創造と環境

コピーライター西尾忠久の1960年代を中心としたアメリカ広告のアーカイブ

An interview with Mr.Ronald Holand in 1970

Lois Holand Callaway Inc. Executive Vice-Peresident, Secretary

chuukyuu When did you open up your agency?
Mr.Holland Just about two years and two weeks ago, I guess. In October 1967.
chuukyuu Could you describe the current situation of your building, rigot now?
Mr.Holland Our building or our agency?
chuukyuu Building.
Mr.Holland You mean physically?
chuukyuu Yes.
Mr.Holland Well, we opened the agency with one room and it was easily the noisiest room in New York. About four days later, this floor, the 28th, opened up. It had a balcony, an enormous balcony overlooking Central Park, with the best view in New York City. We decided to take the whole floor long before we had need for it. And then the 16th floor opened up, so we took that, too. George, Jim, and I work on the 28th floor. The 27th floor is for our mechanical department and the 16th floor is for account men, finance, and traffic.
chuukyuu How, when and where did you come to know Mr. Lois and Mr. Callaway?
Mr.Holland In 1961, I was driving an ice cream truck and I decided at my age (I was 29) that wasn't the good life. So my brother said I should go into advertising instead of selling ice cream, and there was a new advertising agency that had just opened. He had seen their Dilly Bean adrertising and thought it was great. So I wrote a couple of short stories and sent them to Julian Koenig, who gave me an interview and said 1 could come in and go to work there. Shortly after that, of course I met Mr. Lois. I started as an assistant account executive and was fired six months later. They rehired me as a copywriter the same day and I stayed there for seven very, very happy years, where I worked and learned under the best guys in the business; Fred Papert, Julian Koenig, and George Lois. From the the New York office, I went to London for a year to open PKL Limited, our London Branch, and after the year was up, I came back and went to work again on several accounts in America. One of them was Quaker Oats. Jim Callaway was the Account Supervisor, and that's how I met him. and I stayed there for seven very, very happy years, where I worked and learned under the best guys in the business; Fred Papert, Julian Koenig, and George Lois.
chuukyuu How did you three come to decide to open up this agency?
Mr.Holland We believed that a new kind of agency could succeed. We thought there was room for an agency that insisted, irrefragably, that great advertising was the single ingredient that could separate a goo agency from a bad one. We insisted that if the three of us controlled our entire creative output, nobody could stop us. And here we are.
chuukyuu Could you tell us how your agency acquired the Braniff account?
Holland Well, I suppose you acquire an account by convincing the people that you can do a good job. We acquired it by... Braniff contacted us and we went before them and showed them all the work we did, all
the work we had done up to that point, why we approached an advertising problem and how we solved it. I think handled other accounts, and they felt we could do the same for them. They believed in us.
chuukyuu The Braniff account has heen drawing much attention. Could you tell us in general terms how Mr. Lois and you are going to meet what people are expecting of you two for something new in the Braniff campaign?
Holland I think that question must have been written a while ago because I think we have already done something new. We were in a very difficult position because Mary Wells had done the best job that could possibly be done for an airline. Painting the planes. Pucci costumes, the end of the plain plane. the Air Strip... why, the colored plane is the most brilliant merchandizing, advertising. publicity job that could be done. We knew there couldn't be a topper. We did hope we could move along in the same direction she was going and we did it with a campaign called 'When you got it-flaunt it', which attracted as much attention as we hoped it would and did the job that we thought we should do. which was to show this airline was continuing to grow in a very exciting, informal and (I like to say it) jazzy way.

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