Cliff Freeman & Partners, New York
For more than 25 years, Freeman's outside-the-box creative vision has shown how sprightly advertising can spawn market share spikes by building recognition and brand awareness and also attract general media coverage that transforms the work into popular icons. Freeman entered advertising in Atlanta; joined Dancer-Fitzgerald-Sample, New York, in 1970; and gained fame with the still-popular Mounds/Almond Joy candy bars ("Sometimes you feel like a nut . . . sometimes you don't") and Wendy's "Where's the beef?" campaigns. His own agency, opened in 1987, brought forth Little Caesars' "Pizza! Pizza!" Freeman's distinctive work has brought him numerous major awards along with "most remembered" and "most popular" honors.