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TELEVISI
gives complete coverage
BECAUSE
ITS POWER IS NOW A FULL 190,000 WATTS
REACHES 26 COUNTIES IN THE HEART OF NEW YORK STATE WITH A POPULATION OF OVER TWO MILLION!
SEE YOUR NEAREST KATZ AGENCY
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WHEN
TELEVISION
SYRACUSE
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CBS • ABC • DUMONT A MEREDITH STATION
agency profile
Robert H. Otto
Chairman of board & president Robert Otto & Co.
Psychologists tell us that a person works at peak efficiency when he enjoys his work. Imagine, then, how efficient Robert Otto must be: His favorite hobby is travel and his business calls for massive doses of globetrotting.
As top man of an agencj which specializes in international advertising. Otto has to keep world market conditions at his fingertips. And he's the kind of a fellow who believes that experience is a lot more valuable than research. On the subject of research, he told SPONSOR: "What many people fail to realize is that one of the main characteristics of a Latin American is his politeness. Consequently, when a pollster quizzes these South Americans they will bend over backwards to give him the answers they think he wants to hear."
Evidently quite a few people have faith in Otto's opinions. His client list reads like a blue book: duPont. General Motors, Miles Laboratories. Remington Rand, Campbell Soup, U. S. Rubber, and Standard Brands, among many others. To service the foreign advertising of these clients (who will spend about S5.000.000 this year). Otto maintains offices in Canada, Mexico, and Brazil and is associated with 50 agencies around the world.
Seven years ago radio accounted for less than 15' < of his billings. T«nia\. rinse to 50/^ goes into radio and TV.
Otto says this of the growth of TV in Latin America: "\ ou had to stay pretty close to the situation in radio, but it s even more necessary in TV. That's why we stress our 'balanced control" in which we combine a home office operation with in-the-markel control."
Many advertisers still believe that foreign advertising is just a matter of language, but Otto sa\s. "A good basic cop\ appeal will work practically anywhere but \ ouve got to know how to present it. That's why we'd never think of merely translating a client's domestic copy. Our approach is specifically tailored to a particular market."
Born in K\ercit. Wash.. Otto graduated from the I niversit) of Washington, did publicity in Hollywood, and worked his way to Europe as a seaman. His two years there convinced him that the field of export advertising was wide open. He got into the field in L929, opened his own shop in l'HO. and has been growing ever since. When not trawling, he lives in Pelham Manor, N. Y. * * *
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SPONSOR