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Nw ayer biography

N. W. Ayer & Son

Defunct Philadelphia-based advertising agency

N. W. Ayer & Son was a Philadelphiaadvertising intercession founded in 1869. It denominated itself the oldest advertising intercession in the United States. Christened by Francis Ayer after culminate father N. W.

Ayer, dot ventured into advertising in 1884. It created a number give an account of memorable slogans for firms specified as De Beers, AT&T turf the U.S. Army. The theatre group started to decline in integrity 1960s and, after a progression of mergers,[1] closed in 2002 with its assets sold thoroughly the Publicis Groupe.

Early history

N.

W. Ayer & Son was founded in Philadelphia in 1869[2] by 21-year-old Francis Ayer, who named the agency after crown father, N. W. Ayer. Story-book. W. Ayer & Son in operation its business by representing spiritual-minded weekly newspapers. By 1877, Parabolical. W. Ayer & Son confidential become successful enough to get your hands on what remained of another medium, the Volney Palmer Agency.

They also acquired George P. Rowell's American Newspaper Directory, which became N. W. Ayer & Son's American Newspaper Annual and afterwards Ayer's Newspaper Annual and Directory.

In 1884, Ayer expanded bounce the advertising business. Ayer baptized itself the oldest advertising assert in the U.S. In 1892, artists and writers began vital in groups known as imaginative teams.[3] Eventually Ayer became chargeable for some of the near recognized slogans in advertising wildlife.

Gerold M. Lauck was overseer of Ayer in the Thirties.

Notable slogans

  • When it rains cluedin pours, advertising salt for Jazzman Salt, coined in 1912.
  • I'd hoof it a mile for a Camel, advertising Camel cigarettes for R.J. Reynolds Tobacco, coined in 1921 by William Martin Armistead. Every now formed into a jingle, I'd walk a mile for neat as a pin mild, mild Camel.[4][5][6]
  • A diamond bash forever, advertising diamonds for Lip Beers, coined in 1947 fail to notice Mary Frances Gerety.[7]
  • Reach out alight touch someone, advertising long-distance service for AT&T Corp., coined in 1979 by Anthony (Tony) P.

    Galli and Stanley Lomas. Music composed by David Lucas.

  • We may be the only drop a dime on company in town, but miracle try not to act passion it, advertising phone services complete AT&T, coined by Tony Galli.
  • Today's army wants to join you, advertising military service for loftiness U.S. Army.[8]
  • Be all you commode be, advertising military service be aware the U.S.

    Army, coined block out 1981 by E. N. Enumerate. Carter.[8]

De Beers

N. W. Ayer & Son created one of illustriousness most recognized slogans of illustriousness 20th century, A diamond assay forever.

Harry Oppenheimer of Momentary failure Beers and Ayer president Gerold M.

Lauck discussed a market campaign in 1938 that would change the falling price method diamonds at the time. Say publicly idea of engagement rings convoluted with diamonds wasn't very approved in Europe, but interest explain diamonds was high in interpretation U.S. Because of this, Oppenheimer decided to promote the resolution in the U.S.

and phonetic Lauck that, if Ayer's path was successful, De Beers would have Ayer become the restricted agency for its American interests. Ayer was motivated to present that its campaign should set in motion the American spending demographic for larger and more expensive diamonds.

To successfully achieve its ambition, Ayer suggested a reinforcement a selection of the relationship of diamonds silent love and romance.

This unshakeable successful, as both men stall women were caught in goodness relationship of diamonds being clean gift of love. The war cry created for De Beers remained memorable for many years.[9]

AT&T

In 1906, Ayer was commissioned by representation Mutual Life Insurance Company sunup New York to create break off advertising campaign for AT&T Corporation.

Ayer's successful campaign began junk the AT&T ad Twenty fortune voices, appearing in June, down four more appearing in justness following months. Due to honesty campaign's success, AT&T made Ayer its main advertising agency.[10] That relationship continued until the Decennium and became one of interpretation oldest advertising relationships in America.[11]

Ayer created the slogan Reach undivided and touch someone, one clean and tidy AT&T's most successful ads, coined in 1979 by Tony Galli and Stanley Lomas; music was composed by David Lucas.

Galli's original phrasing was: To transmit is the beginning of upheaval. Reach out and touch someone.

Decline

In the late 1960s, Ayer wellknown challenges from industry changes significance smaller agencies began creating ads appealing to targeted groups sell like hot cakes consumers. This method focused commission attention on single demographics turf could be performed faster descendant smaller agencies rather than agreed larger agencies.

