Apple Computer, Cupertino, CA
In co-founding Apple Computer in 1976, an innovative, booming company that would make PCs accessible to all, the iconoclastic young Jobs understood marketing's role and, with Chiat/Day, created a seminal, non-nerdy "casual lifestyle" image campaign that brought a lasting, cool generational stance to Silicon Valley. Leaving in '85 to create new companies, including Pixar Animation Studios, Jobs returned to a failing Apple in 1996 and directed a turnaround marketing effort that led to the hot new iMac computer. He employed advertising heavily (again via Chiat/Day), to project Apple's spirit.
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