I was interested in Caroline Marshall’s article ‘Whatever happened to
Cadbury’s ads?’ As an old Cadbury advertising manager, my comments
might prove helpful.
Over 40 years, there were two advertising managers. For ten years, I
worked for Paul Redmayne, an outstanding manager and leader in
advertising and market research.
In 1955, Redmayne put me in charge of handling the new television
campaigns and space buying. I took over from him for the next decade,
from 1960 to 1970.
Marshall mentioned some of the outstanding campaigns in her article,
such as ‘all because the lady loves...’ for Milk Tray. She could also
have mentioned the Flake campaign - both have run during the past 30
years. To Young and Rubicam’s ‘award yourself the Cadbury’s Dairy Milk’
and ‘fruit and nut case’ you could add ‘nuts, whole hazelnuts’ and
‘Roses grow on you’.
While times have changed and pressures grown, the formula for good ads
and outstanding creativity will continue to depend on close
relationships, trust and continuity between the managements of the
client and agency.
Hugh Miles, Pebworth