The industry remembers creative icon Dan Wieden

The passing of Dan Wieden, one of the advertising's most influential figures, has sparked an outpouring from industry executives honoring the creator of the timeless “Just Do it” Nike campaign. Here we gather recollections and remembrances from industry leaders in interviews, emails and social media posts about the co-founder of Wieden+Kennedy and the legacy he has left the ad world. This story will be updated as more comments are gathered. Read more: Wieden+Kennedy co-founder Dan Wieden dies at 77 Wieden+Kennedy's Twitter account Dan Wieden, March 6, 1945-September 30, 2022. Thank you Dan, for throwing the doors wide open for people to live up to their full potential.We will miss you so much. ❤️ pic.twitter.com/SyPfYP5KeL— Wieden+Kennedy (@WiedenKennedy) October 1, 2022 Colleen DeCourcy, chief creative officer at Snap and longtime W+K creative leader Words fail me. You just had to be near to him to understand how brightly he burned. There are so many of us, across the world, feeling a little more lost tonight. Susan Hoffman, executive creative director, W+K London, who worked with him for 43 years Dan was a perfect combination of a legend and a character, and that is the thing that made Dan so human and inspiring. He had quite a sense of humor and naughtiness along with an incredible business sense. The combination of all of that is very rare. He didn’t take himself too seriously nor did David, and that is why the agency ended up being so humble. I received a message from a team in India that never worked for us that said, “Dear Susan, We are terribly sorry and sad to hear about Dan. It is like a personal loss to every advertising creative in the world.” That is what their power was—Dan and David wanted people to come and then fly out of the nest—to go figure out what they wanted to do. If what you want is not here, then go find it. The influence they had on people was phenomenal; it will never be replicated again. Once I said to Dan, “I figured out something. You don’t worry. If you worried, Wieden+Kennedy would not be where it is today. What is that about?” He looked at me, and he paused and said, “I just fake it.” We worked Dan and David every day. They were our bosses, they weren't legends. I look back now and say ‘Holy shit they were legends.’ But we didn’t work that way with them and they didn’t work that way with us. Read more: What Dan Wieden taught the ad business Karl Lieberman, W+K global chief creative officer Dan always called Wieden+Kennedy a “cosmic joke.” And I always understood and appreciated that he’d put it that way with such levity because he was never overly reverential or worthy about the place. But on a day like today, when you’re thinking about all that he did for this business and seeing all that it did for the companies it’s touched and you’re also connecting with and reconnecting with so, so many people who’ve all been a part of this thing that only exists because of what he and Dave started, it doesn’t feel like a cosmic joke at all. It feels like a cosmic gift that he’s given to us. A gift that we collectively need to protect and grow and evolve for more and more generations to come. Lee Clow, chairman emeritus, TBWA\Chiat\Day, TBWA\Media Arts Lab Dan Wieden was a talent, a mentor and a hero to me and all of us in the advertising business. He was a north star for all of us who wanted to be brave, create daring, break-the-rules advertising. To build an agency with an environment dedicated to having new, unexpected, surprising, funny, dramatic ideas was all of our ambition. He did it better than any of us. Our business will miss him. I will miss him. He was my competition. My hero. My friend. RIP, Dan David Droga, founder of Droga5 and CEO of Accenture Song Dan was a benchmark and lighthouse for my entire career. Beyond the consistency of brilliance he created, it was the culture and generosity of people he fostered that was even more impressive. As a young creative in Australia, Asia and the U.K., I looked at his work as the gold standard. Many years later, when I started my own company in New York, I quickly realized he was the gold standard. His advice, praise and encouragement was always meaningful. Jeff Goodby, co-founder of Goodby Silverstein & Partners If advertising could have holy people, Wieden was certainly one of them. He spoke to those of us well beyond his own company, telling us it was okay–critical, in fact–to do things that had never been done before. Perhaps more importantly, he convinced us all that those things were already inside of us, and created a world in which it was safe to let them out. We competed with W+K hard and they returned the favor. One day, we said it would be good to let off steam at some kind of