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John Treasure
John Treasure (6 June 1924 – 2 February 2004) was a leading figure in the British advertising industry in the 1960s, 70s and 80s. He was chairman of J Walter Thompson in the UK while it was the country's number one agency, and then vice chairman of Saatchi & Saatchi when it in turn held the number one position; he was also Dean of City University Business School and Master of the Worshipful Company of Marketors. He was a potent proponent of the economic and social value of his industry, and became known as "Mr Advertising."
== Early life and rise in BMRB and JWT ==
John Albert Penberthy Treasure was born at Usk, in Monmouthshire, on 20 June 1924. The son of a bank clerk, he was brought up in Cardiff, where he was educated at the High School, and went on to take first-class honours in economics at University College, then part of the University of Wales.〔 In 1947 he won a Kemsley Fellowship to spend two years in America. He returned to teach and read for a doctorate at Magdalene College, Cambridge; his thesis, ''On problems of the British export trade'', later had some influence on the reporting of balance of payments figures. Meanwhile, he made ends meet by offering guided tours of Cambridge's colleges which earned him £5 a day.〔 He met and married Valerie Bell during this period, and to finance his PhD studies, in 1952 he joined the British Market Research Bureau (BMRB). By 1957, he was BMRB's managing director; by 1960, director of the marketing and research department at its parent company, J Walter Thompson. While running this 60-strong department, he set up a research and development committee to plan and manage JWT's substantial research budget. Innovations during this period included the TV Attention Survey (a prototype of modern TV audience research which gave useful insights, enabled JWT to buy airtime better and became a remarkable new business tool) and the creative workshop, which tested new and experimental ideas with qualitative research. JWT became the standard bearer of modern market research and the theory of how advertising works, what it does and how to measure it.〔(The Times ), 24 Feb 2004.〕
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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