Advertising Industry
Industry: Email Alert RSS FeedAVIS MAKES NO. 2 AN ENVIABLE POSITION.(Doyle Dane Bernbach Inc's 1962 campaign for rental car company)
Advertising Age, March, 1999 by Griggs, Robyn
Candor and self-deprecating humor had already become trademarks at Doyle Dane Bernbach in 1962. It was also the time when Robert Townsend took over as chief executive of Avis. He immediately chose DDB to repair the car rental company's faltering sales and image.
"I have $1 million to spend," Townsend told the agency, "and I need $5 million worth of impact."
DDB's Bill Bernbach agreed to take on Avis, which had been losing money for nearly 15 years, as long as Bernbach had free rein.
Bernbach, copywriter Paula Green and art director Helmut Krone took stock of Avis' negligible assets and enormous liabilities as they explored options.
They kept coming back to one thing. "All of our research and theirs showed that the one thing really...
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