joint agency event. Dan suggested a tug of war at the Oregon-California border. We can still hear him chuckling about it. Bob Greenberg, founder, R/GA There are few founders of my generation that I admire as much as Dan Wieden and Jay Chiat. At 74, I’ve been with R/GA for 45 years, and both of my most inspirational and creative founders have passed. I wish I could have known them better, but I was always afraid that might destroy the image I had of them (in my mind). One a strategist and one a writer…I view myself as a designer. But what we share is creativity, innovation and recognizing we had to build a collaborative global organization that nurtured talent. Our legacy is the alumni we leave behind. Dan leaves behind some of the most talented individuals around. He will be missed by our industry. I don’t see anyone on the horizon to take his place. My condolences to Dan’s family and friends. Alex Lopez, president, global chief creative officer, McCann Worldgroup and former global VP, brand marketing and global men's creative director, Nike Dan Wieden’s impact on the Nike brand can not be overstated. Without Dan, David Kennedy, and Wieden+Kennedy there is no Nike, and without Nike there is no Wieden+Kennedy. Dan’s vision of human potential, desire to impact culture in meaningful ways, and his lifelong commitment to diversity in all ways has shaped the Nike brand over the decades and led to the best work in its history. I am humbled that I was able to work with Dan at the start of my career, and his lessons have shaped the way I see the work and the responsibility of our calling. Martin Sorrell, founder and executive chairman, S4 Capital A true iconoclast, who jointly built the most famous independent agency on the planet and never compromised his principles. He will be sorely missed, but never forgotten. Rob Reilly, global chief creative officer, WPP As I said on stage this year at Cannes as the jury president of Titanium (Dan Wieden was the first Titanium jury president)—I have never met Mr. Wieden, but he is the reason I stand here on this stage today. In my opinion he is the most influential creative leader in the history of our industry. My condolences to his family and to all the employees of Wieden+Kennedy. Gerry Graf, founder, Slap Global Dan Wieden is the single greatest person in the history of advertising. No one else—Bernbach, Ogilvy, Wells, etc.—comes close. He created the greatest agency in the history of advertising. He created one of the greatest brands. He developed most of the best talent in the industry. He did it all by staying independent. Never selling out his vision for more cash. Closing Barton F. Graf was very hard for me. When it was happening, I remembered being in the lobby of Wieden Portland and seeing a huge mural with the words “Fail Harder” carved in it. I honestly felt better knowing that in some way I was following Dan Wieden’s advice. Jae Goodman, founder of Observatory, on LinkedIn On my last day at Wieden+Kennedy, Dan Wieden said, “Goodman, you’re leaving too soon. Your best work is ahead of you. My insecure side heard, “He just told you your work so far is crap!” My other insecure side said to myself, “Prove him right. Make him proud.” A decade later, thanks in large part to [my longtime creative partner] Jesse Coulter...I found myself walking out of the Cannes Palais alongside Jesse, each holding one of our first two Grand Prix. As fate would have it, Dan Wieden was awarded the Cannes Lion of St. Mark (Advertising’s Lifetime Achievement Award) during the very same ceremony that night! So there we were, Jesse, Dan and I walking out of the auditorium next to each other as people started popping photos. [It was] my proudest professional moment. I’ve never seen Jesse smile like that before or since. But then in the next shot, that's Dan saying, “Goodman, you fucker! I told you your best work was ahead of you!!” And in the third shot there were no words exchanged, but as I look at it now and see the look on Dan’s face as he looks at me, I think maybe I did actually make him proud? That last moment is more important to me than any other in my career. If I actually, for even a millisecond, made Dan Wieden proud… that’s my lifetime achievement award right there. I’d say I’m heartbroken that he is gone, but any heartbreak is only in that each day Dan is not here is a missed opportunity for him to affect more lives the way he affected mine and many thousands like mine. I’d say I’m heartbroken that he’s gone, but he’s not gone; because Dan led one of those rare lives during which he gave so much to so many that Dan Wieden can never really die. Dan Wieden is alive in every person he ever met. Dan, thank you for that and so much more. I love you. Greg Hahn, founder of Mischief @ No Fixed