Arthur C. Fatt | |
---|---|
Born | Arthur Cornell Fatt 1905 |
Died | 1999 (age 94) |
Nationality | American |
Occupation | Advertising executive |
Spouse(s) | Virginia Finder Gernsback (divorced) Barbara Cappeau (predeceased) |
Children |
Barbara Costikyan Marjorie Chester |
Arthur C. Fatt (1905–1999) was an American advertising executive at the Grey Advertising Agency. [1] [2] [3]
Fatt was born in 1905. [1] In 1921, he joined the Grey Advertising Agency founded by Lawrence Valenstein in 1917. [2] The company's original focus was to publish direct mailings for the furrier industry which morphed into a magazine named Furs and Fashions. [2] In 1925, the firm, renamed the Grey Advertising Agency, became a full-fledged advertising agency [2] and differentiated itself from its competitors by using a team approach to advertising that closely worked with its customers and conducted extensive marketing research. [3] Grey focused on developing a brand through pre-selling and building a market for it. [2] Fatt served as the primary salesman while Valenstein served as administrator. [1] In the 1930s the firm focused on soft goods. [2] In the 1940s, the firm was billing $1 million per year. [2] In 1947, after winning Gruen watch account, billings reached $10 million. [3] In 1955, after winning the Block Drug account, Grey's billings reached $30 million. [3] In 1956, Valenstein became chairman of the board and Fatt became president. [3] In 1957, the firm developed the widely successful "Leaving now for Trenton, Philadelphia and Cucamonga!" campaign for Greyhound Bus with the tagline "Go Greyhound and leave the driving to us." [3] [1] Fatt was responsible for winning the accounts of Ford Motor Company, Procter & Gamble and Chock Full o' Nuts. [1]
In 1961, billings reached $59 million [3] and Valenstein became chairman of the executive committee; [2] Fatt was named chairman and Herbert D. Strauss its president. [3] In 1961, the firm expanded by opening an office in Los Angeles; [3] and he expanded internationally by opening offices in London in 1962 and Japan in 1963. [3] [2] In 1964, billings reached $100 million. [3] In 1965, the firm went public trading on the Nasdaq exchange and the firm also expanded into the use of psychographics (the analysis of consumer lifestyles). [3] In 1966, Grey became one of the top 10 agencies in the U.S. [3] In 1967, Strauss was named CEO and Edward H. Meyer, president. [3] In 1969, Grey won the Kraft General Foods' Post cereal account and sales reached $230 million. [4] In 1969, Strauss was named chairman [4] and in 1970, Meyer was named CEO. [1] In the 1970s, Grey was responsible for several popular ad campaigns including "Star Wars" toys for Kenner, aspirin and toothpaste for SmithKline, and Stove Top Stuffing for Kraft General Foods. [3] In 1976, Fatt retired and was named founder/chairman. [1]
He served as a director of the American Association of Advertising Agencies and the American Advertising Federation. [1]
Fatt has been married twice. His first marriage to Virginia Finder Gernsback ended in divorce in 1946. [1] His second wife, Barbara Cappeau, died in 1992. [1] He has two daughters, Barbara Costikyan and Marjorie Chester. [1] In 1977, his daughter Barbara, a freelance writer, married Democratic politician Edward N. Costikyan in a Unitarian ceremony. [5] Fatt was of Jewish descent. [6] [7]
Valenstein and Fatt did not name their agency after themselves for fear of anti-Semitism
Arthur C. Fatt | |
---|---|
Born | Arthur Cornell Fatt 1905 |
Died | 1999 (age 94) |
Nationality | American |
Occupation | Advertising executive |
Spouse(s) | Virginia Finder Gernsback (divorced) Barbara Cappeau (predeceased) |
Children |
Barbara Costikyan Marjorie Chester |
Arthur C. Fatt (1905–1999) was an American advertising executive at the Grey Advertising Agency. [1] [2] [3]
Fatt was born in 1905. [1] In 1921, he joined the Grey Advertising Agency founded by Lawrence Valenstein in 1917. [2] The company's original focus was to publish direct mailings for the furrier industry which morphed into a magazine named Furs and Fashions. [2] In 1925, the firm, renamed the Grey Advertising Agency, became a full-fledged advertising agency [2] and differentiated itself from its competitors by using a team approach to advertising that closely worked with its customers and conducted extensive marketing research. [3] Grey focused on developing a brand through pre-selling and building a market for it. [2] Fatt served as the primary salesman while Valenstein served as administrator. [1] In the 1930s the firm focused on soft goods. [2] In the 1940s, the firm was billing $1 million per year. [2] In 1947, after winning Gruen watch account, billings reached $10 million. [3] In 1955, after winning the Block Drug account, Grey's billings reached $30 million. [3] In 1956, Valenstein became chairman of the board and Fatt became president. [3] In 1957, the firm developed the widely successful "Leaving now for Trenton, Philadelphia and Cucamonga!" campaign for Greyhound Bus with the tagline "Go Greyhound and leave the driving to us." [3] [1] Fatt was responsible for winning the accounts of Ford Motor Company, Procter & Gamble and Chock Full o' Nuts. [1]
In 1961, billings reached $59 million [3] and Valenstein became chairman of the executive committee; [2] Fatt was named chairman and Herbert D. Strauss its president. [3] In 1961, the firm expanded by opening an office in Los Angeles; [3] and he expanded internationally by opening offices in London in 1962 and Japan in 1963. [3] [2] In 1964, billings reached $100 million. [3] In 1965, the firm went public trading on the Nasdaq exchange and the firm also expanded into the use of psychographics (the analysis of consumer lifestyles). [3] In 1966, Grey became one of the top 10 agencies in the U.S. [3] In 1967, Strauss was named CEO and Edward H. Meyer, president. [3] In 1969, Grey won the Kraft General Foods' Post cereal account and sales reached $230 million. [4] In 1969, Strauss was named chairman [4] and in 1970, Meyer was named CEO. [1] In the 1970s, Grey was responsible for several popular ad campaigns including "Star Wars" toys for Kenner, aspirin and toothpaste for SmithKline, and Stove Top Stuffing for Kraft General Foods. [3] In 1976, Fatt retired and was named founder/chairman. [1]
He served as a director of the American Association of Advertising Agencies and the American Advertising Federation. [1]
Fatt has been married twice. His first marriage to Virginia Finder Gernsback ended in divorce in 1946. [1] His second wife, Barbara Cappeau, died in 1992. [1] He has two daughters, Barbara Costikyan and Marjorie Chester. [1] In 1977, his daughter Barbara, a freelance writer, married Democratic politician Edward N. Costikyan in a Unitarian ceremony. [5] Fatt was of Jewish descent. [6] [7]
Valenstein and Fatt did not name their agency after themselves for fear of anti-Semitism