George Patterson (advertiser)
Encyclopedia
George Herbert Patterson (1890–1968) was a pioneer Australia
n advertising executive who established an agency group that dominated the Australian advertising industry throughout much of the 20th century. His eponymous agency was the largest in the country from the 1930s until the 1980s. Patterson was Chairman of the agency from 1934 until 1954.
. His mother died when he was fifteen and George went out to work help support his sisters. He took a position at Thomas McPherson & Son as an office-boy, but within three years he had become advertising manager.
His initial attempt to enlist in the Australian Imperial Force
at the start of World War I
was unsuccessful on medical grounds. He joined the Australian Army Medical Corps
serving in Egypt (1915–16) and later with the Australian Army Pay Corps on the Western Front
(1916–17). He had the rank of sergeant when was discharged from the army on 3 January 1918 and returned to Melbourne.
, Berlei
, the Gillette Safety Razor Co. and Pepsodent Australia.
Catts and Patterson split in 1934. Patterson bought a small business named Griffin, Shave & Russell and formed the George Patterson agency. Patterson was known for an ability to get close to his clients' businesses being a director of clients the Gillette Company, Colgate-Palmolive
and later Peek Frean and Hartford Fire Insurance. During the 1930s Patterson researched the latest international trends in radio advertising during his extensive travels.
In 1938 the agency established an innovative radio production outfit - the Colgate-Palmolive Radio Unit - which produced branded content. During World War II
it created campaigns for government bonds and troop entertainment programs featuring stars of the day such as Roy Rene
, Jack Davey
and Bob Dyer
.
Patterson worked tirelessly for the Australian Red Cross
Society, directing their publicity functions from 1940 onwards. He was a member of the Red Cross's New South Wales divisional council (1940–68), and on the national council (1941–68). He chaired the Red Cross's rehabilitation (social service) and was made an honorary life member of the national council in 1961. During World War II
Patterson was an air-raid warden at Bellevue Hill
his home suburb in Sydney. He maintained a savings plan for agency staff who were away on active duty.
Patterson's autobiography, Life Has Been Wonderful was published by Ure Smith Sydney in 1956. He followed this with two books on trout fishing, Chasing Rainbows (1959) and Angling in the Andes (1961).
, was Maud Rigby, née Raybould. Born in 1959, Rigby was eight years older than her husband. A widow, she came to the marriage with a daughter. They had another who died in infancy and then a son.
He married a second time in 1961, wedding 62-year-old widow Florence Mary Stonelake, née Mason. Stonelake had been Patterson's nurse. They remained married until Patterson's death on 19 December 1968.
Australia
Australia , officially the Commonwealth of Australia, is a country in the Southern Hemisphere comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands in the Indian and Pacific Oceans. It is the world's sixth-largest country by total area...
n advertising executive who established an agency group that dominated the Australian advertising industry throughout much of the 20th century. His eponymous agency was the largest in the country from the 1930s until the 1980s. Patterson was Chairman of the agency from 1934 until 1954.
Early life
One of four children born to John Alfred Patterson (d.1899) and Frances Julia Rogers, he was educated at Carlton College, Parkville, VictoriaParkville, Victoria
Parkville is an inner city suburb in Melbourne, Victoria, Australia, 3 km north from Melbourne's central business district. Its Local Government Area is the City of Melbourne. At the 2006 Census, the population was 4,980....
. His mother died when he was fifteen and George went out to work help support his sisters. He took a position at Thomas McPherson & Son as an office-boy, but within three years he had become advertising manager.
Travels & war service
In 1912 he travelled to London to see how ad agencies operated there, but he was unimpressed with what he saw of English practices and headed for New York where he worked for a timeHis initial attempt to enlist in the Australian Imperial Force
Australian Imperial Force
The Australian Imperial Force was the name given to all-volunteer Australian Army forces dispatched to fight overseas during World War I and World War II.* First Australian Imperial Force * Second Australian Imperial Force...
at the start of World War I
World War I
World War I , which was predominantly called the World War or the Great War from its occurrence until 1939, and the First World War or World War I thereafter, was a major war centred in Europe that began on 28 July 1914 and lasted until 11 November 1918...
was unsuccessful on medical grounds. He joined the Australian Army Medical Corps
Royal Australian Army Medical Corps
The Royal Australian Army Medical Corps is the branch of the Australian Army responsible for providing medical care to Army personnel. The AAMC was formed in 1902 and has participated in every Australian Army operation...
serving in Egypt (1915–16) and later with the Australian Army Pay Corps on the Western Front
Western Front
Western Front was a term used during the First and Second World Wars to describe the contested armed frontier between lands controlled by Germany to the east and the Allies to the west...
(1916–17). He had the rank of sergeant when was discharged from the army on 3 January 1918 and returned to Melbourne.
Advertising career
In 1917 he moved to Sydney and set up his own agency. In 1920 he met Norman Catts who was a big name in the fledgling advertising industry in Sydney, being elected president of the Second Advertising Convention of Australia in 1920. The two merged their interests into the Catts-Patterson agency which was Australia's largest agency throughout the 1920s. Clients included Palmolive, Ford and later the Dunlop RubberDunlop Rubber
Dunlop Rubber was a company based in the United Kingdom which manufactured tyres and other rubber products for most of the 20th century. It was acquired by BTR plc in 1985. Since then, ownership of the Dunlop trade-names has been fragmented.-Early history:...
