The Advertising Century

Lester Wunderman

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Lester Wunderman
(1920- )
Wunderman Worldwide, New York

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.

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