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The product group at McCann-Erickson, recruited from seven c 1 1\ i -ions of specialists, meets at the inception of a campaign to hammer out the selling theme for the product. Pictured above is the Gem Razor product group. Left to right are: Jack DeWitt, art director; William Fricke, associate media director; William Frame. print media buyer; William Jayme, print media copy chief;
Donald La\ ine, radio-tv copy chief; Dr. Virginia Miles, director motivational research; Helen Kaufmann, manager print copj re-earch: Harold Graham, radio-tv account executive; (standing) Murray Rofhs, radio-tv media supervisor; Charles Tanton, associate director marketing; Arthur J. Kemp, account service group supervisor; Robert David, account executive on Gem Razor account
PART THREE
The psychiatrist
and the account executive
Why marketing brought them together is the subject of this fictitious account of what is happening to the old-line account man in agencies today
by Ben
THE THIRD ARTICLE in what sponsor considers its most important series to date starts at right. Researched for months, it represents the thinking of the men who are guiding the needs of the marketing revolution in major ad agencies. While the role of the account man is treated lightly here, it does not reflect lack of recognition of his importance today. I For the more serious side, see 10 "musts" for (Ik marketing eras account executive opposite.)
32
Bodec
WW hat follows is not a transcript of something that's actually taken place. It's merely sponsor's way of rolling the end products of an inquirv it conducted into one big hall of conversational wax. The theme of that inquiry: how the marketing era is reshaping the function and status of the account executive and the account group supervisor. The setting and the stream of consciousness techniques used here are only borrowed props. They are not to be taken as even suggesting an occupational hazard or contributing to the stock fables that have attached themselves to one of the ad agency field's most consequential and
SPONSOR