The First Advertising Agency in the World
N.W. Ayer & Son was founded in Philadelphia in 1869, just a few years after the Civil War. Surprisingly, it wasn’t the father, Nathan Wheeler Ayer, but his son, 21-year-old Francis Wayland Ayer, who started the agency, naming it after his dad because it sounded more impressive and he admired his father greatly.
Francis, a former schoolteacher, got his start selling ad space for the National Baptist Magazine and quickly realized the power of advertising to influence masses. He expanded the agency to offer market research, copywriting, and media planning, which were services that advertisers had previously handled themselves.
The agency grew fast, attracting major clients like AT&T, De Beers, Procter & Gamble, R.J. Reynolds, American Express, Nabisco, and Morton Salt.
One early success: Pears Soap. Using images of painted babies with the tagline, “Good for the complexion,” sales skyrocketed…early evidence that smart advertising works.
The Camel Cigarettes Campaign
In 1913, R.J. Reynolds wanted to launch Camel Cigarettes, a Turkish tobacco blend. Reynolds had a camel photo from Barnum & Bailey’s Circus but no idea how to market it. N.W. Ayer crafted a campaign that built curiosity:
- A newspaper ad showed just a camel with “CAMELS.”
- Next day: “THE CAMELS ARE COMING.”
- Followed by: “Tomorrow there’ll be more camels in this town than in Asia and Africa combined!”
- Finally: “CAMEL CIGARETTES ARE HERE.”
The result? A nationwide buzz before the product even hit shelves. This was the first true viral marketing campaign, mystifying audiences, creating anticipation, and making the brand unforgettable.
Takeaway:
➤ You don’t need a camel to create a viral campaign. Be original, be mysterious, and tell a story that engages your audience. The principles that worked in 1913 still work today.
