HAMILTON COUNTY OHIO - BUSINESS: History of Stockton, West, Burkhart, Inc. *********************************************************************** OHGENWEB NOTICE: All distribution rights to this electronic data are reserved by the submitter. Reproduction or re-presentation of copyrighted material will require the permission of the copyright owner. *********************************************************************** File contributed for use in USGenWeb Archives by Mart43tctc@aol.com September 12, 1999 *********************************************************************** The History of Stockton West Burkhart, Inc. Advertising Agency - Cincinnati, Ohio written by C. Thomas Martin 1982 Television however, was a whole new ballgame. Due to technical limitations, film could not be used and tape recording had not been developed, so all commercials had to be produced live in front of cameras. The same cameras used to transmit the program. This place more emphasis on the Visual, the Art Division, then on Copy. The stage set, lighting, background, everything seen could make or break the commercial. The important question then was which Division should be responsible. Art or Copy, or should there be an additional division to handle this new medium? Burkhart recognized this and knew that all percentages would have to be re-evaluated to make possible an additional division. In the meantime - "the show must go on" there were clients who should be using this new and powerful medium and commercials that needed to be produced. Martin agreed to accept full responsibility for all television commercials and work out the percentage question later. But it also meant that any copy adapted or developed for television by the Copy Division would be paid out of Art Division budget on a time spent basis. A bit unwieldy, but television was a learning experience so a decision on an additional division was postponed. All agreed however, programs were a time-buying function of the Media Department. The fact that there were excellent television facilities in Cincinnati was a plus for SWB. Local programs were easily shown to clients and SWB could work with the stations in rehearsing and producing commercials. SWB quickly acquired the experience necessary. With the increase of clients, personnel and additional departments, Burkhart devoted more time to developing procedures which he believed were the keys to successful management. While there was no dispute regarding the importance of procedures, Burkhart did tend to overemphasize them. Stockton's spark and idea spontaneity seemed to be dulled by all this. He was successful in bringing business in, in his own way, but was now expected to follow the step-by-step procedure Burkhart initiated for all Contact men. Stockton found this too frustrating and decided to ease up on his involvement and perhaps retire. Then came a shattering blow to SWB - Eric Stockton died suddenly from a massive heart attack in May 1952. His death was mourned by all our clients, civic leaders and everyone who knew him. As a tribute to his self-effacing and unselfish contributions to the agency, no client losses resulted from his death. *************OH-FOOTSTEPS Mailing List*******************************