136, 180–184, 186, 199
media event, ad as an 164
media rates 21
Moore, Mary 194, 195, 198, 210
Moss, Charlie 203, 209, 210
National Airlines 121–122
New York Art Directors Club 60, 121, 132
Norman, Craig & Kummel 146
Ogilvy & Mather 176
Ogilvy, Benson & Mather (OB&M) 32, 36–46, 47–48, 148, 200
Ogilvy, David 23, 32–33, 35, 36–46, 148
relationship with Reeves 46–48
Ohrbach’s 55–56, 61–64, 62–63, 108
Olsen, Bob 154
Omnicom 185, 217, 218
packaged goods advertising 29–30, 150–151
Packard, Vance 24–25
Palladino, Tony 118, 120–121
Panasonic 151–152
Papert, Fred 104, 106, 108, 110–111, 116, 117, 119, 121, 178, 217
Papert Koenig Lois (PKL) 109–122, 134, 178
Parker, Lore 58, 173
Parker, Phil 203, 210
patent medicines 22
Pepsi 104
Peugeot 134
Polaroid 77, 78–79, 90, 147
political campaigns 103, 163–166
Polyakoff, Shirley 196, 197
pressures of work 19–20
Proctor and Gamble (P&G) 22, 30, 40, 116, 118, 173, 178, 205, 214
Protas, Judy 58, 65, 107, 108
public agencies 114, 115, 178, 217
Quaker Oats 122
radio advertising 17, 34, 65
Rand, Paul 54–55, 60
Raniere, Jim 70, 125
Reality in Advertising 29
Reeves, Rosser 26–30, 32, 35, 46, 50, 176
relationship with Ogilvy 46–48
Relative Sales Conviction Test 182
research, advertising 33–36, 46, 102–103, 182
restaurants and bars 20, 121, 148, 150
Rheingold beer 210
Rich, Dick 200, 205
Robinson, Phyllis 57–58, 59, 61, 64, 65, 107, 108, 154, 196, 200
Rolls-Royce 44, 45
Roman, Ken 32, 40, 41, 44, 46, 202
Rosenfeld, Ron 124, 173
Rowell, George P. 21
Rubicam, Raymond 215–216
salaries 20, 70, 114, 116, 124–125, 173, 198, 208
Schweppes 40–43, 42–43, 47
Seeley, Nigel 120
Seldon, Rita 92, 96, 127
sex contest, agency 156–157, 195
sexism in the workplace 156–157, 194–195, 198–199
Shaine, Ted 90, 154
Sochis, Reba 106
spending on advertising 17, 76–77, 215
Spielvogel, Carl 181, 185, 190, 191, 192, 204
Students for a Democratic Society 213
Sudler & Hennessey 103, 104
Talon Zippers 150, 152–153
television advertising 17, 23, 25, 26, 28, 29, 72, 77, 131, 163, 176–177
Timex 92
Tinker, Jack 186–187, 200
Tio Pepe 158, 160
tobacco advertising 23–24, 208–209
Trahey, Jane 196
Travisano, Ron 154
Twelve Angry Men 18
Unique Selling Proposition (USP) 25–26
United Aircraft Corporation (UAC) 132, 134
Volkswagen (VW) 9, 84–100, 94–95, 98–99
“Funeral” 97
“Lemon” 95, 96, 102
“Snow Plow” 97
‘Think Small’ 9, 93, 94, 96
Volvo 134–144, 138, 177
Wakeman, Frederic 17
Wald, Judy 157–160, 159, 173
Warhol, Andy 74, 75, 205
Wedgwood 36
Weintraub, William 54–55, 61
Wells Lawrence, Mary 199–211, 201, 217
Wells Rich Greene (WRG) 205–211
Whalen, Grover 54
Wilson, Sloan 18
Wolfschmidts vodka 110, 112–113, 154
women in advertising 194–211
World Wide News 146–147, 149
Wouk, Herman 17
Xerox 110–111, 114, 115
Young & Rubicam (Y&R) 34, 104, 141, 176, 177, 179, 213, 215–216
Zeiff, Howard 66, 177, 187
The Real Mad Men Page 19
