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William A. Marsteller graduated as a journalist in 1937. After various newspaper and marketing jobs, he became the advertising manager of the Rockwell Manufacturing Company. While there, he realized the importance and possibilities of market research. He thought it had a future. So much of a future, in fact, he went to see a small Chicago advertising agency called Gebhardt & Brockson. He liked it. He bought it. And a short while later, he bought the Pittsburgh offi ce of McCarty Co. too. He merged them into a new business-to-business advertising agency called Marsteller, Gebhardt & Reed.