St. Louis V.I.P: Jaschek Wins With Humor

This post transcribes an interview with me from Advertising Age in 1989, when my taste in funny advertising exceeded my taste in ski sweaters. That photo, oy! Did I not own a normal shirt?

Article transcribed from the version published in Advertising Age magazine, March 19, 1989.


ST. LOUIS – Walter Jaschek assesses his sudden stardom with this rhyme:

“I don’t want to sound ungrateful
I don’t want to sound like a jerk
But instead of all the ad awards
I’d like a little work.”

The work will likely come. Last month, Jaschek, 33, a little-known copywriter, surprised the local ad community by winning two of the four “Best of Show” awards at the Advertising Club of St. Louis’ Addy competition (AA, Feb. 27.)

He won in the radio category for English- and Spanish-language versions of “Laugh Catalog,” a 60-second commercial for King World’s syndicated TV show, “George Schlatter’s Comedy Club.”

In the print collateral category, Mr. Jaschek won for the funny “Warm, Personal Letter: – a form letter with blank spaces for the recipient’s name to be written in – used to promote his agency.

Mr. Jaschek, who runs his two-person shop, Jaschek Ink, out of an office in his basement, won five Addys for three last-minute entries.

His agency partner is his wife, Jackie, who handled the business side.

Might success spoil the shop?

“[Anheuser-Busch Chairman] August A. Busch III hasn’t called yet, but I wouldn’t want to take Budweiser away from D’Arcy Masius Benton & Bowles,” Mr. Jaschek said.

Actually, he worked on the Bud account for DMB&B, helping develop a direct-mail piece now under A-B consideration, he said. He has also done projects for his former employer, Southwestern Bell Corp. Mr. Jaschek quit as an advertising manager there last year. “I just woke up one day and I said, ‘People should not do what they are good at; people should do what they are great at.”

Mr. Jaschek has collaborated with Paul Fey, and independent producer in Los Angeles, on several radio commercials, including the “Comedy Club” radio spot, a catalog of distinctly funny laughs.

Messrs. Jaschek and Fey waltzed away with their first “Best of Show” Addy radio spot 2 years ago. The spot, “Subliminal Seduction,” was created for a Denver restaurant, but it also been sold to Menage, a local dance club.


A Big Hand For The Little Agency: Adweek Magazine

Walt Jaschek and His Basement Humor: St. Louis Business Journal

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How Jerry Berger Rocket-Boosted My Career

Copywriter Walt Jaschek remembers St. Louis Post-Dispatch ad columnist Jerry Berger, and being lifted from obscurity by the reporter’s generous coverage.

Certain graces boost us in our careers, inadvertently or otherwise.

In my career, one of those graces was named Jerry.

Newspaper writer Jerry Berger (1933-2021) was on the advertising and marketing beat for the St. Louis Post-Dispatch in the 1980s and 1990s. He wrote a hefty weekly column on the St. Louis ad biz, and probably hundreds of stand-alone articles on the region’s agencies, clients, campaigns, hires, wins and losses. This is also the era when I, in my early 30s, left corporate life and opened my own freelance ad agency, soon teaming with college buddy and producer Paul Fey as Paul & Walt Worldwide.

In those days, I came to talk to Jerry Berger frequently. That’s because he called me frequently.

It all started when I had an extraordinary bit of luck my first year in business, unexpectedly winning big at the 1989 St. Louis Addy Awards, the ad biz competition. I didn’t know Jerry then – we hadn’t yet met – but morning after the Feb. 16 gala, I woke up to this article on the Post’s business page, and a lot of phone calls because of it.

A few days later, much of the same info was included in Jerry’s regular Monday “Advertising/Marketing” column, including a pic of me with some Ad Club executives Roy Saunders, Glennon Jamboretz and Bill Metzer.

St. Louis Post-Dispatch, February 20, 1989

Here’s a closer look of that photo: it includes 33-year-old me with a deer-in-the-headlights expression, trying to keep it cool among industry luminaries. I didn’t know what was about to hit me. (Genuinely didn’t know: the club hinted that I needed to be at the event, but didn’t tell me I would have to improvise thank-you remarks before that crowd of 1400.) (But I did.)

St. Louis Post-Dispatch, February 20, 1989

Shortly after this blitz of publicity about my bizarre Addy luck, including articles in Adweek, The St. Louis Business Journal and elsewhere, Jerry seemed to designate me continually newsworthy. In March, 1989, he phoned me from the Post-Dispatch newsroom and asked me to come down so we could meet face-to-face. Though on a deadline, I knew I couldn’t resist making that connection. I zipped from my “South Side shop” (a basement in a house in the city’s Clifton Heights neighborhood) to the PD. He greeted me at his office, sizing me up. “You’re just a pup!,” he said. He had about 20 years on me, I guess.

