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A round-up of trade talk, trends and tips for admen
SPONSOR PUBLICATIONS INC
SPONSOR HEARS
22 JANUARY 1962 Hard to take, because of the sheer brevity of the account's current stand, is
ctyriiM im9 lne report that Shell is mulling the idea of swinging that bulk end of the budget
from Ogilvy, Benson & Mather to Kenyon & Eckhardt.
K&E's present role for Shell is the administration of the institutional side. According to David Ogilvy's own admission (see 21 November 1960 SPONSORSCOPE), OBM took the then $ll-12-million chunk away from JWT on strictly a fee basis. The institutional end runs somewhat over $1 million.
To dissuade him from accepting an offer from a station group ABC TV may be doing more than make Julius Barnathan president of the network's o&o tv's.
The other plum would be authority over the division which handles spot sales for these o&o tv stations.
AT&T (Ayer) is apparently not taking any chances of being left out in the cold next season in its quest for a mass-appeal alternate week half-hour program.
It's already placed an order with CBS TV.
Last year AT&T had its eye on Icabod (for the purpose of selling long distance calls), but its order came in too late.
Y&R appears to be bent on building up the stature and, in a way, the autonomy of the agency's tv department head.
The present incumbent, Bud Barry, is being showered with more and more upper-crust recognition. The latest: being named a member of the board of directors.
Time was when the department was the satrapy of Tony Geoghegan, media mastermind, who's now an executive v.p. and chairman of the plans board.
The media manager for a group of brands in a giant grocery account is reported to have had it.
Regarded as one of the most competent men in his field, the executive's exit will have been due strictly to conflict with the corporate program director over the rights of brand autonomy in the selection and purchasing of tv network participations.
This clash between the corporate, or umbrella, view and brand individualists, who want to operate with their own tv dollars in their own way, has been fermenting for some time within the organization.
A highly placed executive, who joined the company not so long ago, put a quietus on this tug-of-war — for the time being, at least — by ruling in favor of the corporate view. This involves the retention by the corporate side of the huge chunk of volume and other discounts accruing from omnibus brand buying control.
There have been several versions of how Chevrolet wound up with Bonanza, but those closely identified with the show outside of GM give the credit to Edward | N. Cole, who was recently promoted from v.p.-gen. mgr. of the Chevrolet division to the GM corporate staff.
As the story goes, when the network tv plans for the 1961-62 season were submitted I to Cole he told the meeting: "I've got some of my own. Let's buy Bonanza for Sunday night. 1 think it's the best show on the air."
58 SPONSOR • 22 JANUARY 19621