Foote, Cone & Belding Communications, Inc.

On the 18th of December 1942, Albert Lasker (the father of modern advertising and the man who implemented the "reason why" advertising) called in his 3 junior executives and basically made them and offer they could not refuse: he gave them the Lord and Thomas Advertising Agency. According to John Gunther, Lasker did this because: First, he was ... tired. Second, he was bored. Third, the new generation of executives with whom he had deal seemed far beneath his standards. Fourth, he wanted to devote himself to public service. Fifth, he felt that shortages induced by the war effort were bound to curtail sales of consumer goods, on which his business largely depended. Sixth, ... Edward [his son] had made it clear that he did not wish to succeed his father in the business, and would not return to advertising after the war. Moreover, Albert Lasker had made more money in advertising than any other man in history. He liquidated his stock for $10 million and handed the agency over to Emerson Foote, Fairfax Cone and Don Belding. They raised $100,000 to get the operation under way. The billings at the time were in the neighborhood of $22.5 million. On the 30th of December 1942, Lord and Thomas was dissolved. Lasker was Lord and Thomas, if he went, so did the name. On Monday, the 4th of January 1943, the offices opened up with the same employees and the same clients but with a different name: FOOTE, CONE & BELDING


Certificate: Common Stock, issued in the 1970’s

Printer: Federated Bank Note Company

Dimensions: 8” (h) x 12” (w)

State: DE-Delaware

Subject Matter: Advertising Companies

Vignette Topic(s): Allegorical Featured | Allegorical Mercury

Condition: Vertical fold lines, punch hole and stamp cancels in the signature areas and body, and some stray staple holes and markings.