True Stories of a real Mad Man: Getting fired on Mad Ave.

True stories of a real Mad Man:  Getting fired on Mad Ave. © Joel Baumwoll
25 - The Checker Cab and the Mercedes:  a lesson in humility.

   

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Like a true Mad Man, with every promotion and new title, my ambitions and opinion of myself became ever more inflated.  I got to the stage where I thought  "if I were running this company, things would be different." Well, in 1980, the Iceman cometh and it was my turn to do what I had only fantasized about.  I was given the job of President of the New York office of Needham, Harper & Steers.  And I had not yet turned forty.

As the day approached for me to start work, I was both exhilarated and not a little scared.  During my first week on the job, I took care of one top priority task:  I ordered the new car that was part of my package of perks that came with my top management title.  

As had become my custom with each inflation of my standard of living, I went right to the top of the class:  a snazzy Mercedes wagon complete with sunroof and folding third seat.  

As excited as a kid on Christmas morning, I left work early one afternoon to "take delivery" of my new toy.  I jumped into a rattling big Checker cab.

Before I got the chance to tell the driver to take me to the Mercedes dealership on 11th avenue and 40th Street, he startled me by saying "Joel Baumwoll?"

WOW, he knows my name!  Maybe he read the story last week in Phil Dougherty's New York Times advertising column.  After all, my picture was there below the headline that boldly announced:  NEEDHAM'S NEW CHIEF. 

My inflated ego got even more bloated.  

But why would a cab driver read Phil Dougherty's ad column?  And why would he remember my name and recognize me? 

As my brain raced to figure out the reason for my newfound celebrity, I looked at the driver's photo and name on his taxi license.  "Steve Grisham" it said. 

Steve Grisham had been a top management exec. at my previous agency.

Was this the same guy?  He looked grizzled and depleted.  Not the handsome, Don Draper model of a Mad Man I knew.

"Steve?" I asked.  It was him!

"What're you doing here?" I blurted out.  

"I'm an alcoholic,” he replied.  "I hit bottom.  Lost my job two years ago.  Hey, you do what you gotta do.  It's not too bad.  

What about you.  Are you still at Thompson?"

As I absorbed this news, a cold finger poked at my gut. 

"Nah," I answered quickly.  "I left there a while ago.  Took a new job." 

What are you doing now?" he asked.

I decided to skip the news of my new status.

"Uh, still in the agency business.  You know, same old same old."

"Yeah.  Can't say I miss it, even though the pay was pretty good."

"Where can I take you?," Steve asked, bringing both of us back to the reality of the here and now.

I didn't have the heart to ask him to take me to the Mercedes showroom.

"Just drop me on the corner of 9th Avenue and 40th Street."  I replied.

Four years later, a new CEO was appointed at Needham.  He essentially fired me, though my contract made it a lucrative parting.

ADVERTISING; Needham Resignation  

By Philip H. Dougherty  

September 19, 1984 

Joel Baumwoll, 44-year-old former president of the New York office of Needham Harper Worldwide, has resigned from the company in order to become a consultant in advertising and marketing. His move comes less than a week after the board named Keith Reinhard chairman and chief executive of the whole company.

My "separation agreement" made it possible for me to start my own successful consulting company, doing what I loved to do. 

My friend, the late Phil Dougherty, the New York Times chronicler of Mad Ave, called on a slow news day.  Once again, he devoted an entire column to my new job.

July 25, 1985

ADVERTISING; 'Product Doctors' Open Shop

By Philip H. Dougherty

JOEL BAUMWOLL and Peter Tannen, friends since high school days, are now working together for the first time as Baumwoll & Tannen Associates.

They are marketing and advertising counselors, consultants if you will, and they would be happy to take the time to explain not only what they are up to but also why there are so many marketing consultants around.

Simply put, what makes it possible for them to find meaningful employment in the consultant marketplace is that advertising agencies no longer offer the service.

Both Mr. Baumwoll, 45 years old, and Mr. Tannen, 47, can speak with authority since they are veterans of years of executive service with agencies, the former on the research and account management sides, the latter as a copywriter and creative director.

Yesterday, in their office, which has a lovely view of Central Park from Seventh Avenue at 57th Street, Mr. Baumwoll explained: ''Agencies are now concentrating on the creating, producing and placing of advertising. That's where the money is.''

This represents a departure from the practice of recent decades when agencies were enormously profitable and sought clients by offering an array of services of a non-advertising nature. ''Sweeteners,'' Mr. Baumwoll called them.

Today if an advertiser needs some expert help in bringing out a new brand or breathing life back into a failing one, he may well turn to a consultant.

''We are product doctors,'' said Mr. Tannen, obviously the man with the words.

''In both obstetrics and geriatrics,'' added Mr. Baumwoll, not to be outdone. ''And it's the kind of work an agency doesn't want to do, because it takes away from the bottom line.''

Twenty-six years later, I call the company "Brand Doctors."  It has kept me gainfully and enjoyably employed ever since.

But, truth told, lucrative parachute and all, getting fired stung. I thought of Steve Grisham behind the wheel of that Checker. 

I learned a lot from that cab ride.