Storie -It takes a tough copywriter to write great ads

chuukyuu:　

How and when did you, Mr. Scali and Mr. Sloves come to know each other?

Mr. McCabe:

First of all, it is important to know that there were more than three of us. Five of us started the agency. Scali, McCabe, Sloves, Hultgren and Pesky. We did not need five people to start the agency. But the current trend is to start with an art director, a writer and an account man. And that is fine if you're going to be just a "creative agency" and make nice ads, but there is more to advertising than that. So one of our men was heavily involved in research and another one in the marketing of consumer packaged goods products. So we then had not only two creative people but a good account man, a marketing man and a combination research and media man, which is what an advertising agency needs anyway.

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