Feb. 16 at age 86
Jan Miner in her ad role as Madge the Manicurist surprised her clients for more than two decades by soaking their fingers in Palmolive dish soap. Over the course of 90-plus commercials, Madge told her customers about Palmolive, and when they asked how gentle it was, she would respond with the classic "You're soaking in it." Ted Bates & Co. created the first Madge spots in 1966, and Colgate-Palmolive Co. retired the Madge character in 1991.
April 24 at age 97
Entrepreneur and marketing innovator Estee Lauder built a business she founded in her kitchen in the 1930s into a $5 billion global giant in cosmetics. Ms. Lauder remained the face of her company until her retirement in 1995. She pioneered such one-to-one marketing tactics as cosmetics sampling and gifts-with-purchase. In addition, Ms. Lauder was an innovator in the segment of men's cosmetics, launching Aramis in 1967.
Sept. 2 at age 72
Billy Davis composed several classic jingles for Coca-Cola Co. as music director at McCann Erickson, including "It's the Real Thing," "Things Go Better With Coke" and "I'd Like to Teach the World to Sing," featured in the famous "Hilltop" commercial. Ad Age ranked "It's the Real Thing" as ninth among the top 10 jingles of the 20th century. Mr. Davis was a successful R&B songwriter and producer when he joined McCann in 1968, a period when agencies were tapping into the ad potential of pop music.
March 10 at age 74
Warren Pfaff made perhaps his most lasting mark on the ad world as a jingle writer. His work included "You deserve a break today, so get up and get away to McDonald's," named by Ad Age as No. 1 among the top 10 jingles of the 20th century. Mr. Pfaff started as a copywriter and rose to senior VP-creative director at J. Walter Thompson Co. He opened Warren Pfaff Advertising in 1971, and 20 years later the agency merged with McCaffery Ratner Gottlieb & Lane, New York.
June 28 at age 94
Irvin "Jack" Morton was an event-marketing visionary. He founded Jack Morton Productions in 1939 in Washington, merging entertainment with corporate events by bringing celebrities like Bob Hope and Lawrence Welk to the business functions of trade associations and corporations. The company eventually became a global entity called Jack Morton Worldwide.; Interpublic Group of Cos. acquired it in 1998. Current clients include McDonald's Corp. and General Motors Corp.
Sept. 13 at age 83
As an art director who could also write, Stephen Baker created one of the most enduring campaigns in advertising-"Let your fingers do the walking." The slogan, created for AT&T's Yellow Pages, has become a tagline and icon that exists to this day. Mr. Baker rose to VP-creative director at Cunningham & Walsh, and later started two agencies of his own. He also wrote columns for Ad Age, as well as more than 20 books, including "How to Live With a Neurotic Dog."
Feb. 4 at age 73
James Jordan was a giant in an agency known for creative giants during almost 25 years at Batten, Barton, Durstine & Osborn. Mr. Jordan started at BBDO in 1953 as a copywriter and rose to president and creative director. Among the slogans he created were "Ring around the collar" for Wisk and "Delta is ready when you are." After resigning from BBDO in 1978, Mr. Jordan founded the agency that eventually became Jordan McGrath Case & Taylor, New York.
April 19 at age 60
James Cantalupo's death seemed especially tragic since it occurred as he was about to bask in the glow of his stunning turnaround of McDonald's Corp. Mr. Cantalupo engineered a back-to-basics strategy that also included the faster introduction of healthier menu items and the company's first global marketing strategy. His efforts were instrumental in McDonald's being named Ad Age's 2004 Marketer of the Year.
Aug. 8 at age 98
Maxwell "Mac" Dane was the last surviving co-founder of Doyle Dane Bernbach. He started the New York agency, holding the title of VP-general manager, in 1949 with Ned Doyle and William Bernbach. Among DDB's landmark efforts were Volkswagen's "Think small" and Avis' "We try harder" campaigns. Today part of Omnicom Group, DDB Worldwide is the No. 6 U.S. agency brand, according to Ad Age rankings, with an estimated $252.3 million in 2003 revenue.
Sept. 24 at age 80
Joseph Brouillard built a unit of J. Walter Thompson Co. into a marketing-communications operation bearing his name. He joined JWT in 1961 as VP-director of strategic planning and five years later started a division within the agency devoted to corporate communications. Mr. Brouillard retired from the company in 1984 with the title of CEO, and today New York-based Brouillard Communications is a unit of WPP Group, with estimated revenue topping $23 million in 2003.