. Lester Wunderman (1920- ) Wunderman Worldwide, New York List No. 94 of 100 Go to the Next Person of the Century A major direct-marketing force during the last half of the century, Wunderman was a direct link to the work of direct marketing pioneers Victor Schwab, Harry Scherman and Maxwell Sackheim. Hired as a copywriter by Sackheim at Maxwell Sackheim & Co. in 1947, Wunderman blossomed as a strategist. Recognizing that many "mail order" accounts were ripe for growth through broader marketing efforts, he introduced his "direct marketing" concept. He established Wunderman, Ricotta & Kline in 1958 (acquired by Young & Rubicam in '73) and, with his vast multimedia agency, often co-branded, direct-selling "breakthrough" campaigns, built Columbia Record Club and American Express' travel and entertainment credit card businesses. All Rights Reserved © 1999 & 2005, Advertising Age Crain Communications, Inc. editor@AdAge.com .