Sponsor (1964)

SPONSOR WEEK B&B's Hobbs Takes His Plea for Ad Quality to Japanese Ad Agency Agency exec stresses increasing consumer sophistication; calls for simple, bold, uncluttered advertising; says people are harder to please, sell, keep sold Tokyo — Continuing to hammer his theme of talking up to the consumer (see "Sponsor Week," June 29) — this time before employees of Japan's largest advertising agency, Dentsu — Whitman Hobbs, senior vice president in charge of creative services, Benton & Bowles, Inc., declared that American tastes are becoming more sophisticated, more discriminating, and "their demand for quality is increasing day by day." Hobbs told his Japanese audience that Americans are "hungry for new products, new innovations, new ideas. They are becoming harder to please, harder to sell and keep sold, and they are becoming harder to fool and easier to bore." For this reason, Hobbs said, American advertising is changing, has raised its sights. "We are talking to a smarter, younger, more vital audience," he added. "And there is so much advertising that in order to be noticed at all, we must be very simple and clear and bold in what we say." In advising the Dentsu ad workers, Hobbs declared, "We say, keep the quality of your advertising high because quality is what today's customer is seeking. Keep your advertising simple. And uncluttered. And clear. And bold. Be interesting. Be friendly. Be yourself." He said that the philosophy behind all Benton & Bowles advertising is a "strong, simple selling idea . . . dramatically presented. This is what we set out to find for every one of our clients; a campaign that is built around one bold, easy-tounderstand, easy-to-remember idea that makes the customer want to buy our product." Principal reason for the Hobbs trip to Japan (one of the free world's bastions of commercial radio and tv) was to take part in Dentsu's 17th advertising awards Streisand Signs Three CBS-TV Specials New York — It may not be "unparalleled and unprecedented" as Barbara Streisand's publicity people put it, but the star's just-signed contract for three CBS-TV specials docs put her in the class of a hot tv property. Although CBS, as a matter of policy, is keeping mum about the actual money involved, it is substantial. Miss Streisand's spokesmen claim it is in excess of $1 million over a two-year period beginning January I, 1965. CBS neither confirms nor denies. The contract calls for appearances in three specials produced In Miss Streisand's company and could ultimately cover a 10-year 14 period in which, her spokesmen said, she would earn a minimum o( $5 million. Claims that "no other performer has ever received such contractual concessions in his transactions with networks" are discounted by industry insiders. Any Dumber of performers has been lured into tv, or from network to network, with contracts calling for big money, tax saving devices and other concessions. Jack Benny's move to CBS in carls days is case in point. In lour years as a performer. Miss Streisand has enjoyed a phenomenal career as a nightclub singer, recording artist and star o\' a Broadway musical. Hobbs (and Mrs. Hobbs) . . . "clean it up" ceremony. The B&B vice presiden was one of five members of tht Dentsu Selection Committee. Inter national Advertising Division, win decided on Japan's five advertising ad award winners for 1964. Tht' selections were made in New Yorl on May 22 from entries submittec by 319 Japanese firms. Dentsu is one of the world's larg est advertising agencies, with bill ings o{ more than $200 million las year. In commenting on the ads sub mitted. Hobbs, who had been . judge two years earlier, declared "This year the number of entrie worthy of consideration for ai award was considerably higher . . In particular, there were more god headlines, there was more goo< copy, there were more interestin selling ideas. In short, the qualit was higher." School Bells To Ring for 100 Radio-Tv Executives Washington — 100 radio air, television executives from 35 statei will be going back to school tht summer. Occasion is the Nation;. Association of Broadcasters' sale management educational courses | Stan I o r d University Gradual School of Business (Aug. 16-22) and Harvard Universit) Graduate School of Business (Aug. 23-29, Objective of course is develop men! of skills used in analysis an solution of sales management prob lems. SPONSO