Wikipedia:
Benton & Bowles
Benton & Bowles (B&B) was a New York-based advertising agency founded by William Benton and Chester Bowles in 1929.
The agency's success was closely related to the rise in popularity of radio. Benton & Bowles invented the radio soap opera to promote their clients' products, and by 1936 were responsible for three of the four most popular radio programs on the air. [1]
In 1956, B&B and their client Procter & Gamble launched the nationally-televised soap opera As The World Turns on CBS.
Benton & Bowles merged with D'Arcy-MacManus Masius (D-MM) in 1985 to form
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