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A roun/J-up of trade talk, trends and tips for admen
SPONSOR HEARS
3 DECEMBER 1958 Look for Esso Standard's Flit to go tv network in the late spring for three
c^jriiiit iwa months via McCann-Erickson.
The product will be sold nationally with a special package for the first time.
SPONSOR PUBLICATIONS INC.
Nestle is inAiting agencies in to recite their virtues as food marketers. The prize apparently is a new dehydrated soup. Nestle's present agencies seem stymied from taking on the product because of previous commitments.
NBC took cognizance of the blasting it's been getting in Chicago and has delegated Chuck Henderson from its N. Y. publicity staff for an image-lifting job.
He'll stay out there until the task is completed. (See Newsmaker of the Week, page 6, on how Lloyd Yoder comported himself in teeing off this campaign.)
Lestoil appears headed for a sharp skirmish with still another competitive product Bravo, from the S. C Johnson stable.
Reports from the field have it that Lestoil already is beginning to feel the pressure from this newcomer.
The latest form of organized time barter: Due bills for domestic and overseas vacations and swimming pools.
The swap is based on the retail price of the service or goods, with the station giving the go-between 10% (in cash) of the retail figure in addition to the time.
Promos have become so important with NBC TV that it's arranging for its contract stars to do the lead-in for commercials on NBC shows other than their own.
Example: Steve Allen (in tape) is popping up on the NBC News to say the Norclco
shaver can be seen in demonstration and him in color on his Sunday show.
A top-ranking agency has made it a policy to place all commercial film assignments only on the basis of written bids.
Moreover, these bids are kept on file for an indefinite time, so that the sponsor can see what they were in the event he questions the price.
Recently the agency defeated the eflforts of an ad manager to steer some business to a "friend" by showing that the latter's bids are uniformly higher than others.
Uneasiness seems to be brewing between Cluett, Peabody and Y&R (the advertising pot involves about $4.5 million).
Madison Avenue talk has it that the shirt manufacturer has found himself caught in the trend toward West Coast informal wear, and the customary tribal reaction in such circumstances is to play with the thought of a new agency.
"" It may be also that Cluett, Peabody feels it needs a new image. The Arrow Collar lad may have lost some of his charm by changing habits of dress.
SPONSOR • 13 DECEMBER 1958