"Advertising Organization Over the Next Decade," Institute of Canadian Advertising, Quebec
name: label: Collection Creator
content: Ayer (N W) Incorporated.
label: Collection Creator
content: Cummings, Barton A., 1914-1994 (advertising executive)
label: Collection Creator
content: Brower, Charles H.
label: Collection Creator
content: Bolte, Brown
label: Collection Creator
content: Bond, Edward L., Jr.
label: Collection Creator
content: Bernbach, William
label: Collection Creator
content: Ogilvy, David
label: Collection Creator
content: O'Toole, John
label: Collection Creator
content: Seaman, Alfred J.
label: Collection Creator
content: Schultz, Arthur W.
label: Collection Creator
content: Matthews, Len
label: Collection Creator
content: Marsteller, William
label: Collection Creator
content: O'Conner, Neal W.
label: Collection Creator
content: Mithun, Raymond O.
label: Collection Creator
content: Meyer, Ed
label: Collection Creator
content: Harper, Marion, 1916-1989 (advertising executive)
label: Collection Creator
content: Healy, Robert
label: Collection Creator
content: Hagopian, Lewis T.
label: Collection Creator
content: Jacoby, Robert F.
label: Collection Creator
content: Fatt, Arthur
label: Collection Creator
content: Fitzgerald, Clifford
label: Collection Creator
content: Foote, Emerson
label: Collection Creator
content: Gilliatt, Neal
label: Collection Creator
content: Foley, Paul
label: Collection Creator
content: Thiele, Edward
label: Collection Creator
content: Tinker, Jack
setName: label: See more items in
content: Barton Cummings Papers
label: See more items in
content: Barton Cummings Papers / Series 1: Speeches and Publicity
unitdate: label: Date
content: 1969-04-20
container: label: Container
content: Box 1, Folder 13D
dataSource: label: Archival Repository
content: Archives Center, National Museum of American History
objectType: label: Type
content: Archival materials
scopecontent: label: Scope and Contents
content: Lists seven questions which might determine future organizational changes at advertising agencies, and discusses answers obtained in a survey of executives of 50 large agencies. (1) What is the future role of media buying services?; (2) Is media buying by clients a threat to agency media departments?; (3) What changes are ahead for agency research departments?; (4) Will agencies be absorbing TV production houses?; (5) Will boutique agencies, which are concerned solely with creativity, become dominant?; (6) Will the marketing function move from agencies to outside consultants?; and (7) Will diversification alter the character and function of agency management?