Chicago Tribune from Chicago, Illinois • 36

4 Section 3 Chcago Tribune Tuesday. October 29 1991 HOW TO MAKE IT THROUGH '92 fifnrnr -Hj; By Jane Brvant Quinn Lazarus On marketing -'3 1 THEFTS Artzt Cox Lavin Ads hit for selling creators' careers LI ON THE MIDDLE CLASS lb) moved a lot of goods. Jordan, whose clients include Quaker Oats Co. in Chicago, said sometimes cheats and prospective clients encourage flashy advertising to the exclusion of a nuts-and-bolts approach that sells. "Because that's what they buy (approve when they are presented with it," he said.

Jordan says he is "alarmed at the number of advertising campaigns today whose virtue is perceived more on entertainment value than on sales value." For example, he noted that the Energizer Bunny is a "wonderful entertainer," but "I'm not sure sure that he's a wonderful salesman. "For a long time, many people thought he the bunny was the Duracell Bunny and in the time since the campaign began, Duracell has increased its market share lead over Energizer. So Energizer was investing in entertainment that was most entertaining to the Duracell sales force." Tatham keeping Another association speaker, Edwin L. Artzt, chairman-chief executive of Procter Gamble, seems fairly optimistic that the company's relationship with TathamRSCG will remain intact, despite a conflict that has developed overseas involving a merger of Tatham parent Roux, Se- rila, Cayzac Goudard. Tatham has more than 100 million worth of Procter billing in this country; a merger of Roux, Segula and another French agency, Eurocom, created the conflict because the latter agency has a good chunk of Procter Gamble rival Henkel, a German firm.

The guessing is Eurocom will have to give up the Henkel business, amounting to about $50 million billing in Europe. Artzt told this column that "we have every expectation that Tatham will continue" to hold Procter's business in this country, declining to comment more. In his presentation at the Arizona Biltmort, Artzt gave a pretty detailed philosophy position on advertising at Procter, a company that may well be spending an estimated $2.3 billion annually in advertising around the world, out of $25 billion-plus a y-j in sales. Artzt recited Procter's thinking on advertising, saying no company that markets products or services to a consumer can remain a leader in its field without a "deep- vJv seated commitment" to advertising. Artzt contended that a "belief in advertising is not like breathing, it doesn't come naturally, it must be taught, it must be nurtured and above all it must be disciplined." The Procter executive conceded that his company once went through a period when its agency felt the client did not really want to experiment creatively; so agency personnel gave Procter ad copy that mirrored their perception of what Procter wanted.

"That was not one of our best times, and we know it," Artzt added So Procter shifted gears and encouraged its agencies to produce better creative and new ideas, moving away from the company's longtime slice-of-life commercials. Says Artzt; "Once people (ad agencies sense there is a willingness to try new things, you will get new things." V'm. Wrigley Jr. Co. was honored in a brief ceremony at the association meeting for its 50 years in the Manhattan-based organization.

In accepting the citation, Ronald Cox, group VP of Chicago-based Wrigley, noted facetiously that he was 3 years old in 1941 when Wrigley became an association member "I was deeply immersed in advertising then, and I have been ever since." Altogether, there are 47 ANA members out of its total 239 member companies that have been with the organization 50 years or more. On the move: Kim Storto joined Griffin Boyle, the Chicago-Chesterton, Ind, agency, as director of public relations. Strictly Personal: Birthday greetings to Leonard Lavin, Jeanne Kelly, Elizabeth "Buffie" Greenfield, Karen Stoner and Joann O'Donnell. New York Stock Exchange assigned its advertising account to Wells Rich GreeneBDDP. PHOENIX Far from Madison Avenue's madding crowd, members of the agency community were taken to task here Monday for cranking out ads focused on individual achievements rather than selling products.

Admittedly, much of today's advertising is average, at best, but you wouldn't know it from all the awards doled out annually. The trouble, according to New York ad man James Jordan, "is that more copywriters and art directors in agencies create advertising for their reels than they do for their clients." While Jordan's observation at the Association of National Advertisers meeting here has been advanced before, what he said obviously needed to be repeated, and there was quite a bit of agreement among attendees. "The work they creatives do is often designed more to sell the creative person to his next agency job than it is to sell the product for the customer," said Jordan, chairman of Jordan, McGrath, Case Taylor. He added "Many creative people recommend the stuff they think will look best in their reel, without regard to its potential effect on their client's sales." But Jordan didn't let agency management and clients off the hook, saying agency principals too often perceive they will get more business if their work is perceived as chic, on the cutting edge, funny or entertaining than if the ads merely "With the prospect of a sour election-year economy, suddenly the idea of a serious Democratic challenge to Bush in 1992 is starting to sound like more than a Jay Lenojoke." That Sinking Feeling, page 18. "Try to wring more value out of money you already have Pay off consumer debt.

The single best investment this year is reducing debt." Jane Bryant Quinn, How to Make It Through '92, page 27. Tfe Yanr, Yum mum MepfeM. IH cnmrnocNL BUI1 "I was tired of the deceit. I was tired of the chicanery. But most of all, I was tired of the misery my job caused other people." Why I Quit Practicing Law: my turn, by Sam Benson, page 10.

"Spock Old CW: He's dead, Jim. New CW: Bringing him back for sweeps week logical." CONVENTIONAL WISDOM WATCH: 'Star Trek Legacy Edition, page 6. 1991 Newsweek, Inc. HOW TO MAKE IT THROUGH '92 St nii'iTJi By Jane Bryant Quinn XSSSSSStm mniiiUm mi I The holidays are approach- mg. And though you may about what your boss gives American Express, Nikko Hotels or Yaohan food stores, or a limited edition Ping putter with the JAL logo.

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For reservations call your travel agent or 1-800-525-3663. Toom the JAL Mileage Bank program call 1-800-525-6453. 'Choice of gift certificates or putter awarded toJMB members on First Class and Executive Class only Tickets muztbe purchased the U. or Canada to qualify JMB membership is available to all U. and Canadian residents 12 years of age and older Applications will be available at the MB desk located at the airport of departure.

Withbonus total mileage equals 11,001 in First Class and 7.858 in Executive Class. Bonus mileage offer effective November 1-December 31, 1991 V..