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few people in the advertising business have raised as many <unk> as alvin a. achenbaum |
the general public may not know his name but he 's famous make that <unk> in advertising circles a marketing consultant he <unk> slashing ad agency commissions to the <unk> of advertising clients and the <unk> of agencies |
now after beating them mr. achenbaum is joining them |
backer spielvogel bates worldwide named mr. achenbaum N vice chairman of professional services reporting directly to carl spielvogel chairman and chief executive officer |
he joins nov. N <unk> his consulting firm <unk> achenbaum associates |
in years past the ad industry 's most distinguished executives did n't hesitate to <unk> mr. achenbaum |
they have since <unk> although one senior young & rubicam executive <unk> others said i think ad agencies owe carl spielvogel a vote of thanks for getting him out of the consulting business |
but industry executives also believe hiring mr. achenbaum is a <unk> move for backer spielvogel a unit of saatchi & saatchi |
mr. achenbaum has counted among his clients some of the most visible blue-chip advertisers in the country including nissan toyota seagram and backer spielvogel clients hyundai and j.p. morgan |
at backer spielvogel he will work with clients and potential clients on marketing strategies aside from agency compensation issues he helped nissan for example come up with its <unk> and pricing for its new infiniti line |
his client contacts meanwhile could prove a gold mine for an agency that has had few new business wins of late |
i 've done over N ad agency searches for clients so i have a pretty good notion of what clients are interested in when they look for an agency mr. achenbaum said |
as a consultant he has given <unk> at agencies including ogilvy & mather on how to win new business |
mr. spielvogel said he hopes mr. achenbaum will do some strategic consulting at the agency for <unk> in hopes that they become clients |
at backer spielvogel mr. spielvogel 's <unk> has been personal involvement with all major clients |
he <unk> them he invites them to <unk> parties he strokes them |
mr. achenbaum too <unk> into his clients ' business |
carl has a much higher degree of <unk> with his clients than is ordinary for an agency his size |
and with al 's record of being a <unk> and a detail guy you can see how the two fit said alan <unk> an analyst with painewebber |
mr. achenbaum 's move follows the announcement last month that his consulting partner stanley <unk> N would retire |
when the announcement came out i picked up the phone and said why do n't you come to us mr. spielvogel said |
mr. achenbaum who had been considering <unk> down his firm or <unk> it with another small consulting outfit soon agreed |
the two men are longtime friends and tennis partners having met about N years ago |
before becoming a consultant in N mr. achenbaum was a senior executive at j. walter thompson co |
he spent most of his career <unk> marketing strategies but became best-known for <unk> away at ad agency compensation |
ad agencies typically earned a straight N N commission if a client spent $ N million on tv time the agency made $ N million |
but mr. achenbaum <unk> negotiated fees which often worked out to less than N N |
more recently he negotiated <unk> <unk> in which an ad agency in some cases must pay a client if it drops the account |
he ultimately became so well-known for cutting compensation however that clients did n't seek him out for anything else |
i was very frustrated he said |
the fact of the matter is i am a marketer |
that 's another reason for the backer spielvogel job |
it struck me as a way to get back to what i really want to do |
mr. spielvogel added <unk> the pressure on commissions did n't begin with al achenbaum |
mr. spielvogel said mr. achenbaum will work with clients to determine the mix of promotion merchandising publicity and other marketing outlets and to integrate those services |
he will concentrate on among others j.p. morgan and hyundai |
mr. achenbaum helped morgan in its recent agency search and he has a long relationship with hyundai which is having severe troubles including declining sales |
the trail of revenue is increasingly going away from pure advertising and going <unk> other services mr. spielvogel said |
instead of being just an ad agency he said we have <unk> our mission here |
our mission is to help our clients grow and to use every tool of marketing communications to accomplish that |
industry executives are <unk> mr. achenbaum well |
leonard matthews <unk> of the american association of advertising agencies called mr. achenbaum a <unk> in an <unk> N speech |
yesterday mr. matthews now a consultant with the stamford conn. firm matthews & johnston <unk> i think he 'll be very good at that new job |
and much better at that than at the <unk> he 's been doing recently |
cotton inc campaign |
cotton inc. the fiber company that represents cotton growers will begin a new ad campaign developed by ogilvy & mather <unk> day |
j. nicholas hahn cotton inc. 's president and chief executive was an outspoken critic of wpp group 's acquisition of ogilvy group earlier this year |
during the takeover mr. hahn said he would put his account up for review if wpp 's bid were successful but he did n't |
cotton inc. 's new $ N million campaign calls cotton the fabric of our lives |
the campaign <unk> its take comfort in cotton ads and marks the end of its national cooperative advertising efforts |
for years the company 's ads were tied in with pitches for <unk> sheets or <unk> <unk> for example and an announcer at the end of the ads would tell customers where to find the true performance label |
