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Chiat, Jay Category:Business leaders Category:Business theorists


Morton Jay Chiat (October 25, 1931April 23, 2002) was an American advertisement designer.

Chiat was born in the Bronx in New York City and grew up in Fort Lee, New Jersey. He attended Rutgers College, graduating in 1953 and inducted in its Hall of Distinguished Alumni in 2000.

In 1968, Chiat teamed up with Guy Day to form the Chiat/Day advertisement company in Los Angeles. Chiat/Day went on to create some very memorable advertising campaigns and was named U.S. Agency of the Decade in 1989. Their clients included powerhouses such as Apple Computer, Nike, Energizer, Nissan, Pathfinder, Infiniti, American Express, or Reebok. Three Chiat/Day campaigns, the Apple 1984 campaign, the Energizer Bunny campaign, and the Nynex Yellow Pages campaign, were chosen by Brandweek as three of the top 20 ad campaigns of the last 20 years. The "1984" Apple spot during Super Bowl XVIII is said by many to be the event which marked the beginning of advertising as an event. Many of those who worked with Jay Chiat during this period are now leading practitioners in the industry. In 1999, Jay Chiat was inducted into the American Advertising Federation’s Hall of Fame, the industry's greatest honor.


Maxwell "Mac" Dane (June 7, 1906August 8, 2004) was an American advertising executive and co-founder of the Doyle Dane Bernbach agency. For advertising against U.S. presidential candidate Barry Goldwater in 1964, he became one of the original 20 people mentioned on Nixon's Enemies List.

Born in Cincinnati, Ohio, Dane began his advertising career in his mid-teens, working as secretary to the manager of advertising at Stern Bros. in New York, and later as retail promotion manager at the New York Evening Post. Subsequently, he worked as advertising and promotion manager at Look magazine, where he met James "Ned" Doyle.

In 1941, Dane began work as advertising promotion manager for the New York radio station WMCA. During World War II, he arranged for The New York Times to air news bulletins at the top of each hour, an innovative idea for radio at the time. In 1944, Dane opened a small advertising agency bearing his name, Maxwell Dane, Inc. The short-lived agency was closed in 1949 when Dane founded Doyle Dane Bernbach (DDB) with James Doyle, and Doyle's friend William Bernbach.

When DDB, then considered a predominantly Democratic firm, produced the 1964 television commercial "Daisy" in support of Lyndon Johnson's Presidential campaign, Dane was added to Nixon's Enemies List with the remark:

The top Democratic advertising firm -- they destroyed Goldwater in '64. They should be hit hard starting with Dane.

At DDB Dane oversaw finance and public relations functions, later becoming the chairman of the executive committee, secretary and treasurer. He retired from DDB in 1971.

After a brief illness, Dane died in his New York home on August 8, 2004.


Jean-Claude Decaux (born in 1938) is a French billionaire who earned his fortune in advertising. He is the chair of the advertising firm JCDecaux, which is now run by his sons, Jean-François Decaux and Jean-Charles Decaux.


Donny Deutsch is an advertising executive and talk show host. Deutsch is the chairman of Deutsch, Inc., which is a $2.7 billion marketing company along with being the tenth largest U.S. agency. He is also the managing partner of Deutsch Open City, an independent production company. In 2005, Harper Collins published Donny's business motivation book, Often Wrong, Never in Doubt.


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Arturo Moreno in 1984 It was while at Outdoor Systems that he was first able to make his mark as a businessman: Under his leadership, the company's total profits grew from 500,000 dollars to 90 million dollars in less than ten years.


