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Published: Sunday, 4/6/2014


Genesis of ‘Better in Toledo’ lauded

Economic development always has been crucial to the growth and expansion of business in Toledo. It was the impetus for the slogan “You will do better in Toledo” in the early 20th century. But nothing has been said about the slogan’s origin.

The Advertising Club of Toledo was formed in 1909 by advertising managers of local businesses. They sought to promote truth in advertising and ethical business practices. One of their earliest projects was to promote business in Toledo.

Theodore MacManus, one of the Advertising Club founders, had coined the phrase “You will do better at Kobacker’s” for the department store where he served as advertising manager. He later adapted the slogan for the Toledo promotional campaign.

Mr. MacManus is in the Advertising Age Hall of Fame for his pioneering work in early automotive advertising. The Advertising Club is now the American Advertising Federation of Toledo, of which I am a past president.

The club is proud of its history of excellence and innovation in advertising, and especially proud that Mr. MacManus remains one of the greatest names in advertising history.


Pemberton Drive

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