Welcome to the ‘Mad Men’ Issue
U.S. Tobacco Companies
Mark Record Year
A nation-changing election, an evolving agency business model, new medi-
ums fighting for consumer attention—maybe things haven’t changed much
since the “Mad Men” era after all.
Per Carton and Per Million Cigarets Sold
When Initiative came to us on behalf of Lionsgate to create a retro issue
of ADVERTISING AGE to celebrate the DVD release of the first season of “Mad
‘(5b9illSioanle s)s inveAstdment peArdmciollisot n pAerdccaorstot n
Men,” we loved the idea of seeing the show, based on the advertising indus-
Pall Mall (Amer. Tob.) ..............64.0 $12,637,152 $197.45 3.9¢
try in 1960, coming to life in our pages—but we also thought it would be a
Camel(Reynolds)...................63.5 $9,366,843 $147.50 2.9¢
lot of fun to see just how much things have actually changed since then.
Lucky Strike (Amer. Tob.) ........... 43.0 $6,743,221 $156.81 3.1¢
Just as in the show, you’ll need to pay close attention to separate fact from
Winston (Reynolds) ................. 43.0 $8,378,024 $194.83 3.8¢
where we have taken creative license. You’ll see reprints of actual articles
Kent (P. Lorillard) .................... 36.0 $15,051,987 $418.11 8.3¢
published in ADVERTISING AGE during that time period, some “then and now”
Chesterfield (Liggett & Myers) ..... 28.0 $6,066,495 $216.66 4.3¢
comparisons—such as comparisons of the 100 leading national advertisers,
Salem (Reynolds) ................... 27.0 $15,624,230 $578.67 11.5¢
what things cost, how television was disrupting the landscape as other media
L&M (Liggett & Myers) ............. 25.0 $10,468,932 $418.75 8.3¢
are doing today and BBDO Chairman Emeritus Allen Rosenshine’s look at
Viceroy (Brown & Williamson) .... 21.5 $9,858,597 $458.53 9.1¢
the creative process on the Pepsi account over the years. And then there is
Marlboro (Philip Morris) ........... 21.0 $7,997,044 $380.81 7.6¢
the creative license—a one-on-one interview with Don Draper (with help from
Kool (Brown & Williamson) ........ 13.7 $3,797,302 $277.17 5.5¢
“Mad Men” creator and Executive Producer Matthew Weiner), a portfolio of
Herbert Tareyton (Amer. Tob.) ..... 11.5 $9,733,595 $846.39 16.9¢
Sterling Cooper’s best work and some coverage of the agency’s latest account
Old Gold (P. Lorillard) .............. 11.2 $3,295,237 $294.21 5.8¢
wins, with a bit of gossip mixed in. This agency is on fire!
Philip Morris (Philip Morris) ........ 11.2 $1,665,863 $148.73 2.9¢
Our Custom Programs Group had a great time digging through old
Parliament (Philip Morris) .......... 10.0 $7,048,373 $704.83 14.0¢
archives and interviewing people from the time period, and then taking that
material and wrapping it all up in a design adapted from the pages of AD AGE
in 1960, complete with typefaces and column names.
As we discovered in our research, true to the “Mad Men” portrayal,
people were proud to work in the advertising industry in 1960. It was a fun
business then, and it is a fun business now. We hope you enjoy taking a
journey back in time with us. Allison Arden
VP-Publisher
ADVERTISING AGE
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All’s Well That Ends
(or
Begins) Well
the home-b.uildin.g ma.rket. Vicks Chemical’s decision to
Betty Furness may have
He comes, behold, the Research Man.
closed her last refrigerator door for
Westinghouse Electric, but the com-
pany is putting a good face on the
jilting. Miss Furness recently ended
her reign as commercial spokes-
Give him fou.r and t.wenty .scholars, Give him twenty thousand dollars, And in two months he’ll bring to view The facts that you already knew.
woman for Westinghouse after 111/2
Don Draper isn’t the only
years. Despite the loss, a highly
one who’s got a knack for words
placed company exec is predicting
at Sterling Cooper. Account exec
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nothing but growth for refrigerator
Ken Cosgrove is apparently stir-
and automatic washer sales by the
ring things up among the agency’s
second half of next year and con-
ranks with the recent publication
tinuing through 1962—fueled not
of his short story, “Tapping a
by a pretty face but by growth in
Maple on a Cold Vermont Morn-
move its Clearasil account appears
Betty Furness
ASSOCIATED PRESS
to be based less on business than on
...
ing,” in th.e ve.nerab.le Atlantic Monthly. Nothing like acclama- tion to keep the competitive juices flowing—rather like sap in winter.
marital bliss. Word has it that while
Research may be the wave
We don’t know what you
the company was pleased with cur-
of the future, but for now we’re
worry about, but for years “Joe
rent strategy, the recent marriage of
maintaining a wait-and-see atti-
Smith” has wondered how much
Vicks bigwig Tom Vogel’s daugh-
tude. Apparently so is Draper
toothpaste is contained in a fam-
ter to a certain account exec means
Daniels of Leo Burnett, who has
ily-size tube. Last Saturday night
the account should be wrapped up
penned this ode to the research
he did something about it, care-
nicely with a big white bow to fit in
maven:
fully squeezing out the paste in a
alongside the matching crystal and
long row in his bathtub. The an-
chip ’n’ dips.
With a ton of charts and a wonderful plan
swer: Seven feet, eight inches.
Trademark Registered • THE NATIONAL NEWSPAPER OF MARKETING
STAFF
Jackie Ghedine, Advertising Director, 212-210-0725, jghedine@adage.com; Jim Whelan, Sales Manager, 212-210-0158, jwhelan@adage.com;
Angela J. Carola, Custom Program Director, 212-210-0407, acarola@adage.com; Karen Egolf, Editorial Director, Custom Marketing Solutions,
312-649-5239, kegolf@adage.com; Richard K. Skews, Associate Editor; Barbara Knoll, Copy Editor; Christine Bunish, Researcher;
Gregory Cohane, Art Director; Diane Maida, Production Manager
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