Sponsor (July-Sept 1962)

burg, and former president, Creative Campaigns; John Buzby of the Chicago office, who worked for /imrner. Keller & Calvert and Mike Keating of the Los Angeles office who was with Honig. Cooper, and Harrington. Said the aforementioned Kremer, "\\ Inn ever I'm getting ready to make a Bales pitch, I ask myself how would tins sound to me if I were on the other side of the desk . . . the time I did spend on the "oilier side of the desk' in the agency business makes it easier for me to come in with the kind of offering that makes the most sense to the customer." Said Litt: "I'm glad I had timebuying experience in the agcncv field. It helps immeasurably in m\ mt Iing thing from the viewpoint of my clients and in making the best possible recommendations to them." In the radio division of Edward Petry & Co., there is, for example. Martv Percival, Eastern radio sales manager, who previously worked for SSC&R as media research analyst and as timebuyer at McCann-Erickson. '"The biggest single advantage, to me, in working for an agency was being exposed to the selling methods of the best time salesmen in the broadcasting business," he said. Ed Rohn. Petry radio account exec, was a timebuyer and account exec at Maxon, Compton, Cecil & Presbr) and Warwick & Legler. Joe RafTetto. Retry radio account exec. came from ^ &R where he was senior media buyer. Raffetto thought selling was more creative and more challenging. Joe Devlin. Petry radio account exec, came from D-F-S, where he was P media supervisor. Dick Branigan. another Petry radio account exec. was a timebuyer at JWT and Mc-E. • Roth Devlin and Rranigan said thev gained much on the agency side that is applicable in selling. Like other rep houses. Harrington. Righter & Parsons has lots of buyers who turned sellers, beginning at the I top with Turk Righter who for several years was a buyer at Y&R. Others include Burt Adams. HRP account exec, previouslv with Mc-E: Robert Lamkin. HRP account exec. previously senior timebuver at Compton: John Jay Walters. HRP i Please turn to page 49) SPOKEN WORDS— WORTH MORE THAN 1,000 PHOTOS O nc picture worth a thousand words? You give me LOCK) words and I can have the Lord's Prayer. the twenty-third psalm. the Hippocratic oath. a sonnet by Shakespeare^ the Preamble to the Constitution. Lincoln's Gettysburg address. and HI have enough left over for just about all of the Boy Scout oath and I wouldn't trade you for any picture on earth. I here are times when pictures not onlj add nothing, but they actuall\ get in the way. For proof of this we can exhibit that nearly extinct but well remembered art form. the radio drama." So spoke Dallas W illiams, president of Dallas \\ illiams Productions. Hollywood, when he recently addressed the Southern California Broadcasters Assn. on the power <d radio sound. '"One picture i worth a thousand words," William quoted the famous phrase. "But I don't believe it." he continued. He followed his statement with a self-styled "Declaration of Independence" from the limitations of that well-known epithet of unknown origin. His words, widely acclaimed, were reprinted on parchment for distribution to admirers fsee picture above-!. Speaking further of the impact of the spoken word. William said: "This vehicle [radio] can still evoke reaction and emotions in it listeners and prompt them to paint far more intricate pictures in their own minds than an\ motion picture could ever paint for tliem on the screen. I he greatest producer in the world would reach hi limit of sheer imagination ami budget without even beginning to construct the setting that die merest child can build up in an instant. "Do \ on think \ on w ill ever in all your life hold in your hands a picture that will match the word picture of libber McGee's closet? I've -ecu pictures ol Normandy beaches on DDay, but never one that got to me quite like George Hicks did when he talked about it on the radio that morning." ^ SPONSOR 2 july 1962 39