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 AdAge.com; additional content by WARC staff