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Home > Classic Speeches > 1950s & 1960s

Classic Speeches: 1950s & 1960s

Insights on the workings of the advertising agency from such marketing greats as Leo Burnett.

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From 1948 to 1969

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The Big Idea - The Advertising of Commitment: A Case History on Eastern Airlines

Alex Kroll, Classic Speeches - 4As, 1969

Vice President of Young & Rubicam, Alex Kroll, shares how Eastern Airlines "Wings of a Man" campaign idea was born.
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Summary
Vice President of Young & Rubicam, Alex Kroll, shares how Eastern Airlines "Wings of a Man" campaign idea was born. He is speaking to the 1969 Central Region Annual Meeting of the American Association of Advertising Agencies (4A's).

The Big Idea…The Only Idea

Richard J. Lord, Classic Speeches - 4As, 1969

In his speech at the 1969 Central Region Annual Meeting of the American Association of Advertising Agencies (4A's), Richard J.
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Summary
In his speech at the 1969 Central Region Annual Meeting of the American Association of Advertising Agencies (4A's), Richard J. Lord, President of Lord, Geller, Federico & Partners, talks about how his agency developed an anti-smoking TV campaign for the American Cancer Society, which helped convince 21 million Americans to quit smoking.

The Big Idea - How Top Management Responds To Direct Mail Advertising

J. Ronald Hess, Classic Speeches - 4As, 1969

In his speech at the American Association of Advertising Agencies (4A's) Annual Meeting in 1969, J. Ronald Hess from Ketchum, MacLeod & Grove, shows some examples of effective direct mail programs.
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Summary
In his speech at the American Association of Advertising Agencies (4A's) Annual Meeting in 1969, J. Ronald Hess from Ketchum, MacLeod & Grove, shows some examples of effective direct mail programs.

The Big Idea - Canteen Corporation: The Parsley-Colored, Synergistic, Coin-Operated Syndrome

Ramon G. Gaulke, Classic Speeches - 4As, 1969

Vice President of Marsteller Inc., Ramon G. Gaulke, speaks at the 1969 Central Region Annual Meeting of the American Association of Advertising Agencies (4A's) about the 'Big Idea' behind the advertising of Canteen Corporation's food vending machines.
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Summary
Vice President of Marsteller Inc., Ramon G. Gaulke, speaks at the 1969 Central Region Annual Meeting of the American Association of Advertising Agencies (4A's) about the 'Big Idea' behind the advertising of Canteen Corporation's food vending machines.

The Big Idea - What's In An Olin?

Stefan F. Blaschke, Classic Speeches - 4As, 1969

In his speech at the American Association of Advertising Agencies (4A's) Central Region Annual Meeting in 1969, Vice President of Doyle Dane Bernbach, Stefan Blaschke, describes the creative and media strategies used by his agency to overcome the image problem of Olin, the chemical, paper and metal manufacturing company.
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Summary
In his speech at the American Association of Advertising Agencies (4A's) Central Region Annual Meeting in 1969, Vice President of Doyle Dane Bernbach, Stefan Blaschke, describes the creative and media strategies used by his agency to overcome the image problem of Olin, the chemical, paper and metal manufacturing company.

My Favorite Campaign? New England Life's Of Course, Why?

Fred Irwin, Classic Speeches - 4As, 1969

Vice President of Geer, Dubois & Company, Fred Irwin, talks about his experience in being the advertising agency for life insurance company New England Life at the American Association of Advertising Agencies (4A's) Eastern Annual Conference in 1969.
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Summary
Vice President of Geer, Dubois & Company, Fred Irwin, talks about his experience in being the advertising agency for life insurance company New England Life at the American Association of Advertising Agencies (4A's) Eastern Annual Conference in 1969.

Is the agency media department all washed up?

Herbert Zeltner, Classic Speeches - 4As, 1969

Media Consultant Herbert Zeltner discusses the rise of independent media buying services and says what full-service agencies’ media departments must do to meet this competitive threat in this speech to the 4A’s (the American Association of Advertising Agencies) 1969 Annual Meeting.
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Summary
Media Consultant Herbert Zeltner discusses the rise of independent media buying services and says what full-service agencies’ media departments must do to meet this competitive threat in this speech to the 4A’s (the American Association of Advertising Agencies) 1969 Annual Meeting.

Time For A Change

Edward L. Bond Jr. , Classic Speeches - 4As, 1968

The chairman of the American Association of Advertising Agencies (4A's) and Chief Executive Officer of Young & Rubicam, Edward L.
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Summary
The chairman of the American Association of Advertising Agencies (4A's) and Chief Executive Officer of Young & Rubicam, Edward L. Bond Jr, discusses the need for a number of changes to the advertising business. He was speaking at the Annual Meeting of the 4A's in 1968.

The Big Idea - The Blizzard of '67

Richard W. Bowman, Classic Speeches - 4As, 1968

President of Marschalk Company, Richard W. Bowman, speaks about how his agency searched for the 'Big Idea' behind advertising Fresca at the American Association of Advertising Agencies (4A's) Eastern Annual Conference in 1968.
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Summary
President of Marschalk Company, Richard W. Bowman, speaks about how his agency searched for the 'Big Idea' behind advertising Fresca at the American Association of Advertising Agencies (4A's) Eastern Annual Conference in 1968.

The Big Idea - Palmolive Liquid: My Friend Madge

David Mixter, Classic Speeches - 4As, 1968

Explaining how the campaign for dishwashing detergent Palmolive Liquid was conceived, David Mixter from Ted Bates & Company argues that, more often than not, a campaign's 'Big Idea' is really the sum of lots of little ideas.
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Summary
Explaining how the campaign for dishwashing detergent Palmolive Liquid was conceived, David Mixter from Ted Bates & Company argues that, more often than not, a campaign's 'Big Idea' is really the sum of lots of little ideas. He was speaking at the American Association of Advertising Agencies (4A's) Eastern Annual Conference in 1968.

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