Broadcasting Telecasting (Oct-Dec 1957)

ADVERTISERS S AGENCIES continued GUNTHER, CINZANO MOVE TO L&N Gunther Brewing Co., Baltimore, last week left Sullivan, Stauffer, Colwell & Bayles, New York — its agency since the summer of 1956 — and joined Lennen & Newell, New York. For L&N, the $1.5 million account was one of two that settled at that agency over the past week. Two days after Gunther indicated its departure from SSC&B, Cinzano Inc., a $200,000 account, resigned Burke Dowling Adams Inc., New York and Atlanta — its agency for the past four months — and made known its intentions to go to L&N. Both accounts are big broadcast users. The regional beer account allocates practically 92% of its billing to radio and tv, while roughly 50% of the Cinzano billing has gone to radio. Gunther is a hops that has a record of hopping. Over the past six years, it's been in and out of five agencies , (including SSC&B), going from Ruthrauff & Ryan to the former Biow Co.; from there to loseph Katz Co., Baltimore, then to Bryan Houston Inc. and later to SSC&B. Its present advertising director, W. C. Geoghegan, was a principal Bryan Houston executive before joining the brewery last year. Though SSC&B officials described the parting in the standard "amicable" terms, it was learned that a major source of friction was the brewery's insistence on service to the point where both client and agency realized that there was little profit in the account for either side. Gunther has been waging a hard fight in the Maryland-Washington market with such competitors as Adam Scheidt Brewing Co., Norristown, Pa. (Al Paul Lefton Co.), and National Brewing Co., Baltimore (W. B. Doner Co.). The account is the first beer advertiser in L&N's shop since it lost the $12 million Jos. Schlitz Brewing Co. to Biow (from there it went to J. Walter Thompson) — all within a fortnight's span in late 1955. Gunther is bullish on sports programming. In the Baltimore-Washington-Pennsylvania market, Gunther sponsors the Baltimore Orioles baseball games both on radio and tv, and its hookup includes a regional radio network in Maryland and Virginia, WMARTV, WBAL-TV, WAAM-TV all Baltimore, and WTTG (TV) and WMAL-TV both Washington. It also piped the games into Salisbury, Md., and York and Harrisburg, Advertisement Pa. On WBAL-TV Gunther also sponsors Duck pins and Dollars, a weekly bowling tournament and the 11th Hour Final, a newscast. Via WTOP-TV Washington, it co-sponsors California National Productions' The Silent Service and CBS Television Film Sales' Grey Ghost, as well as the six nightsa-week Dan Daniels sports program. It sponsors wrestling matches on WTTG (TV) and the NBC-TV Nat 'King' Cole show on a regional basis on WRC-TV Washington. Though the switch is effective immediately, the long-term work by SSC&B through the end of this calendar year will insure that agency its due commissions through Dec. 3 1 . Adding the "egg" in L&N's beer is Cinzano Inc., the U. S. subsidiary of the Vermouth-Winery firm of Turin, Italy. The switch came about because of a reorganization in Cinzano's distribution setup in the U. S. The company had handled its own distribution since 1954, before which time the Canada Dry Corp. serviced the company for 20 years. The distribution franchise, effective Jan. 1, has been granted to National Distillers Products Corp., which already has its products spread throughout five agencies— Kudner Agency, Lawrence Fertig & Co., Fletcher D. Richards Inc., Lennen & Newell and Doremus & Co. — all New York. Though NDPC officials declined comment, it was understood the distillery did not wish to retain a sixth agency, and thus quit Burke Dowling Adams. Before settling at DBA last July 1 , the account had been handled by Robert W. Orr & Assoc., now absorbed by Fuller & Smith & Ross. Cinzano used radio spot — primarily via "good music" stations — in the following markets: Baltimore, Boston, Chicago, Cleveland, Denver, Los Angeles, Milwaukee, Minneapolis-St. Paul. New York, Paterson, N. J., St. Louis. Pittsburgh, Philadelphia, San Francisco and Washington. Its sole tv market, Buffalo, N. Y. (WGR-TV), served to cover the French-Canadian market. It uses 17-week campaigns, placing an average 1012 announcements a week and it has been estimated that close to 50% of its budget goes to broadcast media. Gardner to Florida Citrus Harold S. Gardner, vice president of National Transitads Inc.. New York, has been named advertising manager of the Florida Citrus Commission, Lakeland, effective Nov. 4. Commission General Manager Homer E. Hooks said that Mr. Gardner will be responsible for administering an advertising budget of approximately $4 million and will work under Frank D. Arn, commission director of advertising and merchandising. Credited with originating the "coffee break" idea while with the Pan American Coffee Bureau, Mr. Gardner also has served in advertising with several large companies as well as advertising agencies. He will fill a vacancy created last May when Paul S. Patterson resigned in a policy dispute with the commission's agency, Benton & Bowles. Foote Joins Geyer as Chairman; Geyer Heads Executive Committee Emerson Foote, who resigned the executive vice presidency of McCann-Erickson some months ago and has kept Madison Avenue speculating as to his next move, MR. GEYER MR. FOOTE joined Geyer Adv. Friday as board chairman. The announcement by Geyer President Sam M. Ballard noted that Mr. Foote. a founder and president of Foote, Cone & Belding, successor agency to Lord & Thomas, from Jan. 1, 1943, to mid-1950, "is making a substantial investment in the Geyer agency." He did not specify the amount involved. Mr. Foote was executive vice president at M-E from 1952 until this year. With Mr. Foote's assumption of the board chairmanship, B. B. Geyer, board chairman since the agency's establishment in 1911, moves up to chairman of the executive committee. Originally a Dayton, Ohio, agency. Geyer moved its executive headquarters to New York in 1935. Two years ago. Mr. Geyer relinquished the presidency to Mr. Ballard and sold the agency's stock to some 40 members of the firm. The agency has branches in Detroit and Dayton and maintains 225 employes on the payroll, most in New York. Broadcast users among its clients include American Motors Corp. [Advertisers & Agencies, Oct. 14], American Home Products (including Boyle-Midway Div.) and Burnett's Flavoring Div., American Home Foods. L&N's White Named Bon Ami V.P. J. Kenneth White, vice president, Lennen & Newell, New York, has been appointed a vice president of Bon Ami Co., New York. He will be in charge of all advertising, marketing and selling operations for the entire product line. Broadcasting