J. WALTER THOMPSON COMPANY

NEWS VOLUME X X , N O . 2 FOR STAFF MEMBERS ONLY JANUARY 15, 1965

Documentary Enlists Wide Ford Dealer Support DETROIT—People buy cars from car deal­

ers. Therefore, it is important that these dealers enjoy the respect of the communi­ties they serve.

Basing their operations on this premise, Ford dealers in 10 areas of the United States have pooled resources to develop the commercials for a series of six hour-long television documentaries as vehicles for high caliber dealer-image commercials.

Appearing on about 50 stations in the Ford Dealer Advertising Fund districts, the "Specials of Our Time" films are broad­cast at intervals of about one month. All are aired in prime evening time.

United Artists Television, Inc., distribu­tors of the documentary series, brought the films to the attention of a few FDA repre­sentatives last year. In turn, the other FDA representatives were apprised of the offer. They then presented the idea to their com­mittees, with tho result that 10 committees decided to participate.

Each film, produced by David Wolper,

". . . brought to you by your neighborhood Ford dealer . . ."

deals with an aspect of contemporary his­tory. "The Battle of Britain," aired in No­vember, and "Korea," shown last month both received excellent reviews. "The Trial at Nuremberg" will be seen during Jan­uary. The remaining three units in the series deal with "Prelude to War," "France:

Strouse to Receive Coveted Franklin Award NEW YORK - Norman H. Strouse will

receive the 1965 Franklin Award for Dis­tinguished Service on Monday, Jan. 18, at a dinner given by the Printing Industries of Metropolitan New York.

Known as the printing industry's high­est honor, the annual award to an out­standing American cites JWT's chairman

as "a distinguished leader in the world of advertising and a dedicated proponent of the printed word" who has "brought closer to realization Benjamin Franklin's dream of a world in which knowledge would con­quer ignorance and in which the ingenuity and intelligence of man would be directed

(Continued on page 2)

Boats Intrigue Women at 'Operation Broomstick' CYPRESS GARDENS, Fla.-Vance Johnston

summed it all up in a piece in the Tampa Tribune:

"It may be Papa who pays but it is Mama

INSTRUCTION — Outdoor photographer Dick Mat t shows free lancer Lois Kennedy and Eileen Schneider of Business Week how to take pictures with their Kodak Instamatic Cameras, as part of the Johnson Motors "Operation Broomstick" program.

who decides on what he is to pay for. "The man in the house may not be will­

ing to admit it, but the cold facts remain that Mom's word is usually the last before the purchase of so-called necessities, includ­ing luxury items.

"American business is most aware of this and is educating the women who write for other women to permit the influence chain of command to continue unabated."

It is precisely with that objective in mind that JWT public relations personnel worked with the Johnson Motors Division of the Outboard Marine Corp., in cooperation with Eastman Kodak, to invite a representative group of women's editors to the third an­nual "Operation Broomstick" held here some weeks ago.

For four days, the ladies took the controls of fast-moving boats, snapped pictures

(Continued on page Is)

". . . your Ford dealer ... a man as inter­ested in people as he is in cars . . ."

Conquest and Liberation" and "Japan . . . a New Dawn over Asia."

Recognizing that the serious content of the programs required high quality com­mercials, creative personnel recommended commercials that would supplement the public service mood of the films by present­ing messages geared to building the pres­tige of Ford dealers in each area.

The New York FDA creative group pre­pared a selection of such commercials and

Following is a list of the 10 FDA dis­tricts where "Specials of Our Time" is run­ning, together with the name of the JWT representatives who were instrumental in influencing their respective committees to sponsor the series:

Boston Bill Downes Buffalo Bob Brower &

Jerry Markowich Pittsburgh Bob Brower &

Jerry Markowich Detroit Bob Stephens Lansing Bob Stephens Cincinnati Jerry Atkin Indianapolis Dick Dill Cleveland Ed Chamberlain Louisville Jerry Atkin St. Louis Frank Davis

presented them to FDA representatives in­volved in a Detroit meeting last August. In the words of the presentation made to the representatives at that meeting:

" . . . what could be in better taste than high quality messages that let people know their Ford dealer is a likeable human being, a solid citizen, a dependable businessman, a good man to deal with?"

