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NEW YORK-To a ballroom overshadowed by the loss of retired Coca-Cola Beverages Chairman Ira C. "Ike" Herbert, the American Advertising Foundation inducted three industry stalwarts into the Advertising Hall of Fame.

Mr. Herbert, who died March 4, was honored at a March 28 luncheon along with John E. O'Toole, former president of the American Association of Advertising Agencies and retired chairman of Foote, Cone & Belding Communications; and Michael J. Roarty, retired exec VP-corporate marketing & communications, Anheuser-Busch Cos.

Accepting the award for her husband, Lila Herbert said that being inducted into the Hall of Fame "was one of the greatest exclamation points to his career .*.*. Ike, you truly have been the real thing."

Not long after joining Coca-Cola in 1965, Mr. Herbert helped launch the company's first global campaign, themed "Things go better with Coke," along with introducing Coke's "It's the real thing" campaign a few years later. And in 1970 he helped create the famous international "I'd like to buy the world a Coke" spot.

In receiving his award, Mr. Roarty mourned the loss of Mr. Herbert, "a good friend and role model for me." Mr. Roarty, A-B's VP-marketing from 1977-90, developed such campaigns as "This Bud's for you" and "Weekends were made for Michelob." He oversaw a dramatic rise in Bud sales, helping push A-B's market share from 22% to 44%.

Mr. O'Toole, who joined FCB in 1954, was named the agency president in '69, president of FCB Communications in '70, and in '81 to the chairman post. Under his leadership, the agency's billings jumped from $241 million in 1970 to $2 billion in '85. He was named Four A's chairman in 1984-85, and then served a five-year term as president beginning in 1989.

Using his positions at the Four A's to defend advertising against government regulation, taxation and limits to free speech, Mr. O'Toole called his time with the association "some of the happiest times of my life."

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