Book of Tens 2011

Ten People the Marketing Industry Will Miss

Published on .

Steve Jobs, 56
Much has already been written about the Apple co-founder in these pages and many others. Love him or hate him, his influence was undeniable. Under Steve Jobs, Apple came to dominate the digital age and set standards for product design, first through the creation of the Macintosh and later with the iPod, iPhone and iPad tablet. A master marketer, Mr. Jobs took a traditional approach to advertising, telling the story of how a product can change a life in the best environment possible. He believed that he knew what people wanted before they did, and he was often right.

Liz Taylor, 79
Elizabeth Taylor, one of Hollywood's legendary leading ladies, was also among the most-recognized faces in the advertising industry. She lent her image to products ranging from Whitman's chocolate to Max Factor cosmetics. Most notably, Ms. Taylor partnered with Elizabeth Arden Co. on fragrances that included "Passion," "White Diamonds" and "Black Pearls." In 1996, she and "Black Pearls" were written into the story lines of four Monday night prime-time shows. The "White Diamonds" spot, in which she delivered the famous line "These have always brought me luck" continued to air two decades after its 1991 debut. In a column for Ad Age , Jeff Goodby recalled meeting with Ms. Taylor to work on ads for her perfume as "one of the most memorable things" he'd ever done.

Evelyn Lauder, 75
Evelyn Lauder, daughter-in-law of Estee Lauder and the senior corporate VP of Estee Lauder Cos.until her death in November, is credited with creating the pink-ribbon campaign for breast-cancer awareness in 1992 with her friend Alexandra Penney, the former editor-in-chief of Self magazine. What started with Ms. Lauder and her husband, Leonard, giving out bows at department-store makeup counters to remind women about breast exams grew into one of the country's biggest nonprofits. It also led to congressional designation of Breast Cancer Awareness Month and the establishment of the Breast Cancer Research Foundation. Ms. Lauder is also known for coming up with the name for the Clinique brand during the 1960s, and was first to wear the white Clinique lab coat. She was diagnosed with ovarian cancer in 2007 but continued to appear at cancer awareness events around the world.

Phyllis Robinson, 89
In 1949, Phyllis Robinson was working in promotions at Grey when Bill Bernbach recruited her to join him at the newly formed Doyle Dane Bernbach. There, she and Art Director Bob Gage created groundbreaking work for Ohrbach's, Olins and Chemstrand and Polaroid, including the famous TV commercial "The Zoo." Ms. Robinson is also known for identifying the Me Generation with the tagline "It Lets Me Be Me" for Clairol. She left the copy chief position at DDB in 1962 but continued as a copywriter there for 20 years. At Ms. Robinson's induction into the Copywriters Hall of Fame in 1968, Bill Bernbach said that she had helped "turn advertising from a business into a profession."

Andy Rooney, 92
One month after announcing during his 1,097th essay for "60 Minutes" that he would no longer appear regularly on the show, Andy Rooney died of complications from surgery. Known for his wry humor and more for his lists of things he didn't like rather than what he did enjoy, Mr. Rooney spent more than 60 years at CBS, 30 of them behind the camera as a writer and producer before be became a TV personality. He was also the author of best-selling books and had a syndicated newspaper column for three decades, for which he was given a Lifetime Achievement Award in 2003 by the National Society of Newspaper Columnists.

Arthur C. Nielsen Jr., 92
Arthur C. Nielsen Jr. became president of his father's research and measurement firm, A.C. Nielsen, in 1957, and helped significantly expand its capabilities. As the cable industry developed and grew, so did the company, with a Nielsen rating indicating that a cable operation had gone from startup to mainstream. And while technology and the changing way we watch TV has certainly spurred the rise of new metrics, Nielsen is still known as the most definitive measurement of the broad audience for programs.

1212 p22 leo arthur
1212 p22 leo arthur

Leo-Arthur Kelmenson, 84
Longtime adman, decorated World War II hero and poetry-book author Leo-Arthur Kelmenson was perhaps best known for his work in auto advertising. A friend and adviser to former Chrysler executive Lee Iacocca, Mr. Kelmenson picked up the accounts of the ailing Chrysler-Plymouth and Dodge brands from Y&R and BBDO, respectively, in 1979, while he was CEO of Kenyon & Eckhardt. It was the largest account shift in U.S. history at the time. He also did work for Ford, General Motors and Mitsubishi, and his agency tenures include serving as chairman of Bozell Worldwide and of Foote, Cone & Belding.

Eugene Kummel, 88
As head of international operations and then chairman-CEO of McCann Erickson Worldwide, Eugene Kummel expanded McCann's reach around the world in the "60s and "70s as he led the development of a force of more than 100 international executives familiar with the McCann system and its clients. Mr. Kummel was named chairman emeritus of McCann in 1987 and was the chairman of the American Association of Advertising Agencies and chairman-CEO of the Advertising Educational Foundation. He was inducted into the American Advertising Federation Hall of Fame in 1988.

Fred Danzig, 85
A friend and mentor to many at Advertising Age, Fred Danzig joined the magazine in 1962 as senior editor in the New York bureau, became executive editor in 1969 and served as editor from 1984 until 1994, retiring in 1995. Before coming to Ad Age , Mr. Danzig was a reporter for UPI and the first entertainment reporter to interview Elvis Presley. Injecting a pop-culture sensibility into Ad Age , he was a sharp observer of the industry and fierce at breaking news. "He got you thinking down a different road, and in that way he brought out the best in people," said Ad Age Editor-in-Chief Rance Crain.

John Smale, 84
A firm believer in the motto, "Make a little, sell a little, learn a lot and fail cheap," longtime Procter & Gamble Co.exec and, later, GM Chairman John Smale headed a team that persuaded the American Dental Association to award its first seal of approval to Crest toothpaste. That led to the "Look Ma, No Cavities" campaign from Benton & Bowles, New York, which propelled Crest to category leadership in the 1960s. Mr. Smale joined P&G in 1952 and became CEO in 1981, during a recession. Despite that , he doubled earnings, stepped up global expansion and did a series of deals that included the 1985 acquisition of Richardson-Vicks, which brought in such brands as Olay, Pantene and Vidal Sassoon.

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