Address I don’t think it’s an exaggeration to say that everything good, and irreverent, and artistic about modern advertising can in someway way be linked to Dan Wieden. He showed that advertising doesn’t have to be something that just interrupts entertainment and culture—it can be entertainment and culture. Beyond that he showed that you can keep your integrity and still be at the top of this industry. Trish Adams, president of Opinionated, on behalf of the agency As news of Dan’s passing spread, there was a common thread: the indelible impact Dan has had on so many lives, including the Wieden+Kennedy alumni here at Opinionated. Our hearts are heavy with sadness today, but also filled with enormous gratitude for the many gifts Dan gave us. A culture that allowed us to walk in stupid, fail harder and do the best work of our lives. The opportunity to build careers with the smartest, most insanely talented and fun people in this business. And most importantly, the chance to make friendships and memories that will last a lifetime. Our love goes out to Dan’s family and to all our other friends and colleagues who are grieving with us today. John "JP" Petty III, executive creative director, W+K, Portland It's a devastating day in Wieden+Kennedy’s history and the industry at large. But oddly enough, and from my seat I can state this with absolute conviction, it feels he accomplished what he dedicated his life to: permission to be creative and use that creativity to actualize opportunity for others, redefine our realities, and do it all from a genuine, unpretentious place. He’s left this thing of ours better than he found it. And that makes him a legend. My heart, thoughts, and prayers go out to his family. Ashley Marshall, executive creative director, The Martin Agency and former W+K creative, on LinkedIn “You’re a good little writer,” he once told me. I couldn’t believe it. Gobsmacked was the best way to describe how I felt upon receiving such praise from him. I’ve carried these words with me ever since. Anytime the doubt creeps in, they re-emerge to remind me to cut it out. This morning before I even opened my eyes, I heard these words again, in his voice. And then I read the news. Thank you, Dan. For everything. Stephen Larkin, senior VP, executive director of growth and development at R/GA .@adage @wknyc Damn, we truly lost one of the greats. Without Dan and his vision, our business would not have blazed the trails to amazing and ambitious work. You made us all better! Good bless 🙏https://t.co/pXx95PnYXP— Stephen Larkin (@stephenlarkin) October 1, 2022 PJ Pereira, creative chairman at Pereira & O’ Dell, on LinkedIn Some cultures believe immortality comes from building a legacy that will be remembered for generations. No one in the marketing world has earned that status more than Dan Wieden. He will be with us forever. 😞 Gutted, but thankful. Marni Beardsley, chief production officer at Swift, and a 25-year W+K veteran I didn't learn shit about advertising from Dan Wieden. I learned what true leadership means. I learned the importance of treating everyone, from [Nike's] Phil Knight to the receptionist, with equal respect and kindness.To always speak up for what i feel is right, with absolutely anyone and everyone—starting with Dan. Misfits are the real magic makers. Creativity ain't math, it's jazz. To know my privilege and open doors for the underrepresented and under-served. I learned that it’s okay to say fuck a lot. To 'fail harder'—because failure’s just a stopover on the way to where the best shit happens. To know nothing’s worth doing if it’s not from the heart. That words are just words. It begins and ends with our actions. The importance of staying present, living and being in the moment, even if that moment is heart-shattering like this one. And in this heart-shattering, utterly devastating moment, i feel an avalanche of gratitude for my mentor. Friend. Second father. Unexplained superhuman fucking extraterrestrial from a universe i never knew existed until I met Dan Wieden. How lucky am i? I so love you Dan. Thank you from the bottom of my crazy weirdo misfit heart. Chris Beresford-Hill, president, Ogilvy Advertising I am a huge fan and admirer and also completely unworthy of weighing in on the life of a legend who created something so legendary and so beautiful. So i send love to his family and those who had the fortune of knowing him. Shannon Washington, head of creative at R/GA New York Keep heaven fun for the rest of us you two. ❤️ pic.twitter.com/iw3qZGi46G— Bad Ad Friend (@shannboogie) October 1, 2022 Greg Paull, founder of R3 He built an incredible global creative business that never compromised on integrity and innovation. He leaves behind a unique legacy of the power of ideas and the power of