| 词条 | Frederick D. Sulcer |
| 释义 |
| honorific_prefix = | name = Frederick D. Sulcer | honorific_suffix = | image = Advertising executive Frederick D Sulcer circa 1970s.JPG | image_size = | caption = | birth_name = Frederick Durham Sulcer | birth_date = {{Birth date|1926|08|28}}[1] | birth_place = Chicago, Illinois, U.S. | death_date = {{Death date and age|2004|01|18|1926|08|28}}[2] | residence = New York City, New York, U.S. | nationality = American | education = U. Chicago, BA, 1947[2] | alma_mater = U. Chicago, MBA, 1963[2] | occupation = Advertising | years_active = 1953–2004 | employer = DDB Worldwide, Benton & Bowles | alias = Sandy Sulcer | known_for = Put a Tiger in Your Tank | home_town = Chicago, Illinois | spouse = Dorothy Wright (artist) | partner = | children = Ginna Sulcer Marston | parents = | relatives = Quinn Marston (granddaughter)}}Frederick Durham Sulcer (August 28, 1926 – January 18, 2004), known as Sandy Sulcer, was an American advertising agency copywriter and executive notable for creating the 1960s Put a Tiger in Your Tank advertising theme for Esso gasoline, now known as ExxonMobil and later as a rainmaker bringing in new clients.[2][3][4][5] Early yearsSulcer was born in Chicago in 1926 and grew up during the Great Depression. His father lost his Chicago-based advertising agency during the downturn. Sulcer had an egg delivery service[5] and slept underneath the dining room table to allow his parents to rent out his bedroom for much–needed funds. He attended the University of Chicago on a scholarship and edited the student newspaper The Chicago Maroon[5] and graduated in 1947.[6] He was an amateur actor in the Quadrangle Players theater group.[5] He was drafted and fought in the Korean War[7] and was promoted to captain in the United States Army Corps of Engineers.[5] After returning from Korea, he married an artist for the Chicago Tribune named Dorothy Wright. He attended night school at the University of Chicago Business School and earned an MBA degree in 1963.[6][5] CareerSulcer began his career in late 1940s at Needham Louis & Brorby in Chicago, which later became Needham Harper & Steers, as an advertising copywriter.[5][8][9][10] He wrote jingles for Household Finance Corporation including Never borrow money needlessly, but when you must, trust HFC.[5] He became a creative director. He was promoted to account executive in 1961.[11] To pitch Oklahoma gasoline (which became "Esso", then "Exxon", then "ExxonMobil"), he collaborated with psychologist Ernest Dichter and learned from research that drivers wanted both power and play for their automobiles. The pair, working with other agency creative people, selected the tiger as a visual symbol to express this desire. The agency borrowed a live tiger from the zoo which remained behind a large curtain while they presented the campaign idea to gasoline executives; at the end of the presentation, they opened the curtain to reveal the tiger. They won the account with the theme Put a Tiger in Your Tank.[12] Sulcer became assistant to the agency president Paul Harper.[13] In addition, he helped persuade the agency to abandon cigarette advertising after reading the 1964 landmark Smoking and Health report by the Surgeon General linking tobacco use with lung cancer; he quit smoking as well. Sulcer moved to Bronxville, New York in 1966 and managed the agency's New York City office. He helped persuade clients to support public service initiatives[6] including a seat-belt public service campaign called Buckle Up for Safety[5] as well as a traffic safety campaign entitled Watch Out for the Other Guy[14] for the Advertising Council.