Page "Rosser Reeves" Paragraph 8

In the 1960s Reeves ' techniques began to fail.

Consumers became more savvy and learnt to tune out uninteresting commercials, and within the advertising industry itself the Creative Revolution ( exemplified by Bill Bernbach's " Think Small " campaign for the Volkswagen Beetle ), which rejected many of his precepts, began.

At age 55 Reeves retired.

He declared that he had always planned to retire at that age, but many felt it was because of the decline in his influence.