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OVERVIEW OF THE COLLECTION

Title: Ally and Gargano, Inc., Print Advertisements

Collection Dates: 1962- circa 1995

Extent and Forms of Material: 14.6 cubic feet (19 boxes)

Creator: Ally and Gargano, Inc.

Abstract: In 1962, Carl Ally, a rising star in the advertising business, established his own firm, Carl Ally, Inc., with colleague Amil Gargano as art director. In 1976 they changed the business name to Ally and Gargano, Inc. Known for its aggressive advertising style, Ally and Gargano represented approximately ninety clients, fifty-two of which are represented here, including Hertz, Federal Express, and IBM.

Repository: Archives Center, National Museum of American History, Smithsonian Institution, Washington, D.C. archivescenter@si.edu 202-633-3270 www.americanhistory.si.edu/archives

Collection Number: AC0938

Processing Note: Processed by Amy Sanderson (intern), November 2007; supervised by Alison Oswald, archivist.

INFORMATION FOR USERS OF THE COLLECTION

Conditions Governing Access: The collection is open for research use.

Physical Access: Researchers must handle unprotected photographs with gloves.

Conditions Governing Reproduction and Use: Copyright held by the Smithsonian Institution. Reproduction permission from Archives Center: fees for commercial use.

Preferred Citation: [Title and date of item], Ally and Gargano, Inc., Print Advertisements, 1962-circa 1995, Archives Center, National Museum of American History, box number [XX], folder number [XX], digital file number [XXXXXXXX].

 

IN-DEPTH INFORMATION ABOUT THE COLLECTION

Administrative/Biographical History: After seven years as a rising star in the advertising business, Carl Ally (1925-1999) created his own advertising agency in 1962, bringing with him former colleague and art director Amil Gargano. In 1976, Carl Ally, Inc., became Ally and Gargano, and three years later, Ally withdrew from active participation in the firm. In 1983, the agency, with a roster of nearly 300 employees, went public; in 1986 the Marketing Corporation of America (MCA) purchased Ally and Gargano for $26.6 million; in 1991 Amil Gargano left the firm which went out of business in 1995.

During its years as an independent advertising agency, (1962-1987), Ally and Gargano created highly successful and widely recognized advertising campaigns for over ninety clients. Carl Ally was especially known for an aggressive advertising style, most notably his work for Hertz in the late 1960s and early 1970s, in which he used in a competitor’s name, Avis, in advertisements.

Ally and Gargano also made invaluable contributions to two new firms that quickly became leading American businesses – Federal Express and MCI. Founded in 1971, Federal Express had accrued $26 million in losses by 1974, after only eighteen months in operation; its nightly package delivery count was 210 items. Ally and Gargano advertising, beginning with a budget of only $150,000, was critical to the rapid Federal Express turnaround. MCI selected Ally and Gargano to introduce its residential long distance service in 1979. Within a year, new customer enrollment reached three times the expected level, and four years after the launch of the advertising campaign, MCI’s total sales rose from $95 million to $2.7 billion.

Sources:

Encyclopedia of American Advertising, Vol. 1, A-E. New York: Fitzroy Dearborn, 2003.

Fox, Stephen. The Mirror Makers: A History of American Advertising and Its Creators. New York: Morrow, 1984.

Scope and Content: Advertising portfolios including copies of print advertisements published for fifty-two accounts over a twenty-five year period. Some clients include Hertz, Federal Express, International Business Machines Corporation

(IBM), and Mass Communications, Inc. (MCI). The collection is organized into one series and arranged alphabetically by client.

System of Arrangement: Collection is arranged into one series.

Series 1, Print Advertisements, 1962- circa 1995

Languages:Some print advertisements are in French, German, Italian, and Spanish.

 Acquisition Information: This collection was donated by Emil Gargano, a partner in Ally and Gargano, Inc.

Related Archival Materials: Advertising documentation may be found in the following collections in this repository: N.W. Ayer Advertising Agency Records and the Federal Express Advertising History Collection.

