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agency profile
Theodore J. Grunewald
Radio-+v director Hicks & Greist, New York
There may come a time in the near future when Ted Grunewald, Hicks & Greist radio-tv director, will earn the title among admen as "the agencyman willing to handle almost anything."'
For one thing, he helped cook up a scheme involving a three-ton elephant which trampled all over a clients product for some demonstration tv commercials (Sandran floor covering).
"Our aim is to be undismayed," Grunewald told sponsor, then went on to mention some of the recent events at Hicks & Greist that hes taken in stride. "About a year and a half ago, when I joined the agency, our air billings were $100,000. As of last month, we've been billing at the rate of $2.1 million, with a good chance we'll hit a $3 million total in air media for the year."
The rapid expansion of the agency's air media business keeps him hopping to and from studios and around the country to stations when time clearance or production problems arise. Grunewald does hope to be in or near his Briarwood. Queens, home in October, when he turns 31. He lives there with his wife and baby daughter.
Hicks & Greist air clients range from network tv sponsors, like Dixie Cup Co., with Super Circus, ABC TV I alternate Sundays 5:30-6:00 p.m. I to network radio clients like Glamorene, [Arthur Godfrey, CBS Radio, Fridays 10:15-10:30 a.m. I Also. Glamorene, Sandran. Broil Quick. Servel are heavy users of spot radio and tv.
"Today radio is a better buy than it's ever been," Grunewald says. "And often strong independents are the best buys. Currently Fm very interested to see the effect of Monitor. It could easily change the whole structure of radio programing."
To him the most important trend in television is the rivalry between the networks and various programing innovations emerging as a result. He feels "set penetration wont warrant color for a while in my opinion," but added that the agency is currently making a new Glamorene animated cartoon commercial in color to studv color's potentialities. "That boosts the cost by 20' j ,"' Grunewald notes, "but we feel the expected long life of the commercial warrants it. Besides, we'll show it at sales meetings and possiblv in theaters." * * *
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