But we hit it off, and soon, I was in his rolodex as a source. A few weeks later, as one of my comic book stories was being published in a Marvel Comics humor book, I woke up to this lede on his Saturday “gossip” column – which appeared in addition to all his other columns. Prolific, thy name was Jerry.

St. Louis Post-Dispatch, April 22, 1989

I think now of Steve Martin in The Jerk when the new phone book arrives. Flipping through the pages, Steve’s character assures himself, “This is the kind of publicity that can make or break a person.” That morning, truth to tell, I was a little embarrassed. My feature in What Th–? wasn’t breaking news. But I soon relaxed into the flow of being a source and tried to stay cool when Jerry would call out of the blue looking for something worthy of a few column inches. I attempted to be immediately interesting, not always easy. (“What AM I working on?,” I would think.) I could hear Jerry typing as I talked. That’s how it was done; it’s how he generated so much content. In April, 1989, I was (evidently) working on spots for “Wheel of Fortune.”

St. Louis Post Dispatch, April 24, 1989

Jerry also had a “Radio Talk” column for the Post-Dispatch, focusing on just that medium. (The fact that radio was a big enough deal to get its own coverage is very impressive, in retrospect.) In March, 1990, there was a big story for St. Louis radio: storied KMOX leader Robert Hyland was being honored as media person of the year by the Press Club of Metropolitan St. Louis. About Hyland, Jerry cheekily wrote:

How about an award, too, as self-marketer of the century? Let’s face it – ask 10 people on the streets of Manhattan to identify Laurence Tisch and maybe one will connect him with CBS. … Ask 10 people on the streets of St. Louis to identify Hyland, and at least nine will associate him in some way or another with KMOX radio…”

Jerry Berger

But who did Jerry call to fill out the column on this radio industry legend? The “pup” in his “South Side shop!”

St. Louis Post-Dispatch, March 1, 1990

What a lucky dog I was. I knew it then, I know it now. Small businesses and start-ups hunger for publicity; now they flood social, but before the internet, they sent out voluminous press releases, hoping to snag an editor’s eye for an iota of coverage. Me? I just had to sit near the phone.

By 1991, thanks to Paul’s great relationship with the CBS television network and his ongoing, successful work for them, we together were producing national radio campaigns for its prime-time line-up. Paul was in Hollywood, working closely with the network’s promo department, but I was still in my basement on the “South Side” on St. Louis, faxing in scripts daily. Every once in a while we would head off together, as in June of that year, when we were in person at the CBS affiliate meeting. Just before I left for Lambert, Jerry Berger called. And the next morning, this led the column.

St. Louis Post-Dispatch, June, 1991

CBS ad campaigns like this resulted from meetings like that.

This miracle of many mentions continued until Jerry retired later in the 90s, and his advertising and marketing column was handed off to writer Oscar Waters, who was also generous in his coverage of our creative journey. Here’s an example of his coverage of our radio campaign for The Simpsons.

St. Louis Post-Dispatch, May 9, 1994

But it is Jerry I credit, with immense appreciation, for noticing our work, caring about it, and presenting it often to his readers as worthy of newsprint.

Jerry left us in January of this year after a long illness. I hope he is at peace. I thanked him frequently back then, and this is me publicly thanking him now, as he no doubt works a roledex in heaven, typing, typing, typing as angels dictate the day’s celestial scoops.

Many graces lift our careers, planned and unplanned, over the years.

One of my graces really knew how to work the phone.

I’m glad I picked up.

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St. Louis Addy Awards Propels Copywriter

St. Louis copywriter remembers his good luck at the St. Louis Addy Awards over the years, and how the Ad Club’s recognition helped move him from obscurity to career success.


Part 1: A Surreal Night for an Addy Newcomer.

Heading to the 2019 St. Louis Addy Awards at Busch Stadium tonight, to cheer on the winners, be inspired by the work, and see old friends. It’s with no small bit of nostalgia that I realize I have been attending the St. Louis Addy Awards for exactly 30 years.

And though I’ve won my share of Addys over the years, none of the wins can compare to that first night, in 1989, when I won not one but two “Best of Show” Addys at the ceremonies at Powell Symphony Hall. It was a mind-boggling night my 33-year-old self was not prepared for. I was also not prepared for the article by Jerry Berger that appeared in the St. Louis Post-Dispatch the next morning. 

Headlined “Ad Writer Steals Show,” the article, accompanied by a mustache-laden headshot of my 33-year-old self, begins:

Walter S. Jaschek, a free-lance advertising copywriter, stole the show the annual ADDY Award competition Thursday night at Powell Symphony Hall.

Jaschek, who has an office on the South Side, won three gold and two Best of Show awards for advertising produced in St. Louis between Oct. 1, 1987, and Sept. 30, 1988.

Jaschek submitted only three in the almost 900 entries received by the ADDY committee,

“‘I’m glad I made the right decision last April to free-lance,’ said Jaschek, a former member of the advertising management staff with Southwestern Bell Telephone Co.

