C.F. Hathaway Shirt Co.

C.F. Hathaway Co. of Waterville, Me., established in 1837, pioneered the ready-to-wear shirt business in the U.S. After operating for more than 100 years with no advertising, the shirtmaker contacted David Ogilvy and asked him to handle the account. Hathaway's ad budget was only $30,000, but the company promised Mr. Ogilvy that if he took the account, it would never fire him nor would it ever alter his copy. The agreement stood for more than 20 years.