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The agency's success was closely related to the rise in popularity of radio. Benton & Bowles invented the radio Soap Opera to promote their clients' products, and by 1936 were responsible for three of the four most popular radio programs on the air. {Link without Title} In 1956, B&B and their client Procter & Gamble launched the nationally-televised soap opera As The World Turns on CBS . Benton & Bowles merged with D'Arcy-MacManus Masius (D-MM) in 1985 to form D'Arcy Masius Benton & Bowles (DMB&B) |
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