Noting that "there is nothing light or trivial about these subjects . . .," the pre-

(Continued on page 3)

Franklin Award Goes To Norman Strouse(Conu toward peace and abundance for all."

Mr. Strouse will accept the signal honor in the name of the advertising industry. In a speech scheduled for delivery before 1,300 members of the industry, he outlines the revolutionary effect the invention of print­ing has had on the spread of knowledge and the world's economic progress.

Noting that only recently have econo­mists begun to think of the consumer as the key to continued economic growth, he says that advertising has many roles to play that are still unrecognized: as a pow­erful, initiating force for new and larger markets, and as a stabilizing influence on the economy.

He calls attention to some of the poten­tial dangers along the road leading to at­tainment of our high economic objectives of an $800 billion gross national product by 1970, and a $1 trillion GNP by 1975.

"A steadily increasing part of our total disposable income is dependent upon the use of discretionary spending power on the part of the consumer," he states. "This is the part of personal income after taxes that is not needed for food, clothing and shelter . . . In 1940, this discretionary spending power represented 35.3% of total dispos­able income. By 1950 it ha risen to 42%. By the second quarter of 1964 it was 54%. It is estimated that by 1975, fully two-thirds of our total disposable income will be dependent on the discretionary spending power of consumers.

"This is all to the good . . . (but) . . . a t the same time it should be a matter of deep concern, because as the percentage of discretionary spending power to total dis­posable income rises, the vulnerability of our economy to recession also increases, if consumer demand is not constantly pressed against the discretionary income to bring it into full play in the market place."

Mr. Strouse points out that if only 10% of this discretionary spending power were now withheld, due to psychological factors such as overconcern about a possible re­cession or due to political uncertainty, our GNP would drop by $25 billion, and we would face the most serious recession we have experienced since World War II.

It is therefore increasingly important to

Yamada Transfers to Thompsons Tokyo Office NEW YORK—Tom Yamada, art director

who last year visited Japan for the first time, transfers this month to JWT-Tokyo.

Tomokiyo Yamada, 40, is a native of Seattle, Wash. He is a 15-year JWT vet­eran, and has been an art director at three domestic offices—Detroit, San Francisco and New York. Just off his drawing board is

the superb campaign for RCA's new Spec­t ra 70 computer.

Tom admits that while he has been busier in New York than anywhere else, his new assignment will probably be even more de­manding. "They are so interested in every­thing, just everything," he says. "There is so much they don't have, and could use if they knew about it." Obviously deeply in­volved, Tom hopes to communicate — and not only by way of his own drawing board-to the Japanese consumer.

Tom's artwork communicates — and has been telling its award-winning story since he joined JWT-Detroit's paste-up room following graduation from the University of Michigan, where he pursued three major courses in fine arts history, commercial ar t and ar t education.

In Detroit, the Art Directors Club com-

assure a constant and vigorous consumer demand.

"This can best be assured," Mr. Strouse concluded, "by constant development of new and better products, persuasively brought to the minds and emotions of the consuming public through aggressive and imaginative advertising and selling. In the years ahead, no less than in Franklin's day, 'We can make these times better if we bestir our­selves.' "

Previous Recipients of the Franklin Award for Distinguished Service 1964 Ralph J. Bunche, Under Secretary of the United Nations 1963 Laur is Norstad, Supreme Allied Commander in Europe 1962 Maxwell D. Taylor, Chairman of the Joint Chiefs of Staff 1961 Allen W. Dulles, Director, Central Intelligence Agency 1960 Henry Cabot Lodge, U.S. Representative to the United Nations 1959 Er ic Johnston, President, Motion Picture Assn. of America; Special

Ambassador to the Near Eas t 1958 H a r r y S. Truman, Former President of the United States 1957 Bruce Barton, Chairman of the Board, Batten, Barton, Durst ine & Osborn 1956 Dwight D. Eisenhower, President of the United States 1955 Thomas E. Dewey, Governor of the State of New York 1954 Henry R. Luce, Editor-in-Chief; Time, Inc. 1953 Paul G. Hoffman, President and Director, The Ford Foundation 1952 Walter Bedell Smith, Director, Central Intelligence Agency

missioned him to design its Gold Medal award, an honor he himself subsequently received for outstanding contributions.

