Sponsor (Apr-June 1964)

AGENCY New Midwest head by McCann-Erickson Carl Johnson, Jr., has been named executive vice president in charge of the Midwest region of McCannErickson, Inc. He will also be chairman of the board of management and directly responsible for management of the ChiI cago office. A Johnson has ^ been president Johnson , . £ of the McCannErickson office in Tokyo for the past three years. Before that he was a vice president and management service director for the agency in the United States. He joined McCann-Erickson in 1956 after being associated with Young & Rubicam, Affiliated Retailers, Inc., and Montgomery Ward, Chicago. The appointment of Bernard Gross as vice-chairman of the board of management of the Chicago was made at the same time. Gross is a senior vice president. Baisch agency expands, changes its name Baisch advertising agency, a 15year old Cleveland advertising and public relations firm, has changed its name to Baisch, Blake & Gabriel. The name change is made to reflect the growth and expansion of operations or personnel, according to a spokesman. Blake joined the agency in 1954 and Gabriel in 1958. "In 1963 our sales reached an alltime high," president Paul Baisch reports, "and we anticipate our billings will increase 20% in 1964." BB&G serves some 50 local, regional, and national firms in industrial, financial, mail order, and retail fields. Smith/Greenland uses shock approach for ABC Smith/Greenland has come up with the "shock" approach to create interest in the ability of its client, The ABC Radio Network, to produce products sales. In its first of a series of advertisements for the ABC Radio Network, Smith-Greenland uses this headline: "Bab-O tells everybody that network radio is terrible." And then goes on to explain: "They hope their competition believes it. "Why shouldn't BAB-O's competition know how effectively network radio moves product? "No reason. "On the other hand, why docs BAB-O have to be the one to tell them? iiiiiiiiiiiiiiiiiiiiiiiiiimii Sorry, piggybacks count as two Howard II. Hell, (ode Authority Director of the National Association of Broadcasters, explains Wit's new Television Code amendments on multiple product announcements to industry leaders at recent meeting (see Fridaj at 5. March 23). Shown (l-r): Howard Hell. Edward Fieri, BBDO; Samuel Novcnstern. lever llros.: Fred Plant. Block Drugs; Lawrence Rogers, Jr.. Taft Bcstng., member of new TV ("ode review hoard; Newman McKvoy, C&W. uiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ "After all, how BAB-O took 1 long-term declining sales curve, r| versed it, and achieved a 24% ij crease, is their business. "It's also the business of netwoi radio. BAB-O used network rad effectively to create its remark ah sales success. "There arc over 210,000,000 r; dios out there. Home radios, c; radios, transistor radios. And sorrn body's listening to them. "Just ask Bab-O. Privately. "For an even broader view <' how network radio moves produc1 call on network radio. "As a matter of fact, call a' four radio networks. "Alphabetically. "The ABC Radio Network." Spiro now Lavenson president Walter A. Spiro has been electe president and chief executive o Lavenson Bureau of Advertising here, succeeding James H. Lav or son, who continues as member c< board. Agency, with current bill ings of $5 million, was establishes 35 years ago by Jay Lavenson. Sr. who continues as chairman of board Newly named to board are Vici Presidents Mira Berman and Harry A. Egbert. Spiro has been exec. vp. of La venson since 1958, in charge oj client service. Before that, he waij ad manager of Gimbel's here anc; held exec, posts in advertising, pub licity, sales promotion and display with such firms as Allied Stores James McCreey: Loesser; and Gim bel's, New York. FC &. B's Italian Expansion The lOO'/r acquistion of Radar & Benson here by Foote. Cone & Belding makes new firm, to be known as FCB-Radar. S. P. A., the largest American agency in Italy and third largest of all agencies in this country. Acquisition, first by FC&B since it went public in September, involves purchase of majority interest from Italian principals with agreement of S. H. Benson Intl. to sell to FCA:H the minority interest it holds. Radar & Benson's annual billings 42 SPONSOR