Business Services Industry
J.M. Smucker Dumps Cleveland's Wyse Ad Agency for Chicago's Leo Burnett. (Originated from Akron Beacon Journal, Ohio)
Knight Ridder/Tribune Business News, March, 1994 by Ethridge, Mary
Mar. 29--Richard Smucker, president of the J.M. Smucker Co., laughed at the comparison: The company dumping its Cleveland ad agency of 35 years for a Chicago ad powerhouse being like a long-married homemaker running off with a Hollywood star.
"It's true. It's a lot like the break-up of a marriage," said Smucker. "And ending a 35-year relationship is difficult."
The J.M. Smucker Co. last week told Wyse Advertising Inc. of Cleveland that its services were no longer needed. Leo Burnett Co. of Chicago, the third most profitable agency in the country, got the nod. It had $4.2 billion in billings last year, compared to Wyse's $137 million.
Wyse, started in 1951 by then-husband and wife Lois and Marc Wyse, was responsible for the famous slogan "With a name...
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