After three years in Detroit, he joined JWT-San Francisco, where his artistic messages were employed for four years on such diverse accounts as airlines, automo­biles, chemicals, food, beverages, and the Red Cross and other public service organi­zations.

Tom came to the New York office in 1960, where his widely varied talents immediately became of value to RCA. As an art super­visor, he's been busy, but not so much that he had to give up a comparatively new creative interest.

VOQNI

For about five years, Tom has been mak­ing, small wooden figures with movable parts, which he calls toys, primarily for his three children. Starting from his ori­ginal sketch, he uses a wood-turning lathe as an artistic tool to fashion a great va­riety of shapes. These are based and exe­cuted on a cylindrical principle which combines the wood, the machine, the idea and the intrinsic meaning of the figure into the "toy."

Two Levels of Study

To Tom's delight, his recent trip to Ja­pan brought him into contact for the first time with the popular, traditional folk dolls called Kokeshi dolls, which are less elaborate in theory and construction but similar in intent. He hopes to study them when he gets to Japan, to say nothing of continuing his more serious interest in an­cient bronzes.

"Cross-pollinization is not just a phrase," he says. "I will be learning a lot, too."

PARLEY—Tom Yamada discusses a layout problem with fellow art directors Joseph Schick, Anthony Ferro and Dominic G. Rizzo.

Pan Am Sets New Highs in Volume During 1964

REVENUE PASSENGER MILES (scheduled flights) 8,187,149,000

CARGO TON-MILES (scheduled flights) 264,673,000

Pan Am is the first airline to exceed the 200 million ton-mile mark

up 17.5% over 1963 (Atlantic 19.9%, Pacific 21.2%,

Alaska 22%, Latin America 10.5%)

up 34 .6% over 1963 (Atlantic 31.8%, Pacific 65.4%,

Alaska 30.4%, Latin America 10.5%)

Ford Digest Issued To 2 Million Owners

DEARBORN, Mich.—More than two million automobile owners throughout the country have just received the Buyer's Digest of New Car Facts from Ford Division. In its seventh consecutive year of publication, the booklet is designed to help car buyers obtain complete information before making their purchasing decision.

The booklet was written by Tom Pryor of JWT-Detroit and designed by Joseph Feke of JWT-NY. Copies are available without charge to all JWT personnel through Tom Owens of the New York office.

Over 17 million copies of the annual pub­lication have been distributed by the Divi­sion since the booklet's debut in 1959.

Two 'Estimators' Included

In addition to providing potential buyers with complete technical and pricing data on all Ford Division cars and optional equip­ment, the booklet also contains a unique "aimchair estimator" that enables potential buyers to determine exact prices on any Ford Division vehicle and option combina­tion. Another feature of the booklet is a "Monthly Payment Estimator" that enables buyers to estimate monthly payments for any car of their choice.

The 52-page booklet contains 129 color pictures highlighting models, features and options on each of the five car lines—Falcon, Fairlane, Mustang, Ford and Thunderbird.

ELECTED-Lyle K. Little, manager of JWT-Manila, has been named president of the Advertising Agency Assn. of the Philippines. He is the 11th head of the organization, which was established in 1953, and the second non-Filipino to hold the office. During 1964, JWT-Manila added eight new accounts: Asthmador, Johnson Belladona Medical Strips, R. T, French Spices, Laxettes, Kraft Cheddar Cheese, Juicy Fruit Chewing Gum, Royal Paste Products and Dutch Baby Evaporated Filled Milk.

Montreal Adds Account MONTREAL—The Karakul Industry Ad­

visory Board has named JWT-Canada to handle its program of advertising and pub­lic relations for South West African Per­sian lamb.

Anticipate $15 Billion Advertising This Year

NEW YORK—Advertising volume in the United States during 1965 is projected at a record $15 billion in an article appearing in last week's issue of Printers' Ink.

The magazine's annual study noted that this anticipated total will represent a 7.8% increase over the estimated 1964 volume of $13.9 billion.

Seymour Sees Larger Role

In an accompanying article, Dan Seymour comments on the increased recognition he feels will accrue to the importance of ad­vertising to the economy and to greater consumption. "The value of advertising to the economy of a country," he says, "is be­ing recognized more and more. And I be­lieve greater importance is being placed on consumption to maintain high living stand­ards of the economy, and as such, advertis­ing will play an increasingly larger role."

For every $100 invested by an advertiser in 1960, PI says, an outlay of $118 would have been needed last year—and $122 during 1965—to duplicate the schedule. However, increases in audience sizes bring the actual comparable 1964 figure down to $10'3.

The magazine's longer range projections place $22 billion as the total advertising figure for 1970 and $30 billion five years later.

Ford Dealers' Committees Sponsor TV Documentary Series (Continued)

sentation went on to point out that by sponsoring "Specials of Our Time," Ford dealers are "helping to educate people to the duties and responsibilities of citizen­ship, impressing them with the deepest meanings and values of democracy, inform­ing them that the price of liberty is eternal vigilance."

In line with this reasoning, these com­mercials refrain from the usual dealer hard-sell messages. Instead they build the image of the Ford dealer as a responsible and helpful citizen of his community. One 2-min. message traces the history of Ford dealerships (noting that in 1896 Henry Ford was the first Ford dealer) and pro­motes the concept that the Ford dealer is "the man in the neighborhood with the old­est traditions of service and the newest ideas in cars." A second two-minute message stresses that "we're in the people business

. . . not just the car business . . . people who've become friends . . . who believe in us . . . who trust us." There are also three 1-min. spots.

Basing their approach on the reasoning in the presentation, the FDA representa­tives then discussed the program and the proposed commercials with their respec­tive Ford dealer committees.

The dealer-image theme is underscored in the 20-sec. closing which notes that "your Ford dealer is a man as interested in peo­ple as he is in cars."

Included in this closing spot is an invita­tion to the listener to contact his local Ford dealer if he wishes to arrange for a show­ing of the film at a school or at a church or civic group meeting. Dealers have already reported that considerable response to this offer indicates the extent and quality of the audience watching the shows.

Closely associated with the development and production of the unique commercials were Barney Daniels, head of the FDA creative group; Don Ripke, in charge of the radio and television creative team; writers Ben Allen, Art Black, Don Sheldon and Gerry Sussman; art director Charles Col­by, who produced the storyboards used at the Detroit meeting; producers Dave Par­lour and Stan Tarner; and media team chief Ernie Emerling.

Stan Tarner wrote original music for three of the sound tracks.

The three 1-min. commercials are also being offered for spot use by the other committees around the country.

This project is noteworthy in that it demonstrates how the FDA committees, by joining forces, can develop high quality programs that would normally be beyond the resources of any single committee.

PR Effort Helps Women's Editors Learn About Boats, Cameras (Continued)

galore, watched demonstrations of water skiing, attended fashion shows, learned about water safety techniques and attended scuba diving demonstrations. Each year 'round Hallowe'en time (hence the title), the two JWT clients cooperate to help these women's editors learn that boating can be a thrilling yet safe form of family fun.

The program encompassed many aspects of outdoor activity, with experts in the fields of camping and fishing instructing the editors and writers in the fundamentals of these and other facets of outdoor life. That the four-day junket series is achiev­ing its objectives is attested by a remark made by Eileen Schneider of Business Week, who had never operated an outboard before:

". . . as a writer and editor this has been most helpful. I feel now I can write about the outdoors and boating more intelligently than ever before."

Safety Features Cited

In a subsequent column in the Christian Science Monitor, Marilyn Hoffman noted that "the Johnson company wanted to tell us, as women, that the distaff side had been an important influence in bringing about the emphasis on beauty and safety in its power boats." She noted particularly for her readers the safety features found on the boats and the gay, bright colors in which they are finished.

The women were furnished with Kodak Instamatic Cameras and unlimited supplies of film. During the four days they shot a total of over 2,000' photographs, while learning how to achieve best results from their efforts.

