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The men who helped make Coke and Bud famous, and a former Marine who grew from novice copywriter to industry sage have been elected to the Advertising Hall of Fame.

Ira "Ike" Herbert, 64, retired chairman of Coca-Cola Beverages; Mike Roarty, 66, former exec VP-director of marketing at Anheuser-Busch Cos.; and John O'Toole, 65, former chairman of Foote, Cone & Belding Communications, Chicago, and president of the American Association of Advertising Agencies, will be added to the roster of 122 other inductees in March 28 luncheon ceremonies at New York's Plaza Hotel.

"Each of these men was an innovator in building major U.S. brands and the institutions that created and sustained them," said Wally Snyder, president of the American Advertising Federation, which administers the awards. "Not only did they focus on their own work, but they each used their business expertise for the benefit of the entire industry through the Ad Council, their associations and their communities."

Ira Herbert

Mr. Herbert's career at Coca-Cola parallels the soft drink's global success. After two years at McCann-Erickson working on the Coca-Cola account, Mr. Herbert in 1965 joined the marketer.

He helped launch the soda's first global campaign, themed "Things go better with Coke," and also was instrumental in the company's 1965 introduction of Fresca. In 1969, he was involved in introducing Coca-Cola's "It's the real thing" campaign, and a year later helped create the famous international "I'd like to buy the world a Coke" commercial.

Mr. Herbert became president of Coca-Cola Foods in 1975, exec VP of Coca-Cola Co. a year later, and president of Coca-Cola USA in '88.

Mike Roarty

Mr. Roarty's business career was Budweiser. He joined A-B out of the University of Detroit and promptly began selling and promoting the brew to Detroit taverns and stores.

During his tenure as exec VP, Mr. Roarty oversaw a dramatic increase in Bud sales, from 35 million barrels to 86.5 million, and commensurate market share growth, from 21% to 43%. During that period, he also helped develop such campaigns as "This Bud's for you" and Bud Light's "Give me a Light." Bud and Bud Light today are the top two brands in the brewing industry.

John O'Toole

Mr. O'Toole had pretty much run out of offices to fill by the time he retired last year. After Northwestern University and the Marine Corps, Mr. O'Toole was a copywriter for a year at Batten, Barton, Durstine & Osborn, Chicago, before moving to FCB in 1954. He shifted to FCB's Los Angeles office in 1964 as creative director, took the same post in '67 at FCB in Chicago, then moved to New York as agency president in '69. In 1970, Mr. O'Toole became president of the agency's holding company, FCB Communications, and in '81 became chairman.

During his tenure, the agency's billings exploded from $241 million in 1970 to $2 billion in '85.

Mr. O'Toole was Four A's chairman in 1984-85, served two years as head of the association's Washington office and in 1989 began a five-year term as president.

He was an ardent defender of advertising from attempted government regulation, and often spoke out against what he considered to be unfair or untrue political advertising.

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