Matchbook

01 / Art Director

William
Bernbach

Doyle Dane Bernbach·New York·1949–1976

The Volkswagen “Think Small” page, 1959 — and most of what came after.

William Bernbach, DDB

Mary Wells Lawrence, 1969

02 / Founder & Chairman

Wells Rich Greene·New York·1966–1990

Alka-Seltzer “Try it, you’ll like it”; the Braniff plane-painting brief.

03 / Copywriter & Chairman

Ogilvy & Mather·New York·1948–1973

“The man in the Hathaway shirt”; Rolls-Royce at sixty miles an hour.

David Ogilvy

Howard Gossage

04 / Copywriter

Freeman, Mander & Gossage·San Francisco·1957–1969

The Beethoven sweatshirt; the Pink Air campaign for Fina.

05 / Art Director

PKL·New York·1958–2000s

Ninety-two Esquire covers, 1962–1972. Xerox, Lean Cuisine, MTV.

George Lois, PKL

Rosser Reeves, Bates

06 / Chairman & USP Theorist

Ted Bates & Company·New York·1940–1965

Anacin; “Melts in your mouth, not in your hand”; Eisenhower’s 1952 spots.