T h e 4 0 ' s / T h e 5 0 ’ s resigned from JSC. The demand for experienced Rx advertising talent soon had him in business for himself. The character of pharmaceutical promotion had markedly changed in intensity and style. Competition among manufacturers as they introduced dozens of new brand names during the 1950's expressed itself in great quantities of direct mail, medical journals bulked up by multipage, four-color ads and heavy stock inserts, elaborate exhibits at medical conventions, widespread sampling and increased MD calls by sales representatives. At a 1959 seminar of pharmaceutical marketing, Tobias Wagner, director of advertising at SmithKline & French, had this to say about direct mail: "Perhaps the biggest problem inherent in pharmaceutical promotion is the sheer bulk of direct mail received by the physician. Last year, (1958) according to one reliable source, there was a slight decrease in total mailings: 3902 (comprising 6,513 pieces) in 1957. But the volume is still formidable." He also noted, "... direct mail is the physician's favorite whipping boy; he habitually brands it as inordinately expensive and as a chief factor contributing to the high cost of drugs ludwig Wilhelm Frohlich ( 1913- 1971) L.W. Frohlich was a combination of esthetic sensibilities and business acumen. His superb taste was evidenced by the fashion statement of his finely tailored suits, the furnishings and art in his New York townhouse, and the high standard he set for the graphics in the work his advertising agency produced. He arrived in this country in 1931 as a representative for a German type company. His talents came to the attention of the Schering advertising manager, Dr. Arthur Sackler, who encouraged him to go into business for himself. Frohlich set up an art studio in 1939, and in 1944 it was incorporated as an advertising agency. Over the years a number of art directors who achieved recognition in consumer advertising served an apprenticeship at LWF. On the business side, he was a visionary. L.W. Frohlich/lntercon was operating internationally in European markets and in Japan well in advance of its competitors. As a major partner in the formation of the market-auditing firm IMS, Frohlich displayed his capacity to recognize the long-term, informational needs of the pharmaceutical industry. His vision of a global market for advertising and research services survived his untimely death in his late 50s 1 Client Upjohn. A3£wcy.McAdams. AD: Rudy Wolff. I llustr.: R.O. Blechman (1950s). 2 C lien t Upjohn. Agency: McAdams.AD: Rudy Wolff. I llu s tr .: Andy Warhol (1950s). 3 C lien t Ethicon. Agency: L. W. Frohlich. AD: Ken Lavey (1950s). 4 Client: Pfizer. Agency: McAdams. AD: Harry Zelenko. Copy: John Kallir (1952). 31
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