building long-term client partnerships to drive creativity. Jiah Choi, president of Wieden+Kennedy New York I didn't have the privilege of knowing Dan, but what he believed in and created for so many is needed more than ever today. A place to be weird, wild, and to fail hard. A place where truth is cared more about than power. It's a sad day, not only for our industry, but for the world. The community he inspired and created will ensure to carry on his legacy. Scott Reames, Nike's corporate historian Wendy Clark, outgoing global CEO at Dentsu International Dan epitomized everything good and everything I love about our industry. I have so many incredible memories and learnings from working with him. Simply an incredible human on every dimension. We should all seek to meet his standard. The Martin Agency's Twitter account A legend has left us. Dan’s impact on creativity reaches far and wide and a piece of his legacy will live in the hearts of anyone who has ever tried to fail harder. pic.twitter.com/i6AqSogZZz— The Martin Agency (@MartinAgency) October 1, 2022 Maggie Jennings, chief growth officer at Tombras and 17-year W+K vet Alma's Twitter account pic.twitter.com/u4hfFUHSLq— alma (@AlmaAgency) October 1, 2022 Rick Boyko, ex-Ogilvy chief creative officer I was fortunate to have known Dan Wieden for many years. He and his partner David Kennedy simply built the best agency in the world. One that will continue on thanks to their deep desire to keep W+K independent. The industry and the world has lost a true leader and inspiration to all. To his family, friends, agency, clients and all who knew him, my deepest sympathies. For those who never had the chance to meet him, thanks to the Advertising Club of New York, you can watch Dan tell the story of his Inspiration. RIP dear Dan. Long Live Wieden+Kennedy! Kat Gordon, founder of the 3% movement John Maeda, chief technology officer at Everbridge and former W+K board member Mimi Munoz, global culture and operations manager at W+K on LinkedIn I parked in front of W+K when I went to school, thinking this is the closest I’ll ever be to these legends. Little did I know that a handful of years later, I would be lucky enough to be around them. Learn that their hearts were going to be what I admired most. RIP Dan. Sending my love to your family. Javier Campopiano, global chief creative officer at Grey Marianne Pizzi, executive group director at Droga5 Marek Okon, executive creative director at Crypto.com Rob Campbell, head of strategy at Colenso BBDO Rebecca Stambanis, chief strategy officer and partner at Special Group Australia Jerry Hoak, executive creative director and managing director at The Martin Agency Doug Zanger, founder of Creative Bohemian Micky Ogando, founder and chief creative officer at Bakery Avi Dan, founder and CEO of Avidan Strategies Dan Wieden was different than any other advertising entrepreneur in that that he was fiercely independent and refused to sell his shop although many suitors from the holding companies came calling. He believed that independence is essential to maintain high standards and attract the best people. Advertising would be in much better shape today if we had more Dan Wiedens. David Lubars, chief creative officer and North America chairman for BBDO Worldwide Dan was a thoughtful and kind soul. He advised, mentored and counseled me a bunch over the years and did things like invent the Titanium Lion for some work I’d been part of. Regarding his creative gifts—with the highest level of respect for Bill Bernbach and other brilliant giants, I believe Dan is the GOAT. The BBDO family and I send our love and respect to Dan’s family and everyone at Wieden. Anselmo Ramos, founder and creative chairman of Gut I’ve never met Dan, and I’ve never worked at W+K. But I didn’t have to in order to be impacted by him like everyone else in this industry. He and David created an agency in a non-traditional ad city and made people want to move there without ever having been there before. They made it every creative’s dream to work there. They won accounts without pitching, and weren’t afraid to fire clients when it wasn’t a fit. They’ve sustained a strong agency-client relationship for four decades. They created the most famous and motivational brand slogan ever. They showed the importance of craft. They failed hard. They inspired several other people to go independent, and made sure W+K stayed indie forever. They made W+K synonymous with great advertising, and had fun along the way. I’ll forever be inspired by what Dan did and how he’s changed our industry for the better. He will be missed. Jim Riswold, longtime Wieden+Kennedy creative Personally, I owe my everything to Dan Wieden. Professionally, the advertising industry owes even more to Dan Wieden. Let’s