Access Points:

 Subject-Topical:
Advertising
Advertising Agencies
Aeronautics, Commercial Freight
Aerostar (aircraft)
Air courier service
Aircraft
Airlines
Airplanes
Allerest
American Express Financial Advisors
Analgesics
Antihistamine
Apache (aircraft)
Archer (aircraft)
Arrow (aircraft)
Automobile leasing and renting
Automobile maintenance and repair
Automobiles
Aztec (aircraft)
Banks and banking
Banks and banking customer services
Barré Muscadet wine
Beauty, personal
Beefeater gin
Beer
Beverages
Brandy
Brave (aircraft)
Canadair Challenger (Jet Transport)
Carpets
Carter-Wallace
Chain restaurants
Champagne
Chateau d’Aqueria wine
Chateau-Margeaux wine
Cheyenne (aircraft)
Chianti
Chieftain (aircraft)
Chlorpheniramine
Clothing and dress
Coffee shops
Coffeehouses
Columbia Broadcasting System, Inc.
Commodore 64 (Computer)
Computer printers
Computer software
Dakota (aircraft)
Delivery of goods
Dog food
Doughnuts
Dry Florio
Dry Vermouth
Electronic digital computers
Electronic mail messages
Elixer of Williams Pear Liqueur
Environmental protection – Citizen Participation
Fast food restaurants
Fiat 124 automobile
Fiat 126 automobile
Fiat 127 automobile
Fiat 128 automobile
Fiat 131 automobile
Fiat 850 Automobile
Fiat automobiles
Fiat X1/9 automobile
Footwear
Franklin Ace 100 (Computer)
Freight and freightage
Ginestet Saint-Julien wine
Glass - ceramics
Hair shampooing
Hygiene
IBM printers
Insurance companies
Investments
Italian Vermouth
Jet transports
Lance (aircraft)
Liqueurs
Liquors
Local service airlines
Long-distance telephone service
Louis Jadot Burgundy wines
Lubricating oils
Madrigal Wine
Malibu (aircraft)
Malt
Microcomputers
Word processors
Moc-Baril Wine
Mojave (aircraft)
Mortloch Scotch Whiskey
Motor scooters
Mouth care and hygiene
Mouthwashes
Navajo (aircraft)
Newspapers
Nozzole Chianti Classico
Oral hygiene products
Pawnee (aircraft)
Pentax cameras
Periodicals
Pfizer AB
Phenylpropanolamine
Piper airplanes
Pyrex
Repair & renovate
Restaurants
Saab automobile
Saratoga (aircraft)
Seminole (aircraft)
Seneca (aircraft)
Sequoya (aircraft)
Shampoos
Shaving
Sinarest
Socks
Soft drinks
Sports clothes
Stuffed animals (Toys)
Super Cub (aircraft)
Sweet Florio
T-1020 (aircraft)
T-1040 (aircraft)
Taittinger Champagne
Telecommunications
Television broadcasting
Television Programs
Tio Pepe
Tires
Tomahawk (aircraft)
Tractor trailers
Transport planes
Variety Shows, Television Programs
Vermouth
Vespa motor scooter
VIC 20 (Computer)
Vodka
Volvo automobile
Vougeot wine
Warrior (aircraft)
Whiskey
Wine

Subject-Name:
Absolut Vodka Company
Ally, Carl
Bank of New York Company
Bengay
Canadair Limited
Columbia Broadcasting System, Inc.
Cinzano
Cordey Brandy
Gargano, Amil
Kaiser Roth
Citizens for Clean Air
Commodore Computer
Corning Glass Works
Dunkin’ Donuts
Federal Express Corporation
Fiat
Fiat International
Franklin Computer
Gatorade (Firm)
Goebel Brewing Company
Hertz Corporation
Hollingshead [Corporation]
International Business Machines Corporation
Investment Overseas Service, UK
Johnston (Baking pastries and cookies)
Interwoven Socks
John Newcombe Active Sportswear
Karastan
Kobrand Importers
Krystal Company
Mass Communications, Inc.
Midway Metrolink
National Football League Properties, Inc.
Huddles
Northeast Airlines, Inc.
Noxell Corporation
“Old Bushmill’s” Distillery Company
Pan American World Airways, Inc.
Pearl Brewing Company
Pharmacraft
Piper Aircraft Corporation
Pirelli
Plax
Ralston Purina Company
Rise Shaving Cream
SAAB-Scania (Firm)
Salada
Service America
Shearson Lehman Brothers
Slip
Timberland
Tink-Tonk
Travelers Insurance Companies
U.S. Servicator
Vespa [Piaggio & Co. SpA ]
Volvo North America Corp.
Woman’s Day
World Magazine
World Journal Tribune

Form/Genre:
Advertisements
Print advertising

CONTAINER LISTING

 

Box

Folder

 

 

 

Series 1, Print Advertisements, 1962- circa 1995

1

1

Absolut Vodka, 1989

 

2

Bengay, 1988

1

13

3 – 6

1

Bank of New York, 1981 October – circa 1991

 

