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51-525: Bill Bernbach and Ned Doyle worked together at Grey Advertising in New York , where Bernbach was Creative Director. In 1949, they teamed up with Mac Dane , who was running a tiny agency. Together they started Doyle Dane Bernbach in Manhattan . Dane ran the administrative and promotional aspects of the business, Doyle had a client focus, and Bernbach played an integral role in the writing of advertising, leading

102-574: A rainmaker bringing in new clients . Sulcer was born in Chicago in 1926 and grew up during the Great Depression . His father lost his Chicago-based advertising agency during the downturn. Sulcer had an egg delivery service and slept underneath the dining room table to allow his parents to rent out his bedroom for much–needed funds. He attended the University of Chicago on a scholarship and edited

153-566: A capable rainmaker who helped agencies pitch new business. In 1978, he became director of new business development for DMB&B (now part of Publicis ) and pitched numerous accounts. In 1990, he moved back to his previous agency, now called DDB Needham Worldwide to head up new business development, for clients such as Anheuser-Busch . He retired from the agency business in 1994. Sulcer continued to teach and write about advertising in his later years. At Fairleigh Dickinson University , he led along with Cleve Langton and Michael Goodman

204-433: A creative director. He was promoted to account executive in 1961. To pitch Oklahoma gasoline (which became "Esso", then "Exxon", then "ExxonMobil"), he collaborated with psychologist Ernest Dichter and learned from research that drivers wanted both power and play for their automobiles. The pair, working with other agency creative people, selected the tiger as a visual symbol to express this desire. The agency borrowed

255-558: A live tiger from the zoo which remained behind a large curtain while they presented the campaign idea to gasoline executives; at the end of the presentation, they opened the curtain to reveal the tiger. They won the account with the theme Put a Tiger in Your Tank . Sulcer became assistant to the agency president Paul Harper. Sulcer moved to Bronxville, New York in 1966 and managed the agency's New York City office. He helped persuade clients to support public service initiatives including

306-498: A major force behind the Creative Revolution of the 1960s and 1970s . His work often was characterized by simplicity. He also is credited with being the first to combine copywriters and art directors into two-person teams, a model that still exists in advertising agencies today. They previously had been in separate departments. Bernbach won many awards and honors for his work within the advertising industry during his career. He

357-719: A name change to USP Needham. The 1986 creation of the Omnicom holding company saw the Australian merger of the Needham and Doyle Dane Bernbach operations and becoming known as DDB Needham in 1986, DDB Worldwide from 1998 then in 2019 back to Doyle Dane Bernbach. Australian agencies acquired at some point by USP Needham or DDB and which trace a lineage to DDB Australia today include the Sydney agencies SPASM; Bartlett, Murphy and McKenzie; Harriman and Hill; Beeby Advertising; Magnus, Nankervis & Curl; and

408-552: A plea to agency management he penned a letter expressing that concern. One paragraph in particular revealed Bernbach's desire to change advertising creativity: There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules. They can tell you that people in an ad will get you greater readership. They can tell you that a sentence should be this short or that long. They can tell you that body copy should be broken up for easier reading. They can give you fact after fact after fact. They are

459-528: A process that had started five years earlier. That same year, Reinhard became the firm's chairman with Ken Kaess taking over as president, later becoming the global CEO from 2001 to 2006. Since its foundation, DDB has been credited with staffing people of diverse ethnic backgrounds who found themselves unwelcome at other agencies. The firm hired Phyllis Robinson , the first female copywriter chief in United States history, amongst its initial team of 13. It uses

510-537: A seat-belt public service campaign called Buckle Up for Safety as well as a traffic safety campaign entitled Watch Out for the Other Guy for the Advertising Council . Sulcer described the other guy theme and how it tried to improve awareness that other drivers were usually "nice, well-meaning people": The other guy is not always the lane-hugging, road-burning, tire-squealing menace. Sulcer helped persuade

