Vintage 1971 Merrill Lynch The fine art of shelter Print Ad

Vintage 1971 Merrill Lynch The fine art of shelter Print Ad

Little Known Facts about Merrill Lynch -- Source: wikipedia.org

As a reaction to the growth of international advertising, Ogilvy, Benson & Mather formed an equal partnership with Mather & Crowther in November 1964.^[18] As part of the partnership, the two agencies became subsidiaries of a new parent company called Ogilvy & Mather, which was headquartered in New York. In January 1965, both changed their names to Ogilvy & Mather and the parent company became known as Ogilvy & Mather International inc.^[11] Jock Elliott took over as chairman of United States operations from David Ogilvy, who remained chairman of Ogilvy & Mather International and became creative director. As a stipulation of the merger, the company went public on April 27, 1966. It was the first advertising agency to go public on both New York and London Stock Exchange.^[18][27][28]

In 1969, Ogilvy & Mather became the first ad agency to work with The Hershey Company, after it began national advertisements.^[29] In 1971, the agency launched Merrill Lynch's "Bullish on America" campaign. In 1979, it won business from TWA, the agency's largest account win in the United States at the time.^[13] The agency also launched several popular campaigns for American Express throughout the 1970s, including advertisements with the headline "Do you know me?" featuring famous names with unrecognizable faces and the slogan "Don't leave home without it". The gains American Express made through advertising led to the company becoming the agency's biggest client by the 1980s.^[11][30]

During the 1970s, Ogilvy & Mather acquired numerous other agencies, including S.H. Benson, one of its original sponsors, in 1971, Scali, McCabe, Sloves in 1976, and Cone & Weber in 1977.^[11] One of the acquisitions, Hodes-Daniel, resulted in the establishment of the agency's direct response service called Ogilvy & Mather Direct in 1976. It was renamed OgilvyOne Worldwide in 1997.^[13] The agency's growth through acquisitions was not led by Ogilvy, who feared the differing philosophies of the acquired agencies would undermine Ogilvy & Mather's culture and advertising beliefs, which he called the "True Church".^[31][32] After moving permanently to his French castle Château de Touffou in 1973, David Ogilvy stepped down as chairman and became Worldwide Creative Head in 1975. Jock Elliott was named chairman and CEO of Ogilvy & Mather International.^[28][33]