ADVERTISING: The Rise of Byron Keating

Three months ago, advertising trade papers carried stories that Byron Keating had opened an advertising agency. When he landed his first account—the Little Tot Food Products Co.—such trade papers as Broadcasting carried the news. Then Advertising Age bulletined that Byron Keating Co. ("Cincinnati's fastest growing agency") was planning a new campaign for Soyscuits, a soybean biscuit mix.

But Keating made his biggest splash in the report of his talk before the Cincinnati Businessmen's League. Said Keating: "Agencies are doomed unless they establish totalitarian principles . . . with clients. Businessmen should...

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