[15] Sulcer described the other guy theme and how it tried to improve awareness that other drivers were usually "nice, well-meaning people": {{quote|The other guy is not always the lane-hugging, road-burning, tire-squealing menace.|Sandy Sulcer, 1966, in The New York Times[16]}}Sulcer helped persuade the Xerox corporation to support a TV series entitled Of Black America which was later recognized by then-president Gerald Ford as a positive effort to bring awareness to minority issues.[5] The agency used data from a longitudinal survey of 3,000 consumers nationwide to help clients understand marketing issues[17] as well as help interpret election results and political leanings.[18] He held executive positions at Needham, Harper & Steers[33][19] (now owned by Omnicom) including president of the New York Division,[20][21] vice chairman of its international operations,[37] and director of business development for the agency.[5] He spoke publicly about the advertising business to professional associations.[22] Working with chairman Paul C. Harper, Jr., he helped the agency develop a reputation as a "hot creative shop" after it won awards for advertising during the late 1960s and early 1970s.[23] He was known for being a capable rainmaker who helped agencies pitch new business.[24] By chance, he sat next to a New York Times reporter on an airplane who was also en route to the Andover–Exeter football game, and the reporter noted that Sulcer had two teenagers, one attending each school.[25] In 1978, he became director of new business development for DMB&B[5][26] (now part of Publicis) and pitched numerous accounts.[27] In 1990, he moved back to his previous agency, now called DDB Needham Worldwide to head up new business development,[28] for clients such as Anheuser-Busch.[29] He retired from the agency business in 1994.[30] Sulcer continued to teach and write about advertising in his later years.[30] At Fairleigh Dickinson University, he led along with Cleve Langton and Michael Goodman the Schering-Plough executive lecture series entitled While You Were Looking The Other Way.[31] The lecture series described annual changes in the marketing environment during the previous year which suggested cultural shifts[4] and used marketing research to spot emerging trends.[32] He died in 2004 at the age of 77.[4][12] References1. ^{{cite news|author=George Lazarus|title= Diana's Bananas get vote of confidence at convention...|publisher=Chicago Tribune|quote=Strictly Personal: Birthday greetings to ... F.D. "Sandy" Sulcer.|date=August 28, 1996|url=http://articles.chicagotribune.com/1996-08-28/business/9608280275_1_big-banana-navy-pier-novelties|accessdate= 2011-10-03}} 2. ^{{cite news|title=Frederick D. Sulcer profile|url=https://www.nytimes.com/2004/01/24/classified/paid-notice-deaths-sulcer-frederick-sandy.html?|quote=The former copywriter, who penned Put a Tiger in Your Tank, ...|newspaper=New York Times|date=January 24, 2004|accessdate=2012-01-01 }} 3. ^{{cite web|url=http://www.exxonmobil.com/Corporate/history/about_who_history_alt.aspx|title=History|accessdate=2012-01-01|quote=1959: An advertising copywriter in Chicago comes up with the advertising slogan 'Put a tiger in your tank.'|publisher=ExxonMobil}} 4. ^1 2 {{cite news|author= Michael B. Goodman; Peter B. Hirsch|title=Corporate Communication: Strategic Adaptation for Global Practice|publisher= Peter Lang Publishing|quote=... Frederick D. (Sandy) Sulcer (1927–2004). Sandy ... counted "Put a Tiger in Your Tank" among his many creative credits.