Sponsor (Oct-Dec 1963)

AU b NC I E5 Freberg admits to a fee structure that "separates the men from the boys" cials is through showmanship, not gimmicks and cheap sliilhng. "People are sick and tired of advertising on the air that leers at them, or that uses cornball approaches hke, 'Say, mother, next time washday rolls around . . ." or that wears out its welcome like the White Tornado. Boy! Talk about the Din^ Dong School level of entertainment! It's a wonder people don't just walk over and kick in their picture tube. "Remember, nobody outside agency and client offices reoUy cares about products. If you want to compound the problem, just talk about a product ill a dishonest way on the air. Word-of-mouth is the most powerful, and least expensive advertising force in existence. It can work for you, or against you. At Freberg Limited, everything we do is designed to get people to talk about the commerciaL and then the product." Although Freberg Ltd.'s Andresen says, "we're not turning down business, but we're not looking for an\ , either," a growing list of clients and Rescuing ^^underdog" firms ^ ^ «p ^^H K^^^^^b' ''"^Sk ( IH^fli ^llH . .iJ^Hn^ikdl 1 There is more ihitii a dash of rominihiic cliimlry iihout Vrebcrfi. the cinnmenial proditcer. His jnrorile rnmfxiinns are ihosr in ithirh his off-hi-dt airsetl literally put underdo^: sponsors and their prodwls on the sales map. Here. Freberii is seen nith a trio «/ such sfwnsors: TOI' I.KI T: Salada Foods Jack Colpitis: lOI' HKillT: Freberg studies Hutler-i\ut /nickatiing: AHOVK: Chun Kinn's Jeno I'aulucti. who bel Freberg a ricksJiaw ride thai Ins spots uouldnt sell. T/i'v boosted sales 'ii-KKr and Freberg got his ride agencies, large and small, regularly make the trek to the Sunset Boule\'ard GHQ of Freberg's firm, seeking his aid on his terms. ("It always amazes me that everybody wants to talk to me," says Freberg. The surprise is genuine; Freberg is seldom given to false modesty. ) Actually Freberg Ltd. has turned down business on occasion, usually because Freberg doesn't feel he car do a job for the account or becQust he is not simpatico with the product. Such rejects include Marlborc Cigarettes, CarUng and Hamir Brewing, and Hollywood Vassarette Bras. He is currently "mulling" ai offer from Hollywood's Fores. Lawn. Freberg's terms are, in the opinioi of many, fairly stiff. "We alway: try a product first," says Freberg "If we like it, we will discuss doinj it. We won't take a cigarette or j, beer account. Also, there's a el distinction between Freberg th' creator and Freberg the performei I seldom appear in commercials, and I won't endorse a product i merchandising campaigns." Traveling first class All this is enough to scare off a but the most determined would-tl clients, who then have another mi f jor hurdle to clear: the Frebeii' Ltd. fee structure. "We've got a fee structiu'e thri separates the men from the boys' Freberg admits. He general charges $1,000 as a 2-hour consult tion fee, and $5,000 for what Fr berg calls "an anlysis of the sitii tion." Freberg feels the latter ta which basically allows a prospe tive client to take a peek insi> Freberg's head, is more than jus fied "because the minute I'm < posed to a problem I start to sol it." Freberg calls this "Pha.se On What else does a client get for 1 five grand? Replies Freberg: ") gets eight mimeographed pages, simulated leather cover, and t' brass brads. He ma\ also get one SPONSM, 11 OCTOBER V: