Небольшая заметка в Таймсе про успешную фирму с Медисон Авеню.
Monday, Mar. 31, 1958
The fastest-growing ad agency on Madison Avenue is a quiet, unspectacular shop where research-one of advertising's most sacred cows-has been put out to pasture and ignored. From billings of $2,000,000 a year after it started in 1949, Manhattan's Doyle Dane Bernbach has shot up to $20 million-and the growth of its reputation has been even more spectacular.
Революция в рекламе идет полным ходом, обратите внимание как возросли продажи в Бернбаха.
Friday, Feb. 16, 1968
Pendulum Swing. The new pitch is a pendulum swing from the 1950s, when the industry concentrated on "motivational research" and other client services, gave the actual ads secondary attention. The shift came as more and more companies set up marketing departments of their own and demanded that their agencies produce the appealing soft sell with which Doyle Dane Bernbach had done so much for such clients as Volkswagen and Avis. Today pioneering D.D.B. is looked upon as the patriarch of the new creatives; since 1958, it has increased its billings from $20 million to $228 million, and it still pays less than usual homage to marketing services. Why bother? "Today products are equal, managerial skills are equal," claims Chairman William Bernbach, 56, a creative man himself. "What is left is the ability to communicate."
Рекламисты против войны в Индокитае.
Monday, Jul. 27, 1970
The seven commercials and eleven print ads were created voluntarily by members of "Advertising People Against the War." The group, which was formed after President Nixon sent American troops into Cambodia, quickly offered its resources to the Senators. More than 100 admen joined the organization, including Agency Chiefs Carl Ally, William Bernbach, Laurence Dunst, George Lois and Richard Lord. Top talent worked nights and weekends to produce the ads. Agencies supplied all the materials free, down to the film itself. The $250,000 needed to broadcast the messages came from donations received by McGovern, Hatfield and other Senators after their appearance on NBC last May to seek support in ending the war. Since then the networks have repeatedly refused to sell the Senators additional time for similar programs, contending that their views were well covered in regular news programs. Rebuffed, the Senators turned to advertising on local stations.
Начинатся небольшой кризис.
Monday, Apr. 12, 1976
Then two years ago, with the onset of the nation's deepest postwar recession, the balloon burst. As costs skyrocketed and the flow of corporate promotions slowed, the advertising business ran into trouble. Today, after struggling through one of the worst periods in its history, advertising is far more sober and hungry than it used to be.
Below these top-ranking few, some small agencies have folded up, and some bigger ones are changing their approach because they have lost their fame as "hot" shops. Doyle Dane Bernbach, which produced the memorable "Lemon" ads for Volkswagen and the "We try harder" slogan for Avis, now stresses its media-buying and consumer-research capabilities, as well as creativity, to clients. Says President William Bernbach: "Our job is to kill the cleverness that makes us shine instead of the product."
Сообщение в Таймсе о смерти Уильяма Бернбаха:
Monday, Oct. 18, 1982
DIED. William Bernbach, 71, innovative Madison Avenue mogul who inspired the '60s and '70s trend to soft-sell advertising; of leukemia; in New York City. Bernbach preached that "honesty sells." Wit and incisiveness helped too with such campaign tag lines coined under his tutelage as "Think Small" (Volkswagen Beetles) and "We try harder because we're only No. 2" (Avis Rent A Car). His touch helped make Doyle Dane Bernbach, which he co-founded in 1949, the tenth largest ad agency, with $1.2 billion in billings.
