Foote, Cone & Belding, Chicago
An intellectual man of taste, Cone applied his study of literature, history, sports, film, art, archaeology and politics to advertising. He joined Lord & Thomas, San Francisco, as a copywriter in 1929 and became exec VP of L&T's successor agency, FCB, in 1942. Based in Chicago, he led FCB to $22 million in billings in its first year with landmark campaigns for Lucky Strike, Hallmark, Toni and Dial. He distilled information to its essence, then executed campaigns with balance, simplicity, unity and clarity. Impatient with noisy, intrusive, deceptive TV commercials, Cone became an early advocate of a TV "magazine concept," whereby networks, not agencies, produced commercial programming.