Broadcasting Telecasting (Apr-Jun 1958)

ADVERTISERS & AGENCIES CONTIN TV DICTATES FC&B SHIFT TO EAST The fact that tv happens to be playing a bigger role at FC&B is a testimonial to the medium . . . in rolling ahead, the agency is finding more of its tracks made in television . . . tv of necessity is playing an ever increasing part in its clients' plans [Advertisers & Agencies, July 8. 1957] Because of television then, modification of broadcast operations at Foote, Cone & Belding has been in the cards for some time. Over the May 3 weekend, the agency, which ranks among the top 10 in the U. S. in total (overall) billing, took a 700-mile stride in adjusting to tv's way of doing business. FC&B has announced a major shift in its media operations [At Deadline, May 5] that will give the agency, to some extent Chicago-oriented in broadcast activity in the past, a more national or "New York" flavor. Created was a new post, that of national director of broadcasting. Tapped for the job that will encompass control of the agency's radio-tv activity was Vice President John B. Simpson, a veteran radiotv show producer and a top broadcast B ^■fe*. policy executive at B the agency. Mr. Wk ^ t vHfji Simpson moves to ■ y Jp"*'^3 Neu York from Chicago where for the past three years he has been vice president and director of broadcast. Mr. Simpson's role at FC&B has been one of responsibility that has included radio and tv activities of Armour & Co. and "recommendations bearing on broadcast media from all of the agency's product groups." He also was in charge of traffic and secretarial personnel for all of the agency's radio-tv supervision and operations. The emerging pattern of a "New York look" for FC&B became apparent after election of Rolland W. Taylor as president last summer. In moving up from vice chairman of the agency and managership of the New York office, Mr. Taylor retained his headquarters in the Park Ave. building that houses FC&B's New York operation. In making last week's announcement, Mr. Taylor put his finger on the reason for the shift: "With New York the center of television and our clients increasing their television activity, we are placing our broadcast strength where it will be most effective." Mr. Simpson in a telephone interview last week created this general picture of developments at FC&B: • Under the new alignment, the national director of broadcasting will represent all of the agency's offices in the acquisition of programs and time commitments, that is, in the negotiating and buying of network properties. His prime function is to "be where television is bought, sold and 'bartered.' " His office will be responsible for maintaining "close contacts with all clients buying television." • Function of the New York operation will be to "channel" broadcast matters (particularly network television) and to "tighten up" the broadcast organization within the agency. • FC&B's improvements in its broadcast operation are both short-range and longrange — it will take some time to smooth the flow of activity. While at first allocating some of his time to Chicago — where Homer Heck, formerly associate director of broadcast, succeeds him — Mr. Simpson expects to spend a few days each week in New York. "Some time in July," Mr. Simpson will be devoting his full time to the post in New York. • Another veteran agency executive in handling broadcast matters. Vice President Roger Pryor, who is in charge of broadcasting in New York, will have an additional responsibility. Mr. Pryor, in addition to overseeing production (or servicing of shows) in the New York office, will be broadcast production chief for all of the agency's offices. Thus, Mr. Pryor's counseling will be available to the multiple-office set up at FC&B. • FC&B believes the shift has been needed because most of big-time tv's activity now is centered in New York (from the advertiser's point of view); especially in network tv. • There are no plans at present for a wholesale shifting of personnel. Involved in the move from Chicago to New York: "Only me," Mr. Simpson said. • Effect of the newly-created national function in broadcast activity on the agency's "placing of orders" (timebuying function) apparently has not yet been taken up. These matters will be considered presumably in the course of operating the new system. FC&B last year had a radio-tv billing estimated to be in the vicinity of $40 million. This year expectations are that the total will run about 10% higher. The agency's tv client list is using television this year at about the same pace as in 1957 but increases in billing represent the additional allocation to the medium required by the rise in advertising costs of all media. Traditionally each of the agency's offices is geared to supply individual attention to the account assigned to it — the agency follows a pattern of assigning the account to the office that is located nearest the client. Unlike many other agencies, FC&B does not maintain "branch offices" in the accepted sense. Instead, the various offices act virtually autonomously. Offices are in Chicago, New York, Los Angeles, Detroit and San Francisco. The agency maintains service offices in Portland, Ore., and Houston, Tex. Much of FC&B's business is handled in its Chicago office, and in the past, this has been true particularly with network tv activity of its clients. A year ago, the agency expressed its thinking about tv as a medium opening a new avenue in advertising and one to which the advertising field must adapt. The action of setting up a national broadcast operation emphasizes that the agency itself already is "adapting." BUSINESS BRIEFLY WHO'S BUYING WHAT, WHERE QUARTER-MILLION QUART o Glamorene Inc., Clifton, N. J., has quarter-million-dollar saturation campaign working on network radio and tv for new quart-sized Glamorene liquid cleaner. Shows involved in spring promotion: Treasure Hunt, NBCTV; Art Linkletter Houseparty, CBS; Breakfast Club, ABC; Couple Next Door, CBS. Agency: Product Services Inc., N. Y. TEA AND INTEREST • Tetley Tea Co., N. Y., through Ogilvy, Benson & Mather, N. Y., has signed for five weekly 5-minute CBS Radio daytime serial units, for 52 weeks effective Wednesday (May 21). U. S. Savings & Loan Foundation, N. Y., through McCann-Erickson, N. Y., has purchased 23 of network's "Impact" segments and eight 5-minute news programs June 27-29. BACK ON 'TRACKDOWN' • Socony Mobil Oil Co. and American Tobacco Co., cosponsors of Trackdown, on CBS-TV, Fri., 8-8:30 p.m., have renewed for next season. Agency for Socony is Compton Adv., for American Tobacco Co., BBDO, all N. Y. IN FOUR HUNDRED • Anheuser-Busch Inc., St. Louis, has announced spot drive to promote "Pick-a-Pair of 6-Paks" theme latter part of this month through July. D'Arcy Page 48 May. 12, 1958 Adv., St. Louis, is placing spots on 400 radio and tv stations. SWEEPSTAKES TICKET • Canada Dry Ginger Ale Inc., N. Y., has bought 10 participations on NBC-TV's Today (Mon.-Fri., 7-9 a.m.), starting June 21 and extending over five-week period to promote company's annual sweepstakes. Agency: J. M. Mathes Inc., N. Y. IDEAL ARRANGEMENT • Ideal Toy Co., N. Y., has signed for fourth consecutive year for sponsorship of telecast of Macy's Thanksgiving Day parade in New York over NBC-TV on Nov. 27 (11 a.m.-noon). Agency: Grey Adv., N. Y. WHIPPING WEST • Borden Foods Co., N. Y., is expanding test market run for new Borden's instant whipped potatoes, by entering greater Cincinnati with tv daytime spots. Through Lennen & Newell, N. Y., Borden's already has broken into AlbanyTroy-Schenectady (N. Y.) and SpringfieldNew Haven-Hartford (New England) areas. EARLY NEWS BUY • U. S. Steel Corp., through BBDO, N. Y., has bought a 52week schedule in the early-morning CBSTV news with Richard C. Hottelet, 8:45-55 a.m. U. S. Steel also sponsors on alternate weeks "U. S. Steel Hour" on CBS-TV. Broadcasting