ROGER STERLING JR., Senior Partner, Head of Accounts
BERTRAM COOPER, Senior Partner
DONALD FRANCIS DRAPER, Senior Partner, Creative
LANE PRYCE, Junior Partner, CFO
PETER DYCKMAN CAMPBELL Junior Partner, Accounts
What can we say about Don, the giant of intuitive advertising, the Lothario who barely has to lift a finger? This year saw Don walk right up to the abyss of alcoholism -- and pull back at the last minute. He won a Clio for a floor wax ad that spoke to his inner child, and started to learn some respect for the woman he should have shared the award with, Peggy. He also got dragged into an unnecessary rivalry with an unknown who wanted to be his equal, Ted Cheough, and drunkenly stole a slogan for Life cereal from a talentless youth he was then forced to hire. He grudgingly allowed himself to become the subject of a Wall Street Journal profile, but also cost the agency millions in Defense Department money out of fear that his secret identity would be exposed.
But this mixed record was overshadowed by the unilateral action Don took in the wake of the Lucky Strike debacle: a full page ad in the New York Times declaring that his startup would no longer take tobacco advertising. On the one hand, it was a neat display of perceptual jujitsu -- on the other, his partners were right to be outraged that they weren’t consulted. As persuasive as he is, he could well have won their assent, and stopped Bert from leaving the company, were he not so insistent on playing the lone wolf. After all, his anti-tobacco ad closely mirrored the real-life stance of a famous contemporary ad man, Emerson Foote.
LESSON: Even lone wolves need to be team players sometimes.