Broadcasting Telecasting (Oct-Dec 1959)

Beresford, vice president and management service director, McCann-Erickson. Taped dramatizations were used at this meeting to set the mood and theme for each discussion, the panel commenting extemporaneously. The novel method of presentation sparked questions and comments from the audience. Research • Bud Sherak, vice president of Kenyon & Eckhardt, pr presided at a research panel, consisting of Arthur E. Tatham, board chairman of Tatham-Laird; Eric Marder, vice president and supervisor of market research at K&E, and Lyndon Brown, senior vice president, Dancer-Fitzgerald-Sample. They probed the question of how the research contribution in an agency can be improved. Mr. Tatham suggested a clear definition of purpose and a research program designed to solve practical problems rather than muddling through or covering up situations; Mr. Marder saw a new science of research emerging that would be analytical in its approach and demanding better trained people while costing more — but justified by its being able to "deliver" to the agency, and Dr. Brown saw research reaching its full potential as a backstop to executive planning while being integrated in both product and agency planning. The theatre of New York's Museum of Modern Art resounded with uncus tomary Madison Avenue murmurs, as some 300 AAAA delegates met there for an all-day creative meeting dedicated to "getting through to people." Other media may have been represented at times at the lectern, but in practice the house became a broadcast commercial showcase. Loudspeaker and screen got a workout as speakers illustrated points with samples of their work. Leadoff speaker on the all-day program was John R. Tinker Jr., senior vice president in charge of creative services, McCann-Erickson, who asked creative people to stick to the arts and stay away from the businessman's province. He stressed this point: "I honestly believe that more fine artists and writers have weakened their genius by diluting it with over-indulgence in management ambitions than by liquor or sex; and that, by God, is a crime." Brainstorm Ban • Mr. Tinker and other speakers disparaged the group approach to creativity. In the end, the McCann-Erickson vice president said, "The great ads like the great paintings, novels, plays and songs will come from talented individuals." First speaker to switch on turntable and projector was the founder of Stan Freberg Ltd. ("Ars gratia pecuniae" is its motto), who played sample spots, both fanciful and actual, to illustrate what he called the "commercial barrier to consumer response." Characteristics are raucous noise, ineptly handled music and amateurish humor. Mr. Freberg also played examples of successful radio and tv copy he developed with Cunningham & Walsh for Butternut Coffee and Contadina tomato paste. The best way to crash the "commercial barrier," Mr. Freberg feels, is to be musically memorable, unorthodox and humorous — all three if possible. He went on to give negative examples, playing radio commercials for Kiwi shoe polish, Royal Crown Cola, Toyopet automobile and Signal gasoline. He offered these as examples of "the dullness factor" and mishandled humor. Tv Workshop • The afternoon was strictly a tv production session. Speakers, representing various production sidelines, showed samples and earnestly attempted to sell each other with one notable exception. The angry young man of the business, David Susskind, used his time on stage to attack networks and the admen he was addressing. Raymond Lind, Benton & Bowles' vice president in charge of tv commercial production, introduced Mr. Susskind earlier than he had been scheduled to appear on a card of six speakers. The vice president-executive producer of Talent Associates, pressed by another engagement, took the microphone for a quick attack and an account of how he Advertising image combined with election returns Ray Barron Inc., Boston advertising agency performed a turn-about and turned sponsor for the election coverage over WBZ-TV Boston in the 11:15 to 11:30 p.m. time slot Nov. 3. According to John V. Chervokas, copy director, the agency sponsored the program because "it hoped to dispel some of the common misconceptions so many people have about the ad business." The commercials used by the Barron agency emphasized similarities between voting and the freedom of choice exercised by the consumer in selecting advertised products. To highlight the freedom of choice motif, film clips of Adolf Hitler making a speech was shown on the opening commercial. Announcer Frank Knight's voice was heard over the closeup of the dictator, saying: "This is advertising . . . advertising nearly responsible for the downfall of civilization. . . . Here there was no voting, no choice . . . you bought his product ... or else!" Mr. Knight went on to point out that advertising is the "very essence of democracy . . . every time you hear or see a commercial, read an ad, pass a billboard, you are witnessing the powerful expression of our freedom. . . . You vote every time you buy, what companies shall succeed, what companies fall behind. . . ." Officials of the four-year-old agency, founded by former band leader Ray Barron and Parker V. Kirk, felt that the show was "extremely valuable" from the public re lations standpoint. While there have been scattered instances in which advertising agencies have bought broadcast time, the sponsorship of election returns is an unusual occurrence. Agencymen Barron & Kirk Had an idea about an American ideal 64 (BROADCAST ADVERTISING) BROADCASTING, November 9, 1959