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John Emmerling: Taking the 'Bum' Out of Bumble Bee

September 21, 2015 | 2:02

How do you think your client would react if you called its product "bum?” That's what happened to John Emmerling while working on the Bumble Bee tuna account for the Richard K. Manoff agency in the mid-1970s. How he solved that problem is history -- and the result is advertising that is part of a whole generation's childhood.