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THE CIVIL SERVANT
Cardfile memory that goes back to McKinley. Favorite song: "I Wish I Could Shimmy Like My Sister Kate." Three-time winner of the Sack Race at the annual office picnic.
Perennial winner at serving the interests of advertisers in the Washington market is WTOP Radio. with(l) the largest average share of audience (2) the most quarter-hour wins( 3 Washington's most popular local personalities and(4) ten times the power of any other radio station. WTOP represents the best for advertisers because it represents the best in broadcasting. That's why advertisers looking for capital sales results depend on Washington's top station.
WTOP RADIO
Represented by CBS Radio Spot Sales
Roger iff. Greene
Director of Advertising Philip Morris & Co., New York
"\\ hen Casey Stengel sends in a new pitcher, it doesn't mean that the guy going out was no good. Perhaps a change of pace is advantageous."
That's how Roger Greene. Philip Morris & Co. advertising director, sums up PM's decision to drop / Love Lucy after more than five years, and the firm's switch to spot tv and outdoor advertising. He explains this tv event by saying that "spot tv seems like the answer to our problems today." Working closely with Television Bureau of Advertising, which proposed a spot tv schedule, Philip Morris is still spending more in tv than in any other medium.
The new spot tv campaign, already on the air in one city, is the brainchild of Biow-Beirn-Toigo's executive v. p., John Toigo (see "The two Toigos," SPONSOR, 7 and 21 March 1955). Greene went out to the West Coast to give client okays during the production of commercials ( by Universal ) .
"We feel that it's wrong and often phony for an advertiser to insist that his product or all action surrounding his product receive undue stress in a commercial," says Greene. "Take these new commercials of ours — people smoke in these films almost exactly as the) would off-camera. They don't make exaggerated motions and don"t grin into the camera."
Done in pantomime, the films show such everyday occurrences as a wife tying a man's bow-tie. a husband helping a wife zip her dress, two young people reading together on a beach. In each instance, there's a jingle and a voice-over emphasizing that PM's are "gentle."
"Among our contributions to these commercials was client availability," says Greene. "It's easy to buy something from a storyboard, but in the medium where most of our money is spent, we feel it's important not to tie the producers hands with preconceived notions. We're right on set to okay what goes on."
He smokes all PM brands, is quiet-spoken, weighs what he says carefully. He sums up his life (some four and a half decades of it i : "I've spent all my life in Connecticut, some 20 years with Philip Morris." He lives in Weston. Conn., with his wife and three children.
As advertising director of Philip Morris & Co.. Greene works with a different agency for each of PM's three brands: Biow-BeirnToigO for Philip Morris. Benton & Bowles for Parliaments, Leo Burnett for Marlboro. * * *
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