YOUNG AND RUBICAM

Young and Rubicam



ABSTRACT

The purpose of this paper is to provide an Agency Analysis of the advertising firm Young and Rubicam. This analysis will cover background history of when and where the agency was established; some of the issues the company has faced and overcame, how the firm is structured, the different processes adopted by the firm and who are some of the major accounts managed by this firm. In closing I will discuss why I chose to research this firm. The research information obtained in this analysis was gathered from firm's actual websites.

Young and Rubicam

Background Information on the Agency

May 23, 1923 Raymond Rubicam and his friend and colleague, John Orr Young, opened the first office of Young & Rubicam in Atlantic Building skyscraper in Philadelphia. At the opening, of the agency partners' equity was $ 5,000. The first customer was the Young & Rubicam Company producing laces Presto Quick Tip Shoelaces. Cannot say that promotional products are a young agency differed fundamentally from the present level then on the market. Their common problem was the wretched Poligraphic and illustrative design against a background of brilliantly written texts. Only once in the Young & Rubicam came well-known art director Wong Flenneri, the situation was correct.

At the end of 1923, Young & Rubicam has addressed the first serious client - Postum, a company which in 1929 was renamed the General Foods. According to legend, the manager of Postum, which assigned to communicate with advertisers, asked Rubicam what product he would like to unwind. To which, he replied that the most problematic. In the product range of Postum was rife, and Raymond entrusted Coffee drink Postum. Rubicam honorably coped with its task. Invented the concept of promoting them in 1926, was awarded the Harvard Award.

Also in 1926 the headquarters of Young & Rubicam was moved from Philadelphia to New York. First, New York is the financial and business capital of the United States. Second, in this city were intensive audiences of many clients Young & Rubicam. And,third, the representatives of Postum said that the agency will give advertising budgets are still a few of their products, but only if its head office was shifted to New York (at that time in addition to Postum in the, conduct of Young & Rubicam was already a brand Grape Nuts). In New York, Raymond and John settled in the house 285 Madison Avenue, where he shot 9-floor high-rise buildings. Today it is wholly owned by Young & Rubicam - for nearly 80 years, the agency headquarters never again moved.Agency Formations and Reorganizations

In 1931, the agency Young & Rubicam has opened a branch in Chicago. In 1932, George Gallup hired Raymond as head of the research division. This was an unprecedented step, because advertising agencies before central research units were not at all. Two years later, in 1934 from Young & Rubicam has left due to illness, John Young, after which the precise shape has long been the de facto leadership  issued Rubikama and de jure. But the company survived. Perhaps the stress gave her a supply of energy that was used for the ...