Leonard Rattner Advertising
The real story of a New York City Ad Man and the agency he created from 1946 to 1975. His work introduced Japanese brands from Fuji Film to Hitachi into American markets.
114 East 32nd Street, New York, N. Y. 10016
Leonard in 1956
In honor of the final season of AMC's Mad Men, I wanted to share the story of Leonard Rattner, He launched his own ad agency in Manhattan in 1951. His career in the Ad industry mirrors much of the narratives of AMC's Mad Men The real life experience of running an ad agency lies close to my family on my wife's side.
In marking the end of era with Mad Men and celebrate Leonard's ad firm I've curated this visual history of his life's work. His crowning achievement was the signing of Japanese accounts and successfully introducing them into American markets. As early as 1963 he secured the Fuji FIlm Company account direct from Tokyo, Japan.
The following illustrated narrative is based on research from the New York Times, Google Books, LIFE Magazine and family oral history to tell of the story of Leonard's rise in the advertising industry in New York City from 1938 to 1975. Storytelling by Carl Rattner, Original illustrations by Michael Raisch and Co-produced by Lori Rattner-Raisch.
1936-1938, Career Beginnings
Advertising Manager
of the Richfield Spring Hotel
JUNE 3, 1938
1939
JUNE 11 | NEWS AND NOTES OF THE ADVERTISING FIELD
“Leonard C. Rattner, formerly of the Peck Advertising Agency, Inc., has been named advertising manager of the Long Island Outfitting Company.”
Return to New York City
SEPTEMBER 5, 1940 | NEW YORK TIMES ADVERTISING NEWS
1943
SEPTEMBER 27 | ADVERTISING NEWS AND NOTES
World War II Deployment
“Leonard C. Rattner, manager of advertising and sale promotion of Roaman’s Inc., is taking a leave of absence to enter the armed forces. Miss Devah Woillard, his assistant, will take over for the duration.”
Leonard in Papa New Guinea
MARCH 28, 1946 | ADVERTISING NEWS AND NOTES
Returning Home to New York
“Leonard C. Rattner and Howard M. Cowee, recently returned from service with the Army, have formed Cowee-Rattner Advertising at 114 East Thirty-Second Street,”
1949
SEPTEMBER 23 & 28 | ADVERTISING NEWS AND NOTES
“Holland Shade Company, makers of window shades and woven wood products to Cowee-Rattner. Leonard C. Rattner is the account executive.”
“American Case Company cigarette cases and compacts, to Cowee-Rattner Advertising for merchandising and advertising. Leonard C. Rattner is account executive.”
1951
FEBRUARY 2 | ADVERTISING NEWS AND NOTES
Launching the Ad Agency
“The Cowee-Rattner Advertising Agency has changed its name to The Leonard Rattner Company, Advertising.”
1951
JULY 13 | ADVERTISING NEWS AND NOTES
“The Leonard Rattner Company announces a campaign in all media for Tattoo Cosmetics, featuring new package designs on the tropical theme and including Aloha fragrances.”
1957
MAY 1 | ADVERTISING NEWS AND NOTES
“Moving: The Leonard Rattner Company to 15 West Twenty-Seventh Street.”
1963
JANUARY 11 | PRINTER'S INK
Landing the Fuji Film Account
“...Immediately upon announcement of the contest, copies of the Fujica ads by Leonard Rattner Co., New York, which were set to appear in national consumer magazines and photography books, were sent out for window tie~ ins...”
1964
JANUARY | INDUSTRIAL MARKETING
“Leonard Rattner Co, New York appointed agency for United Aircraft Products, Dayton, Ohio”
1965
APRIL 27 | THE BRITISH JOURNAL OF PHOTOGRAPHY
The Fuji Super-8 Press Conference
“The Fuji Photo Film Company Ltd, of Tokyo Japan, has a new Super-8 format movie system, which was introduced at a special press conference held at the Hotel Pierre in New York. Fuji was represented by a contingent of Japanese officials and Mr. Leonard C. Rattner, their advertising public relations representative in the USA. …After coffee and dessert, Mr. Rattner proceeds to the head of that table towards four ‘flip-chart’ stands.
We soon find how significant this conference might prove to be when he introduces himself and outlines and demonstrates ‘the New Fuji Single Straight Super-8 Cartridge System. The Fuji Single Super-8 System is so unique and its appeal so broad it has been adopted by 15 other camera and film manufactures.”
1966
MARCH 2 | ADVERTISING NEWS AND NOTES
Fuji Film Super-8 debut in LIFE Magazine
The 'Single 8' Fuji Camera made it's American debut in the May 27th edition of LIFE magazine with a full page ad. The ads continued to run through the summer of 1966. The ad also showed up in FLYING and Boating Magazines. Below are digitals of the originals ads that Leonard produced for Fuji Film.
“A new Japanese home move camera went on sale in the United States yesterday, And $4-million will be spent over the next two years to penetrate the amateur-move market and build consumer acceptance for Fuji Photo Film Company products.
The marketing drive centers on the “Single 8,” a kit consisting of two 8mm. cameras, a drop-in color-film cartridge and a projector. The camera weighs 24 ounces and is said to produce a picture 50 percent larger than the image on standard film.
The advertising campaign to promote the product begins in May with a full-page ad in Life magazine and a half page in Look. Ads in those publications will through July. There also will be ads placed in Playboy, The New Yorker Esquire and other publications.
The camera is being distributed in this country by Ehrenreich Photo-Optical Industries Inc. The Leonard Rattner Company is the advertising agency, A more active campaign is planned for the fall.”
Fujica 'Single 8' May 1966 Full Page in LIFE Magazine
1966 Fujica SIngle-8 Full Spread Ad
Fuji Single-8 Promotional Materials
1972
“Finer Things in Life”
LONGINES WATCH PITCH WORK
Original sketching reference.
Leonard and his Granddaughter in 1974
Leonard C. Rattner
JANUARY 11, 1914 – MAY 20, 1977
Leonard was one of first ad agencies to introduce Japanese brands to American audiences in the 1960's. Leonard's agency eventfully become another victim of the early's 1970's gas crisis. By 1976 he was hired in-house at Lower Manhattan Ad Agency that focused on financial firms. He handled the PR for America's Cup, sadly these were some of the last accounts he worked on. Leonard passed away in May of 1977, victim of a brain tumor. He was a deeply loved Husband, Father, Brother and Friend to all.
Leonard and his sons, Marc and Carl Rattner, 1975
