The Real Mad Men

1. The Creative Revolution: Bill Bernbach's DDB Reinvents Advertising

"Advertising is a wonderful business in that it recognizes talent very quickly. It applauds it, rewards it, and promotes it. The only problem is, it also forgets it very quickly."

Bernbach's philosophy: Bill Bernbach founded Doyle Dane Bernbach (DDB) in 1949, ushering in the Creative Revolution in advertising. His approach emphasized:

• Fresh, original ideas for each campaign
• Combining art and copy to create a unified message
• Respecting the consumer's intelligence
• Using humor and honesty to connect with audiences

Impact on the industry: DDB's success led to:

• A shift away from formulaic, research-driven advertising
• Increased status and creative freedom for copywriters and art directors
• A new standard for advertising that valued wit, creativity, and emotional appeal

2. Candor and Humor: A New Approach to Selling

"We just took [the] product and said what made it good. And we were fortunate that there was a lot to say about the VW."

Honest advertising: DDB pioneered a candid approach to advertising, exemplified by campaigns for:

• Volkswagen: Acknowledging the car's small size and unconventional appearance
• Avis: Embracing their second-place market position with "We Try Harder"
• Levy's Bread: Celebrating diversity with "You Don't Have to Be Jewish to Love Levy's"

Humor as a tool: Agencies began using wit and self-deprecation to:

• Disarm consumer skepticism
• Create memorable, shareable campaigns
• Build brand personality and loyalty

3. The Rise of Ethnic Creatives and the Changing Face of Madison Avenue

"We had a dream enterprise. It was semi-pro. We played good teams, a lot of whose players went to the majors. We had a big turnout on our first night, around six thousand people, but the city was viciously corrupt..."

Diversification of talent: The 1960s saw an influx of creatives from diverse backgrounds:

• Italian-Americans like George Lois and Jerry Della Femina
• Jewish writers and art directors
• Increased opportunities for women in copywriting roles

Impact on advertising: This diversification led to:

• Fresh perspectives and new creative approaches
• Advertising that better reflected and connected with a changing America
• Challenges to traditional agency hierarchies and practices

4. Volkswagen's "Think Small" Campaign: A Paradigm Shift in Advertising

"Creativity can solve almost any problem. The creative act, the defeat of habit by originality, overcomes everything."

Revolutionary approach: The VW campaign, created by Julian Koenig and Helmut Krone, broke conventional rules by:

• Embracing the car's perceived weaknesses
• Using minimalist design and honest copy
• Challenging the "bigger is better" mentality of American car advertising

Long-lasting impact: The campaign:

• Set a new standard for print advertising
• Demonstrated the power of brand personality in marketing
• Influenced advertising approaches for decades to come

5. The Battle of Advertising Philosophies: Hard Sell vs. Soft Sell

"You want some respect? Go out and get it yourself."

Competing approaches:

• Hard Sell: Exemplified by Rosser Reeves' Unique Selling Proposition (USP)
  • Focused on repetition and direct product benefits
  • Often used scientific claims and demonstrations
• Soft Sell: Championed by David Ogilvy and Bill Bernbach
  • Emphasized brand image and emotional connection
  • Used storytelling and sophisticated humor

Evolution of strategy: The industry gradually moved towards:

• A blend of rational and emotional appeals
• More nuanced, consumer-centric messaging
• Campaigns that entertained as well as informed

6. Women in Advertising: Challenges and Triumphs

"Be a woman. It's a powerful business when done correctly."

Pioneering women: Despite obstacles, women made significant contributions:

• Phyllis Robinson: First copy chief at DDB
• Mary Wells Lawrence: Founded Wells Rich Greene, became first female CEO of a NYSE company
• Shirley Polykoff: Created iconic campaigns for Clairol

Challenges faced:

• Unequal pay and limited promotion opportunities
• Sexual harassment and objectification
• Stereotyping in role assignments (e.g., relegated to "women's products")

Progress and impact: Women in advertising:

• Brought new perspectives to creative work
• Challenged industry norms and practices
• Paved the way for future generations of female advertisers

7. The Impact of Television on Advertising Strategies

"I know the copywriters tell the art directors what to do and the account executives tell the copywriters what to do."

TV's rise: Television advertising grew rapidly in the 1950s and 60s:

• By 1960, 90% of US households had a TV
• Agencies adapted to the visual and narrative possibilities of the medium

New creative approaches:

• Integration of visual storytelling with persuasive copy
• Development of memorable jingles and slogans
• Use of celebrity endorsements and product demonstrations

Challenges and opportunities:

• Higher production costs but wider reach
• Need for more engaging, entertainment-like content
• Ability to combine sight, sound, and motion for greater impact

8. The Emergence of Boutique Agencies and Creative Freedom

"We're all here because of you. Everything we do is to please you."

New agency model: Smaller, creatively-driven agencies proliferated:

• Papert Koenig Lois (PKL): First agency with an art director partner
• Carl Ally Inc.: Known for confrontational, direct comparison advertising
• Wells Rich Greene: Led by Mary Wells Lawrence, known for innovative campaigns

Creative culture: These agencies fostered:

• Less hierarchical structures
• Greater creative autonomy
• Willingness to take risks and challenge conventions

Impact on the industry:

• Raised the bar for creative work across all agencies
• Attracted top talent with promises of creative freedom
• Forced larger agencies to reconsider their approaches

9. Corporate Consolidation and the Birth of Advertising Conglomerates

"We're being bought by McCann—do you know what that means?"

Marion Harper's vision: The Interpublic Group, created by Marion Harper Jr., introduced:

• The holding company model for advertising agencies
• Separation of conflicting client accounts under different agency brands
• Centralized support services for multiple agencies

Industry transformation:

• Wave of mergers and acquisitions
• Creation of global advertising networks
• Increased focus on financial performance and shareholder value

Consequences:

• Loss of independence for many creative boutiques
• Tension between creativity and corporate priorities
• Emergence of mega-agencies with diverse service offerings

10. The Evolution of Client-Agency Relationships

"If you don't like the conversation, change it."

Changing dynamics: The Creative Revolution altered how agencies interacted with clients:

• More assertive creative departments challenged client expectations
• Agencies positioned themselves as partners rather than service providers
• Increased emphasis on brand building over short-term sales

New expectations: Clients began to demand:

• More measurable results from advertising campaigns
• Greater integration of marketing efforts across media
• Agencies that understood their business beyond just advertising

Long-term impact:

• Development of more collaborative client-agency relationships
• Increased specialization within agencies to meet diverse client needs
• Growing importance of strategic planning in campaign development

Last updated: July 29, 2024