TITLE

Jordan McGrath at 30

AUTHOR(S)
McDonough, John
PUB. DATE
May 1999
SOURCE
Advertising Age;5/24/1999, Vol. 70 Issue 22, special section pc1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on the history of advertising agency Jordan, McGrath, Case & Partners/Euro RSCG, which celebrates its 30th anniversary in 1999. It all began in the aftermath of the Creative Revolution, that fabled insurrection of the 1960s now so revered it is accorded capital letters. It threw up a number of young rebel heroes along Madison Avenue, and on April 17, 1969, two of them became the agency's original partners. From Jack Tinker & Partners came writer Gene Case, whose award-winning work for AlkaSeltzer, Gillette and others had raised him swiftly from associate to full partner among the Tinker Thinkers. When Mr. Case left in 1969, he immediately had the distinction of being among the youngest chiefs of a major New York agency. His senior partner was art director Helmut Krone, from Doyle Dane Bernbach. Case and Krone wanted an agency devoted to creative work and believed they had to stay small to do it. If Case and Krone provided the name and glory to the new venture, however, the power that would sustain and grow it over the next three decades came from the account department of Benton & Bowles (B&B). Pat McGrath had started there in 1957 and later became the youngest B&B board member. Meanwhile, in 1953, James Jordan had begun a steady rise up the creative ladder at BBDO. By 1968 he was head of BBDO's entire creative operation and would soon be president of the company's U.S. advertising unit.
ACCESSION #
1873543

 

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