|isbn=978-1-4331-0622-4|url=https://books.google.com/books?id=CWeBPNtZ-rwC&pg=PR17&lpg=PR17&dq=%28%22sandy+sulcer%22+OR+%22frederick+sulcer%22+OR+%22frederick+d.+sulcer%22+OR+%22fred+sulcer%22%29&source=bl&ots=dW4WQs0o05&sig=cuJn5nsBniAvv7QPHyeXxWMNTeI&hl=en&ei=QvqJTpfwLafc0QGCsKwL&sa=X&oi=book_result&ct=result&resnum=4&ved=0CC4Q6AEwAzgK#v=onepage&q=%28%22sandy%20sulcer%22%20OR%20%22frederick%20sulcer%22%20OR%20%22frederick%20d.%20sulcer%22%20OR%20%22fred%20sulcer%22%29&f=false|accessdate=2011-10-03}} 5. ^1 2 3 4 5 6 7 8 9 10 11 {{cite news|author=David Kaplan|title= Sulcer, 77, Former DDB Needham Exec, Dies|publisher=AllBusiness|quote=NEW YORK Frederick D. "Sandy" Sulcer, ... created the well-known "Put a tiger in your tank" theme line for Esso (now ExxonMobil) and wrote jingles such as "Never borrow money needlessly, but when you must, trust HFC", for Household Finance Corp. ...|url=http://www.allbusiness.com/marketing-advertising/4134172-1.html|accessdate=2011-10-03}} 6. ^1 2 3 4 5 {{cite news |title= Deaths |publisher= University of Chicago Magazine |quote= Frederick D. Sulcer, AB'47, MBA'63, an advertising executive,... began his advertising career in Chicago, later moving to New York, where he encouraged his clients to support public-service campaigns.... |year= 2004 |url= http://magazine.uchicago.edu/0404/alumni/deaths.shtml |accessdate= 2011-10-03}} 7. ^{{cite news |title= With AMERICA'S FIGHTERS |publisher= Chicago Tribune |quote= Start page: S_A5 Word count: 291 |date= February 25, 1951 |url= https://pqasb.pqarchiver.com/chicagotribune/access/503487302.html?dids=503487302:503487302&FMT=ABS&FMTS=ABS:AI&type=historic&date=Feb+25%2C+1951&author=&pub=Chicago+Tribune&desc=With+AMERICA%27S+FIGHTERS&pqatl=google |accessdate= 2011-10-03}} 8. ^{{cite news |author= MARYON ZYLSTRA |title= The Inquiring Camera Girl |publisher= Chicago Tribune |quote= ... Frederick D Sulcer advertising copy writer Hyde Park |date= February 4, 1958 |url= https://pqasb.pqarchiver.com/chicagotribune/access/518891952.html?dids=518891952:518891952&FMT=ABS&FMTS=ABS:AI&type=historic&date=Feb+04%2C+1958&author=&pub=Chicago+Tribune&desc=The+Inquiring+Camera+Girl&pqatl=google |accessdate= 2011-10-03}} 9. ^{{cite news |author= CARL SPIELVOGEL |title= Advertising: Newspapers in Selling Drive |publisher= The New York Times |quote= ... Frederick D. Sulcer has been assistant of the copy department ... |date= April 24, 1958 |url= http://select.nytimes.com/gst/abstract.html?res=F40E13FB355D1A7B93C6AB178FD85F4C8585F9 |accessdate= 2011-10-03}} 10. ^{{cite news |title= ADVERTISING NOTES |publisher= Chicago Tribune |quote= ... At the same time Frederick D Sulcer was named assistant of the copy department ... |date= April 24, 1958 |url= https://pqasb.pqarchiver.com/chicagotribune/access/519310772.html?dids=519310772:519310772&FMT=ABS&FMTS=ABS:AI&type=historic&date=Apr+24%2C+1958&author=&pub=Chicago+Tribune&desc=ADVERTISING+NOTES&pqatl=google |accessdate= 2011-10-03}} 11. ^{{cite news |author= ROBERT ALDEN |title= Advertising: TV Specials Are Found to Be Big Sellers |publisher= The New York Times |quote= ... Frederick D. Sulcer named an account executive ... of Needham, Louis Brorby, inc. |date= February 16, 1961 |url= http://select.nytimes.com/gst/abstract.html?res=F70F10F63558147A93C4A81789D85F458685F9 |accessdate= 2011-10-03}} 12. ^1 {{cite news |author= Kaplan, David |title= Sulcer, 77, Former DDB Needham Exec, Dies. (Frederick D. Sulcer) (Obituary) |publisher= ADWEEK Eastern