All in all, the Mad Men season four finale was pretty tame compared to the dramatic upheavals ushered in at the end of season three. Other than Don’s engagement to Megan, there were not any big developments or new shake-ups that would dramatically alter the operations and fate of the SCDP.
Slowly but surely things were starting to look up again for the agency. The partners’ outrage at Don’s manifesto ad in the New York Times calmed down as progress was made on the American Cancer Society assignment. Smart and timely action by Peggy and Ken landed a new pantyhose client. Joan received some well deserved, albeit non-compensated, recognition in her promotion to Director of Agency Operations and Lane seemed to have steadied SCDP’s rocky financial condition.
Not For Profit: Visibility & Connections
There is a lot riding on winning the American Cancer Society business. Creating a highly visible anti-smoking campaign would be a huge shot in the arm for the agency. The account would provide a small revenue stream, energize the creative teams, and get people in the business and potential clients talking about SCDP. Don used his insider knowledge as the basis for the recommendation that the Society reach out to younger, teen consumers to stem the tide of new smokers. A risky but smart strategy that would demand dramatic work and stir up controversy. It prompted one board member to ask Don why he thought it would work. When Don answered, “I can guarantee you one thing, Lucky Strike won’t like it” he seemed to get their attention. A campaign of this nature would put Don Draper front and center…just what SCDP needs.
The other potentially lucrative ancillary benefit of winning this business is the power of connection and influence. Even before the account was in the door, Roger, Don and Pete were asking Ken to exploit his future father-in-law's connection to a Cancer Society board member to help the agency land Dow Chemical. Nonprofits always stacked their boards with top level corporate executives who had the power to make big introductions and move business. The potential of these connections were explored and leveraged all the time on Madison Avenue and the partners at SCDP were well aware of it. Winning this one is very, very important.
Article comments
1 - Hank Wasiak
Thanks for reading the column. Love the show and writing about it. Can't wait for next season.
H
2 - Kate
Can't wait for next season too. It was a startling finale - always Mad Men plays with expectations. What great writing: making the audience recoil at Don's sentimental, romantic gestures!
"Tomorrowland" was 'Shut the Door, Have a Seat,' but on Don's domestic front. Everything is different - the kids will be further away in Rye, further out of mind, and he has a new fiancee, Jane, I mean Megan.
The finale may have set up Don as the new Roger with SCDP in the hands of the next generation in the 5th season. That exchange between Peggy and Joan was one of the show's finest. Both women and maybe Ken having a clear idea of what is actually going on. With Topaz, Mentored Peggy now shows the advertising "vision" that Don used to have, American Cancer Society notwithstanding.
Thanks for the columns, see you next year!
3 - Hank Wasiak
Thanks Kate. Like your observations and insights. Don as the new Roger is an interesting perspective, Agree the Joan and Peggy moment was fun toi watch.
Stay tuned.
Hank