Doyle Dane Bernbach Inc. Vice President, Copy Group Supervisor
Mr. Kollewe The two that I like best would certainly be the Rat ad ---it won quite a few awards---
And, l think that other one would have to be one Bill Taubin and I got another award for, the Olin ad that talks about South America and what the Olin Corporation was doing there. We've always had a problem with Olin ads because the company manufactures some pretty basic things---like chlorine, fertilizers, etc. Nothing really exciting or revolutionary. So you have to dig a decpor to come up with a good story to base an ad on.
And for this ad we found something really meaty. It was the story of how Olin pioneered animal health in Latin America over 15 years ago. How they sent animal husbandry specialists right into the villages to help the peasant farmer improve his methods and increase production. And how they created thousands of jobs for Latin Americans in an expanding industry that ended up being run by Latin Americans.
We tied it in with the then still new Alliance for Progress and the Latins attempt to form their own Common Market, and ended up with an ad that not ohly did a good job for Olin as a corporation, but also made a strong case for better cooperation between government and business when trying to solve the problems of poverty and inflation. To me, the ad was just another example of how easy it is to do a good ad when you have a good story. The tough job is to come up with a good ad when you have a weak story
These average Americans earn 75¢ a day.
They're Latin Americans. And that's what the average Latin American earns.
It's little enough by any standards. But in this case, it's especially shameful. Because it points up the enormity of the Latin's struggle against a long tradition of poverty, inflation and revolution.
The United States, of course, is helping through the Alliance for Progress. And the Latins themselves are attempting to move things along by forming a Common Market.
But these are essentially government-to-government programs, working from the top down. It will take almost a generation before any substantial effects filter down to the common man.
And he can't wait that long.
The average Latin American is already eating less than he did 25 years ago. And with the highest birth rate in the world, he's expected to double his number in another 35 years.
What he needs most is help on a more immediate level. And he needs it now. Not tomorrow.
Private business is the logical source for that help.
E. R. Squibb and Sons, a subsidiary of Olin, found that out almost I5 years ago when it pioneered animal health in Latin America.
We sent animal husbandry specialists right into the villages to help the peasant farmer. Acting as teacher-consultants, they worked with him by day and taught him by night.
They held community meetings and used films, outside speakers, and anything else they could come up with to help him improve his methods and increase animal production.
As a result, today Squibb is one of the largest producers of animal health products in Latin America.
But what's important to the 15 countries who use them is that everyone of our more than I50 animal husbandry specialists is a Latin American. And most---eventually all---Squibb products are manufactured locally, by local people.
Thus, thousands of jobs in an expanding industry are being created for Latin Americans by Latin Americans.
Imagine how much more can be done if enough other companies create such programs. And they should. Because besides helping our neighbors, it's also good business.