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By 1900 the advertising agency had become the focal point of creative planning, and advertising was firmly established as a profession. [33] At first, agencies were brokers for advertisement space in newspapers. N. W. Ayer & Son was the first full-service agency to assume responsibility for advertising content. N.W. Ayer opened in 1869, and was ...
In 1864, William James Carlton began selling advertising space in religious magazines. In 1869, Francis Ayer, at the age of 20, created the first full-service advertising agency in Philadelphia, called N.W. Ayer & Son. It was the oldest advertising agency in America and dissolved in 2002. James Walter Thompson joined Carlton's firm in 1868.
In 1906, Ayer was commissioned by the Mutual Life Insurance Company of New York to create an advertising campaign for AT&T Corp. Ayer's successful campaign began with the AT&T ad Twenty million voices, appearing in June, with four more appearing in the following months. Due to the campaign's success, AT&T made Ayer its main advertising agency. [10]
Outdoor advertising was based on hoardings (billboards): England 1835, by John Orlando Parry. The history of advertising in Britain has been a major part of the history of its capitalist economy for three centuries. It became a major force as agencies were organized in the mid-19th century, using primarily newspapers and magazines.
The situation changed when the first full-service advertising agency of N.W. Ayer & Son was founded in 1869 in Philadelphia. ... At first, agencies were brokers for ...
J. Walter Thompson traces its origins to the Carlton & Smith agency, which opened its doors in 1864, one of the first known advertising agencies in the United States. [6] Founder William James Carlton started selling advertising space in religious magazines, but almost nothing is known about the partner named Smith.
1906: William C. D'Arcy opens an advertising firm in St. Louis. 1923: D'Arcy opens his first office outside St. Louis, in Atlanta, where a major client, Coca-Cola, is located. 1934: The D'Arcy Company opens a New York office. 1970: D'Arcy Co. merges with MacManus, John & Adams, Inc., a Detroit-based agency, and becomes "D'Arcy-MacManus.
The agency's first ads were for Ohrbach's department store exemplifying a new "soft-sell" approach to advertising - with catchy slogans and witty humour contrasting the repetitive and hard-sell style in vogue until then. The new agency was initially successful in winning business for clients with small budgets.