In addition to Misses Schneider and Hoff­man, the women's editors attending included Ronnie Leonards and Carole Depner, Amer­ican Girl; Margie Vennum, Better Homes & Gardens; Lucia Collins, Mademoiselle; Lynn Shattuck, Co-Ed; Betsy Steeger, Argosy; and Florence and Solange de Santis, Bell Syndicate. Jack Wolliston of United Press International, Stuart Fried­man of Co-Ed, Mr. & Mrs. Jim Martenhoff of the Miami Herald and free lance writers Erwin Bauer and Lois Kennedy also covered the event.

Much Preliminary Detail

Working with Bill Prentiss, Johnson Motors public relations manager, and Don Lewis, manager of advertising and cus­tomer services, consumer markets division for Kodak, were Thompson public relations men Spencer Ketchum and John Barrow, JWT-NY, and Roger Yost, JWT-Chicago.

All were involved in myriad details to insure the success of the program. In addi­tion to planning and coordinating the vari­ous aspects of the four-day project, the PR people had to contact the various ex­perts who composed the "faculty," work out schedules with them and arrange to obtain all necessary equipment.

About 75 editors had to be contacted; experience shows that this number would yield the desired 15 attendees, because many editors have previous commitments. To orient those attending, press materials had to be prepared and processed. On the site, arrangements had to be made for pho-

ARRIVAL - Deplan­ing near Cypress Gardens is a group of editors and wri t ­ers, accompanied by JWTers Roger Yost (extreme left) and John Barrow (extreme right). Spencer Ketch­um had arrived ear­lier w i t h a d v a n c e party.

tographs the editors asked for in connec­tion with the stories they were planning to write; locations, props and models had to be located and scheduled.

The Thompson PR personnel here also

worked closely with each editor, for the pur­pose of interesting her in follow-up angles to provide the basis for additional articles that might appear perhaps some months in the future.

fnsef shows location of outdoor poster, across Chicago River from JWT-Chicago offices.

CONGRATULATIONS—Employees of Foster & Kleiser, outdoor advertising f irm, adopted this unique w a y to salute J. Walter Thompson Company on its 100 years as an advertising agency. The bil lboard faces Chicago's famed Michigan Avenue and the Wrigley Building, which houses the Chicago offices of JWT.

J. WALTER THOMPSON COMPANY

NEWS New York News January 15, 1965

New Arrivals

targe Arnold •^m-9, »orks on Ford and FDA in the client ac-rwMiting area. A CPA, •* was previously as- ' •utant treasurer at Geyer, Morey, Ballard, Inc. He lives in Maywood, N. J. with his <ife and two children, a boy an a girl. X29U.

Charles Crow * >C

.at worked on Ford Authorized Leasing System, Panagra and ' hesterfield since join-"•« the art department. *rt Center in Los Angeles, he worked in J" art studio in Dallas, his home town, be-• :>r« coming to JWT. X3175.

M A graduate of the

Cities Davis

• working on TV art * Ford cars. He ;"lds a fine arts de-;fe from Washington k

n'versity in St. Louis. X3123. ii

J*>n Masse

I ' ^y^

* i V

, ^ . s t a n t art direc-/ o n Pan Am. He has . « r °ng television

•<£.[Td~u years

idvewf W O l k a t N B C - T h i s i f h i s first

is.ng agency affiliation. X3291.

M » * * e k o m e »o: ^ ' • s e l " ,p'Keefe> Rudolph Taylor, Maria 'Indus,.-. , r o a d c a s t i n g ) ; I r i s Silverstein 'Mailing L & Professional); John Ross 'Personn l S h i p P' n K) • Pamela Winters Anne g e ;P o s l J ' n Laveman (Reception); lion) Syk> Sheila Epstein (Transcrip-

-Sf

For the next three weeks the JWT World Gallery of Contemporary Art will be the scene of an exhibit of unusual interest to Thompson personnel — the dramatic paintings of Rai Senior, manager of JWT-Antwerp. These "ac­t ion" paintings — which use all kinds of ma­terials and techniques — have been said by those who know Rai to give an indication of his temperament and restless energy.

