ABSTRACT
Compton Advertising, Inc., was best known for its association with the Procter & Gamble Company (P&G), a relationship that began in 1922, when the agency was known as Blackman Advertising. Collaborating with P&G, Blackman, and later Compton, produced early daytime soap operas, such as The Guiding Light, for radio and television. Over decades of creating mundane “soaps-and-suds” advertising, Compton developed a reputation for its marketing skills rather than its creativity, emerging from the 1960s “creative revolution” without earning the label “creative agency.” By following P&G around the world, Compton became a “big medium-sized” international agency with offices throughout Europe, South America, and the Far East.
