April 13, 2010

A Few Memories of Ron Rosenfeld Sent To Us


The MadAve Journal recently received feedback in response to our holiday tribute to Mr. Ron Rosenfeld, Cheers & Tears: Ron Rosenfeld & His Agency Party Tradition. As we begin 2006 together, we would like to share them with you, the MadAve community.


Gene DeWitt knew Ron very well. Here'a note about how Ron touched him personally and professionally.

Your Ron Rosenfeld essay made me think of how much I learned at RS&L and how that agency formed me professionally.

As the sixth employee of the agency, I had the opportunity to learn

1. How to pitch new business. We won 29 accounts in the first four years including media buying and field service for McDonald's New York region in competition with the very much larger media departments of JWT, B&B and Grey. In fact, when the chairman of Benton & Bowles was told that Rosenfeld Sirowitz & Lawson had won the account, he was rumored to have replied, "Rosenfeld Sirowitz & Who?".

2. How to build and manage an agency. We had a small Executive Committee which ran the place; Ron, Len and Tom were incredibly open to suggestions, ideas and initiatives from the entire team. It was a dream place in which to work, those guys were so nice.

3. How to be a complete advertising and marketing person. When the giant agency holding companies of today talk about "holistic" strategies as though they invented them, it kind of makes me laugh for two reasons. First, because their fragmented holding company structures makes the mere coordination of multiple units quite a challenge and most often just an unrealized goal for the. Secondly, because the "new" agencies such as Anomaly and Taxi seem to me to represent exactly that, places where multiple disciplines and perspectives can be joined together in groups of specialists working as teams to create wide-ranging strategies and executions.

The combination of Rosenfeld and Sirowitz's creative backgrounds at DDB and the account management, marketing, research and media perspectives that Lawson brought with him from O&M made that agency not only a special place then but a pretty good paradigm for the ideal agency of the future, don't you think?


Here's a personal note from a copywriter who knew Ron.

Journal --

I enjoyed the article very much -- Ron's memory deserves it! We were close friends for many years.

Thank you for bringing him back for a moment.


Here's a personal note from a media director who worked with Ron

Nice article.


The Editors

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