Bill Bernbach, co-founder of Doyle Dane Bernbach, revolutionized advertising by prioritizing creativity, honesty, and emotional storytelling over formulaic sales tactics. His campaigns—like Volkswagen’s “Think Small” and Avis’s “We Try Harder”—reshaped how brands connected with audiences by respecting their intelligence and appealing to human insight. Bernbach’s collaborative model between copywriters and art directors set the industry standard and empowered more inclusive voices in advertising. For today’s media sellers and agency professionals, his philosophy remains a powerful reminder: great ideas and emotional connection still drive results in a data-saturated world.

Leo Burnett, born in 1891 in Michigan, rose from humble beginnings to become one of the most influential figures in advertising history. He founded Leo Burnett Company in 1935 during the Great Depression and built it into a global powerhouse by championing emotionally resonant, character-driven campaigns like the Marlboro Man, Tony the Tiger, and the Pillsbury Doughboy. Known for his belief in the “inherent drama” of products, Burnett emphasized simplicity, sincerity, and storytelling in advertising. Despite early skepticism and economic adversity, he built a legacy rooted in trust, creativity, and consumer connection. His philosophy—“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”—continues to shape the industry today.

David Ogilvy, often called the “Father of Advertising,” revolutionized the industry with his belief that advertising should be both creative and rooted in research. He began his career as a door-to-door stove salesman and later worked in British intelligence before founding Ogilvy Mather at age 38. Ogilvy’s campaigns for brands like Rolls-Royce, Dove, and Hathaway Shirts became iconic for their storytelling and respect for the consumer. He was a pioneer in using data to inform creative decisions, famously stating, “If it doesn’t sell, it isn’t creative.” His legacy lives on as a model of how intellect, empathy, and discipline can build enduring brands.

Mary Wells Lawrence, the first woman to found and lead a major advertising agency, revolutionized Madison Avenue by blending theatrical flair with emotional storytelling. Her agency, Wells Rich Greene, created iconic campaigns like “I ♥ NY ” and “Plop, plop, fizz, fizz,” turning brands into cultural touchstones. She believed advertising should feel like cinema—bold, visual, and deeply human—and used style as both strategy and statement. Despite facing industry sexism, health challenges, and the eventual closure of her agency, she remained a mentor, a visionary, and a relentless advocate for reinvention. Her legacy lives on in every ad that dares to be bold and every woman who dares to lead with both brilliance and elegance.