PERSONAL FILE

AS Coca-Cola's new chairman and chief executive (he will also retain the presidency), Lee Talley, 59, will have more work to do--but he can hardly have more enthusiasm for it. Talley has been with Coca-Cola since he left Atlanta's Emory University has a firm respect for the company's 75-year traditions and the required zeal to conquer the world for Coke. Taking over from retiring Chairman William E. Robinson, Talley is the first man to hold both top posts at Coca-Cola, will probably continue Coke's diversification (Minute Maid orange juice, flavored soft drinks) and step up the war with Pepsi-Cola.

Newly names by taxmen as Japan's biggest income earner ($860,000) in 1960, Shojiro Ishibashi, 72, president of the Bridgestone Tire Co., insists that "money accumulates when one works to serve others. It won't if one simply tries to become rich." Ishibashi (his name means "stone bridge," which he reversed to get his firm's name) took over his father's underwear factory in 1910, has made it Japan's biggest rubber goods manufacturer by such aggressive and once radical tactics as pricing his products uniformly instead of by size, and wooing peasants from their traditional straw shoes to rubber-soled footwear. A stern boss who does not believe in delegating authority, he leaves only minor decisions to his executives, scorns the geisha entertainment parties favored by most Japanese businessmen.

ENERGY is the business of Walker Lee Cisler, 63, president of Detroit Edison Company. It is also what directors of the Fruehauf Trailer Co. hoped to get when they elected him to Fruehauf's chairmanship--a post he will hold in addition to his Detroit Edison job. An expert in red-tape cutting, Cisler takes over at Fruehauf from Roy A. Fruehauf, 52, whose family founded the firm. Eased out as Fruehauf Trailer's chief executive 18 months ago, Roy Fruehauf must face a recently revived indictment accusing him of making an illegal $200,000 loan to ex-Teamster Union Boss Dave Beck.

WHEN venerable Thomas J. Lipton Inc. of tea fame bought the Good Humor Corp. (for $8,200,000), it acquired two typically American products : ice cream on a stick and Good Humor President David J. Mahoney, 37. Lipton plans to expand Good Humor into more hot-weather cities, may add cookies and other child-appealing products to its line. An Army captain at 22 and the $25,000-a-year vice president of an ad firm at 26, Mahoney took over Good Humor in 1956, is one of the nation's most aggressive marketing men.

BOTH admen and advertisers got their lumps from the British-born president of Lever Bros, of Canada, John C. Lockwood, 48. He told Toronto admen that their industry's output was "dull boring, unimaginative, uninspiring and languid" and that "the biggest hidden cost in marketing today is probably ineffective advertising." Contrary to many TV critics, Lockwood thinks advertisers pay "too little attention to their TV commercials and too much attention to the programs." Phony commercials Lockwood fears, have made cynics of housewives and schoolgirls alike will have "far-reaching detrimental effects" on the ad industry '

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