Download From Those Wonderful Folks Who Gave You Pearl Harbor: by Jerry Della Femina PDF

Download From Those Wonderful Folks Who Gave You Pearl Harbor: by Jerry Della Femina PDF

By Jerry Della Femina

From these terrific individuals who Gave You Pearl Harbor: Front-Line Dispatches From The, by means of Della Femina, Jerry

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Extra info for From Those Wonderful Folks Who Gave You Pearl Harbor: Front-Line Dispatches from the Advertising War

Sample text

I rushed to the restaurant’s manager and asked him to tell his waiters to cut down on the drinks. He smiled at me and said, ‘Señor, it’s too late. ’ Was it sophomoric? You bet. Was it politically incorrect? You bet. Will you be seeing it in future shows of Mad Men? You bet. By 1972 we were one of the fastest growing advertising agencies in the world. That’s the year I decided to buy a smallish British agency called Saatchi & Saatchi. Why not? My book had been a best-seller, I was riding high and I decided I had to do something to tone down my image.

In the first few months of 1969 the manufacturer of Feminique put something like $600,000 worth of it into the stores in test areas without one commercial ever being on the air. The maker of Feminique expects to break even if he has sales of $1,500,000 in the first year. But before the advertising even starts he’s got $600,000 in the till. He’s going to make it on reorders alone. The first commercial we shot for Feminique was almost a disaster. We had a Swedish model walking through the woods in a scene very much like a take from the movie Elvira Madigan.

Yes, dramatically. To paraphrase Mr. Ogilvy’s comment in 1968, the lunatics are back in their cells, dead or retired. The internet is king. Newspapers are dead or dying. Magazines are shrinking every day. Ad budgets are being cut. The bottom line is now the only line in advertising. Copy has taken a back seat to design, and television advertising is shrinking because every client is looking for digital solutions. They want more and more, and want it to cost less and less. A few nineteen-year-old students from the School of Visual Arts in New York can design and produce a brilliant campaign in a few hours that once would have taken weeks of late-night creative work by fifty people to produce.

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