'Mad Men' Throwback Thursday: More Real Headlines From 1969
Ogilvy Really Did Win Hershey, Quaker Targets the 'Ghetto' and More
Last Sunday's episode of Mad Men showed a friction in relations, primarily between father and daughter, Don and Sally Draper. It also spent much time teasing out the racial tensions of the time, such as when Peggy assumed her African-American assistant Shirley's Valentine's Day flowers were hers and Shirley was left in the precarious, potentially career-threatening position of deciding whether she should stand up for herself, or just deal with her boss's ignorance.
But what was happening in the real ad world at the time? Check out more genuine Ad Age news from the week of February 17, 1969.
During the episode, Roger Sterling doesn't seem to give a damn to hear that Ogilvy had signed Hershey. That was legitimate big news at the time, and O&M indeed won the $10 million account on February 13, 1969. "After 66 Years, Confectioner Melts," the headline teased. For the first time in its more than six decades, the candy company decided to target consumers directly with its advertising, after previously focusing on trade mags, point of sale and dealer partnerships. It selected Ogilvy based on its creative product and marketing successes with other clients, including Mars, which had recently consolidated it business at Ted Bates & Co.
It Was Fun Being Glamorous, But Not Bad Being Solid: Ogilvy
To accompany the story on Ogilvy's big success, Ad Age also ran this profile on the agency's founder David Ogilvy, who, after 20 years in the business, reflected on going from the red-hot idea man to the leader of a successful, global shop. At 57 years old, he was working only that many hours a week, compared to 77 from earlier years. When he did create an ad himself, he didn't want anyone to know -- for fear of embarrassing his team. Mr. Ogilvy also observed the surge of creativity in TV commercials but bemoaned the deterioration of print ads.
Barton's Offers Valentine's Day Tips for Lovers
Valentine's Day provided fodder for some this week's most compelling "Mad Men" plot points, including Peggy's presumptuous move taking Shirley's bouquet of roses. The holiday was ripe for advertising opportunities as well, as in the case of Barton's candy company, who tapped DDB to create this ad giving V-day tips to lovers.
Youth Obsession by Ad Men Ignores Real Market
In a February 11 talk he gave to the Dallas Advertising League, Charles F. Adams, president of Michican agency MacManus, John & Adams, cautioned against advertisers' obsession with targeting the under-30 youth market, who only account for 25% of purchasing power in the States, compared with the 50% of those over 30. Millennials would fit right into 1969.
Braniff Commercials to 'Eavesdrop' on Famous Passengers
Aside of designing spectacular covers for Esquire, famed ad man George Lois was working out of his agency Lois Holland Calloway in 1969. There, he created a memorable campaign for Braniff Airlines. It featured unlikely celebrity pairings -- like Andy Warhol and Sonny Liston, and musician Dean Martin Jr. and pitcher Satchel Page -- engaged in unusual conversations mid-flight. A photo from the article also shows the director Timothy Galfas engaged in conversation with a young Mr. Lois and his partner Ron Holland. Check out some of the ads on Creativity-online.com.
Why Does Quaker Back Programs in the Ghetto? Because It 'Needs to Be Done'
Race was a touchy topic in Sunday's episode. This article sheds even more light on how segregated our world was back then. Aside from the disturbing use of the word "ghetto," and how advertiser Quaker, and even Ad Age, were so comfortable with such language back then, the piece discusses the marketer's public affairs efforts to help alleviate the ills of impoverished African-American communities with consumer- and business-education programs. "Black capitalism needs to be encouraged," said Quaker Public Affairs Director Thomas Roeser in the piece. "This is natural for business."