Food Specialties, Inc. v. John C. Dowd, Inc.

162 N.E.2d 276, 339 Mass. 735, 1959 Mass. LEXIS 876
CourtMassachusetts Supreme Judicial Court
DecidedNovember 13, 1959
StatusPublished
Cited by18 cases

This text of 162 N.E.2d 276 (Food Specialties, Inc. v. John C. Dowd, Inc.) is published on Counsel Stack Legal Research, covering Massachusetts Supreme Judicial Court primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
Food Specialties, Inc. v. John C. Dowd, Inc., 162 N.E.2d 276, 339 Mass. 735, 1959 Mass. LEXIS 876 (Mass. 1959).

Opinion

Cutter, J.

The first case is an action by Food Specialties, Inc. (Specialties), against an advertising agency, John C. Dowd, Inc. (Dowd), in three counts, alleging conversion of, and damage to, certain advertising material belonging to Specialties. The action by Dowd against Specialties seeks damages for breach of an advertising contract and also to recover a balance alleged to be due under the contract.

The cases were referred to an auditor, whose findings of fact were to be final, and were tried together. Certain modifications in the auditor’s report were directed by the trial judge, who ordered judgment for Specialties in the sum of $3,115 with interest, in the case brought by Specialties, and for Dowd in the sum of $12,916.59 with interest in Dowd’s action. Specialties and Dowd appealed in the action by Specialties. Specialties appealed in the action by Dowd. The facts are stated as found by the auditor.

On July 15, 1955, Specialties, a manufacturer of pizza pie mix, made with Dowd a contract, the relevant portions of which are: “Dowd ... is authorized to act for . . .

Specialties Inc. in the planning, preparation, purchasing and distribution of its advertising and to perform . . . related services .... It is part of the agency’s duty [a] to write *738 and design the advertising, purchase art work . . . etc. and assemble the advertising campaign for the approval of the client. . . [Vj to know the qualities of all media . . . and to buy space or time in such media . . . [andj H°] to contract for the services of media when authorized .... Contracts . . . authorized by the client and executed by the agency shall be regarded as direct obligations of the client. ... All material property of the client furnished to the agency, or otherwise procured by, or prepared by the agency for the client, shall remain the client’s property, subject to his order and use, or stored by the agency at the client’s risk. . . . This agreement shall continue for . . . one year from July 14, 1955, and thereafter until terminated by at least 90 days written notice by either party” (emphasis supplied). The agency was to be paid by a "commission of 15% or its equivalent.” In accordance with custom "in the advertising field when a concern changes from one agency to another,” all advertising material developed by Specialties’ two former agencies was forwarded to Dowd. This material was never used by Dowd.

Friction between Specialties and Dowd soon arose. One difficulty related to certain television commercial films. Dowd, in behalf of Specialties, had made a contract for a period ending May 1, 1956, for the indorsement by one Colona, an actor, of Specialties’ pizza pie mix, including the use of his picture and certain services in advertising. The contract was later renewed for a further period ending April 30, 1957. The earlier contract called for Colona’s presence in New York in August, 1955. Prior to this New York visit, one Gross, Dowd’s "account supervisor” then handling the Specialties account, suggested to Price, the chief executive officer of Specialties, whose duty it was “to supervise the advertising program,” that it "might be a good plan to have some TY commercial shots made by Colona.” Gross explained “that it could be done . . . cheaper when Colona was in New York,” but there “was no talk about the possible cost.” Specialties “had had a commercial made previously” at a "cost of . . . approximately *739 $1,500.” Although Specialties had no plans to “use . . . such a TV strip,” Price, “assuming that the cost of it would be comparatively little, . . . told Gross to go ahead and make plans for it.” Dowd’s representatives arranged with Sound Masters, Inc., to make the commercials at its studios. “This involved a change in the . . . plans which had called for . . . filming . . . the TV commercials at the same . . . place where . . . [certain] still pictures [of Colona] were to be taken.” On August 10, one Tully, Dowd’s television director, showed the “storyboard,” which set out “each action ... to take place in the commercial,” to Price and to two other officers of Specialties, including one Smith, who with Price was “in charge of advertising.” Smith and Price were “the ones with whom . . . Dowd . . . had previously dealt.” Saleson, the other officer, “had nothing to do with advertising.” After minor “changes were made [in the storyboard] Price said it looked all right to him and then he and Smith . . . moved to another part of the room.” Gross of the Dowd organization, who was also present, had been informed that the price estimated by Sound Masters, Inc., was $4,500, but “said nothing about this estimated price while Price and Smith were present.” The films were made the next day.

In November, 1955, Specialties received an invoice from Dowd for the Colona commercial in the sum of $4,321.80, “the first information Price and Smith received in regard to the cost.” Shortly thereafter, Price told Gross that the bill was “extremely large” and that Dowd “had no authority to go ahead with a commercial as expensive as this after informing them that it would be a small cost.” On November 18, 1955, at Gross’s suggestion, Price wrote to Dowd about his complaints. In his letter, he refused to pay more than $500 for the commercial and enclosed a check for that sum. No further bill was sent by Dowd to Specialties for this invoice until September 10, 1956, after Specialties’ termination (mentioned below) of the agency agreement. “[I]t was the custom in the trade for the customer to be informed” of the estimated cost “before a TV commercial *740 was made.” Gross, when he first talked to Price about the commercial, thought its price would be much less, and Price reasonably assumed “from his original conversation with Gross that the cost . . . would be comparatively inexpensive and . . . authorized it on this basis.” The auditor concluded on “these facts previously found . . . that the making of the TV commercial was not authorized by . . . Specialties . . . and that it was not hable for the bill,” and “that . . . $500 was a reasonable payment for the charge authorized.”

In a letter of August 13, 1956, to Dowd, Price referred to matters about which Specialties was dissatisfied (see footnote 2, infra) and terminated “our appointment of your agency as our advertising agency.” Although asserting that, because of Dowd’s alleged failure to perform its duties, “no notice of termination . . . [was] required,” Price there stated that Specialties would place its advertising through Dowd for a further thirty day period. The letter contained a demand that the material from Specialties’ former advertising agencies in Dowd’s possession and all material prepared by Dowd which Specialties had paid for be turned over to Specialties at the end of the thirty day period. On September 13, a further letter notified Dowd that Saleson would call on “September 18 ... to receive delivery of the . . . property. ... If you wish to withhold the material developed in your August and September invoices until payment of these invoices that will be satisfactory. At the time of the delivery of our material . . . Saleson will deliver to you our check in the amount of your July invoice.” To this the treasurer of Dowd, on September 14, replied, “We do not feel that this material should be released until there is a complete settlement of your obligations to us.

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162 N.E.2d 276, 339 Mass. 735, 1959 Mass. LEXIS 876, Counsel Stack Legal Research, https://law.counselstack.com/opinion/food-specialties-inc-v-john-c-dowd-inc-mass-1959.