Edition |quote= NEW YORK – Frederick D. "Sandy" Sulcer ... He created the well-known "Put a tiger in your tank" theme line for Esso (now ExxonMobil) … |date= January 23, 2004 |url= http://business.highbeam.com/436953/article-1G1-112766289/sulcer-77-former-ddb-needham-exec-dies |archive-url= https://web.archive.org/web/20150914155910/http://business.highbeam.com/436953/article-1G1-112766289/sulcer-77-former-ddb-needham-exec-dies |dead-url= yes |archive-date= September 14, 2015 |accessdate= 2011-10-03}} 13. ^{{cite news |author= LEONARD SLOANE |title= Advertising: Two Unseen but Heard on TV |publisher= The New York Times |quote= ... Frederick D. Sulcer becomes assistant to the president, Paul C. Harper Jr |date= July 9, 1965 |url= http://select.nytimes.com/gst/abstract.html?res=FB0E10FB3D5A157A93CBA9178CD85F418685F9 |accessdate= 2011-10-03}} 14. ^{{cite news |title= Twelve Big Ideas – The Advertising Council's Traffic Safety Campaign: "Watch Out For The Other Guy" |publisher= WARC |quote= ... Classic Speeches – 4A's, 1966 – In his speech at the American Association of Advertising Agencies (4A's) 1966 Central Region Annual Meeting, Frederick D. Sulcer from Needham, Harper & Steers, shows how his agency developed the "Watch Out for the Other Guy" concept for the Traffic Safety Council. |year= 1966 |url= http://www.warc.com/Pages/Taxonomy/Results.aspx?q=&Area=Articles&Page=3&Tab=&DVals=&SourceOR=&DRange=&Filter=All&SubjectRef=1209&qr= |accessdate= 2011-10-03}} 15. ^{{cite news |author= JAMES SMITH |title= Agency Men Will Meet Tomorrow |publisher= Chicago Tribune |quote= Campaigns that broke the mold of advertising will be featured on Friday, ... at the Continental Plaza hotel. ... The Advertising Council's Traffic Safety Campaign Frederick D Sulcer Needham Harper & Steers |date= October 12, 1966 |url= https://pqasb.pqarchiver.com/chicagotribune/access/587052472.html?dids=587052472:587052472&FMT=ABS&FMTS=ABS:AI&type=historic&date=Oct+12%2C+1966&author=&pub=Chicago+Tribune&desc=ADVERTISING%2FMARKETING&pqatl=google |accessdate= 2011-10-03}} 16. ^{{cite news |author= WALTER CARLSON |title= Advertising: 'Watch Out for the Other Guy' |publisher= The New York Times |quote= ... "The other guy is not always the lane-hugging, road-burning, tire-squealing menace; ' according to Frederick D. Sulcer, vice president of Needham, ... |date= July 11, 1966 |url= http://select.nytimes.com/gst/abstract.html?res=F50D12F83559117B93C3A8178CD85F428685F9 |accessdate= 2011-10-03}} 17. ^{{cite news |author= Timothy Mullaney |title= Economic fears aren't crinkling Christmas lists 'Holiday optimism' evident in survey |publisher= Baltimore Sun |quote= "One explanation of the possible difference is that in the [Conference Board] survey, people are talking about their plans for cars, houses, vacations – big-ticket items," said Sandy Sulcer, vice chairman of DDB Needham in New York. ... |date= November 27, 1991 |url= http://articles.baltimoresun.com/1991-11-27/news/1991331049_1_ddb-needham-retailers-deloitte-touche |accessdate= 2011-10-03}} 18. ^{{cite news |author= Philip H. Dougherty |title= Voting for Humor |publisher= The New York Times |quote= ... According to research disclosed by Frederick D. Sulcer, executive vice president of NHS, most people who didn't vote in 1968 didn't really need much more |date= September 14, 1972 |url= http://select.nytimes.com/gst/abstract.html?res=F00F1FF63854127B93C6A81782D85F468785F9 |accessdate= 2011-10-03}} 19. ^{{cite news |author= Philip H. Dougherty |title= A advertising: In Search of Flavor; Executive