Timeline of Influential Figures in Advertising History

Question 1

Johannes Gutenberg

Answer 1

Johannes Gutenberg (1394-1468)
Invention: Between 1447 and 1454, Gutenberg developed the printing press. The first major book printed using this technology was the Holy Bible, with 130 copies produced.

Question 2

The First Weekly Magazine

Answer 2

The First Weekly Magazine (1605)
Location: Strasbourg
Significance: The birth of the first weekly magazine marked the beginning of periodical publications, paving the way for magazines, newspapers, and other periodicals.

Question 3

The Daily Advertiser

Answer 3

The Daily Advertiser (1730)
Date: February 27, 1730
Significance: The first newspaper to include advertising in every edition, which established a model for integrating ads into print media.

Question 4

John Emory Powers

Answer 4

John Emory Powers (1837-1919)
Contribution: Introduced a truthful approach to advertising, moving away from sensationalism and false promises. He worked for Wanamaker Department Stores and became known for his sincere and credible ads.

Question 5

James Walter Thompson

Answer 5

James Walter Thompson (1847-1928)
Contribution: Recognized the potential of magazine advertising and built a large network of national magazines. He theorized trademark advertising and made J. Walter Thompson an international agency, now known as Wunderman Thompson.

Question 6

Claude C. Hopkins

Answer 6

Claude C. Hopkins (1866-1932)
Contribution: Advocated for advertising focused on direct sales, known as hard selling. He emphasized the profitability of advertising based on actual sales results.

Question 7

Bruce Barton

Answer 7

Bruce Barton (1886-1967)
Contribution: Promoted communication-based on values, merging advertising with American capitalism ideals. Co-founded Batten, Barton, Durstine & Osborn (BBDO), leading it to become a major agency.

Question 8

Earnest Elmo Calkins

Answer 8

Earnest Elmo Calkins (1868-1964)
Contribution: Pioneered the integration of visual elements in advertising, emphasizing the role of images to strengthen appeal. Co-founded Calkins & Holden, a leading agency of the time.

Question 9

Raymond Rubicam

Answer 9

Raymond Rubicam (1892-1978)
Contribution: Introduced a creative organizational model at Young & Rubicam (Y&R), emphasizing creativity as a primary tool for effective advertising.

Question 10

Harrison McCann

Answer 10

Harrison McCann (1880-1962)
Contribution: Founded McCann-Erickson, known for its efficiency and effectiveness. The agency hired psychologists and introduced the concept of total marketing, which is similar to integrated campaigns.

Question 10

Leo Burnett

Answer 10

Leo Burnett (1891-1971)
Contribution: Founded Leo Burnett agency, known for creating iconic brand characters and focusing on warm selling. He emphasized simplicity and high-quality execution.

Question 11

Bill Bernbach

Answer 11

Bill Bernbach (1911-1982)
Contribution: Led the creative revolution in advertising, integrating images and copy. He founded Doyle Dane Bernbach (DDB), emphasizing creativity and breaking conventional rules.

Question 12

Shirley Polykoff

Answer 12

Shirley Polykoff (1908-1998)
Contribution: Created famous campaigns like “If I have only one life… let me live it as a blonde” for Clairol. Became a Creative Director and Executive Vice President at Foote, Cone & Belding.

Question 13

David Ogilvy

Answer 13

David Ogilvy (1911-1999)
Contribution: Founded Ogilvy & Mather, known for his emphasis on the big idea and the importance of selling products through impactful yet unobtrusive advertising.

Question 14

Paul Rand

Answer 14

Paul Rand (1914-1996)
Contribution: Renowned for his corporate logo designs for IBM, ABC, UPS, and NeXT. He emphasized the importance of design in all aspects of advertising.

Question 15

Bob Gage

Answer 15

Bob Gage (1921-2000)
Contribution: As head Art Director of Doyle Dane Bernbach, Gage worked on iconic campaigns for clients like Volkswagen and Polaroid.

Question 16

Helmut Krone

Answer 16

Helmut Krone (1925-1996)
Contribution: Created iconic campaigns for Volkswagen and Avis, known for his adherence to and breaking of design rules.

Question 17

Julian Koenig

Answer 17

Julian Koenig (1921-2014)
Contribution: Known for naming Earth Day and creating the Volkswagen “Think Small” campaign, Koenig emphasized the importance of not imitating others in advertising.

Question 18

Paula Green

Answer 18

Paula Green (1927-2015)
Contribution: Created the “We Try Harder” campaign for Avis and worked on significant campaigns for the American Cancer Society and International Ladies’ Garment Workers’ Union.

Question 19

Jack Tinker

Answer 19

Jack Tinker (1906-1985)
Contribution: Founded Jack Tinker & Partners, known for breakthrough concepts and successful campaigns for Alka-Seltzer and Braniff.

Question 20

George Lois

Answer 20

George Lois (1931-2022)
Contribution: Known for his provocative and impactful style, Lois co-founded PKL and worked on significant campaigns like the “I Want My MTV” campaign.

Question 21

Mary Wells Lawrence

Answer 21

Mary Wells Lawrence (1928-2024)
Contribution: Founded Wells Rich Greene and led it to rapid growth. Created memorable campaigns for clients like Braniff and Alka-Seltzer.

Question 22

Colin Millward

Answer 22

Colin Millward (1924-2004)
Contribution: As Creative Director of Collett Dickenson Pearce, he introduced a revolutionary approach, presenting only one creative proposal to clients.

Question 23

Carl Ally

Answer 23

Carl Ally (1924-1999)
Contribution: Founded Carl Ally Inc., known for comparative advertising and working with clients like Volvo and Hertz.

Question 24

Charles Saatchi

Answer 24

Charles Saatchi (1943-)
Contribution: Co-founded Saatchi & Saatchi, known for aggressive expansion and creative advertising campaigns, making it the largest agency in the world by the late 1980s.

Question 25

Jay Chiat

Answer 25

Jay Chiat (1931-2002)
Contribution: Co-founded Chiat/Day, known for creative campaigns for Nike and Apple, and for fostering a risk-taking culture in advertising.

Question 26

Dan Wieden

Answer 26

Dan Wieden (1945-2022)
Contribution: Co-founded Wieden+Kennedy, famous for the “Just Do It” campaign for Nike and for pioneering independent agency culture with a focus on creativity and innovation.