, Berlei
Berlei
Berlei is a brand of women's lingerie and in particular bras and girdles.-History:The brand originated in Australia in 1917. Berlei undergarments are now sold in Australia by Pacific Brands and in the United Kingdom by Courtaulds Textiles....
, the Gillette Safety Razor Co. and Pepsodent Australia.
Pepsodent
Pepsodent is a brand of toothpaste with a minty flavour derived from Sassafras. The brand is owned by Unilever, but in 2003 the rights to the brand in the United States and Canada were bought by Church and Dwight....
Catts and Patterson split in 1934. Patterson bought a small business named Griffin, Shave & Russell and formed the George Patterson agency. Patterson was known for an ability to get close to his clients' businesses being a director of clients the Gillette Company, Colgate-Palmolive
Colgate-Palmolive
Colgate-Palmolive Company is an American diversified multinational corporation focused on the production, distribution and provision of household, health care and personal products, such as soaps, detergents, and oral hygiene products . Under its "Hill's" brand, it is also a manufacturer of...
and later Peek Frean and Hartford Fire Insurance. During the 1930s Patterson researched the latest international trends in radio advertising during his extensive travels.
In 1938 the agency established an innovative radio production outfit - the Colgate-Palmolive Radio Unit - which produced branded content. During World War II
World War II
World War II, or the Second World War , was a global conflict lasting from 1939 to 1945, involving most of the world's nations—including all of the great powers—eventually forming two opposing military alliances: the Allies and the Axis...
it created campaigns for government bonds and troop entertainment programs featuring stars of the day such as Roy Rene
Roy Rene
Roy Rene , born Harry van der Sluys, was an Australian comedian and vaudevillian. As the bawdy character Mo McCackie, Rene was one of the most well-known and successful Australian comedians of the 20th century. Roy Rene was born in Adelaide in the 15 of February 1892 with the name Harry van der...
, Jack Davey
Jack Davey
John Andrew Davey was a New Zealand-born star of Australian radio in the 1930s, '40s and '50s.-New Zealand:Jack Davey was born John Andrew Davey on 8 February 1907 and educated at King's College, Auckland...
and Bob Dyer
Bob Dyer
Robert "Bob" Dies OBE , who took the stage name of Bob Dyer, was an American-born vaudeville entertainer, radio personality, and radio and television quiz show host who made his name in Australia. Dyer is best known for the long-running radio and then television quiz show, Pick a Box...
.
Patterson worked tirelessly for the Australian Red Cross
Australian Red Cross
The Australian Red Cross is one of the many national Red Cross societies around the world. The Australian organisation was established in 1914, nine days after the commencement of World War I, by Karen Tenenbaum, when she formed a branch of the British Red Cross.the organisation grew at a rapid rate...
Society, directing their publicity functions from 1940 onwards. He was a member of the Red Cross's New South Wales divisional council (1940–68), and on the national council (1941–68). He chaired the Red Cross's rehabilitation (social service) and was made an honorary life member of the national council in 1961. During World War II
World War II
World War II, or the Second World War , was a global conflict lasting from 1939 to 1945, involving most of the world's nations—including all of the great powers—eventually forming two opposing military alliances: the Allies and the Axis...
Patterson was an air-raid warden at Bellevue Hill
Bellevue Hill, New South Wales
Bellevue Hill is an eastern suburb of Sydney, in the state of New South Wales, Australia. Bellevue Hill is an affluent suburb, located 5 kilometres east of the Sydney central business district, in the local government area of the Municipality of Woollahra....
his home suburb in Sydney. He maintained a savings plan for agency staff who were away on active duty.
Retirement
He retired due to ill-health in 1952 and was succeeded as CEO by his stepdaughter's husband Bill Farnsworth. Farnsworth maintained the George Patterson Agency's leadership position and was at its helm until 1971. Like his father-in-law he was a dominant force and a respected leader of the advertising industry in Australia.Patterson's autobiography, Life Has Been Wonderful was published by Ure Smith Sydney in 1956. He followed this with two books on trout fishing, Chasing Rainbows (1959) and Angling in the Andes (1961).
Personal life
Patterson's first wife, whom he married after his service in World War IWorld War I
World War I , which was predominantly called the World War or the Great War from its occurrence until 1939, and the First World War or World War I thereafter, was a major war centred in Europe that began on 28 July 1914 and lasted until 11 November 1918...
, was Maud Rigby, née Raybould. Born in 1959, Rigby was eight years older than her husband. A widow, she came to the marriage with a daughter. They had another who died in infancy and then a son.
He married a second time in 1961, wedding 62-year-old widow Florence Mary Stonelake, née Mason. Stonelake had been Patterson's nurse. They remained married until Patterson's death on 19 December 1968.
Accolades
In 2009 Patterson was included in the inuagural 12 inductees to Ad News Magazine's, Australian Advertising Hall of FameExternal links
- History of Sydney Advertising
- George Patterson at the ADB online
- Ad News Hall of Fame 2009
- Crawford on Advertising in Dictionary of Sydney
- George Patterson at the AIF Project