Sponsor (Oct-Dec 1962)

Record Details:

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Traditional Breck image of print fame is transferred to tv Breck television commercial in the making shows Breck heads of print fame are used similarly on tv to preserve image. Lighting, models, and tone of copy give commercials the same traditional Breck feeling as pastel portraits in magazines A Breck switch: tv surpasses print ► Breck spends 60 % of budget on tv ► Leaves specials for weekly show ► "Square" or not, image sells products The constant image of John H. Breck, Inc., nurtured by print, is now growing up fast on tv. Long noted for its pastel colors in slick consumer magazines, the Breck company has been using the same image on television since 1958 — and with great success. This year the budget, for the first time, favors tv. Breck is spending $3.2 million on a new weekly series, Going My Way, which premiered on ABC TV early this month. This is twice as much as Breck has spent on all tv ventures combined in any previous year, and equal to the amount spent on both tv and print combined in any previous year in which it used tv. Breck's 50-week buy on the series marks a changeover from Breck specials to a regular show. Among previous specials the company sponsored were "The Power and the Glory," "The Fourposter," "The Picture of Dorian Gray," and "Saturday's Children." Agency executives explain "it wasn't because specials were not good for us — they were. They gave us strong sponsor identity, and we were by no means dissatisfied with them. The problem Breck faced was that it had so many preparations to advertise that a half-dozen specials a year were not enough. By advertising regularly, each product gets more frequent exposure and continuity. Now there will be a more general audience — more of a cross-section of the country." Client to agency. Other changes, along with budget allocation and program selection, have taken place. An important one was the surprise announcement that Breck's advertising manager, John Hughes, would be hopping the agency-client fence to become a vice president and general manager for Reach, McClinton & Humphrey (Springfield, Mass., branch of Reach McClinton and Co.) , one of Breck's agencies. Reach, McClinton and Co. and N. W. Ayer & Son share the account. Ken Hawthorne, formerly a general product manager of U. S. Rubber, will take over the Breck advertising responsibilities under the new title of marketing director. He will be in charge of advertising, re 34 SPONSOR/22 October 1962