Jerry, How Do You Guide Your Agency ? "I guides to treat that consumers as though they were grownups whocould stand to be to the true. Jerry made hi sphilosophy of advertising clear in 1984 at the Advertising Club of New York's roundtable discoussion on "Creativity in Advertising." When Moderator Berine Flanagan, vice president of Marketing at the Wall Street Journal, asked him to state his philosophy of advertising. He answered like that.

Jerry, What iI the Role of the Director in Agency? "I thinks that the director takes over when the agency finishes selling the commercial."

Great Success of Della Femina, Jerry and Partners (1967)

635 Madison Ave., New York, N.Y. 10082

Appro. Annual Billing $5,000,000

Breakdown of Gross Billings by Media ;

Newpaper 20% ; Business-Trade Publs. 15% ;

Magazines 20% ; Television 30% ; Radio 10% ;

Outdoor 2% ; Trasot 3 %

The Retreat from the Early Sucess

Actually, his agency business started with a great creativity and innovative thinking, and he believed small agencyÍs effectiveness. However, as the agency came to bigger, he became to retreat from the brainstome thinking. As a result, in 1986, the WCRS Group, London bought his agency and in 1988, Della Femina, McNamee/WCRS was formed. He was still chareman-ceo of Della Femina, McNamee untill Euro RSCG bought out his contract. At that time, he resigned as charimen ceo from Della Femina, McNamee, New York. It was June in 1992. When he retired he planned to work from the office of an existing agency. Even that time, he hoped to run his own agency within their premises -- the smaller and happier agency with very few restrictive rugulations.

	And .......
	Della Femina, Jerry Back In November 1992, five months after his resignment, he came back to madision avenue planing tobuild new agency -- the smaller and happier agency. He explained that samll agency would be more like wal-mart than Macy's. Spiritually, it would be more the Hellzapopin, than the bank of England.