Chiat/Day, New York
A New Yorker, Chiat settled in California as a recruitment ad writer and in 1967 opened Chiat/Day with copywriter Guy Day. The agency gained fame as a West Coast creative gusher for its unique Apple Computer and Honda work. Chiat added research-based account planning, preached ideas rather than technique, pioneered (and later abandoned) the virtual office, utilized satellites and interactive video, helped found the Advertising Industry Emergency Fund and drove his agency to $1 billion-plus in billings by the '90s. C/D's "breakthrough" Apple Macintosh commercial, "1984" -- created by art director Lee Clow, written by Steve Hayden and directed by Ridley Scott -- won every industry honor and award. Chiat also led efforts to bring minorities into advertising.