David MacKenzie Ogilvy (June 23, 1911–July 21, 1999) has been often called 'The Father of Advertising'. In 1975, Time called him “the most sought-after wizard in the advertising industry.” In early 2004, Adweek magazine asked people in the business “Which individuals – alive or dead – made you consider pursuing a career in advertising?” Ogilvy topped the list. And the same result came when students of advertising were surveyed. His best-selling book 'Confessions of an Advertising Man' is Ogilvy's advertising mantra followed these four basic principles. Research – Coming, as he did, from a background in research, he never underestimated its importance in advertising. In fact, in 1952, when he opened his own agency, he billed himself as Research Director. Professional discipline – “I prefer the discipline of knowledge to the chaos of ignorance.” He codified knowledge into slide and film presentations he called Magic Lanterns. He also institued several training programs for young advertising professionals. Creative brilliance - A strong emphasis on the BIG IDEA (always written in ALL CAPS) Results for clients - 'In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.' is one of his more famous quotes, that might be apt here. He was known for a career of expanding the bounds of both creativity and morality. His first ad showed a naked woman, something he later admitted he was ashamed of. He reiterated in his book, "Ogilvy on Advertising," that nudes should be shown only if they serve a functional purpose, not irrelevantly In his book he mentions a series of three ads produced in 1981 by a French advertising agency. The first ad showed a beautiful woman in a bathing suit and the caption said "On September 2, I will take off my top." On September 2nd a second ad showed the same woman wearing only the thong from her bathing suit and the caption said "On September 4, I will take off the bottom." By September 4th the buzz was intense. Every man was eager to see if she would keep her promise. She did. (If you wish to see the three ads they are in (Ogilvy, D 1983 : page 26 - 27). Ogilvy, D. (1983), Ogilvy on Advertising, Ogilvy, D. (1985), Confessions of an Advertising Man Early success of his famous campaigns- the 'Hathaway' shirt, 'Schweppes'- rocked the Madison Avenue. He believed that the best way to get new clients is to do great work for existing clients. And he was right. Success of his early campaigns helped him to get big clients like Rolls-Royce and Shell.


Alex Faickney Osborn (May 24, 1888 – May 4, 1966) was an advertising manager and the author of the creativity technique named brainstorming. lecturing on psychology for Ford Motor Company, and on advertising at the YMCA. several books on creative thinking. In 1948, book Your Creative Power was published, in which Osborn presented the technique of Brainstorming, which had been in use for many years at BBDO. In 1954, he created the Creative Education Foundation, which was sustained by the royalties earned from his books

1921 A Short Course in Advertising, C. Scribner’s sons. 1942 How to "Think Up", McGraw-Hill. 1948 Your Creative Power, C. Scribner’s sons. 1952 Wake Up Your Mind, C. Scribner’s sons. 1953 Applied Imagination: The Principles and Procedures of Creative Thinking, C. Scribner’s sons. 1955 The Goldmine Between Your Ears, C. Scribner’s sons.


Charles Saatchi (born June 9, 1943), is the founder of the global advertising agency Saatchi and Saatchi, which was the world's biggest before he and his brother Maurice were forced to leave, and formed M&C Saatchi.

In 1970 he started an advertising agency, Saatchi and Saatchi, with his brother Maurice; by 1986 this had grown to become the largest agency in the world with over 600 offices. Successful campaigns in the UK included Silk Cut cigarettes and the promotion of Margaret Thatcher through the slogan "Labour Isn't Working".

brother... Criticism of the 2005 Conservative General Election Campaign Lord Saatchi published his reflections on the election campaign in a Centre for Policy Studies pamphlet If this is Conservatism, I am a Conservative in a chapter entitled How I Lost the Election.


Daniel Snyder made most of his money in his quest to build his marketing company, Snyder Communications. Snyder Communications was later sold to the Havas group in the largest transaction in the history of the advertising/market industry.


James Walter Thompson (1847-1928) was the founder of the JWT advertising agency and a pioneer of many advertising techniques.

In 1864, while Thompson was serving in the Marine Corps, William James Carlton had started selling advertising space in religious magazines. The agency was called Carlton and Smith although almost nothing is known about the Smith partner. In 1868, Carlton hired Thompson as a bookkeeper. Eventually Thompson found that soliciting and sales were much more profitable and he became a very effective salesman for the small company. In 1877, Thompson bought the agency for $500 and renamed it J. Walter Thompson Company. Notably, Thompson paid $800 for the Carlton and Smith furniture in the same transaction.

Realizing that he could sell more space if the company provided the service of developing content for advertisers, Thompson hired writers and artists to form the first known Creative Department in an advertising agency. He is credited as the "father of modern magazine advertising" in the US.

Thompson is responsible for some enduring brand images in popular culture, like the Rock of Gibraltar used for the Prudential Insurance Company.