The Answer Woman (Librarian in 1955 New Yorker Magazine)
Answering a completely off-beat question may provide the germ of a great advertisment or an adroidt advertising plan. Not long ago, for instance:
An art director at Campbell-Ewald asked what Nero wore when Rome burned, because it was important to the creation of a compelling ad;
A television man asked what a "kissing bridge" was, so he could film a commercial;
A chap in the research department asked for the estimated Gross National Product for 1955, to assist in preparing a prospectus.
And they each got the right answer. They turned to Miss Treat.
Miss Treat runs Campbell-Ewald's library. In fact, it's safe to say that Miss Treat IS the library. She created it and she nurtured it, until now - as far as we've ever been able to determine - it is one of the most complete agency libraries west of the Hudson; better than most of those east of the Hudson.
We prove that to ourselves every day, but probably the most satisfactory proof of the claim lies in the constant and increasing use our clients have made of this library over the years.
Miss Treat has an answer for everything - THE answer. Like the time a copy writer sought the origin and meaning of "wheels within wheels." Origin was easy: "Ezekiel" in the Old Testament. Miss Treat found the meaning buried deep in John Calvin's "Works."
Miss Treat is our own private oracle, and in a highly skilled creative agency an oracle is a handy person to have around.
Much of the information she provides is prosaic, albeit vital. The media department wants circulation figures, account executives want competitive advertising files from years past, or tear-sheets of ads from a field in which we're seeking new business, or market data, or references from Dun & Bradstreet, or any of a hundred other items. They all turn to Miss Treat.
Who knows when the research department, the media department, or one of our other offices may seek the solution to some problem that can be solved only by intensive an exacting library research? And who knows where a lively, inquisitive art director or copy writer may hang his hat when he takes off on the creation of an ad?
At Campbell-Ewald, everyone connected with creative advertising - and that's everyone - always seeks the new, shares an enthusiasm in his quest for the forceful and dramatic in advertising that isn't forestalled by mere inability to locate information.
Miss Treat sees to that. Her versatile assistance is essential - as much so as account executives, production men, researchers, art directors and copy writers - to the creation of readable, persuasive advertising that this agency insists upon for its clients.
A good library complements a good agency. Campbell-Ewald counts itself fortunate to have one of the foremost agency librarians in the United States - Miss Treat.
Tags: miss treat librarian new yorker february 12 1955
Added: 7 months ago
In a full-page 1955 ad in the New Yorker, the Campbell-Ewald Advertising agency lauds its corporate librarian, Miss Treat, saying, "Miss Treat runs Campbell-Ewald's library. In fact, it's safe to say that Miss Treat is the library." The ad continues: "Miss Treat is our own private oracle, and in a highly skilled creative agency an oracle is a handy person to have around."