Sponsor (1956)

Agency profile continued. In Southeast New England Only With WJAR-TV Contact WEED Television "building-up" music underlines the radio and the t\ commercials, so that the former evoke a visual image of the television message. "We used the 'tower of power' concept because the new Texaco gasoline pump for iheir new Skychief Supreme gasoline is a good dramatic package for the product tliat could readil) be exploited." "'This agenc) has no specific formula regarding the use of network television as opposed to spot," he told sponsor. "We feel that ever) client faces different marketing problems, and. accordingly, design our broadcast strateg) to fit the client's problems." Malionc\ feels that a responsible agenc\ t\ operation must take into consideration during the earliest tv planning everj factor thai will contribute to making the client show a ratings success and convert his commercial impressions into dollar sales. ""One important aspect of building a ratings success can be overlooked loo easil) and that's promotion. Tv has rarely given its talent a build-up comparable to the promotions Hollywood stars get. This, incidentally, maj now be a factor in the high and competitive ratings old Hollywood features are raking in compared with any but the top network 1\ shows." Mahonej feels that television has an excellent opportunih to promote some of the talent the medium itself has developed from the time when "tv was in knee-pants." Objective: to give tv talent standing comparable to that of top Holhwood personalities. Multi-media advertising must be integrated Mahoney likes to work on a contracl and planning level. "For effccli\e planning of a client's over-all advertising >trateg\. the bead of the t\ department must work on a strategy le\el at the agency,'" he -a\s. '"There must be integration of the advertising effort among all media. You can't shape air media production plans without basic 'reason-why' views, and these must apprj to radio and t\ as well as to print. ' In the past 10 years, Mahoney has been intensively engaged in various phases of tv work. Before coming to C&W he was v. p. in charge of l\ commercial production at Benton & Bowles. He still recalls with enthusiasm a job he did as special consultant on the Executive Staff of President Truman prior to that. "I put together a report to the President and to Cabinet officers on the magnificent job the advertising industry, through the \d Council, bad done in fighting famine in post-war Europe. Vctually, Mahonej bad set oul to be an architect, majoring in architecture and English al Harvard, bul alter a stretch in the Navy, found himseli developing visual promotions for the World Bank in Washington, I). C. Toda\ Mahone) considers himself a "true and proper New Yorker," with a garden apartment in Manhattan's Turtle Baj area. Proximitj to the office has its advantages for a bachelor, he feels, particularl) on those "frequent late nights. Pong-range thinking on the part ol clients, add Mahoney, should include public relations consideration-. " \i Christmas, for instance, a companj should forego the hard-sell pitch and create an attractive seasonal greeting in ii> name. There arc also times when a forward-looking company or good-w ill-minded agent \ might suggest preempting the client's network program in favor of a public service telecast, such as the I .Y emergency sessions for the Middle East, foi instance. \i times long-range corporate good will takes precedence over product sales. ^ 60 SPONSOR 1 5 DEI EMBER 1956