A graduate of Princeton and Johns Hopkins, Rai has spent 16 years with Thompson. On a two-year assignment in Bombay, he met and married the daughter of Pete Fielden, JWT's manager in India.

In addition to painting, which he began after moving to Europe, Rai's hobbies include playing on the successful JWT-Antwerp soccer team.

1

Rai Senior

Basketball Team Bows to PKL The JWT basketball team went down to

defeat at the hands of Papert Koenig Lois, 45-36, Wed. Jan. 6. The season's first cas­ualty was Bernie Brooks of Editorial, who broke his thumb. The team's record now stands at one game won, two lost.

Transferred: Betty Pasdernik (Detroit to N. Y. Moscoso (Miami to N. Y.).

;Thomas

Art Exhibits • 10th floor, Corridor Gallery, Jan. 15-22— illustration and design by Jerome Martin. • 10th floor. First Gallery, Jan. 15-22—an exhibit of photography by Harold Halma, noted photographer of women and children. • 11th floor, JWT World Gallery, Jan. 18-Feb. 7—the paintings of Rai Senior. See box this page.

For JWT-NY Staffers-Three Big Dates with History! SEE THE FIRST THREE OF THE HOUR-LONG DAVID WOLPER DOCUMENTARY SERI

Specials of Our Time Exactly as presented by Ford Dealer Committees in 10 districts throughout the United States (see page 1 of this issue of JWT N E W S ) , including the dealer-

image commercials, the first three films in this series will be shown on successive Wednesdays, beginnin. next week, for New York staff members.

• THE BATTLE OF BRITAIN . . .Wednesday, Jan. 20

• KOREA . . . Wednesday, Jan. 27

• THE TRIAL AT NUREMBERG . . .Wednesday, Feb. 3

All showings will be held in the

10th floor Conference Room

starting promptly at 1 p.m.

Forum • Professional Perspectives—Alfred Politz, head of Alfred Politz Research, will speak on the relationship of creativity, research and prediction. (1 p.m. Tuesday, Jan. 19, 10th floor Conference Room.)

• Eyes on Thompson—The seminar program resumes after the year-end holidays with a talk by Dick Jones, Director of Media, on the role of the media department in an advertising agency and how a media plan is evolved. (1 p.m. Thursday, Jan. 21, 10th floor Conference Room.)

Classified Advertisements WANTED TO SUBLET-1 bedroom apartment in

Village for February (part of January or March, too, if necessary.) Will take care of cats or small dogs. Couple, both writers, no children or pets. Write: Mr. & Mrs. Robert Froman. Box 322,Garner-ville, N.Y. 10923.

COLLEGE GRADUATE wishes to share charming furnished garden apartment in East 50's. Foyer, living room, bedroom, kitchen. Close to all t rans­portation. Please call Nancy Jo Fox, PL 1-5519.

MUST SELL AT SACRIFICE 1964 Ford-Bronze sports coupe. 6 cylinder, power steering, all ac­cessories. In perfect condition. Only 4,000 miles. $2,100. X2394.

INTERNATIONAL JWTer, recently assigned here, badly needs place to hang his hat, seeks 1-bedroom apartment, preferably East Side, with reasonable

rent. Flexible concerning terms—will consider short term sublet, new lease, etc. Call Connie Ivie, X32W.

EDISON BABY FURNITURE - crib and mittrai plus cheverolle in excellent condition. Call Joe Hoffman. X2125.

SUBLET-Town House, 166 E. 66 St.-entire top floor, decorators LR w/wood burning fireplace, garden view, sunny, color-TV and Hi-Fi, fnD kitchen w/ clothes washer, master and extra very small bedrooms. Elevator. Available Feb. 1 for f-4 mos, rent : $450., furnished. Tel : 879-4960.

SUBLET-Excellent midtown a r e a - E . 55 St. bet. 6tfc Ave., and Madison, 5-floor walk-up, furnished, LB w/fireplace, TV, Hi-Fi, kitchen area, 1 bedroon and bath. Suitable 2 girls, available Feb. for »p-prox. 1 year, $200. mo. Tel: MU 8-8932 or 879-496*.