Bob Bernstein
| Bob Bernstein | |
|---|---|
| Born |
Robert A. Bernstein 1939 (age 77–78) |
| Alma mater | University of Oklahoma |
| Occupation |
Co-founder of Bernstein-Rein Founder of Beauty Brands |
| Spouse(s) | Dr. Phyliss Bernstein |
| Children | 3 |
Robert "Bob" Bernstein is an American businessman and entrepreneur. He is the co-founder of the advertising company Bernstein-Rein and the founder of Beauty Brands.
Bernstein-Rein
In 1964, Bernstein and Skip Rein opened Bernstein-Rein, a marketing and communications firm located in Kansas City, Missouri. At the time the business was opened, Bernstein had $100 in the bank and took out a $2,500 loan.[1]
Bernstein-Rein was retained by McDonald's in 1967.[2] In 1969, the agency created a series of illustrated glasses for McDonald's called the "Happy Cup." In 1977, Bernstein created the Happy Meal for McDonald's.[3][4] The Happy Meal was tested in four cities before being released nationally in 1979.[5]
In 1974, Bernstein-Rein was hired by Sam Walton to do advertising for Walmart. The agency worked with Walmart through early 2007.[6][7] The agency developed the "Buy American" ad campaign for Walmart in the 1980s, and in the 1990s developed the smiley face frequently used in Walmart's television and in-store marketing.[1] The "Buy American" campaign came under scrutiny after a Dateline NBC episode in December 1992 charged that Walmart "imports a number of its private-label clothes while playing up its ambitious 'Buy America' campaign."[8]
Before losing its Walmart account in early 2007, BR was one of the six largest independent ad agencies in the United States (36th largest overall),[1] with 350 employees and annual billings of more than $550 million.[6] In 2008, after losing accounts with Walmart and USAA, its gross income was $45.1 million.[9]
In the 1990s, Bernstein-Rein developed its own retail business, Beauty Brands, creating a retail approach it described as "InsideOut Retailing".[10] The agency, which had the entire Blockbuster LLC account until early 1994, came up with the slogan "Make It a Blockbuster Night".[1][11][12]
May 21, 2003 was declared “Bob Bernstein Day” by the mayor of Kansas City.[13]
Personal life
He is married to Dr. Phyliss Bernstein, a clinical psychologist. They have three children.[13]
References
- 1 2 3 4 Barton, Eric (December 7, 2006). "Life Without Wal-Mart". The Pitch. Retrieved 29 September 2016.
- ↑ Baar, Aaron (August 10, 1998). "Bernstein-Rein, Big Mac Reunited". AdWeek. Retrieved 29 September 2016.
- ↑ Madison Avenue. Madison Avenue Magazine Publishing Corporation. 1986. pp. 52–56. Retrieved 29 September 2016.
- ↑ Hawley, Amy (August 18, 2011). "Creator of the Happy Meal says KC makes him happy". KSHB. Retrieved 29 September 2016.
- ↑ "K.C. marketer behind Happy Meals’ success". Lawrence Journal-World. Associated Press. August 14, 2004. Retrieved 29 September 2016.
- 1 2 "Bernstein-Rein loses Wal-Mart account". Kansas City Business Journal. August 8, 2006. Retrieved 19 September 2016.
- ↑ Elliott, Stuart (December 15, 2006). "Why an Agency Said No to Wal-Mart". The New York Times. Retrieved 29 September 2016.
- ↑ "Wal-Mart Takes a Hit: Retailer's 'Buy America' Campaign Shaken by NBC News Program". AdWeek. January 4, 1993. Retrieved 29 September 2016.
- ↑ Vockrodt, Steve (2009-04-05). "Bernstein-Rein lays off staff, warns of more". Kansas City Business Journal. Retrieved 2013-04-19.
- ↑ "Q&A: Steve Bernstein". Adweek.com. 2009-04-15. Retrieved 2010-04-01.
- ↑ Lazarus, George (September 30, 1996). "Shiara Kicks Off 2nd Men's Cologne". Chicago Tribune. Retrieved 29 September 2016.
- ↑ Goll Beatty, Sally (October 2, 1996). "Blockbuster Puts Agencies In a Permanent Shootout". Wall Street Journal. Retrieved 29 September 2016.
- 1 2 "Robert A. Bernstein". Advertising Icon Museum. Retrieved 18 April 2013.