Howard Gossage

Date of Birth: 1917

Zodiac Sign: Unknown

Date of Death: 1969

Biography

Howard Luck Gossage, often referred to as “The Socrates of San Francisco,” was an influential American advertising innovator and businessman born in 1917. He is best known for his unconventional approach to advertising and his ability to blend wit with wisdom in his campaigns. Gossage founded the advertising agency, Wiener & Gossage, in San Francisco, which later became known simply as Gossage’s agency. His work had a profound impact on the advertising industry, emphasizing the importance of engagement and interaction with the audience rather than mere persuasion. Gossage’s career began in the 1950s, and he quickly became known for his unique style. He believed that advertising should be more than just a means to sell products; it should also engage the reader and even entertain them. His campaigns were often characterized by their clever copywriting and thoughtful design. One of his most famous campaigns was for Fina Oil, where he used interactive elements and humor to capture the audience’s attention. Throughout his career, Gossage worked with several high-profile clients, including Qantas Airways, Eagle Shirtmakers, and the Sierra Club. His work with the Sierra Club is particularly notable, as he helped the environmental organization gain national attention through his innovative use of advertising. Gossage’s influence extends beyond his advertising campaigns. He was a mentor to many in the industry, including notable figures like Jeff Goodby and Dan Wieden. His legacy continues to be felt in the advertising world, where his principles of engagement and creativity are still highly valued.

5 Interesting Facts about Howard Gossage

1. Howard Gossage was often called “The Socrates of San Francisco” due to his philosophical approach to advertising.

2. He was a pioneer in the use of interactive advertising, which engaged readers directly and encouraged their participation.

3. Gossage’s agency was based in a converted firehouse in San Francisco, which became a hub of creativity and innovation.

4. He was a strong advocate for environmental causes and worked closely with the Sierra Club, helping to raise awareness about conservation issues.

5. Gossage’s influence can be seen in the work of many modern advertising professionals, including Jeff Goodby and Dan Wieden.

5 Most Interesting Quotes from Howard Gossage

1. “The real fact of the matter is that nobody reads ads. People read what interests them. Sometimes it’s an ad.”

2. “Advertising, as I see it, is not a means of selling as much as a means of communication.”

3. “The buying of time or space is not the taking out of a hunting license on someone else’s private preserve but is the renting of a stage on which we may perform.”

4. “Our first duty is not to the old sales curve, it is to the audience.”

5. “If you have a point, make it and get off the page.”

Highest Net Worth Achieved

Howard Gossage’s highest net worth achieved during his career is not well-documented, but his influence and success in the advertising industry were significant.