Switches at Needham |publisher= The New York Times |quote= ...Frederick D. Sulcer B. Blair Vedder Jr. Bradley H. Roberts |date= May 13, 1974 |url= http://select.nytimes.com/gst/abstract.html?res=F50614F7385B1A7493C1A8178ED85F408785F9 |accessdate= 2011-10-03}} 20. ^{{cite news |author= Philip H. Dougherty |title= A Madison Ave. Hive Like Others: Humming; Advertising: Madison Ave. Hive Like Others -It Hums |publisher= The New York Times |quote= ... But next door, Frederick D. (Sandy) Sulcer, head of the New York office is already talking to a job applicant and will finish off the morning working on |date= November 16, 1969 |url= http://select.nytimes.com/gst/abstract.html?res=F70611FA345D13728DDDAF0994D9415B898AF1D3 |accessdate= 2011-10-03}} 21. ^{{cite news |author= Philip H. Dougherty |title= Agency Maps Attacks to Win New Clients |publisher= The New York Times |quote= Paul C. Harper Jr. ... The management team is made up of Frederick D. (Sandy) Sulcer, executive vice president and New York office manager... |date= August 4, 1968 |url= http://select.nytimes.com/gst/abstract.html?res=FA0C10FA3E5C1A7B93C6A91783D85F4C8685F9 |accessdate= 2011-10-03}} 22. ^{{cite news |title= Needham Head Praises Other Agencies' Efforts |publisher= The New York Times |quote= Frederick (Sandy) Sulcer, president of Needham, Harper Steers, did a very strange thing the other night during a speech before the Business/Professional Advertising Association in Rochester. He mentioned what he considered as good campaigns from other agencies. |year= 1978 |url= http://select.nytimes.com/gst/abstract.html?res=FB0D13FB3F58157493C5AB1789D85F418785F9 |accessdate= 2011-10-03}} 23. ^{{cite news |author= Philip H. Dougherty |title= Advertising; Needham Is Stressing Creativity |publisher= The New York Times |quote= In the last few years during advertising awards time, the name of Needham, Harper Steers has been showing up frequently among the agencies that have won multiple awards.... The change of image is a direct result of a management decision by Paul C. Harper Jr., chairman of Needham, Harper Steers, and of Frederick D. Sulcer ... |date= June 12, 1975 |url= http://select.nytimes.com/gst/abstract.html?res=F10E13FC385D137B93C0A8178DD85F418785F9 |accessdate= 2011-10-03}} 24. ^{{cite news |author= Griggs, Robyn |title= Sulcer merges new business with old. (Frederick D. Sulcer) |publisher= ADWEEK Western Edition |quote= NEW YORK—Never underestimate Sandy Sulcer's ability to get into an account review. Just a couple of months ago while pitching new business at D'Arcy Masius Benton & Bowles, he tried desperately to get into the coveted Reebok review. Now Sulcer's on the short list... |date= April 9, 1990 |url= http://business.highbeam.com/436952/article-1G1-8923713/sulcer-merges-new-business-old |archive-url= https://web.archive.org/web/20150914155915/http://business.highbeam.com/436952/article-1G1-8923713/sulcer-merges-new-business-old |dead-url= yes |archive-date= September 14, 2015 |accessdate= 2011-10-03}} 25. ^{{cite news |author= MICHAEL STRAUSS |title= Andover Triumphs; Lewis Scores Two |publisher= The New York Times |quote= EXETER, N.H. – ... For Sandy Sulcer of Bronxville, NY, whose son, Tom, attends Andover and whose daughter, Ginny, is a coed at Exeter, ... |date= November 11, 1973 |url= http://select.nytimes.com/gst/abstract.html?res=F70914FF3E5D127A93C3A8178AD95F478785F9 |accessdate= 2011-10-03}} 26. ^{{cite news |author=Philip H. Dougherty |title= Advertising; Winter Winds of Change |publisher= The New York Times |quote= ... Sulcer