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iuI Wiring (left) and Andre Baruch briintlorm over * ltoryboard
HW&W'i Mary lou Benjamin
HWlWi Rutt Aiben
re the most •
robably he formed to specialize, and he welcomes the tmpetition. Moreover, throe large agencies have al.wd\ moved to aquire youthful ll\\\\\ as a division supplement their adult-oriented efforts, with no iccess.
w t arc successful now as an independent gency," s.tvs Helitzer, "and we expect to grow steadily the next ten years and beyond. Why merge.' We're roving that we can make it alone, and frankly we in best serve our clients by maintaining a single Bencj structure."
Within this structure, Helitzer and partners Waring nd Baruch have employed specialists with child-marting talent. Media director Mary Lou Benjamin, who ught the children's market while a timebuyer at (irev.
now pioneering (with assistant Liz Mallon) as adertising's only Inner concentrating on the media reuirements ol children's advertising alone.
It buying media to reaeh this market is ehallengig. so certainly is the sensitise job ol creating the adertising. Copywriter Russ \lhen has dealt successfully ith writing to children since the agency started. His
proach is fastened to the guidelines set by the agen\'s philosophy on advertising to children: he truthful, ignified and directly honest in approach. I he creative Jfort to reaeh children is aNo largely concerned with ie philosophy of "involvement," drawing the child in> the advertising through his or her own participation 1 it. Working with Alhen in applying these principles
Marcia Winters, another copy professional.
Art direetor Dino Kotopoulis, who also designs rint ads and creates new packaging designs for main roducts, has proved that there are special creativity quirements that go into the designing ot commercial
s for television's sell to the youth market.
\s Helitzer points out. the talents ot everyone at be agency meet to totally ^erviee the child-oriented ad
rtiser who formerly — according to Helitzer — had owhere to go. " \s an agency, we want to practically
guarantee the client success, by offering ill this — (I) research, l2> product development. (3) advertising ereated specifically lor children and (4) pretesting ot the commercial's effectiveness "
Accounts now handled in the agency American Character Inc., New York; Hilm <r ( orp., Brooklyn; Greenmao Brothers. Hicksville, 1 I .
\ 'l . Irwin ('orp . Nashua. N H
J(H k <//;</ Jill magazine, New "ii'ik. Kiddk i
Philadelphia. Lash-Distributors, Washington. I)(
LeRoi Hosiery Co., New "imk; Polaner ( N vark. Stetson China (orp. New ^ork: Standard Plastic Products Inc., Plainfield, NJ . ramaron Distributors Co., Chicago; rown & Country Distributors, (amp Hill. Pa.; I ransogram Co., New York; Weston Mei chandising Corp., New "i ork. ■
Opening day J' Helitier Wiring & Wayne found the principal, ■ •• plan, ipidr *or« and cleanup attack ready (or what may today be the only aqency in the world that ipeoelnet in children , adver liung In reverie of uiual order from right to left Mel Helit ter. Saul Waring and Andre Baruch the latter the Wayne of HW1W
Jly 13 1964
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