Word: daned
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Keeping close watch on costs and profits, the big agencies have learned to roll with one of the biggest blows in advertising-the loss of clients. Doyle Dane Bernbach, one of the top ten, last year lost seven clients, including Broxodent Tooth Brushes, Ocean Spray Cranberries, Rheingold Beer and Warner Bros. At the same time, DDE picked up 14 new ones, including the Sylvania division of General Telephone & Electronics, Parker Pens and American Tourister Luggage. The net gain in billings was $10 million and DDB scarcely stopped to worry. Says Foote, Cone & Belding's Founder, Fairfax Cone...
...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...
...Bonny Island. They have mounted gun batteries and trip-wire mines around the channel to discourage a waterborne assault, even venture out in speedboats for raids on Bonny. Biafran guerrillas sneak into their occupied capital of Enugu at night to harry the federal garrison, are battling with rusty Dane guns and cutlasses against a federal division along the Niger River. The Biafrans have also prevented another invasion force dug into the port town of Calabar from crossing a channel and taking the town of Oron. Federal MIG fighters, flown mostly by Egyptian and other mercenary pilots, rarely hit much...
...line. It has exported its popular "We try harder" campaign to Great Britain, has stopped its No. 2 talk at home. "We've reached a point where we are no longer the little second guy. We're big boys now," said William Bernbach, chairman of Doyle Dane Bernbach, which carries the over $6,000,000 Avis account. Now, D.D.B. has counted 47 bugs that plague car renters and pledged to do battle against them throughout 1968. The latest effort features such creatures as the flat-spare bug, the wobbly-mirror bug and the mirror-smearer bug-which "multiply...
Europeans, and others, often resent what they consider American arrogance. "However much I like the Americans," says a Dane, "I must admit that they suffer from a kind of superman mentality." Europeans also resent the fact that U.S. firms deal brusquely or not at all with trade unions, discontinue such traditions as the German breakfast break on company time or the Spanish siesta, and, unlike paternalistic European firms, lay off workers in recessions. When ITT recently considered buying Belgium's second best football team in order to get its stadium for employee recreation, cynical Belgians quickly predicted that...