The Herb Schmertz Era: When Public Relations Had Some Balls
Marketing Craftmanship
JULY 5, 2013
Under his regime of “creative confrontation,” Schmertz applied a number of innovative and controversial tactics including: Introduction of modern-day advocacy advertising, or “advertorials,” which first appeared on the OpEd page of the New York Times in 1970. Herb Schmertz was no reckless PR cowboy. Masterpiece Theatre Mobil Oil Corp.
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