Bob Bernstein Explained

Bob Bernstein
Birth Name:Robert A. Bernstein
Alma Mater:University of Oklahoma
Occupation:Co-founder of Bernstein-Rein
Founder of Beauty Brands
Spouse:Dr. Phyliss Bernstein
Children:3

Robert "Bob" Bernstein is an American businessman and entrepreneur. He is the co-founder of the advertising company Bernstein-Rein and the founder of Beauty Brands.

Bernstein-Rein

In 1964, Bernstein and Skip Rein opened Bernstein-Rein, a marketing and communications firm located in Kansas City, Missouri. At the time the business was opened, Bernstein had $100 in the bank and took out a $2,500 loan.

Bernstein-Rein was retained by McDonald's in 1967.[1] In 1969, the agency created a series of illustrated glasses for McDonald's called the "Happy Cup." In 1977, Bernstein developed the Happy Meal packaging for McDonald's.[2] [3] [4] The Happy Meal was tested in four cities before being released nationally in 1979.[5]

In 1974, Bernstein-Rein was hired by Sam Walton to do advertising for Walmart. The agency worked with Walmart through early 2007.[6] [7] The agency developed the "Buy American" ad campaign for Walmart in the 1980s, and in the 1990s developed the smiley face frequently used in Walmart's television and in-store marketing.[8] The "Buy American" campaign came under scrutiny after a Dateline NBC episode in December 1992 charged that Walmart "imports a number of its private-label clothes while playing up its ambitious 'Buy America' campaign."[9]

Before losing its Walmart account in early 2007, BR was one of the six largest independent ad agencies in the United States (36th largest overall),[8] with 350 employees and annual billings of more than $550 million.[6] In 2008, after losing accounts with Walmart and USAA, its gross income was $45.1 million.[10]

In the 1990s, Bernstein-Rein developed its own retail business, Beauty Brands, creating a retail approach it described as "InsideOut Retailing".[11] The agency, which had the entire Blockbuster LLC account until early 1994, came up with the slogan "Make It a Blockbuster Night".[8] [12] [13]

May 21, 2003 was declared “Bob Bernstein Day” by the mayor of Kansas City.[14]

Personal life

He is married to Dr. Phyliss (née Wolkoff) Bernstein, a clinical psychologist. They have three children: Steven Bernstein, Susan Bernstein Luetje, and David Bernstein.[15] The Bernsteins are Jewish.[16] [17] They are members of Temple B'nai Jehudah in Overland Park, Kansas. The Phyliss and Bob Bernstein Humanitarian Award at Jewish Family Services (JFS) is granted yearly.

Notes and References

  1. News: Baar. Aaron. Bernstein-Rein, Big Mac Reunited. 29 September 2016. AdWeek. August 10, 1998.
  2. Book: Madison Avenue. 1986. Madison Avenue Magazine Publishing Corporation. 52–56. 29 September 2016.
  3. News: Hawley. Amy. Creator of the Happy Meal says KC makes him happy. 29 September 2016. KSHB. August 18, 2011. https://web.archive.org/web/20150719080725/http://www.kshb.com/about-us/community-affairs/creator-of-the-happy-meal-says-kc-makes-him-happy. 19 July 2015. dead.
  4. News: Borrelli. Christopher. Who created the McDonald's Happy Meal? 40 years later, the answer is complicated.. 23 September 2019. The Chicago Tribune. 5 July 2019.
  5. News: K.C. marketer behind Happy Meals' success. 29 September 2016. Associated Press. Lawrence Journal-World. August 14, 2004.
  6. News: Bernstein-Rein loses Wal-Mart account. 19 September 2016. Kansas City Business Journal. August 8, 2006.
  7. News: Elliott. Stuart. Why an Agency Said No to Wal-Mart. 29 September 2016. The New York Times. December 15, 2006.
  8. News: Barton. Eric. Life Without Wal-Mart. 29 September 2016. The Pitch. December 7, 2006.
  9. News: Wal-Mart Takes a Hit: Retailer's 'Buy America' Campaign Shaken by NBC News Program. 29 September 2016. AdWeek. January 4, 1993.
  10. Web site: Bernstein-Rein lays off staff, warns of more . Kansas City Business Journal . 2009-04-05 . 2013-04-19 . Vockrodt, Steve.
  11. Web site: Q&A: Steve Bernstein . Adweek.com . 2009-04-15 . 2010-04-01.
  12. News: Lazarus. George. Shiara Kicks Off 2nd Men's Cologne. 29 September 2016. Chicago Tribune. September 30, 1996.
  13. News: Goll Beatty. Sally. Blockbuster Puts Agencies In a Permanent Shootout. 29 September 2016. Wall Street Journal. October 2, 1996.
  14. Web site: Robert A. Bernstein. Advertising Icon Museum. 18 April 2013.
  15. Web site: Ronald McDonald House renamed to recognize Bernsteins' support . The Kansas City Jewish Chronicle. November 29, 2018 .
  16. Web site: Ronald McDonald House renamed to recognize Bernsteins' support . Jewish Community Foundation of Greater Kansas City. My decision to endow my Lion of Judah gift to the Jewish Federation through the Jewish Community Foundation was made for several reasons. .
  17. Web site: Bob and Phyliss Bernstein will celebrate their 50th wedding anniversary on June 7. . The Kansas City Jewish Chronicle. June 12, 2014.