Tag Archives: author of Being Direct: Making Advertising Pay

Marketing Legend Lester Wunderman Live on ‘The Alan Levy Show’

Advertising Hall of Famer Lester Wunderman drops in on The Alan Levy Show today at 11 a.m. ET to discuss his storied career, the current state of the ad industry and his book, Being Direct: Making Advertising Pay.

Les: From Wunderkind to Wunderman Worldwide.

Lester: From wunderkind to Wunderman worldwide.

In 1947, the Bronx, New York-born Lester, who turns 90 in June, broke into advertising as a copywriter at Madison Avenue firm Maxwell Sackheim & Co. There he built the firm’s mail-order accounts into a broader, more profitable business line, which would come to be known as “direct marketing.”

Two decades later, President Richard Nixon enlisted Lester’s help in using direct-marketing to educate Americans on the U.S. Postal Service’s new zip-code system.

In 1958, Lester and two colleagues founded the Big Apple firm Wunderman, Ricotta & Kline. While under his own shingle, Lester created the toll-free 1-800 number, the Columbia Record Club, Continue reading