Advertising: Reincarnation

Almost unnoticed beyond Madison Avenue was the brief announcement last month that the ad agency of Kastor Foote Hilton & Atherton Inc. had changed its name to just plain Emerson Foote, Inc. The switch was significant: it meant that Emerson Foote, 60, had once again set up shop in a serious way.

Foote is part of advertising folklore. Alabama-born, he was a bank teller and a clerk before he traveled to San Francisco for his first ad job in 1931 as a researcher with a small agency. By 1938, he was in the...

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