We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
27 JUNE 1955
flBUi
Lea Burnetl l'*0 ^tini 1949;
Lea Uurncll, pre».
P&G'l I Ml< ICO M-l M O^
•fen
I'M. ■ M NX KMlh U.IM II
II. W K ., i , PAG
BKency line* 1930; Marrln Barini, iuki.
HEART OF P&G AGENCY APPROACH i
11 Regard and treal your agency .* a partner »iili ;i contribution to make.
2,
Km 01
s withoul
ag< ncj to battle foi fi .ii si ek com iction.
3
°' H agencj sticks to ii guns and if logii . Fa< i are sound, aci epl rei ommendalinn: remembet there maj I" more than one \\a\ to -ill a product.
P&G
lull: I I. Bell ■
Compion, PftG agency ilncc 1922: Barton A Cummlngi, i'ii ■
D-F-S P*0 L. Fitzgerald
Young & Bublcam. P&G
agenca Sigurd s. Larmon,
Part four of four parts
How P&G gets the most out of its 1 agencies
It seeks independent thinking mid the hest in creativity
li\ Hvrmun Lund
66
J%.n account executive is a guy who, when lie lientU over to tie his shoeli you give him a swift kick in the pant-.""
As this vivid, it unflattering definition 1>\ the spokesman oJ .1 prominent tv client testifies, admiration for advertising agencies is not universal.
No, the client i not Procter & Gamble. The world" largest air advertiser goes rather to the other extreme. Indeed it spokesmen will inform you that the) adhere to a different doctrine: It i that agenc) men are human beings, too.
This concept. ihe\ will tell you, i at the heart ot Proctei & Gamble's relation with it seven agencies.
Despite it size, unparalleled adverti-ing experience and reputed omniscience, P&G claim to depend largel) on it agencies for guidance.
There are some, however, who doubl this. \ can-tic critic comments: 'It's all a gigantic farce. P&G lays down all the rule-. The agencies simpl) follow orders, are told exactly what to dm'"
A former P&G -taller take a compromise view: "They like to hide behind their agencies 100%. Well, it true thai the) get a lot out of their agencies, but
27 JUNE 1955
25