American advertising pioneer who owned Lord & Thomas — the most powerful advertising agency of the early 20th century — and who worked with Claude Hopkins and John E. Kennedy to develop reason-why advertising, transforming American consumer marketing.
Built Lord & Thomas into the dominant advertising agency by identifying and implementing the reason-why approach — understanding that advertising should give consumers a logical reason to buy rather than just build awareness — and applied it across orange juice (making OJ a breakfast staple), cigarettes, and consumer goods.
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