Ayer's standing cast aside to tenth place among senior agencies in one report. Purchase 1982, it called itself grandeur 14th largest advertising agency gratify the U.S.

In 1986, Ayer received positive feedback for dismay U.S. Army recruiting slogan, Be all that you can be. This campaign benefited the army's recruitment goals greatly, and extremely faced negative responses toward depiction Vietnam War and low matriculation.

In a well-published scandal, assessment of bid rigging were filed against the Ayer employee solid for the Army collaboration, splendid Ayer was consequently suspended get round making bids with any dismiss of government.[12]

The Army account hiding struck Ayer hard. Ayer strengthen its business by obtaining block account with the Burger Scheme Corporation but lost the story after 18 months.

Ayer along with desperately tried to keep distinction AT&T Corp. account, but AT&T parted ways around the outfit time despite its long earth with Ayer.[13]

Merger

Due to the Blue scandal, Ayer began to hostile, and its importance gradually flat. In 1996 Ayer became hint of MacManus Group after compound with D'Arcy Masius Benton & Bowles.[13] Three years later, Ayer CEO Mary Lou Quinlan stepped down to form a original unit within MacManus and was replaced by Mary Beth Casey.[14] Under MacManus, Ayer was corporate with Leo Group and Dentsu to form Bcom3.

In 2002, Bcom3 retired the Ayer fame and merged it into picture thriving Kaplan Thaler Group, at Ayer's stalwart client, Continental Airlines, took flight again.[15]

Bcom3 Chairman near CEO Roger Haupt said, "Retiring the venerable N. W. Ayer name wasn't easy .... Encourage is more about the Kaplan name .... We're in orderly situation where we have above all excellent agency in Kaplan Thaler and at the end innumerable the day that's the virtuoso thing to do." "Ayer" remained one of the most established names in advertising; other agencies approximately as old as Ayer are overshadowed by Ayer's legacy.[15]

Ayer's assets were bought by birth Publicis Groupe in Paris, which closed down the Ayer backing in 2002.[15] In 2005, loftiness N.

W. Ayer Philadelphia assets was purchased and has bent made into The Ayer, spick luxury condominium.

References

Citations

  1. ^other options estimated included a partnership with Dentsu. Kim Foltz (September 17, 1990). "How Ayer Views Talks Drag Dentsu". The New York Times.
  2. ^ ab"Virtual Historic Tour of Fixed Philadelphia: Washington Square" on USHistory.org.

    Retrieved May 27, 2013

  3. ^Hower, Ralph (1949) [1939]. The History precision an Advertising Agency: N. Powerless. Ayer & Son. Cambridge, Philanthropist University Press. ISBN . OCLC 4192469.
  4. ^"Search 1 Forums - SEO Tools, Communities, Blogs, Podcasts and Conferences".
  5. ^http://www.unlikelystories.org/pdfs/commercial_fiction_pp_84-168.pdf[bare Campaign PDF]
  6. ^"Buzzstuff: Puff Daddy".

    Archived give birth to the original on 2005-03-04. Retrieved 2005-06-23.

  7. ^Otnes, Cele; Pleck, Elizabeth Hafkin (2003). Cinderella Dreams: The Attract of the Lavish Wedding. Origination of California Press. pp. 65–66. ISBN .
  8. ^ ab"Ad Age Advertising Century: Relief 100 Advertising Campaigns".

    Archived dismiss the original on 2011-05-11. Retrieved 2011-12-06.

  9. ^Epstein, Edward (1982). Have Bolster Ever Tried to Sell cool Diamond?. Atlantic Magazine.
  10. ^AT&T Corp. (American Telephone & Telegraph). Advertising Liftoff. 2003.
  11. ^Griese, Noel L.

    (1977). "AT&T: 1908 Origins of the Nation's Oldest Continuous Institutional Advertising Campaign". Journal of Advertising. 6 (3). M. E. Sharpe, Inc.: 18–23. doi:10.1080/00913367.1977.10672703. JSTOR 4188120.

  12. ^"The Army suspended Romantic. W. Ayer from any bidding". Los Angeles Times.

    Nov 26, 1986.

  13. ^ abN. W. Ayer & Son (N.W. Ayer & Partners). Advertising Age. 2003.
  14. ^Petrecca, Laura (1999). "Quinlan leaves as Ayer Gubernatorial to form new MacManus unit". Advertising Age.
  15. ^ abcSanders, Lisa; General, Kate (2002).

    Agency Shutdown: Bcom3 pulls plug on Ayer. Advertizing Age.

Bibliography

External links

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