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'SPONSOR-WEEK
Top of the news
in tv/radio advertising
(continued)
REASSESS AGENCY-CLIENT RELATIONSHIP: K&E'S STEWART
Advertising relationships and functions between clients and agencies call for drastic reassessments, David C. Stewart, president of Kenyon & Eckhardt, told The Adcraft Club of Detroit Friday. This is imperative because of the big rise in advertising costs and the need for more effective and productive mobilization of advertising manpower, he declared. Mobilization is needed in such areas as planning and goal-setting, the area of advertising measurement and the area of advertising creativity, he asserted. He also said the time had come to toss "into the ashcan the old 'partnership' concept." Stewart insisted that the ideal relationship is not that of partners at all but a "relationship between two strong, independent, self-respecting organizations — each with its own aims, goals, duties, responsibilities, specialized skills, manpower, and resources — who work together on specific, common problems."
O'BRIEN ELECTED PRESIDENT OF METRO GOLDWYN MAYER
Robert H. O'Brien has been elected president and chief executive officer of Metro-Goldwyn-Mayer, succeeding Joseph R. Vogel, who becomes chairman. George L. Killion resigned as chairman, and moves to the MGM Executive Committee. O'Brien was MGM Executive Vice President and Treasurer and formerly was a director and financial vice president of American BroadcastingParamount Theatres.
CBS TV SALES NEAR SRO IN 1962
CBS TV Network nighttime sales were at the 90% or better mark throughout most of 1962 while 12 Noon to 5 p.m. programs were almost continuously SRO last year, the network's year-end review reveals. Altogether 177 different sponsors advertised on CBS TV in 1962, of which, 36 were new to CBS TV and 13 new to network television. The network also reported the Morning Minute Plan hit the SRO mark in the last quarter of 1962.
HEALTH, FITNESS DEBATED IN RADIO SERIES
Survival of the Fit, a four-part series on the health of America, will be premiered next month on the six Westinghouse Broadcasting radio stations. The series will be heard on prime time on various starting dates beginning 3 February.
$2 BILLION IN AD COUNCIL CAMPAIGNS IN 20 YEARS
Over $2 billion in time and space has been contributed to its public service campaigns in the last 20 years, the Advertising Council announced today. The amount was contributed by advertising media and by businesses advertising commercially. In addition, more than 80 advertising agencies have participated in the campaigns.
SPONSOR-WEEK continues on page 14
12 SPONSOR/14 January 1963