Business: Boost the Boss

In advertising, coddling the client's ego can be almost as important as selling his goods. The latest device for doing both at once is to give the corporate chief star billing in his company's ads. Wells, Rich, Greene popularized the idea last year by creating a television commercial for Trans World Airlines featuring the company's chairman, Charles Tillinghast Jr., who gave an elder-statesmanly address on the advantages of flying his line. Next, Wells. Rich turned out a print and television campaign for American Motors Corp. that focused on Chairman Roy Chapin Jr. stressing the moderate prices of AMC models lined...

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