1

13

7

2

Canadair, 1981 January –1984 September

 

1

13

18

19

8

3

1

1-2

Columbia Broadcasting System, Inc.(CBS), 1969 April–1973 December

 

1

9

Cinzano, 1965 May–1968 May

 

13

18

10

4

2

Citizens for Clean Air, 1966 October -1971

1

13

11

5

Commodore Computer, 1982 March–1983 October

 

1

13

12

6

Corning Glass, 1964 March–1967 September

2

1 – 4

Dunkin’ Donuts, 1977 June–1995 March

 

13

5 – 8

7-8

Federal Express, 1974 October–1987

3

14

18

1 – 11

1

3-6

Fiat, 1970 December–1978 June

3

14

12 – 15

2-3

Fiat International, 1972 January–1979 December

3

16

Franklin Computers, 1983 October–1984 June

 

14

17

4

Gatorade, 1968 September–1969 February

14

5

Goebel, 1964 April –1966 May

4

14

18

19

1 – 15

6-8

7-8

3

Hertz, 1966 September–1973 March

5

 

14

18

19

20

1 – 7

 

9-11

9

4

1

International Business Machines Corporation (IBM), 1965 March–1979 March

 

 

 

March 25, 1975; n.d.

6

15

1 – 3

1-2

Investment Overseas Services (IOS), 1968 May – 1971 May

 

4

Jergens, 1984 November, undated

 

5

R.A. Johnston Cookies, 1964 March–1966 October

 

6

Kaiser Roth, 1980 April –1982 December

 

7 – 11

Karastan 1980 November –1988 May

7

15

18

19

20

1 – 6

3

10-12

5

2

Kobrand Importers, 1971 March–1977 March

 

 

 

1974; n.d.

15

4

Krystal Kitchens, 1980 November –1988 May

7

15

7 – 9

5-6

Mass Communications, Inc., (MCI), 1979 November–1986 April

15

7

Midway Metrolink, undated

8

1

National Football League Properties, 1983 May–1984 March

8

15

18

19

20

2 – 6

8-10

13

6

3

Northeast Airlines, 1967 July–1970 December

1967 July – 1970 September

 

 

(1968?)

8

7

Noxell, 1972 October – 1974 October

8

15

8

11

Old Bushmill’s Irish Whiskey, 1963 April–1966 October

8

16

18

19

9 – 12

1 – 4

14

7

Pan American World Airways, 1970 August–1978 August

16

5

Pearl Brewing Company, 1969 July–1971 May

9

16

1

6

Pentax, 1978 October–1982 May

9

16

2

7

Pharamacraft, 1967 March–1975 May

9

16

18

3 – 11

8

15

Piper Aircraft, circa 1978-1984

10

1

Pirelli Tires, 1975 December–1984

 

2

Plax, 1989

16

9

Purina, undated

10

16

3

10

Rise Shaving Cream, 1971 December–1974 November

10

4

Salada, 1964 March-1967 September

10

16

18

20

5 – 16

11

16

4

Saab-Scania, 1979 June –1988 April

SAAB, 1979 June–1988 April

 

SAAB, undated; Travelers (Insurance) Dec 17, 1980; Volvo, undated

10

17

17 – 18

1-2

Scandinavian Airlines (SAS), circa 1964– circa 1984

11

18

1

17

U.S. Servicator (automobile diagnostics), 1963 August–November

11

17

2 – 5

3

Service America, 1970 April–1971 June

11

17

6

4

Shearson Lehman Brothers, 1990–1991

11

17

7

5

Hollingshead Slip Motor Oil 1963 November – 1964 June

11

17

8 – 10

6

Timberland Company, 1980 September – 1985 November

11

11

Tink-Tonk (Sprout Software), 1983

12

17

20

1 – 10

7-12

4

Travelers Insurance, 1970 October-1985 August

Travelers Insurance, 1970 October-1985 August

SAAB, undated; Travelers (Insurance), 1980 December 17, 1980; and Volvo, undated

12

12

Vespa, 1963 July–1966 October

12

17

20

13-18

13

4

Volvo, 1962 June–1967 August

Volvo, 1962 June–1967 August

SAAB, undated; Travelers (Insurance), 1980 December 17, 1980; and Volvo, undated

12

11

Woman’s Day, 1962 November –1963 June

12

18

19

19

18

8

World Magazine, 1971 December–1974 November

12

17

20

14

World Journal Tribune, 1966 May–1967 May

 

 

 

 

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Revised: March 28, 2008