The Advertising Activities of Ed McCabe
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Ed McCabe has been part of several different advertising agencies in the course of his career and recently headed his own agency. He has had a surprising career. He landed his first agency job when he was 15 years old, joining McCann-Erickson in Chicago. He later moved to New York and wrote for Young & Rubicam, Benton & Bowles, Marschalk, and Carl Ally. In 1967 he cofounded Scale, McCabe, and Sloves (SMS). In 1974, when he was 35, he became the youngest person ever to be elected to the Copywriter's Hall of Fame. McCabe is known for his crisp, concise copy, and he has written on everything from automats to automobiles, nose pollution to hi-fi. In 1971 SMS was given the advertising contract for Perdue Farms chickens. McCabe managed to turn Perdue's chickens into America's first brand-name chickens, based on a television campaign built around the line, "It Takes a Tough Man to Make a Tender Chicken." This campaign caused Perdue's premium-priced chickens' sales to increase sevenfold. One of the first accounts for SMS was Volvo, a $3 million account that the agency took away from the rival Carl Ally agency. Advertising Age then picked the company as agency of the year. In 1977, Ogilvy & Mather paid almost $15 million to buy the agency, and by 1987 SMS management had repurchased 30 percent of the agency. In 1987, SMS was billing $700 million worldwide. By that time, however, McCabe had departed. He was the genius behind most of the advertisements that made the comp
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produced instead were highly ineffective, and some people even thought certain of the ads were for Bush instead of against Bush. McCabe wanted to take out ads stating that he had not been responsible, since many people thought he was still working for the campaign.
McCAbe seemed to be looking for something when he went to Miami, but he did not stay long, leaving after eight months. He left to return to New York and form McCabe & Co., and at the time it was rumored that McCabe was after some of the talent from his old firm SMS and perhaps some old accounts from the same agency. During his time at Beber Silverstein's, the agency picked up only a few small accounts and lost some business. Expectations had been quite high that McCabe would ring in a lot of business, and he was there to help the agency get into more big-time pitches. He did manage to do that, but the company lost those pitches against smaller agencies.
McCabe has been characterized in less-than-glowing terms as follows:
People say he's abusive to employees and colleagues, contemptuous of many clients, pugnacious and arrogant, a tireless self-promoter--and those are his friends.
When he opened his own agency in New York in 1991, he did so under especially ri
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Approximate Word count = 1330
Approximate Pages = 5 (250 words per page)
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