Marching up Madison Avenue: How I Beat the Entrepreneurial Odds Armed with a Pencil and My Imagination

Overview

Richard Gilbert worked on Madison Avenue for more than 30 years as the owner of Gilbert Advertising. His ads ran in major national publications with ads such as the famous London Fog spread that featured Noah’s Ark, and the Barton’s Candy ad, “To my rotten son who I am sure will not forget his mother on Valentine’s Day.”

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Overview

Richard Gilbert worked on Madison Avenue for more than 30 years as the owner of Gilbert Advertising. His ads ran in major national publications with ads such as the famous London Fog spread that featured Noah’s Ark, and the Barton’s Candy ad, “To my rotten son who I am sure will not forget his mother on Valentine’s Day.”

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Editorial Reviews

Library Journal

Gilbert, whose advertising agency made a small contribution to American economic dominance between 1950 and 1990, has written a memoir that is relevant to marketers, creative professionals, and historians. For most of today's ad agency professionals, however, the book will read like ancient history. Written with optimism and wholesomeness, the narrative makes reference to songs such as "Shine on Harvest Moon," events such as the Cuban Missile Crisis, and old-school lux lifestyles that included mink coats. Today's agency types, who favor ironic detachment, may have a difficult time even reading this work, let alone understanding its message. While Gilbert does provide some fragments of the history of business and advertising during a specific era, Mark Tungate's Adland: A Global History of Advertising is a more useful survey. Tungate's lesson that advertising is an incestuous and acquisition-happy industry is different from Gilbert's, who evidently escaped much of the drama that was around him in his day-perhaps because of his optimism and wholesomeness. In contrast, David Ogilvy was a man of his times, yet he wrote a timeless classic that is still fresh today, Confessions of an Advertising Man. Gilbert's book is an optional purchase.
—Stephen Turner

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Product Details

  • ISBN-13: 9781933016511
  • Publisher: Behler Publications, LLC
  • Publication date: 5/28/2008
  • Pages: 200
  • Product dimensions: 5.40 (w) x 8.30 (h) x 0.60 (d)

Meet the Author

Richard L. Gilbert: Richard Gilbert worked on Madison Avenue for more than 30 years as the owner of Gilbert Advertising. His ads ran in major national publications, helped define commercial free speech and created a popular ad campaign to end the war in Viet Nam. He is a regular contributor to the Riverdale Times editorial page with Op Ed pieces and to the New York Times.

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Table of Contents


Dedication
Introduction
Stepping to the Plate     1
Coogan's Bluff     6
Hits, Runs, Few Errors     17
The Old Songs     31
Of Mink and Men     43
Kicks from Champagne     51
Formal Affairs     66
The Fog Rolls In     89
Axis of "Wheelville"     113
A Big Race     126
An Adman's Ad     142
"Some Toys Hate War"     152
Variety's Spice     159
Bohemian Reality     169
"O Solo Trio"     175
Candy is Dandy     181
"I'm for you, you're for me, but..."     184
Ford to City: "Drop Dead"     195
"Did that already"     212
Afterword - Advertising     216
Afterword - Personal     220
Appreciation - Personal     222
Appreciation - Professional     223
Acknowledgement     224
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