Sponsor (Jan-Mar 1961)

MEDIA PLANNERS FOR CHEVY AND FORD NAMED AT AUTO AGENCIES JIM LUCE became the first media planner appointed on a specific auto account when J. Walter Thompson appointed him about five weeks ago. He will operate much like a media dept. head for the Ford account. He will be responsible for over-all media planning and strategy, putting together recommendations for allocations and presenting them to clients. Luce has been with JWT for 17 years. He started as an assistant buyer on all agency accounts, then became a head timebuyer. He then became associate media director working on Ford, later served in that agency's radio/tv department. In his new post he will shuttle between New York and Detroit. BILL KENNEDY, Campbell-Ewald's media planner on Chevrolet-Corvair account, was the second auto account media planner to be appointed within the first month of 1961. He will be involved at C-E in broadcast planning and special projects. He came to C-E from the Chicago office of McCann-Erickson where he was media director Before that he was at J. Walter Thompson. Although C-E doesn't consider Kennedy's appointment "unique," he is one of the first auto account men designated specifically to plan different broadcast techniques in alliance with the media department. Luce, on the other hand, will coordinate all media for the Ford account at JWT MORE AUTO $$ SET FOR SPOT Auto timebuyers see a step-up in Detroit's radio/tv spot spending in 1961 ; web tv will stay about the same Who's who in auto timebuying— on media and account levels at auto agencies— is covered on following two pages A DETROIT uto timebuyers will be greasing up their slide-rules this year getting ready for a step-up in spot radio spending for many of the top American-made autos, sponsor uncovered in an "anonymous"' check of automotive timebuyers last week. "\\ c are going to call on spot radio to do a tremendous job for us this fear, a head timebuyer for a Chrysler line of autos said, while another auto agency executive termed spot radio "a great medium to exploit to the fullest degree of our budgets." "Radio has changed for the better over the past several years," the Chrysler Corp. spokesman said, "and we feel it is the most effective way of reaching people with multiple messages." Most auto agencies are spending a great deal of time "looking at spot tv." Up to now the bulk of tv auto activity has been in network. For instance, the "Big 3" — General Motors, Chrysler and Ford, spent approximately $9.7 million in spot tv for the first nine months of 1960. The same three companies spent a total SPONSOR 6 febri:\rv 1'X>1 of $35 million in network for the first 10 months of last year. (Spot figures, which include dealer campaigns, are from TvB-Rorabaugh: network figures from LNA-BAR). Here is a breakdown for spot and network for Chrysler, Ford, and General Motors for the greater part of I960: • Spot — Chrysler spent S1.4 million; Ford, $3.8 million; and General Motors $4.4 million for the first nine months. • Network— Chryslei -pent $7.0 million; lord. $9.2 million; and General Motors §18. 1 million for the ftrsl 1<i months. Spot t\ spending for autos in gen eral was up considerably for the first nine months of 1960 as compared t" a similar period 1959. In I960, \merican-made autos spent $12,669 in spot tv during the first nine months, against $8.2 million for the first nine 41