Benton & Bowles
Benton & Bowles (B&B) was a New York–based advertising agency founded by William Benton and Chester Bowles in 1929. One of the oldest agencies in the United States, and frequently one of the 10 largest, it merged with D'Arcy-MacManus Masius in 1985, and continued business until a reorganization in 2002. History The agency's success was closely related to the rise in popularity of radio. Benton & Bowles invented the radio soap opera to promote their clients' products, and by 1936 were responsible for three of the four most popular radio programs on the air. In 1956, B&B and their client Procter & Gamble launched the nationally televised soap opera As the World Turns on CBS. B&B created some of the most memorable commercials on television, including "Look, Ma, No Cavities" for Crest toothpaste and "When E.F. Hutton Talks, People Listen" for the New York brokerage house. In 1981, they set up Telecom Entertainment as a subsidiary to handle production, which would handle $12–15 million per year, in order to develop television movies and miniseries, as well as pay cable television shows, most notably book adaptations, and it will be handled by Michael Lepiner, who will serve as president of the