The Legends

Legends of Madison Avenue

Ten people who changed how advertising is made, and the words the trade still uses because of them.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Art director1931–2022
George Lois
The brash art director from the Bronx who put his name on an agency and the Big Idea on the page.
Creative director and founder1911–1982
Bill Bernbach
The soft-spoken copywriter who started the Creative Revolution from a small agency on Madison Avenue.
Art director1925–1996
Helmut Krone
The art director who left the page empty on purpose, and made a small car look like a big idea.
Copywriter1921–2014
Julian Koenig
The copywriter of short, friendly sentences behind "Think Small," "Lemon" and Timex, who also named Earth Day.
Founder and copywriter1928–2024
Mary Wells Lawrence
The copywriter who repainted an airline, founded her own agency at 37 and became the first woman to run an NYSE-listed company.
Copy chief1921–2010
Phyllis Robinson
Doyle Dane Bernbach's first copy chief, who wrote the warm, witty voice of the agency's early years.
Copywriter and chairman1910–1984
Rosser Reeves
The high priest of the hard sell, who gave advertising the Unique Selling Proposition.
Founder1931–2002
Jay Chiat
The Los Angeles agency founder who mixed New York aggression with California freedom, and never settled for good enough.
Art director and creative director1943, born
Lee Clow
The bearded Californian art director behind "1984," "Think Different" and a pink bunny with a drum.
Founder and copywriter1911–1999
David Ogilvy
The British researcher-turned-copywriter who taught Madison Avenue that every ad builds the brand's image.