Frederick D. Sulcer

Sandy Sulcer
Frederick Durham Sulcer (August 28, 1926 – January 18, 2004), known as Sandy Sulcer, was an American advertising agency copywriter and executive notable for creating the 1960s Put a Tiger in Your Tank advertising theme for Esso gasoline, now known as ExxonMobil and later as a rainmaker bringing in new clients.wikipedia
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DDB Worldwide

DDBDoyle Dane BernbachDDB Chicago
He held executive positions at Needham, Harper & Steers (now owned by Omnicom) including president of the New York Division, vice chairman of its international operations, and director of business development for the agency.
The firm won the Oklahoma gasoline account (later Esso, today ExxonMobil) after research indicated that American drivers wanted both power and play, and copywriter Sandy Sulcer, working with psychologist Ernest Dichter, chose the tiger to symbolize that desire, which led to the campaign Put a Tiger in Your Tank.

Ernest Dichter

To pitch Oklahoma gasoline (which became "Esso", then "Exxon", then "ExxonMobil"), he collaborated with psychologist Ernest Dichter and learned from research that drivers wanted both power and play for their automobiles.
Sandy Sulcer

Bronxville, New York

BronxvilleBronxville, NYBronxville (N.Y.)
Sulcer moved to Bronxville, New York in 1966 and managed the agency's New York City office.
Frederick D. Sulcer, advertising executive who wrote Put a Tiger in Your Tank for ExxonMobil

Ginna Marston

Ginna Sulcer Marston
Marston is the daughter of late advertising agency executive and copywriter Sandy Sulcer who has been credited for co-writing the Put a Tiger in Your Tank advertising theme for Exxon along with Ernest Dichter.

Rainmaker (business)

rainmaker
Frederick Durham Sulcer (August 28, 1926 – January 18, 2004), known as Sandy Sulcer, was an American advertising agency copywriter and executive notable for creating the 1960s Put a Tiger in Your Tank advertising theme for Esso gasoline, now known as ExxonMobil and later as a rainmaker bringing in new clients.
An example was the late advertising agency executive Frederick D. Sulcer who was described as a rainmaker after bringing numerous new accounts to every agency he's with.

Quinn Marston

She is the daughter of public service advertising director Ginna Marston and the granddaughter of advertising copywriter Frederick D. Sulcer.

Advertising agency

advertising agenciesadvertisingad agency
Frederick Durham Sulcer (August 28, 1926 – January 18, 2004), known as Sandy Sulcer, was an American advertising agency copywriter and executive notable for creating the 1960s Put a Tiger in Your Tank advertising theme for Esso gasoline, now known as ExxonMobil and later as a rainmaker bringing in new clients.

ExxonMobil

ExxonExxon MobilMobil
Frederick Durham Sulcer (August 28, 1926 – January 18, 2004), known as Sandy Sulcer, was an American advertising agency copywriter and executive notable for creating the 1960s Put a Tiger in Your Tank advertising theme for Esso gasoline, now known as ExxonMobil and later as a rainmaker bringing in new clients.

Great Depression

Depressionthe Great DepressionDepression-era
Sulcer was born in Chicago in 1926 and grew up during the Great Depression.

University of Chicago

Chicagothe University of ChicagoChicago University
He attended the University of Chicago on a scholarship and edited the student newspaper The Chicago Maroon and graduated in 1947.

The Chicago Maroon

Chicago Maroon
He attended the University of Chicago on a scholarship and edited the student newspaper The Chicago Maroon and graduated in 1947.

Korean War

KoreaKoreanthe Korean War
He was drafted and fought in the Korean War and was promoted to captain in the United States Army Corps of Engineers.

United States Army Corps of Engineers

Army Corps of EngineersCorps of EngineersU.S. Army Corps of Engineers
He was drafted and fought in the Korean War and was promoted to captain in the United States Army Corps of Engineers.

Korea

KoreanKorean PeninsulaSouth Korea
After returning from Korea, he married an artist for the Chicago Tribune named Dorothy Wright.

Chicago Tribune

Chicago Daily TribuneThe Chicago TribuneTribune
After returning from Korea, he married an artist for the Chicago Tribune named Dorothy Wright.

University of Chicago Booth School of Business

Graduate School of BusinessBooth School of BusinessUniversity of Chicago
He attended night school at the University of Chicago Business School and earned an MBA degree in 1963.

Master of Business Administration

MBAM.B.A.EMBA
He attended night school at the University of Chicago Business School and earned an MBA degree in 1963.

Copywriting

copywritercopywritersadvertising copy
Sulcer began his career in late 1940s at Needham Louis & Brorby in Chicago, which later became Needham Harper & Steers, as an advertising copywriter.

HSBC Finance

Household Finance CorporationHousehold FinanceHFC
He wrote jingles for Household Finance Corporation including Never borrow money needlessly, but when you must, trust HFC.

Account executive

advertising account executiveadvertising professionalexecutive
He was promoted to account executive in 1961.

Motive power

motivepowerengine power
To pitch Oklahoma gasoline (which became "Esso", then "Exxon", then "ExxonMobil"), he collaborated with psychologist Ernest Dichter and learned from research that drivers wanted both power and play for their automobiles.

Play (activity)

playplayingplayful
To pitch Oklahoma gasoline (which became "Esso", then "Exxon", then "ExxonMobil"), he collaborated with psychologist Ernest Dichter and learned from research that drivers wanted both power and play for their automobiles.

Zoo

zoological gardenzoological parkzoos
The agency borrowed a live tiger from the zoo which remained behind a large curtain while they presented the campaign idea to gasoline executives; at the end of the presentation, they opened the curtain to reveal the tiger.

Smoking and Health: Report of the Advisory Committee to the Surgeon General of the United States

1964 report of the U.S. Surgeon GeneralReportreport on smoking
In addition, he helped persuade the agency to abandon cigarette advertising after reading the 1964 landmark [[Smoking and Health: Report of the Advisory Committee to the Surgeon General of the United States|Smoking and Health]] report by the Surgeon General linking tobacco use with lung cancer; he quit smoking as well.

Surgeon General of the United States

Surgeon GeneralU.S. Surgeon GeneralUS Surgeon General
In addition, he helped persuade the agency to abandon cigarette advertising after reading the 1964 landmark [[Smoking and Health: Report of the Advisory Committee to the Surgeon General of the United States|Smoking and Health]] report by the Surgeon General linking tobacco use with lung cancer; he quit smoking as well.