Travelers: Greatest Reason In The World campaign
Chris AmorosinoOverview
Most great advertising has come from professionals, but the Travelers "Greatest Reason in the World" ad first appeared as an item in an employee publication. It was written by George Malcolm-Smith, a member of the company's publicity staff. When someone proposed that the Travelers advertising agency use it, the agency agreed without making any modifications. Research later showed that the "Greatest Reason in the World" was one of the best-recalled advertisements of 1938. In 1949 it was cited as one of the 100 best advertisements of all time.
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