This is George Louis, the man said to have inspired the character Don Draper from Mad Men.
He was a leader in the “Creative Revolution” and then became one of the most acclaimed art directors.
I just found an article on NPR about his book Damn Good Advice here: http://www.npr.org/2012/03/19/148764719/damn-good-advice-from-one-of-the-real-mad-men
Here are some excerpts from the article:
Lois considers [Levy’s “You don’t have to be Jewish to love Levy’s Jewish Rye”] great because it had a memorable tag line, and the visuals were compelling. “Those two things together create great advertising,” he says. It’s as simple as that.
Even though the synergy between words and images is crucial, Lois always tells people just starting out in advertising that when concocting a great ad, the words must come first. “They look at me stunned,” he says. “They say, ‘No, no, you create these powerful visual images. Why would you think of copy first?’ I say, ‘Because, a line, a slogan should be famous.”
Lois’ defining statement about creativity is that it can solve almost any problem. “The creative act, the defeat of habit by originality, overcomes everything. And I really believe that. What I try to teach young people, or anybody in any creative field, is that every idea should seemingly be outrageous.”
It’s a great and insightful article. Definitely should check it out.