561-530: A string of account defections. Stability was restored in 2007, but the agency seemed unable to restore its lost billings. It continued to tumble down the UK agency rankings, ending up outside the Top 20 for 2010. In 2012, Adam & Eve DDB was created from the merger of DDB London with the fast-expanding independent Adam & Eve. In Australia in 2020, DDB operates from Sydney and Melbourne . Both offices trace their history to

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612-521: A talent acquisition strategy known as "no duplicates" to look for professional, socio-economic and cultural diversity in employees to boost creativity. Since Doyle Dane Bernbach commenced a US relationship with Volkswagen in 1959, it has been a consistent and significant client in various parts of the world. Needham Harper started working with McDonald's in the 1960s and that client has worked with DDB in several countries unceasingly since then. A global relationship with ExxonMobil has been consistent since

663-590: A traffic safety campaign entitled Watch Out For The Other Guy for the Advertising Council . Keith L. Reinhard came from Chicago to head the worldwide firm in 1982 and, by 1986, there were thirty two offices outside the US; American offices in New York, Chicago, Los Angeles, Washington , Boston , Phoenix , Sacramento , San Diego , Baltimore and Dayton ; and diversification in Porter Novelli , Biederman & Company and

714-499: Is operating in five different cities with at least 300 employees. In July 2023, DDB Philippines publicly apologized to the Department of Tourism (DOT) for using non-original stock footage of travel destinations in other countries for the campaign's promotional video. The DOT hired DDB Philippines for its latest tourism branding campaign. However, after the public apology , the DOT is now in

765-529: The 1939 World's Fair and the following year he entered the advertising industry at the William Weintraub agency. He saw two years' active service in World War II and thereafter had a role at Coty, followed by a position at Grey Advertising . He commenced there as a copywriter but was promoted to creative director by 1947. Soon, Bernbach became frustrated with the sameness he saw in all advertising. In

816-544: The Xerox corporation to support a TV series entitled Of Black America which was later recognized by then-president Gerald Ford as a positive effort to bring awareness to minority issues. The agency used data from a longitudinal survey of 3,000 consumers nationwide to help clients understand marketing issues as well as help interpret election results and political leanings. He held executive positions at Needham, Harper & Steers (now owned by Omnicom ) including president of

867-599: The 1959 Think Small series of Volkswagen advertisements, which was voted the No. 1 campaign of all time in Advertising Age's 1999 The Century of Advertising. In 1959, the firm created the character Juan Valdez for the National Federation of Coffee Growers of Colombia . In 1960, the agency won the account of Avis, then the number-two auto rental company. The tongue-in-cheek approach, "We Try Harder Because We're Number 2,"

918-411: The 1960s. As of 2020, longstanding broad worldwide relationships continue to be held with Unilever and Johnson & Johnson . Presidents or Global CEOs since the formation of DDB Needham in 1986: At Omnicom's 1986 foundation, the merging Needham and Doyle Dane Bernbach operation each had London offices, with the latter having been established in 1963. Reinhard made six trips to London, fired most of

969-553: The Advertising Hall of Fame "Golden Ladder" trophy. The AMC program, Mad Men , which centers on the fictional ad agency of Sterling Cooper in the early 1960s, makes many references to Bernbach; Bernbach's innovative techniques challenge Sterling Cooper's more orthodox style, and DDB often is mentioned as a competitor in the second season. At the Schenley Distillers mailroom in the 1930s, one of Bernbach's assistants

1020-533: The DDB creative leader, published "Bill Bernbach's Book: A History of Advertising that Changed the History of Advertising". Frederick D. Sulcer Frederick Durham Sulcer (August 28, 1926 – January 18, 2004), known as Sandy Sulcer , was an American advertising agency copywriter and executive who created the 1960s Put a Tiger in Your Tank advertising theme for Esso gasoline, now known as ExxonMobil and later as

1071-520: The Effie Awards. Design and Art Direction (D&AD) recognized adam&eveDDB with "Agency of the Year" and DDB Worldwide as "Network of the Year" in 2023. Bill Bernbach William Bernbach (August 13, 1911 – October 2, 1982) was an American advertising creative director. He was one of the three founders in 1949 of the international advertising agency Doyle Dane Bernbach (DDB). He directed many of

