Claude C. Hopkins
Lord & Thomas, Chicago
Claude Hopkins believed advertising existed only to sell something. His copy, notably his Schlitz beer slogan, "The beer that made Milwaukee famous," led Lord & Thomas' Albert Lasker to hire him (for $185,000 a year) in 1907. Hopkins insisted copywriters acquire detailed knowledge of client products and produce brief, dry, reason-why copy. He also promoted couponing, premiums, free samples, mail order and copy testing. For Pepsodent toothpaste, he "discovered" plaque; he then invested in the company and made another fortune. His classic, "Scientific Advertising," was published in 1923, after he retired from L&T, where he had served as president and chairman.