Advertising Industry Remembers Legendary Dusenberry

03 January 2008

NEW YORK: Renowned US creative advertising executive and BBDO veteran Philip Dusenberry (pictured) died on December 29 aged 71 after a year-long battle with lung cancer.

He retired as chairman of BBDO North America in 2002 and is best remembered for the lavish Pepsi 'The choice of a new generation' commercials of the 1980s featuring Michael Jackson, Madonna and other celebrities.

He also created some of advertising's most enduring tag lines such as Gillette's "The best a man can get" and Visa's "It's everywhere you want to be".

Brooklyn-born Dusenberry began his career at BBDO in 1962 after stints as a radio DJ. He set up his own shop in 1969 before returning to BBDO in 1977. His work won many awards and his leadership sparked a creative renaissance at the agency.

Comments Allen Rosenshine, former chairman/ceo of BBDO Worldwide: "Phil was indeed one of the truly great creative leaders in the history of advertising. He had an unerring instinct for the insight that elevates a good advertising idea to an emotional and human experience."

He added: "He pioneered the use of celebrities not just for the sake of having a celebrity, but choosing a celebrity that had relevance ... and that had some emotional attachment to the brand, and was believable as a user of a brand."

In addition, Dusenberry was a key member of the "Tuesday Team," which created ads for President Ronald Reagan's re-election campaign in 1984.

In 2003, he was inducted into the American Advertising Federation Hall of Fame and last year into The One Club's Hall of Fame.

Data sourced from; additional content by WARC staff