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1122-716: The Melbourne agencies Berry Currie; Hyde Everett Fuller Kutt; Leonardi & Curtis; Walker Herbert & Associates; Nowland, Robinson & Perret; Kuczynski & Zeigler; Whybin Dery Barnes. DDB Stockholm is one of the largest agencies in Sweden, with high-profile clients such as the Swedish Armed Forces , McDonald's , Telia , Volkswagen and Vattenfall . Nigeria Ddb have been in helpful over some years now and it make many companies while open in there business categories, during

1173-532: The Morton Company, Household Finance Corporation, General Mills and Frigidaire . The firm won the Oklahoma gasoline account (later Esso , then ExxonMobil ) after research indicated that American drivers wanted both power and play , and copywriter Sandy Sulcer , working with psychologist Ernest Dichter , chose the tiger to symbolize that desire, which led to the campaign Put a Tiger in Your Tank . In 1966,

1224-413: The Needham managers, and put DDB managers in charge. By 1989, the operation was struggling and Omnicom acquired Boase Massimi Pollitt to consume the DDB operation and renamed it as BMP DDB. It operated under that name until January 2004 when it was changed to DDB London, in line with the network's decision to rebrand all agencies it had acquired. The agency struggled during 2006 with management problems and

1275-475: The New York Division, vice chairman of its international operations, and director of business development for the agency. He spoke publicly about the advertising business to professional associations. Working with chairman Paul C. Harper, Jr., he helped the agency develop a reputation as a "hot creative shop" after it won awards for advertising during the late 1960s and early 1970s. He was known for being

1326-523: The United States in 1993 with $ 229 million in earnings on $ 1.9 billion in billings. Billings grew in 1994 after the firm moved forward with a plan to centralize its media buying opening a branch called USA Media. DDB Canada opened in Vancouver in 1998 where Frank Palmer became its CEO after merging his own company Palmer Jarvis into DDB Worldwide. In 1999, DDB dropped Needham from its name on its fifty-year anniversary and became officially known as DDB Worldwide,

1377-414: The Year" from Adweek in 2003 and 2004. Subsequently, its operating unit Tribal DDB became the first digital agency to be named "Global Network of the Year" by Ad Age . DDB Worldwide was recognized as "Network of the Year" at the 2023 Cannes Lions International Festival of Creativity. It was the first time the firm had received the award. The firm also received "Most Effective Agency Network" for 2023 at

1428-460: The advertising and marketing structure DDB have been in a place to assist each company a very highly recommendation over the years.2023 ddb have employed over 1,000+ and make over 1.2billion in sharing of data base and advertising marketing structures at Early 2024 January 5th ddb have rise more that 20,000 space for new employees. On may 5th 2024 ddb have wish to expand the income generated from advertising structure to help more people to participate in

1479-601: The agency opened a Los Angeles office to handle the Continental Airlines business. An office was opened in Washington D.C. in 1971 initially to service some local McDonald's business. Soon, this agency was winning government and media business and an "Issues and Images" division was opened to service corporate public relations. This business would eventually become Biederman & Company. The agency worked on public service campaigns called Buckle Up for Safety as well as

1530-489: The creative output of the agency. The agency's first ads were for Ohrbach's department store exemplifying a new "soft-sell" approach to advertising - with catchy slogans and witty humour contrasting the repetitive and hard-sell style in vogue until then. The new agency was initially successful in winning business for clients with small budgets. Their campaigns for Volkswagen throughout the 1950s and 1960s were said to have revolutionized advertising. Notable campaigns included

1581-478: The executive committee in 1976. The impact of Doyle Dane Bernbach's creativity on advertising around the world, and the history of management crises that led to merger in 1986, are detailed in the book Nobody's Perfect: Bill Bernbach and the Golden Age of Advertising . Written by journalist Doris Willens , who was DDB's Director of Public Relations for 18 years, the book is based on oral histories and interviews with