to BB Frederick D. (Sandy) Sulcer, loaner president of the domestic operation of Needham, Harper Steers, is joining Benton Bowies as a senior vice president... |date= December 12, 1977 |url= http://select.nytimes.com/gst/abstract.html?res=FB0E17F73E551B7493C0A81789D95F438785F9 |accessdate= 2011-10-03}} 27. ^{{cite news |author= Philip H. Dougherty |title= Advertising; People |publisher= The New York Times |quote= Michael Johnson and Frederick D. (Sandy) Sulcer named to board of D'Arcy Masius Benton & Bowles. |date= November 22, 1985 |url= https://www.nytimes.com/1985/11/22/business/advertising-people.html |accessdate= 2011-10-03}} 28. ^1 {{cite news |author= Randall Rothenberg |title= THE MEDIA BUSINESS: Advertising; New Position At Needham |publisher= The New York Times |quote= Frederick D. (Sandy) Sulcer is leaving D'Arcy Masius Benton & Bowles, where he has been director of business development since 1978, for DDB Needham Worldwide, where he will become vice chairman. ... |date= March 30, 1990 |url= https://www.nytimes.com/1990/03/30/business/the-media-business-advertising-new-position-at-needham.html |accessdate= 2011-10-03}} 29. ^{{cite news |title= Survey |publisher= Gainesville Sun |quote= The survey "told me that World Cup soccer as a public spectacle ranked right out there with open-ocean yacht racing" ,,, said DDB Needham Worldwide vice chairman Sandy Sulcer.... |date= February 21, 1991 |url= https://news.google.com/newspapers?id=mUlWAAAAIBAJ&sjid=ReoDAAAAIBAJ&pg=6712,6469502&dq=sandy-sulcer+%7c+frederick-sulcer+%7c+frederick-d-sulcer+%7c+fred-sulcer&hl=en |accessdate= 2011-10-03}} 30. ^1 2 {{cite news |author= DDB Worldwide staff |title= Paid Notice: Deaths SULCER, FREDERICK D. SANDY |publisher= The New York Times |quote= SULCER—Frederick Sandy. ... who penned Put a Tiger in Your Tank, ... |date= January 25, 2004 |url= https://www.nytimes.com/2004/01/25/classified/paid-notice-deaths-sulcer-frederick-d-sandy.html |accessdate= 2011-10-03}} 31. ^{{cite news |title= In Memoriam |publisher= Fairleigh Dickinson University |quote= Frederick "Sandy" Sulcer, ... former Schering-Plough visiting professor of corporate communication, ... Sulcer co-organized the Schering-Plough Executive Lecture Series, "While You Were Looking the Other Way." |date= January 2004 |url= http://inside.fdu.edu/pt2/otw0402/facultystaff.html |accessdate= 2011-10-03}} 32. ^{{cite news |author= Michael B. Goodman (author & editor) |title= Corporate Communications for Executives |publisher= State University of New York Press, Albany |quote= Sandy Sulcer, Cleve Langton, and I surveyed corporate executives regarding their attitudes toward and participation in public television. |year= 1998 |isbn= 0-7914-3761-2 |url= https://books.google.com/books?id=8ZBruNiEoz4C&pg=PA99&lpg=PA99&dq=%28%22sandy+sulcer%22+OR+%22frederick+sulcer%22+OR+%22frederick+d.+sulcer%22+OR+%22fred+sulcer%22%29&source=bl&ots=j23afMSR_Y&sig=nAImXelXHglr4RA4fBhxuVjz6r0&hl=en&ei=Dv2JTpa1Gsjj0gHWneClDA&sa=X&oi=book_result&ct=result&resnum=5&ved=0CDIQ6AEwBDgK#v=onepage&q=%28%22sandy%20sulcer%22%20OR%20%22frederick%20sulcer%22%20OR%20%22frederick%20d.%20sulcer%22%20OR%20%22fred%20sulcer%22%29&f=false |accessdate= 2011-10-03}} External links
10 : Copywriters|Businesspeople from Chicago|People from Bronxville, New York|Advertising directors|1926 births|2004 deaths|American marketing people|Businesspeople in advertising|American army personnel of the Korean War|University of Chicago Booth School of Business alumni |
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