Raymond Rubicam: The Father Of Modern Advertising
Raymond Rubicam (June 16, 1892 – May 8, 1978) was one of the twentieth century’s advertising giants. He is known as the father of modern advertising of the United States. He was a great copywriter, whose work is remembered and admired even today. Started as a copywriter with N.W. Ayer & Son in Philadelphia, Rubicam demonstrated leadership, teaching managerial and innovative capabilities very early. In 1923, he started a partnership with his educated colleague John Orr Young, and started the agency “Young & Rubicam”, which later became one of the most respected advertising agencies in the world. In fact, when Raymond Rubicam retired to Arizona in 1944, Young & Rubicam was the second largest advertising agency in the world. He was recognized as advertising’s statesman. Rubicam was the first creative type to start an ad agency. Rubicam believed the content of advertising -- copy and art -- were the drivers of the business. Speaking of Raymond Rubicam, the legendary David Ogilvy said, “ He taught me that advertising can sell without being dishonest.” Rubicam once wrote, “Mirror the reader to himself and then show him afterwards how your product fits his needs.” He pioneered the notion of being consumer oriented. He always insisted: Understand the consumer. Young & Rubicam: Rubicam knew there was one sure way to stand out among the ad agency crowd. "Resist the usual," he 'd say. Understand The Consumer He encouraged his team at Young & Rubicam to do that as well. His
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