The Partnership with Ralph Holden

The following picture is taken from Calkins (1946):

Calkins attributes the CH trademark that marked the efforts of Calkins and Holden to the work of artist, Louis Akin. Unlike many true artists at that time, he was willing to participate in an advertising-related project. Interestingly, Akin lived his final years among the Hopi Indians in Arizona representing their customs in painted illustrations, and painting their costumes (Calkins, 1946).

When Ralph Holden arrived in New York, his primary interest was publishing. Holden accepted employment at the advertising agency, under ad boss Bates, upon learning that advertising offered a wealth of opportunities. Holden was quickly acquainted with Calkins who was asked to provide Holden direction and help him acclimate. Calkins remarks how the depth of their relationship might have been completely different had Holden not possessed clear speech. He describes Holden as a "city-bred man" who, despite his younger age, was cultivated, mature, independent, and confident in his decisions regardless of others' opinions. Holden's impact on Calkins' personality and sense of self was profound. When Calkins began working for Bates, he was thankful to have found a job he could carry out successfully in light of his handicap. Holden, on the contrary, was not overcome by appreciation, and evaluated their employer and the practice of advertising with a critical eye. Also, Holden was able to measure his abilities versus those of others objectively, whereas Calkins tended to accentuate his negative attributes, such as the limitations of being deaf, and minimize the positive ones (Calkins, 1924). Holden was not in the least impressed with their employer's abilities. As a consequence of Holden's influence, Calkins stopped selling himself short, and began to experience a newfound confidence in his own capabilities for the first time in his life (Calkins, 1924). However, Calkins still felt inept and insecure during client meetings, a mandatory practice in advertising (Calkins, 1924).

Despite the personal difficulty Calkins experienced during client meetings, he succeeded in advancing to the position of head of the copy department after a period of four years. Further, Calkins managed a staff of writers. As his friendship with Holden became closer, he not only learned of Holden's growing desire to leave the agency, but Calkins also began to reveal more personal information to Holden such as his $35 a week salary. Upon learning this information, Holden was so infuriated that Calkins' salary was not commensurate with his contribution to the agency, he began to formulate a business plan for their future. The nature of the business would be, as expected, advertising. Many discussions between the two ensued. It was decided that Holden, with his exceptional business acumen, would secure new accounts, whereas Calkins would provide the creativity, producing artistic advertisements with the aid of copy staff and an art department. Once they had surpassed the final obstacle of obtaining a $2,000 loan to start their agency, Calkins and Holden were ready to pursue their goal of "...doing...something that had not yet been done...to create a new epoch in the practice of advertising" (Calkins, 1924). So, on the last day in December, 1901, Calkins viewed with considerable pride the painted letters on the ground-glass door of the St. James Building (Calkins, 1924):

CALKINS & HOLDEN
ADVERTISING

Overall, the business achieved a successful balance drawing upon the creative energies of Calkins, and relying upon the salesmanship of Holden. As such, they succeeded in reaching new heights in the field of advertising (Calkins, 1924). Their prospectus proclaimed, "Two men with an idea" (Calkins, 1924). Despite their accomplishments, Calkins questioned whether his achievements in the industry were because of, or in spite of his handicap. He emphasized the critical importance of hearing to the profession of advertising (Calkins, 1924). Above all, Calkins was thankful to the people who selflessly helped him fulfill his destiny as a deaf man: his mother, his high school Latin teacher, Miss McCall, his faithful secretary at Calkins & Holden, Freda Demmler, Ralph Holden, and his wife (Calkins, 1924). The following picture is taken from Calkins (1946):

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