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1632-541: The firm's breakthrough ad campaigns and had a lasting impact on the creative team structures now commonly used by ad agencies. Bill Bernbach was born to a Jewish family in The Bronx , New York City to Rebecca and Jacob Bernbach. He attended New York City public schools and in 1932 earned a bachelor's degree from New York University . He had majored in English but also studied business administration, philosophy and music, playing

1683-468: The international direct-response agency DR Group, Inc. Upon Bernbach's death in 1982, the firm's earnings fell to $ 1.7 million with some clients and top talent leaving. It had worldwide billings of $ 1.67 billion with 54 offices in 19 countries and 3,400 employees by 1986. The trend of hostile takeovers of public companies during the 1980s caused the firm to merge its worldwide operations with Chicago-based Needham Harper to become DDB Needham. That same year,

1734-611: The merged DDB Needham. Reinhard reinvested in Bernbach's writings about advertising and the agency shifted its methods to relevancy, originality and impact for clients. By 1987, the firm's earnings were $ 358.5 million with $ 2.6 billion in billings. DDB Needham executives were among the fatalities in a whitewater rafting accident along the Chilko River in British Columbia , Canada in 1987. Its United States president Al Wolfe had planned

1785-425: The message is conveyed) is just as important as the message content (what is being said). From its founding Bernbach played an integral role in the writing of advertising, distancing himself from the administrative and promotional aspects of the business which were left to Dane. He served as the creative engine behind the agency helping billings to increase from approximately US$ 1 million to more than US$ 40 million by

1836-555: The new launching Base of massive income at the lowest rate of 5,500 for nwe register member to earn massively during the futures of growing income. In 1958, the forerunner of DDB Group Philippines, the Advertising Marketing Associates (AMA) was formed by Antonio de Joya. The AMA became one of the leading advertising agencies of the Philippines before it became DDB Group Philippines in 1993. Today, DDB Group Philippines

1887-516: The owners of Doyle Dane Bernbach, Needham Harper and BBDO agreed to merge their shareholdings to form the Omnicom Group as a United States-listed holding company, becoming the world's largest global advertising agency group at the time. It is referred to as the "Big-Bang" merger in direct response to competitive threats from other large advertising agency conglomerates. Keith L. Reinhard, who was previously at Needham Harper, became president and CEO of

1938-515: The piano. In 1933, Bernbach took a job running the Schenley Distillers mailroom. This was during the Depression and a family connection got him the job. He pro-actively wrote an ad for Schenley's American Cream Whiskey, which he got into the right hands and the ad ran. He was promoted to the advertising department. He left Schenley in 1939 to ghostwrite for Grover Whalen , the head of

1989-551: The post-war foundation of United Services Publicity in Melbourne in 1945 by ex-servicemen rebuilding their careers. Founder John F. Barnes and other staff had worked antebellum at Samson Clark Price-Berry which closed down during WWII . United Services Publicity grew and in 1961 established international links when the British SH Benson group bought 25%. It was renamed USP Benson and opened in Sydney. Needham, Harper & Steers bought into USP Benson in 1967 and by 1971 had effected

2040-425: The process of terminating the contract with DDB Philippines. In 1998, DDB Worldwide was named Ad Age's first-ever "Global Network of the Year" which it also won in 2003. Its Think Small series of Volkswagen advertisements was voted the number one campaign of all time in Advertising Age's 1999 The Century of Advertising. Under the leadership of Kaess, Bob Scarpelli and Lee Garfinkel, it won "Global Network of

2091-517: The scientists of advertising. But there's one little rub. Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art. In 1949, with James Edwin Doyle , whom he had met at Grey, and Maxwell Dane , who was already running a tiny agency, Bernbach founded their eponymous ad agency in Manhattan. His philosophy towards creative advertising was that the creative execution (the way

