Chairman Emeritus, Saatchi & Saatchi
Mr. Upson entered the field of advertising after completing his studies at Yale University and after serving in the US Navy during World War II and in 1946. He began his career in Chicago with the Dancer Fitzgerald Sample Agency. DFS was the leading agency developer of radio show time soap operas, and created 60% of all radio soap operas for clients like Procter & Gamble, General Mills and other large package goods companies. He later moved with that agency to New York City in 1955 when DFS sought to broaden their expertise into the emerging television business which was unfolding in New York. He is one of very few leaders in the advertising agency business to have spent his entire career with one agency, Saatchi & Saatchi (nee DFS).
His early years were focused on building the General Mills and Procter & Gamble client businesses, still the foundational clients for the agency which led into merger in 1984 with Saatchi and Saatchi, also folding in the Compton agency so Saatchi and Saatchi could become a major presence leading the industry into globalization.
Some highlights of his career are:
The establishment of his agencies evolution from radio soap opera programs for client sponsorship to the era of live television program production, sponsoring classic Television serials like The Lone Ranger, the Beulah show, numerous games shows and encouraging the development sports broadcasts for his client sponsors. A further notable achievement of great relevance to this day, was the kids’ television programming DFS developed with the General Mills Company that evolved to long running classics like Rocky and Bullwinkle and the Road Runner series. These programs entertained and educated many generations of children with fun, wholesome content.
In the early 1970’s DFS accomplished a major marketing phenomenon; they encouraged the Hanes Hosiery client to launch a new stretch panty hose into an unconventional retail outlet—food stores. They created in the Legg’s Brand the most successful new product launch in the business by 1975, using innovative in-store displays, attractively designed egg-shaped packages and revolutionized the pantyhose category in the US. “Our Legg’s fit your legs”, became a major industry case history and fostered many other new entries into food stores, thus encouraging the superstore concept we have today.
In 1975, DFS won the Toyota Business. Toyota began a change that has become the envy of the automotive world. Starting by emphasizing the emotional relationship a driver has for their car, the agency changed the preconceived notion that a Japanese car was cheap, utility transportation and not particularly consumer friendly. “You asked for it, You Got it, Toyota” burst on the scene and captured a new generation of young car buyers who wanted an efficient, reliable transportation that had a sense of style and verve. And after Toyota’s success became a recognized leadership brand, DFS then captured the emotional high ground for automobiles with the memorable and highly successful campaign—“Oh What a Feeling.”
DFS and Team One helped Toyota accomplish what was then considered an oxymoron, the launch of a Japanese Luxury automobile—Lexus. This brand continues to this day to be the envy of the luxury segment, leading the way into affordable, smart luxury and now with Hybrid technology.
Many other significant accomplishments developed during Mr. Upson’s tenure in leading his agency and the industry. The famous “Where’s The Beef” campaign for Wendy’s is still considered one of the top 10 most effective campaigns of the past 25 years. The Ad Council’s Crime Prevention initiative for the Department of Justice led to the creation of McGruff “The Crime Dog” which became one of the most effective and memorable campaigns in Ad Council history. The call to action, “Take a Bite out of Crime” actually resulted in a decrease in crime in the US. His deep belief in the effectiveness of the Ad Council led to his being elected Chairman of the Ad Council for 1990-1991.
DFS was named “agency of the year” by AdWeek in 1985.
Mr. Upson also was President of the Fresh Air Fund of New York.
DFS was bought by Saatchi & Saatchi in 1986. Rather than “taking the money and running,” (as so many other agency sellers did), Mr. Upson stayed on and continued to work on behalf of his agency. In 1987 when the decision was reached to merge DFS with Saatchi & Saatchi Compton, Stu joined forces with Milt Gossett to guide the two agencies into what has proved to be one of the most successful large agency mergers.
He also served as Chairman of the American Association of Advertising Agencies in 1980-1981.