In the Best of Show category, Jaschek won in the radio and print categories. The radio winner was a 30-second commercial, ‘Laugh Catalog,’ for the Comedy Club, which Jaschek created by teaming up with former St. Louis Paul Fey; the print winner was themed, ‘Warm, Personal Letter,’ created to announce the opening of Jaschek Ink.

Hollywood entertainer John Byner served as master-of-ceremonies for the program, which marked the first held away from a hotel without a dinner.

Of the more than 2,400 guests at Powell, 500 were advertising students from 24 colleges.

[For more media reaction, see part 3, below.]

Part 2: Looking Back at 1989 from 2019 (Video and Interview.)

A few months ago, the St. Louis Ad Club, to promote the 2019 St. Louis Addy Awards, asked members for “unusual Addy memories” they could capture on video and post on social media. I was only too happy to recall that first, very surreal win, and how it led to what became known as “The Red Underwear Story.”

That’s a crisp and wacky 60 seconds, but the interview went longer. Here’s more of the Q & A.

Q: Let’s get warmed up….tell us a little about yourself. Name, title, where you work, a quick journey through your life in the ad business.

Walt: I’m Walt Jaschek, freelance copywriter and creative strategist, and because Jaschek is impossible to spell or pronounce, I DBA as Walt Now, as in, “What Now?” I have been so blissfully self-employed since 1988, and if you do the math, that means more than 30 years. So don’t do the math. 

Q: What’s the difference between a copywriter and creative strategist?

Walt: Pants. Copywriters wear jeans. Creative strategists wear khakis. So today I come to you as a copywriter. But I have some khakis handy.

Q: What’s your perspective on the focus on winning awards in the advertising business?

Walt: Well, I think there are three reasons they are the big dang deal that they are. (1) We work mostly in anonymity – if you write an article or draw a New Yorker cover, you get a byline. They don’t put bylines on ads, though God knows I’ve tried. It’s a way of saying, “Look. I did this. Me. Do you like it?” (2.) Agencies know awards represent a creative culture, and culture attracts talent. And (3.) let’s cut to the chase: ego. Creatives are a roller –coaster of insecurity and egomania. I mean, would I carry this award around with me if I had more self-esteem?

Q: What about the Addys specifically? How does an awards show that is geared towards the local level different than national shows?

Walt: The appetizers are better. Here in St. Louis, you’re far more likely to see toasted ravioli.  You’re not gonna get THAt a Cannes. No, seriously, I think it’s a matter of building community. Of representing. Saying, look at the work coming out of St. Louis. Take that… Austin. Or to keep it in the district: check it out… Des Moines.

Q. Do you remember your first Addy?

Walt: Sure. You always remember your first.

Q. Do you remember how many Addys you’ve attended?

Walt: No. I’d have to count the hang-overs.

Q. Is there a specific Addy story you’d like to share with us today?

Walt: I won my first “Best of Show” Addy in 1988 when I was 33 years old, my very first year of freelancing, for the ONE and ONLY THING I submitted that year: a one-page piece of a paper — a funny letter announcing my business launch.  Unprepared, I had to go on stage at the Fox in front of a huge crowd to accept from comedian John Byner, and pictures of me from the podium have a shocked, deer-in-headlights quality.  I improvised something about being glad I wore my “lucky red underwear.”  That was too much information, now and then. 

Q. But the red underwear thing became a running joke, right?

A. Right. That line became a running joke, and at another Addy ceremony years later, when I teamed up with Paul Fey and won a “Best of Show” for radio, we actually brought red underwear up to the podium and threw them into the audience. People were grabbing at them, like Fred Bird throwing t-shirts at Busch Stadium. For years after, people would say to me in public:  “I still have your underwear!” Depending on who I might be with, that could be a little disconcerting.

Q: What lesson can we take away from your Addy story?

Walt: My quite serious take-away from that silly story is this:  Enter SOMETHING.  Even if it’s it’s only ONE thing. And even … if it’s the ONLY thing you got. ‘Cause, who knows? Weird stuff happens.

Q. What piece of advice would you give to anyone considering entering the Addys this year?

Walt: iBuprofen. Take it early And often. Also: have a speech prepared. Just in case. otherwise. You could end up like me. (Holds up Addy award with red underwear draped over it.)

Q. Thanks, Walt.

Walt: See you at the show!

Part 3: Media Reaction to Walt’s 1989 ADDY win.

St. Louis Ad/Mag, February, 1989

St. Louis Ad/Mag February, 1989
Advertising Age magazine, March 27, 1989

Read this article.

St. Louis Post-Dispatch, February 17, 1989
St. Louis Post-Dispatch, February 20, 1989
ADWEEK, February 20, 1989
St. Louis Journalism Review, March, 1989
St. Louis Business Journal, 1991

Read this article.

Southtown Word, 1994

Read this article.

Part 4: Walt talking more about all this at length.