Jack Tinker & Partners, New York
Established agencies, becoming musclebound with their growth in the '50s, sought to cut red tape to meet the competition from new, more flexible post-war creative shops. McCann-Erickson's approach: Spin off an elite, creative think tank, Jack Tinker & Partners. Working "outside," it handled only McCann client marketing strategies. As the idea caught on, Tinker opened to outside clients in '64. The former McCann copywriter, with an all-star team that included Mary Wells, produced award-winning work for Alka-Seltzer, Gillette and Braniff. Eventually, Tinker yielded the creative crown to a new agency, Wells, Rich, Greene, in a reinvigorated creative environment.