Bob Bernstein

Last updated
Bob Bernstein
Born
Robert A. Bernstein

1939 (age 81–82)
Alma mater University of Oklahoma
OccupationCo-founder of Bernstein-Rein
Founder of Beauty Brands
Spouse(s)Dr. Phyliss Bernstein
Children3

Robert "Bob" Bernstein is an American businessman and entrepreneur. He is the co-founder of the advertising company Bernstein-Rein and the founder of Beauty Brands.

Contents

Bernstein-Rein

In 1964, Bernstein and Skip Rein opened Bernstein-Rein, a marketing and communications firm located in Kansas City, Missouri. At the time the business was opened, Bernstein had $100 in the bank and took out a $2,500 loan. [1]

Bernstein-Rein was retained by McDonald's in 1967. [2] In 1969, the agency created a series of illustrated glasses for McDonald's called the "Happy Cup." In 1977, Bernstein developed the Happy Meal packaging for McDonald's. [3] [4] [5] The Happy Meal was tested in four cities before being released nationally in 1979. [6]

In 1974, Bernstein-Rein was hired by Sam Walton to do advertising for Walmart. The agency worked with Walmart through early 2007. [7] [8] The agency developed the "Buy American" ad campaign for Walmart in the 1980s, and in the 1990s developed the smiley face frequently used in Walmart's television and in-store marketing. [1] The "Buy American" campaign came under scrutiny after a Dateline NBC episode in December 1992 charged that Walmart "imports a number of its private-label clothes while playing up its ambitious 'Buy America' campaign." [9]

Before losing its Walmart account in early 2007, BR was one of the six largest independent ad agencies in the United States (36th largest overall), [1] with 350 employees and annual billings of more than $550 million. [7] In 2008, after losing accounts with Walmart and USAA, its gross income was $45.1 million. [10]

In the 1990s, Bernstein-Rein developed its own retail business, Beauty Brands, creating a retail approach it described as "InsideOut Retailing". [11] The agency, which had the entire Blockbuster LLC account until early 1994, came up with the slogan "Make It a Blockbuster Night". [1] [12] [13]

May 21, 2003 was declared “Bob Bernstein Day” by the mayor of Kansas City. [14]

Personal life

He is married to Dr. Phyliss (née Wolkoff) Bernstein, a clinical psychologist. They have three children: Steven Bernstein, Susan Bernstein Luetje, and David Bernstein. [14] [15] The Bernsteins are Jewish. [16] [17] They are members of Temple B'nai Jehudah in Overland Park, Kansas. The Phyliss and Bob Bernstein Humanitarian Award at Jewish Family Services (JFS) is granted yearly.

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References

  1. 1 2 3 4 Barton, Eric (December 7, 2006). "Life Without Wal-Mart". The Pitch. Retrieved 29 September 2016.
  2. ↑ Baar, Aaron (August 10, 1998). "Bernstein-Rein, Big Mac Reunited". AdWeek. Retrieved 29 September 2016.
  3. ↑ Madison Avenue. Madison Avenue Magazine Publishing Corporation. 1986. pp. 52–56. Retrieved 29 September 2016.
  4. ↑ Hawley, Amy (August 18, 2011). "Creator of the Happy Meal says KC makes him happy". KSHB. Archived from the original on 19 July 2015. Retrieved 29 September 2016.
  5. ↑ Borrelli, Christopher (5 July 2019). "Who created the McDonald's Happy Meal? 40 years later, the answer is complicated". The Chicago Tribune. Retrieved 23 September 2019.
  6. ↑ "K.C. marketer behind Happy Meals' success". Lawrence Journal-World. Associated Press. August 14, 2004. Retrieved 29 September 2016.
  7. 1 2 "Bernstein-Rein loses Wal-Mart account". Kansas City Business Journal. August 8, 2006. Retrieved 19 September 2016.
  8. ↑ Elliott, Stuart (December 15, 2006). "Why an Agency Said No to Wal-Mart". The New York Times. Retrieved 29 September 2016.
  9. ↑ "Wal-Mart Takes a Hit: Retailer's 'Buy America' Campaign Shaken by NBC News Program". AdWeek. January 4, 1993. Retrieved 29 September 2016.
  10. ↑ Vockrodt, Steve (2009-04-05). "Bernstein-Rein lays off staff, warns of more". Kansas City Business Journal. Retrieved 2013-04-19.
  11. ↑ "Q&A: Steve Bernstein". Adweek.com. 2009-04-15. Retrieved 2010-04-01.
  12. ↑ Lazarus, George (September 30, 1996). "Shiara Kicks Off 2nd Men's Cologne". Chicago Tribune. Retrieved 29 September 2016.
  13. ↑ Goll Beatty, Sally (October 2, 1996). "Blockbuster Puts Agencies In a Permanent Shootout". Wall Street Journal. Retrieved 29 September 2016.
  14. 1 2 "Robert A. Bernstein". Advertising Icon Museum. Retrieved 18 April 2013.
  15. ↑ "Ronald McDonald House renamed to recognize Bernsteins' support". The Kansas City Jewish Chronicle. November 29, 2018.
  16. ↑ "Ronald McDonald House renamed to recognize Bernsteins' support". Jewish Community Foundation of Greater Kansas City. My decision to endow my Lion of Judah gift to the Jewish Federation through the Jewish Community Foundation was made for several reasons.
  17. ↑ "Bob and Phyliss Bernstein will celebrate their 50th wedding anniversary on June 7". The Kansas City Jewish Chronicle. June 12, 2014.
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