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2142-1058: The student newspaper The Chicago Maroon and graduated in 1947. He was an amateur actor in the Quadrangle Players theater group. He was drafted and fought in the Korean War and was promoted to captain in the United States Army Corps of Engineers . After returning from Korea , he married an artist for the Chicago Tribune named Dorothy Wright. He attended night school at the University of Chicago Business School and earned an MBA degree in 1963. Sulcer began his career in late 1940s at Needham Louis & Brorby in Chicago, which later became Needham Harper & Steers, as an advertising copywriter . He wrote jingles for Household Finance Corporation including Never borrow money needlessly, but when you must, trust HFC . He became

2193-435: The three founders, the line of the agency's presidents, and key creative and account people. By 1986, four years after Bernbach's death, the agency group had worldwide billings of US$ 1.67B, 54 offices in 19 countries, and 3,400 employees, but showed profits declining 30% on the prior year. Needham Harper Worldwide started in Chicago in 1925 as Maurice H. Needham Co. with two clients and billings totalling $ 270,000. By 1934, it

2244-463: The time he retired. DDB grew to become the 11th largest advertising agency in the United States by 1976, when Bernbach stepped aside as chief executive officer to become chairman of the executive committee. His most notable campaign was for Volkswagen, which included ads such as Think Small and Lemon . Other notable campaigns created by Bernbach's team are: Bernbach's campaign for Avis Rent-a-Car effectively pioneered "underdog advertising" and

2295-425: The whitewater rafting excursion. This was loosely portrayed in the film White_Mile . By 1989, DDB Needham was the leading United States advertising agency in newspaper media billings. The firm started to guarantee the results of its advertising in 1990 which was questioned by the industry as compensation for campaigns was tied to clients meeting sales goals. It dropped from the third-largest to sixth-largest agency in

2346-439: Was Evelyn Carbone, a college student at Hunter College , who addressed labels on outgoing mail. While Bernbach worked his way into the advertising department, Evelyn became a receptionist. They fell in love and were married in 1938 by a justice of the peace . Bernbach's family was against the marriage on religious grounds, but they lived happily and had two sons: John L. and Paul. After Bill's death, Evelyn and Bob Levenson ,

2397-497: Was a major success (and remains part of the company's slogan today: "We Try Harder"). The DDB "Daisy" campaign is considered to have been a significant factor in Lyndon B. Johnson 's defeat of Barry Goldwater in the 1964 United States presidential election and landed Mac Dane on the infamous Nixon's Enemies List . 1972's Little Mikey commercial for Quaker Oats ran continuously in the United States for twelve years. A branch office

2448-424: Was an instant hit with the market. It debuted in 1962, when Avis was losing market share to close rival, Hertz and helped the company's financial position turn around from a loss to a profit in a single year. The campaign tagline remained unchanged for 50 years, and is one of advertising's most enduring campaigns. Bernbach was noted for his devotion to creativity and offbeat themes, a legacy that has credited him as

2499-778: Was inducted into the Copywriters Hall of Fame in 1964, received the Man of the Year of Advertising Award in 1964 and 1965, and The Pulse Inc., Man of the Year Award in 1966. He was also named "Top Advertising Agency Executive" in 1969 and received the Golden Plate Award of the American Academy of Achievement in 1976 and was inducted into the American Advertising Federation Hall of Fame in the same year. He designed

2550-543: Was named Needham, Louis and Brorby, Inc., with billings of US$ 1 million, had signed the Kraft Foods account and had opened a Hollywood office to service its clients' network radio program production needs. In 1951, the agency opened a New York office to concentrate on the rapidly expanding television industry. That office merged with Doherty, Clifford, Steers and Shenfield in 1965 and changed its name to Needham, Harper & Steers. The Chicago office grew with accounts such as

2601-588: Was opened in Los Angeles in 1954. In 1961, DDB opened its first international office in West Germany to service Volkswagen . Significant growth came in the mid-1960s after the firm signed Mobil and the available budgets grew materially. Offices in London and other European locations were opened. Bernbach was appointed chairman and chief executive officer in 1968 when the agency was publicly listed; he became chairman of

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