There's a great story in AdAge today by Mitzi Perdue, Frank Perdue's widow.
In the article Ms. Perdue states that "in the late 1960s, when chicken was viewed as a commodity, Frank decided to do what no chicken farmer had done before. He took a 10-week absence from running his company, went to New York and began a full-time study of the theory and practice of advertising."
The fact that he would take 10 weeks out to make an important decision says a lot about Frank Perdue and his business. Thoroughness pays off. There really isn't a replacement for knowledge and understanding to get the story right. Frank was the story. I don't think that every agency would take the time to fully understand that. In the end it was good decisions by Mr. Perdue and his agency, Scali, McCabe, Sloves.
In the article Ms. Perdue states that "in the late 1960s, when chicken was viewed as a commodity, Frank decided to do what no chicken farmer had done before. He took a 10-week absence from running his company, went to New York and began a full-time study of the theory and practice of advertising."
The fact that he would take 10 weeks out to make an important decision says a lot about Frank Perdue and his business. Thoroughness pays off. There really isn't a replacement for knowledge and understanding to get the story right. Frank was the story. I don't think that every agency would take the time to fully understand that. In the end it was good decisions by Mr. Perdue and his agency, Scali, McCabe, Sloves.