with the new tv spots ogilvy & mather has opted for a family style with lots of <unk> <unk> and <unk> |
we 're making a fairly obvious plea for some emotional reaction says tom <unk> creative director at ogilvy & mather |
cotton inc. will spend nearly $ N million on broadcasting on <unk> day alone advertising on such programs as good morning america macy 's <unk> day parade and the nfl holiday game |
frank <unk> dies at N |
frank l. <unk> one of the <unk> of advertising targeted at black audiences died at the age of N after a <unk> |
mr. <unk> was chief executive officer of the <unk> group which he founded in N and which created ads for the black market |
clients include miller brewing co. and general motors |
mr. <unk> was <unk> sept. N and died monday according to samuel j. <unk> the agency 's president and chief operating officer |
ad notes |
earnings |
<unk> group inc. new york reported third-quarter net income rose N N to $ N million or N cents a share from $ N million or N cents a share a year earlier |
revenue increased N N to $ N million from $ N million |
prime minister lee <unk> <unk> singapore 's leader and one of asia 's leading <unk> for N years recently announced his intention to retire next year though not necessarily to end his influence |
the prime minister whose hair is <unk> and gray and whose face has a perpetual <unk> nonetheless continues to display an energy a precision of thought and a willingness to say publicly what most other asian leaders <unk> say only privately |
the <unk> mr. lee recently spent an hour discussing the state of asia and the world with two journal reporters in his <unk> <unk> <unk> office |
the interview did not touch on singapore 's domestic affairs |
<unk> personal <unk> mr. lee picked up exactly where he left off several months earlier before the government crackdown in china when he had warned that the orthodox leadership in beijing feared a <unk> of views |
<unk> follow |
on china 's turmoil it is a very unhappy scene he said |
it took <unk> <unk> former premier and party chief N years to build a team of economists who understood how the western economies work and now that team is part in <unk> part being <unk> and part missing |
rebuilding that team mr. lee predicted will take another N years |
that 's very sad for china and for asia because china could have been a good engine for growth not just for hong kong and taiwan but for japan korea and the rest of asia |
on <unk> between china and the soviet union in important <unk> the soviets are different from the chinese |
they are already industrialized |
their problem is one of <unk> of an industrial economy |
the chinese problem is much greater it 's how to <unk> to begin with |
asked if the soviets like chinese officials wo n't one day face a similar conflict between the desire to <unk> economically and yet retain political control mr. lee said i would think that the soviets face a deeper dilemma because they have been more in <unk> than the chinese i mean keeping their people cut off from t... |
mikhail gorbachev he said is ahead of china 's leaders in his awareness of the world |
but i think the soviet peoples are more <unk> than the chinese |
regardless he said he still believes the soviet union while falling far short of the efficiency of a western economy may well manage to improve considerably |
on <unk> prosperity if america can keep up the present situation her markets open for another N years with adjustments and japan can grow and not cut back and so too korea taiwan hong kong singapore <unk> australia and new zealand then in N years the economies of these countries would be totally restructured to be abl... |
in such an arrangement all benefit he said |
and if the europeans come in they benefit too |
it 's not a <unk> game |
asked about the possibility of greater economic cooperation among <unk> nations which will be discussed nov. N and N at a <unk> meeting in <unk> mr. lee said the goal is to have a free and open world trading system |
an asian bloc is n't intended he said |
that 's not possible |
on <unk> relations i 'm encouraged |
i think the earlier <unk> notes struck by u.s. commerce secretary robert mosbacher and u.s. trade representative carla hills have been more <unk> |
i believe the u.s. is becoming more patient and <unk> he said |
it 's the total relationship that is important |
the total relationship as mr. lee sees it is the flow of dollars to the u.s. to fund the deficits the investments the japanese are making in the u.s. in order to satisfy american demand that american products consumed in america should be made as much as possible in america by americans with japanese technology and ca... |
japan 's recent political turbulence mr. lee said may mean japan will slow market adjustments |
they 'll be more <unk> in <unk> their own voters like opening up more to agricultural imports from america hurting their farmers |
on u.s. military presence in asia asked if his offer to allow the american military to use facilities in singapore would help preserve america 's presence in the region at bases in the philippines he said what we have done is make it easier for the philippines to continue to host american bases without it being said t... |
we are willing to share the political burden of being host to america an imperial power |
we think it is n't such a great burden that it carries no <unk> and we are prepared to do it |
on <unk> relations it 's such a <unk> relationship going back into history |
i really do not understand how it is that <unk> feel so <unk> involved in this father figure that they want to <unk> of and yet they need |
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