Also, the work hard play even harder ethos of the time started to take on a different tone that spilled over into the office and carried on after hours. Lucky Strikes and Johnnie Walker were suddenly sharing offices with "Mary Jane" and "Lucy In The Sky With Diamonds". This shift definitely influenced the nature of the agency business, the people that were drawn to it and the creative output. And, it was a hell of a lot more fun.
A Big Win Big Issues.
SCDP landed the big account the partners were hoping for. Mohawk Airlines was in fact a leading regional airline at the time and a plum account. Mohawk operated out of New York City’s Idlewild airport (JFK today) and in 1965 became the first regional airline to inaugurate jet aircraft service. The Mohawk win means a lot for SCDP. It will deliver substantial revenue to the agency alleviating some of the financial pressures, provide a PR opportunity to build SCDP’s reputation, demonstrate stability for skeptical potential clients, enable the agency to reward its loyal staff and hire new creative talent. These are very positive ripple effects created by just one big win and great reasons to pop the champagne corks. The Mohawk win also is the catalyst that intensifies some touchy relationship issues swirling around the agency. Rather than bringing Roger and Pete together, the Mohawk win is driving them farther apart. The protégé is upstaging and upsetting the teacher and Roger is having great difficulties handling it. Pete is the future. Roger is the past. Hopefully they can come together to create a peaceful and productive “present” at SCDP.
Still A Man’s World
The Mohawk win also means that Peggy is getting more responsibility and can hire her own creative talent. She sees this as an opportunity to build a team around her, establish a bigger leadership role and create a following of her own. Comraderie and the cult of creative personality are very important in the ad world. However, the manner in which the opportunity is presented to Peggy does not sit well with her and is symptomatic of the chauvinistic attitude of the time. Peggy is directed to hire a male copywriter since the partners feel the client will be more comfortable working with a man. This also leads Peggy to question what her role will be on Mohawk. The roles and responsibilities of women in the Mad Men days were unequal and unfair and the discontent is beginning to boil over at SCDP. (For more on this see my prior article, The Women of Mad Men Start To Roar.) Peggy falls in line and hires Michael Ginsberg, a bold, brash Jewish copywriter. Mr. Ginsberg will definitely add a new dimension to SCDP.