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A Brief History of Marketing (via Ad Age)
Procter & Gamble executive Neil McElroy wrote a memo outlining the new position of “Brand Man,” establishing the discipline of brand management . The system would define how P&G managed competing brands as it came to dominate categories from detergent to shampoo. Mr. McElroy later became P&G president and served as secretary of defense under President Eisenhower. George Gallup joined Young & Rubicam as director of research, the start of his pioneering work in advertising research . In 1939, while still working at the agency, Gallup opened Audience Research Institute, led by David Ogilvy (who went on to found Ogilvy & Mather). Gallup left Y&R in 1947 to focus on advertising research and political polling. RCA demonstrated television at the New York World’s Fair, broadcasting President Franklin D. Roosevelt’s opening speech. “Television is Here,” said the headline on Ad Age’s editorial. Ad Age cautioned: “It will take time as well as huge investments in equipment and program facilities to bring television into the home on a basis at all comparable with radio broadcasts.” Japan attacked Pearl Harbor on Dec. 7. “War Comes to America,” said Ad Age’s editorial. The magazine wrote: “Advertising will play a great part in the war effort — in stimulating enlistments, in getting greater distribution of war bonds and savings stamps and in building and maintaining civilian morale.” Foote, Cone & Belding opened, absorbing the business of Lord & Thomas, an iconic agency dating to 1873. Albert Lasker, principal owner of Lord & Thomas, had stunned the industry at year-end 1942 when he announced he was liquidating his agency and passing the operations to Emerson Foote, Fairfax Cone and Don Belding, who had been exec VPs at Lord & Thomas in New York, Chicago and Los Angeles,...
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