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Marv Rothenberg, MPO director (right) coaches Sebastian Cabot on Westinghous i refrigerator commercials. At left is Bill Scudder, McCann-Erickson's creative group heac «
Westinghouse a $6,000,000 television comeback
Capturing the "sell
■ All clients and agencies arriving at the last step in preparing a campaign, tread a narrow walkway between success and failure. The outright discovery that it is one or the other is preferable to the too-late discovery that they've produced a mediocrity. That can be even more costly. But the hope is for great translations of the ideas to film or tape, and a commercial gem that is memorable, believed and accepted and which also moves the consumer to buying action.
All of the knowledge of the consumer's habits, all of the marketing know-how, all of the paper fruits of creative genius may bring the client and the agency to a point of being convinced beyond a shadow ot a doubt that this is the campaign.
But—
Finally, someone has to record I he selling message.
I he third key element in the Westinghouse campaign was the him production houses.
According to Roberl Dall'Acqua, vice president and executive producer at McCann-Erickson, the agency regards the Film studio as
far more than a technical operation.
"We seek out the creative fonts beyond our agency to supplement our own creative effort. We encourage the most qualified studio professionals to contribute to the end product with minimum restrictions from agency oriented personnel," he says.
Dall'Acqua and his associates described how they go about filming some 60 "highly imaginative and persuasive commercials" for Westinghouse.
On the selection of the studio, they said: "Primarily we look for particular directors, cameramen, scenic artists and studio facilities based on our knowledge of the previous work they have dime for McCann-Erickson clients or other advertisers."
Hill Scudder. creative group head pointed out that for a light dramatic skit in the commercial, choosing the right director would be the most important consideration.
I he cameraman, on the other hand, would be the chief concern foi a straighi product demonstration.
Another key factor in th agency's consideration is t h studio's record of delivery.
General feeling among the pn ducers who have worked on Westinghouse account and for M C'ann is that the assignment is choice one to get. Westinghous (all those who were willing to di> cuss the subject agreed) alio producers an unusual amount dj creative expression in commercial' But all agreed that the agency b no means abdicates its creath function.
Among the specifics reporter MPO feels that Westinghous works on a deluxe scale, like t employ top MPO directors — Ma: vin Rothenberg and Joe Cohe — in commercial assignment Westinghouse and the agency tak a lot o\' trouble to explain the 0) jectives of the commercials, an so gain by permitting the produce who enjoys working with this clieii and agency (since he rarely h; problems) to contribute to the ove all concept.
Julia Whalen, production mai ager of Kim & Clifford, who d the institutional closing on tl Westinghouse commercials th
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