This article first appeared in Call Letters, the member newsletter of the Southern California Broadcaster Association, in Fall, 1995. Paul & Walt Worldwide had just completed a national, Fall Sweeps radio campaign promoting CBS-TV, including hit show “Murphy Brown.” Candice Bergen and cast, above.
Paul & Walt Worldwide Converting Ears to Eyes
A Southern California ad agency with the unlikely name of Paul & Walt Worldwide created a “huge radio extravaganza” recently, included appearances by the Temptations, Candice Bergen, Connie Chung and the stars of Designing Women to help client CBS-TV score a major upset, winning its first Fall Sweeps ratings victory in Southern California in six years.
The radio “theatre of the mind” – which recently won a SUNNY for best television promotion – featured a cast of thousands and two CBS-TV sportscasters describing the action with Connie Chung playing the saxophone and the Temptations executing simultaneous backflips. The spots also featured the stars of Designing Women in a dazzling exhibition of synchronized swimming.
“This was a perfect opportunity,” says partner Paul Fey, “to make a major effort on radio and use the medium for what it does so well: utilize the listeners’ imaginations.
CBS-TV made a major commitment to win the Fall premiere week and sweeps battle with new programming and promotion after finishing poorly for several years. The company made the biggest radio campaign in history as part of the massive, multi-media drive.
To tie in with the television campaign, CBS-TV saturated Southern California radio over Labor Day weekend. Paul & Walt produced eight related radio spots built around a fictional event: the “CBS Get Ready Weekend.”
The agency’s two principals, Paul Fey and Walt Jaschek, had separate, successful ad careers prior to joining forces as Paul & Walt Worldwide. Fey began his career at CBS-owned KMOX-TV, St, Louis, creating radio for the station’s audience promotion efforts. Jaschek was simultaneously working as Creative Director for a Colorado ad agency. By 1982 they were each winning national awards. Since then, they’ve won more than 300.
“Walt and I met in 1974 in college when we were both journalism majors and worked on the college newspaper together,: says Walt Jaschek. “Paul used to collect Dick Orkin and Alan Barzman radio spots, and I would ask him, ‘When are we going to great stuff like that?’”
When Paul Fey was writing and producing alone, he was getting job offers from CBS stations who were aware of his work for KMOX. “I didn’t really want to do the same thing in L.A. or New York,” he says. “I really wanted to hold out just enough, to go into business for myself and work for all them. I did that in 1985, and within a few months I was a one-man shop, writing and producing and doing most of my work in Los Angeles. The business was growing fast and needed some help.”
Fey’s school chum Walt, having moved back to St. Louis to become an advertising manager for Southwestern Bell, eventually realized his goal of free-lancing.
The two joined forces fives years ago when Paul got a huge assignment. Since that time Walt has become the full-time writer and Paul participates in concept work and takes care of the business and production end.
In addition to CBS-TV, the agency does creative work for King Word (distributors of “Wheel of Fortune” and “Jeopardy”,) Warner Bros. and Anheuser-Busch.
“We love working in radio,” says partner Jaschek. “It lets us supply endless visuals and the listener completes the pictures we create.”
“The only downside to doing radio,” adds Fey, “is that you can’t convince the client that the radio spot has to be done on location in Hawaii like you can with a TV spot.”
2019 update: Paul Fey now runs World Wide Wadio in Hollywood, California. Walt Jaschek now runs Walt Now Creative in St. Louis. The two continue to collaborate on… radio. In 2018, Paul & Walt were inducted into the St. Louis Media Hall of Fame.