any one agency; he should hire a second and later a third. This is how Benton & Bowles got their first major account, and it is why General Foods came to trust every recommendation Rubicam made to them. At the end of World War II, when I was a Second Secretary at the British Embassy in Washington, I suggested to the Foreign Office in London that they nominate Rubicam to head the public relations function at the fledgling United Nations, only to be told that he should fill out an application form! This modest ad announced the opening of Young & Rubicam in 1923. Off duty, he was less conservative then Stanley Resor. In 1946 he contributed an article to McCall’s deploring the dropping of atomic bombs on Japan. He believed that a demonstration of the bomb would have convinced the Japanese to surrender, and made the United States the moral leader of the world.