Corporate Advertising in the Seventies: The Eaton Corporation

At the American Association of Advertising Agencies (4A's) 1975 Eastern Annual Conference, Manager of National Advertising at Eaton Corporation, Dennis Ritzel, talks about how Eaton built public awareness and recognition after suffering from a corporate identity crisis.

Corporate Advertising in the Seventies: The Eaton Corporation

Dennis Ritzel

Good morning! I'm Dennis Ritzel from Eaton Corporation.

That's right, Eaton. With a billion and three quarters in sales, we're number 110 on the Fortune 500. But we're not Eaton paper, which is a small division of something else. And though we're headquartered in Cleveland, old Cyrus is no kin and never has been.

But that's our problem. Unlike those who will follow me on this platform this morning, with their old familiar or revealing company names and their consumer products or services, many of you still don't know who...

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