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agency profile
Arthur BeUuirv
V.P. in charge of Tv-Radio Copy BBDO, New York
"When a copywriter or client tends to tire of a good commercial, that's when you can be sure it's beginning to sell," Art Bellaire, BBDO's v.p. in charge of tv-radio copy, told SPONSOR.
Bellaire's 33 radio-tv copywriters turn out 100 commercials a day to service BBDO's over $50 million in annual air billings.
"We want our writers to be professional admen and salesmen rather than abstract creative writers."' Bellaire sa\s. "In fact, whenever we can, we get them out into the field, so they get first-hand acquaintance with a client's production, distribution and sales problems."
His business approach to the creative guts of advertising is obvious from Bellaire's own appearance. A Midwesterner by birth, he discusses writing like a farmer talks about his crops — nothing arty here; it's a craft, a job.
He was recently named vice president in charge of tv-radio copy. Bellaire formerly headed up the tv-radio copy department.
"Copy writing is serious selling with words and ideas," Bellaire stresses. "Not that there isn't any fun in the business."
He recalls a Croslev television set commercial BBDO filmed. Footage was shot of a Ringling Bros, elephant, barker and rubber ball while the circus was setting up for an afternoon performance. This tied in with the Crosley copy theme: "The biggest picture Isign on the elephant I in the smallest cabinet (sign on the rubber ball which the elephant stood on I . '
"We're always getting calls from agents offering us the services of pet cobras, chimpanzees and baboons."
Since the advent of tv, says Bellaire, there is no less care and thoughtfulness in the preparation of radio copy. As a case in point, he played a new Bond Bread recorded commercial for SPONSOR. The sales pitch is delivered by a dignified male voice against a background of a 23-piece orchestra playing appropriate dramatic music.
Does he get inspired copv ideas on weekends or evenings at homey
"Rarely," says he matter-of-factl\ . "That's where I relax with m\ wife and three kids. Ideas ordinarih don't just hit you. Most of them need some sweating out." * * *
TO SELL JACKSONVILLE
(and the rich Northeast Florida market . . .)
WJHP-TV
Channel 36
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62,500 UHF SETS-IN-USE
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ABC • NBC * DuMONT
Television Networks
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For rates, availabilities, and other information, call Jacksonville 98-9751 or New York MU 7-5047.
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WJHP-TV
JACKSONVILLE, FLORIDA
276,000 watts
on Channel 36
Represented nationally by John H. Perry Associates
20 SEPTEMBER 1954
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