make him proud. Ajaz Ahmed, founder and CEO of AKQA in an email to the agency this past weekend With deep sadness, I learned this evening, that Dan Wieden, co-founder of Wieden+Kennedy, passed away on Friday. Dan was 77 and died peacefully with his wife by his side. With his razor-sharp wit and piercing wisdom, Dan was an extraordinary inspiration to me. His company became the world’s most influential advertising agency. As the largest independent, it paved the way, proving that size and skillfulness can be symbiotic. At a time when many question consumerism, the attitude Dan set in motion is work that’s often more memorable than the products it promotes. But it is silence, not economics, that is the real crime. Nike’s founder famously introduced himself to Dan’s agency with the declaration: “I’m Phil Knight, and I hate advertising.” Dan would defy convention to present a major reassessment of what the profession could be. He enabled Nike to discover its voice and use the power of that voice to build bridges, break boundaries, right injustices, correct societal wrongs and redress prejudices—all the while inspiring more people to exercise. We shared clients, geographies, and awards. We also shared an ethos. At one point, we even had conversations about merging AKQA into W+K. During one of these discussions, Dan gave me a tour of his stunning HQ in Portland, Oregon. I complimented him on the building. He spoke softly for someone who created a culture of exceptional work that makes so much noise. “The question is, who really owns this place?” he asked me. “You do, Dan,” I earnestly replied. Realising from his less than effusive expression that—as an apprentice—I had given the wrong answer, I corrected myself with a more considerate response: “The people do, Dan. It’s for everyone.” At this, the brightness reappeared in his eyes. Dan always understood the inner bond that draws one person to another. He has given generations of artists, writers and directors a canvas. Despite his agency’s phenomenal success and immeasurable contribution, Dan never lost track of the dignity of the human soul. He said: “We need to get to kids who have no idea what we do. We need to open the doors wide and let them in. There are many undiscovered voices out there — voices that, against all odds, can rise up and enrich this culture and perhaps change the very nature of the marketplace for the better.” In our hearts, in honour and remembrance of Dan Wieden — who helped shape the course of modern industry, and so many careers, including mine. I will also be donating to Caldera, Dan’s foundation. David Kolbusz, CCO at Orchard Wieden+Kennedy has been the standard bearer for consistently exceptional work across its many offices for as long as any of us can remember. This is in no small part down to all of the measures Dan put in place to ensure the agency network he was building was built to last. He prioritized creativity over profit. He understood that a corporation’s greatest strength was its culture. And that no matter how old you were, there was always more you could learn. There will be a lot of stories about how warm and lovely Dan was and while this may be true, you don’t fundamentally change the industry just by being folksy, talented, and kind. The thing that impressed me most about him was how measured and calculating he was about growing his business. Future proofing it against greed or opportunism. Not all great agencies are independent but the greatest independent agency is without a doubt Wieden+Kennedy. The man may be gone but as long as the micro network he dedicated his life to building remains independent and adheres to the practices and values he championed, it should prove a creative force and a breeding ground for exceptional talent for years to come. Sir John Hegarty on Twitter pic.twitter.com/bIj0l622YD— BBH (@BBHblacksheep) October 2, 2022 Susan Credle, FCB global chair & global CCO “What do you say? Let’s shock the world. I mean deep down that’s what the world really wants. It wants to be woken up. Turned loose. It wants to be young again. Uncertain and curious as hell. Me, too. Me, too.” — Dan Wieden, February 27, 2015 Every time I saw something from W+K, I found myself thinking, “You can do that in advertising?” Dan Wieden was a titanium thinker before he ever brought our industry the Titanium Lion. His wisdom, common sense, humble presence, and love of chaos created a culture where his Ragtag Army thrived. And in that thriving, many of us were inspired to be better, sometimes to even shock the world. Our condolences to all of those who hold him close, especially our colleagues at W+K. Contributing: Judann Pollack

The industry remembers creative icon Dan Wieden

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