Eicoff
| Company type | Subsidiary |
|---|---|
| Industry | Advertising |
| Founded | 1959 |
| Founder | Alvin Eicoff |
| Headquarters | Chicago , United States |
Key people | William McCabe (CEO) |
Number of employees | 120 |
| Parent | The Ogilvy Group, Inc. |
| Website | www |
Eicoff, previously known as A. Eicoff & Company, is recognized as one of Chicago’s leading advertising firms, with a specialization in direct response television (DRTV) marketing. The agency is credited with pioneering the use of 1-800 toll-free numbers in advertising and introducing the memorable "… or your money back" slogan, both of which have been instrumental to its market success.
Headquartered in Chicago, Illinois, Eicoff was established in 1959 by Alvin Eicoff, a trailblazer regarded as the originator of DRTV advertising. Currently led by CEO William McCabe, the company employs roughly 120 industry professionals.
Eicoff’s core focus lies in direct response marketing tactics aimed at clients who prioritize measurable consumer responses via television campaigns. Its strategic direction and industry accolades have positioned it as a key entity within the advertising sector. As a subsidiary of The Ogilvy Group, Inc., Eicoff benefits from enhanced global reach and market presence.
History
Founded in 1959 by Alvin Eicoff, a pioneer in direct-response television advertising, the agency specialized in short-format commercials ranging from one to two minutes that featured compelling calls-to-action. In 1977, A. Eicoff & Company partnered with AT&T to introduce 1-800 numbers into advertisements, enabling national campaigns supported by centralized call centers. The firm also asserts that it originated the famous "…or your money back!" guarantee.
During the late 1970s, Eicoff produced what is considered the first infomercial—a half-hour demonstration for the New Generation hair product. By 1981, Time-Life became the first national advertiser to utilize direct-response methods on cable television. In 1982, Ron Bliwas assumed the roles of president and CEO; later that year, Ogilvy & Mather acquired the agency, prompting a strategic shift toward servicing Fortune 500 companies. Bliwas focused on attracting large-scale corporate clients instead of smaller consumer brands.
After dedicating 37 years to the company—including 27 years as CEO—Bliwas resigned in March 2012 but stayed on as Acting Chairman. He was succeeded by William McCabe, who brought expertise in digital media and had previously served as Executive Vice President and COO.
With a workforce of approximately 100 employees, Eicoff has partnered with prominent clients such as Quicken Loans, UnitedHealthcare, K-12, Sears, and JPMorgan Chase. In 2019, Jelmar ended its 51-year collaboration with Eicoff to join Marc USA. In 2022, Eicoff supported Ogilvy by overseeing media purchases for its Super Bowl advertising campaigns.
This chronology underscores Eicoff’s leadership role in direct-response marketing, its evolution under influential executives, and its enduring impact through innovative strategies and relationships with high-profile clients.
Alvin Eicoff
Alvin Eicoff (1921–2002) is widely acknowledged as a pioneer of late-night direct response advertising techniques that emphasized live product demonstrations alongside prominently displayed phone numbers to boost sales. His groundbreaking methods laid the foundation for modern infomercials and reshaped industry practices. Beginning his career in radio advertising before transitioning to television, Eicoff worked with a diverse range of clients from startups to major corporations such as Avon and Columbia House—the latter’s commercial running for an impressive fifteen years.
In 1959, he launched A. Eicoff and Company, which became part of Ogilvy & Mather in 1981. He advocated for the use of two-minute commercials featuring a dedicated thirty-second call-to-action segment and argued that sales effectiveness depended more on viewer availability—particularly during late-night hours—than on program ratings. His book "…or Your Money Back," published in 1982, encapsulated his advertising philosophy and introduced the now-iconic phrase commonly used at commercial conclusions.
Born in Lewistown, Montana, Eicoff passed away at age 80 in Highland Beach, Florida, leaving a lasting influence on advertising strategies and direct marketing growth worldwide.
Awards and recognition
In 1997, Eicoff was honored with induction into the Direct Marketing Association's Hall of Fame, recognizing his visionary leadership in direct broadcast media. To celebrate advancements in direct response advertising, the DMA introduced the annual A. Eicoff Broadcast Innovation Award in 2004. Highlighting the company's sustained impact on the sector, Ron Bliwas, who served as Eicoff's chairman at the time, was appointed DMA chairman in 2005 and later inducted into the Hall of Fame in 2007.