30 YEARS OF JORDAN, MCGRATH

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1969 -- Gene Case and Helmut Krone rent a suite in the Plaza Hotel and start an agency. They soon are joined by Pat McGrath.

1969 -- Angostura Bitters becomes the agency's first account, worth about one-half million dollars in billings.

1970 -- Messrs. Case and Krone relinquish the titles of president and chairman, respectively, and become writer and art director. Mr. McGrath becomes president.

1971 -- Mennen awards the agency its Skin Bracer account; the "Slap, slap . . . thanks, I needed that" campaign is created.

1972 -- Helmut Krone returns to Doyle Dane Bernbach. Agency becomes Case & McGrath.

1975 -- Ilon Specht, current executive creative director, joins the staff as a writer.

1977 -- Agency creates a series of posters for Joseph Papp and the New York Shakespeare Festival. Poster for "Three Penny Opera" is in permanent collection of Museum of Modern Art.

1979 -- Welch's Juices and Jelly account is landed.

1981 -- James Jordan Inc. and Case & McGrath merge to form Jordan, Case & McGrath. The combined shops top $100 million in billings. Stephen Badenhop, now president of the agency, becomes the first post-merger employee.

1982 -- Agency gets Scrabble account from Selchow & Righter, a small toy company. Two years later, it's a large toy company thanks to a hot new game, Trivial Pursuit.

1984 -- Jack Taylor, who had been president of James Jordan Inc., becomes a new name on the door, which now reads Jordan, Case, Taylor & McGrath.

1985 -- Agency wins first Procter & Gamble assignment, Zest. Bounty follows in 1986.

1986 -- Burt Manning leaves J. Walter Thompson to join the agency, which becomes Jordan, Manning, Case, Taylor & McGrath.

1987 -- Mr. Manning returns to JWT after its takeover by Martin Sorrell and WPP. Mal MacDougall joins the agency but leaves three years later to open his own shop.

1989 -- Agency forms Hispanic arm JMCT/Publicidad.

1992 -- Steve Farella joins agency to run media and integrated services. Hired away by D'Arcy, Masius, Benton & Bowles in 1997, he returns in 1998.

1995 -- Jim Jordan retires, ending a long and distinguished career.

1996 -- Nicorette and Nicoderm CQ are approved for over-the-counter sale and quickly grow to dominate the smoking cessation market.

1997 -- JMCP/Touch is created and Cheryl Benton of Poppe Tyson is hired to run the agency's interactive division.

1997 -- Ilon Specht is named executive creative director.

1998 -- The agency moves into new quarters -- six floors at 110 Fifth Ave. in Manhattan's Flatiron District.

1998 -- Stephen Badenhop is named president; Pat McGrath becomes chairman and CEO.

1999 -- Agency is acquired by Euro RSCG in New York, part of the Euro RSCG

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