Bozell & Jacobs, 1930s-1960s

While Bozell & Jacobs (B&J) worked to establish itself as an agency during the 1920s, they became closely associated with its first and largest client, Nebraska Power Company. This led to a reputation as a utility agency and helped win additional utility accounts for the agency.

These early clients included Midland United Company in Indiana, United Gas Company of Houston, Electric Bond & Share Company in New York, NY, and Public Information Program of the Electric Industry in Washington, DC.

In order to service their clientele all over the U.S., B&J opened new offices in these key areas which allowed them to spread their reach. High-response campaigns like the Nebraska Power Company ad “Are you working for your husband’s second wife?” raised B&J’s profile, too.

But the founders of the agency wanted more. And when Nebraska Power Company turned public in 1943, leading to the end of the account, Leo Bozell and Morris Jacobs became even more determined to create a greater variety client base.

“Even though municipal ownership … captured Omaha, and even the state, B&Js’ reputation spread throughout the electric industry nationally. We of B&J were kept hopping throughout many states,” Jacobs wrote in his memoir.

Jacobs worked hard to collect these new clients while Bozell held down the fort in order to maintain the ones they had.

“I always believed in the law of averages. I thought then (and I still do) that if an advertising agency man will consistently make a certain number of new business calls daily, he will get new business. I believed strongly in this approach, and constantly urged it on all B&J personnel who were available,” Jacobs wrote.

Jacobs’ math was good. Between his adamant efforts and the agency’s strong reputation, it wasn’t long before new accounts were blossoming up all over the country.

In 1948, the agency secured a high-profile client—Elizabeth Arden. Jacobs was introduced to the glamorous cosmetologist through a mutual friend, Sol Rosenblatt, and the brand gave B&J the opportunity to open its New York office and to flaunt its advertising skills in a new niche. The account itself died quickly, however, as “Miss Arden didn’t believe in paying her bills on time … The Omaha National Bank became perturbed (to say the least). So did the Periodical Publishers Association,” according to Jacobs’ memoir.

B&J also nabbed the high-profile Mutual of Omaha account in 1949 following a leadership change. Tasked with the project of finding a radio show for the company, Jacobs reeled in a young radio commentator, Bob Considine, for the job. Though he was unknown at the time, Considine quickly became recognized as the official voice of Mutual of Omaha, and went on to become nationally recognized for his radio commentating—while still representing Mutual of Omaha and giving talks at several of the company’s meetings.

B&J’s reputation also grew from the founders’ exceptional community service and civic work. Bozell held positions as commander of the Omaha Post of the American Legion, president of the Chamber of Commerce and chairman of the Democratic Committee, among many others. Jacobs served on several boards including Creighton University, Community Chest, what is now University of Nebraska Omaha, and several other leadership positions.

“I have stated on many occasions … that we must ‘pay rent for the space we occupy on this earth.’ We pay that rent by service to the religion of our choice, service to our nation, service to our city and state,” Jacobs wrote of these contributions. “There is no question—as a result of what we did, Bozell & Jacobs gained great respect and fine standing in Omaha.”

B&J saw slow but steady growth throughout World War II and the postwar era, with new offices established in Shreveport, Louisiana; Seattle, Washington; Minneapolis, Minnesota; Los Angeles, California; New York, New York; and Washington, D.C. Billings more than doubled between 1951 and 1956 to $20 million. The company entered the 1960s as an international agency with a list of clients that rivaled all competitors.

In Sponsor Magazine’s August 24, 1957 edition, it listed B&J among its seven outstanding agencies for general knowledge of the business. It described the agency as “an example of a small agency that was rated as unusually strong in buyers’ understanding of markets and stations, of flexible usage.”

Though the agency experienced major growth and success during this period, it was also healing from a major personal blow—Leo Bozell passed away from a heart attack in 1946.

“We had a marvelous personal relationship. We were intimate friends, as well as business partners. There was an absolute minimum of friction between us. Leo Bozell was as fine a person as I will ever meet,” Jacobs wrote in his memoir.

Bozell’s death was a significant loss for his partner and friend, but Jacobs kept the business rolling—and brought in the company’s next leader: his son-in-law, Chuck Peebler. Peebler, a dropout from Drake University who had previously worked at the management level of a department store, joined B&J in 1958, the same year he married Jacobs’ daughter, Susie.

“It soon became apparent Chuck had the ability and was ‘built’ mentally for the advertising business. Even though he had no previous experience in the agency business, he ‘took to it,’” Jacobs wrote.

Jacobs’ slowly removed himself more from the company. In 1965, Jacobs sold the company to Peebler, his nephew Alan Jacobs and a group of key employees. At 28 years old, Peebler was president of the company. The new leadership would soon boldly lead the company into a new era of even greater rapid growth.

“What they have accomplished at B&J, at this time of writing [1978], has been phenomenal. It has certainly given me a personal thrill,” Jacobs wrote.

One Comment