The agency donated its time and resources to the War Advertising Council, the Treasury Department on War Loan Drives and to the Department of Agriculture for farm labor recruitment campaigns. Under his direction, Young & Rubicam made significant contributions to the war effort during WWII. Coffee Nerves" for Postum and "Little Albie" for Grape-Nuts. His was the first agency to use comic strips as a medium for advertising, creating "Mr. The development of the "sequence-picture copy" was another Rubicam innovation. The agency was also one of the first to produce their own programs, often integrating commercials into radio shows. Young & Rubicam was the first agency to use scientific telephone sampling and totest audiences to measure the success of commercials and advertisements. George Gallup, Rubicam pioneered new methods of consumer and media research. He believed that an advertisement should "mirror the reader." Knowledge and understanding of the customer was a critical component of effective advertising. While Raymond Rubicam's emphasis on creativity was innovative in itself, his philosophy and copywriting approach revolutionized the industry. David Ogilvy credited Rubicam with assembling "the best team of copywriters and art directors in the history of advertising," whose advertisements "were read by more people than any other agency's." The agency represented many of America's leading companies, such as Gulf Oil, General Electric, Johnson and Johnson, Fortune, Life and others. Rubicam's skills and his recruitment of the industry's most talented specialists propelled Young & Rubicam into the forefront of advertising. Rubicam, seeking to create an agency that valued artistic and creative talent over business, joined with James Orr Young to found Young & Rubicam in 1923. Ayer, he felt that the agency failed to emphasize the importance of the creative artist in advertising. While he enjoyed considerable success at N.W.
Steinway's "The Instrument of the Immortals," Squibb's "The Priceless Ingredient," and Rolls-Royce's "No Rolls-Royce has ever worn out," were highly successful slogans which made him one of the industry's leading copywriters. Ayer and Son, Rubicam was responsible for some of advertising's most memorable pieces. Raymond Rubicam's innovative leadership and creativity led many to recognize him as "advertising's statesman."Īs a young copywriter for N.W. Contrata a George Gallup, profesor de la Norhwestern University para investigar el índice de lectura de las páginas de publicidad y al director de arte Vaunghn Flannery, que transforma estéticamente los mensajes de la agencia.Ĭo-Founder, Former President, CEO & Chairman, Young & Rubicam.
Es reconocido como un estadista de la publicidad.ĭurante veinte años defiende la integración de la investigación en el proceso creativo, la necesidad de hacer anuncios basados en un buen diseño y la responsabilidad de la conducta del publicitario. Institucionaliza el departamento de investigaciones, el fondo de confianza, la repartición de utilidades y los bonos. Rechaza una cuenta de cigarrillos Pall Mall de 3 millones antes de cambiar un equipo creativo. Con la llegada de la radio, produce shows muy populares junto a Jack Benny y Arthur Godfrey. Ambos le dan forma a la revolución creativa. En 1923 se niega a ser socio y junto a su colega John Orr Young abren Young & Rubicam (New York). Su trabajo con Squibb, Rolls Royce y Steinway llevan al éxito a Ayer. Ayer & Son en Philadelphia, demuestra liderazgo. Ayer, por entonces, 1919, la agencia más importante de EE.UU. Wallis Armstrong de Filadelfia para llegar 3 años después a N.
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