Every time you think something is completely knew, you should remember that nothing is.
From DDB's website:
N.M. Ohrbach knew Bill Bernbach when Ohrbach's was a client at Grey Advertising. Mr. Ohrbach, who was not happy with Grey, suggested that Bernbach launch his own agency with Ohrbach's as its first client.
Ohrbach even agreed to pay for the work in advance, enabling Doyle, Dane and Bernbach to pay their initial bills. The campaign transformed Ohrbach's from an unfashionable store in an unfashionable part of town to a "high fashion at low prices" boutique that attracted the attention of such people as the Rockefellers and drew "high fashion" coverage from Life magazine.