Unlike Lasker, he was a fervent believer in research. The economist Arno Johnson was one of his researchers, and another was Virgil Reed, a former Director of the Census. He set up a panel of 5,000 consumers and had them report once a month on everything they purchased. He had a test kitchen in the agency, to invent new recipes for his clients, and he started experiments on television long before it was available for advertising. He also shared my interest in factor-analysis and had a team studying techniques which work and techniques which don’t work. A man of rigid principles, he threw away an opportunity to get the huge Camel account because he would not show speculative advertisements. He never took liquor accounts or patent medicines. Perhaps his most valuable innovation was to be the first to employ women as copywriters, starting with his wife. They were housed in a separate department and had to wear hats in the office. Like all the giants, Resor worked long hours. I used to see him on the train that left Grand Central Station shortly before midnight. He was usually reading the Wall Street prices in the evening paper, 20 years before I had any reason to do so. A few years after I hung out my shingle, I lost my biggest account to J. Walter Thompson, and telephoned Resor to congratulate him. ‘David’, he said, ‘you are a gentleman and a scholar but you are trying to break into the ranks of the big agencies, and that is no longer possible. The investment is too big. I suggest you give up and join J. Walter Thompson.’ I replied, ‘Mr. Resor, I would love to join you, but I couldn’t fire a hundred men and women.’ ‘Oh,’ he said, ‘times are good. They wouldn’t have any difficulty finding other jobs.’ Two years later he repeated the invitation, this time offering to buy my whole agency, like buying a library to get one book. That was the day I met his wife. He had hired her to write copy on the Cincinnati agency where he worked before joining Thompson, and she had become one of the best copywriters in the country. Their partnership, both in business and as a couple, was formidable. It was Helen Resor who insisted that the agency’s offices should be decorated with antique furniture, each executive being allowed to choose the period he liked the best. She was said to believe that if their