Cone, Fairfax M., 1903-

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Advertising executive. Born 1903. A.B., University of California, 1926. Executive vice president, Lord & Thomas. Founder-Chairman, Foote, Cone & Belding Advertising Agency. Trustee, University of Chicago, 1950-1970; Chairman of the Board, 1963-1970; Chairman, Council of the Graduate School of Business; Chairman, Council on Medical and Biological Research; member, Visiting Committee on the Humanities. Died 1977.

From the description of Papers, 1945-1971 (inclusive). (University of Chicago Library). WorldCat record id: 52246541

A man of many interests Fairfax Cone streamlined the advertising profession in the 1930's. Cone began attending the University of California at Berkeley in 1921. A natural and gifted writer he joined the San Francisco Examiner where he used his writing and artistic abilities in the promotions department. He joined Lord and Thomas, San Francisco, as a copywriter in 1929 and became executive Vice President of Lord and Thomas' successor agency, Foote, Cone and Belding, in 1942. Based in Chicago, he led FCB to $22 million in billings in its first year with landmark campaigns for Lucky Strike, Hallmark, Toni and Dial. Cone distilled information to its essence, then executed campaigns with balance, simplicity, unity and clarity. Impatient with noisy, intrusive, deceptive TV commercials, Cone became an early advocate of a TV "magazine concept," whereby networks, not agencies, produced commercial programming.

Cone's philosophy of advertising targeted the individual, "There is no such thing as a Mass Mind. The Mass Audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions it rarely moves anyone."

From the guide to the Cone, Fairfax M. Papers, 1947-1971, (Special Collections Research Center University of Chicago Library 1100 East 57th Street Chicago, Illinois 60637 U.S.A.)

Archival Resources
Role Title Holding Repository
creatorOf Cone, Fairfax M., 1903-. Papers, 1945-1971 (inclusive). University of Chicago Library
referencedIn University of Chicago. Office of Public Information. Records, 1972-1974. University of Chicago Library
referencedIn Reeves, Rosser. Rosser Reeves papers, 1927-1994. Wisconsin Historical Society, Newspaper Project
referencedIn David Ogilvy Papers, 1935-1966, (bulk 1945-1964) Library of Congress. Manuscript Division
creatorOf Cone, Fairfax M. Papers, 1947-1971 Special Collections Research Center, University of Chicago Library,
referencedIn University of Chicago. Office of Public Information. Records, 1972-1974 Special Collections Research Center, University of Chicago Library,
referencedIn Ogilvy, David, 1911-1999. David Ogilvy papers, 1935-1966 (bulk 1945-1964). Library of Congress
referencedIn Schultz, Arthur W. Papers, 1945-1985 Special Collections Research Center, University of Chicago Library,
Role Title Holding Repository
Relation Name
associatedWith Armour and Company. corporateBody
associatedWith Beatrice Foods Company. corporateBody
associatedWith Foote, Cone and Belding corporateBody
associatedWith Foote, Cone & Belding. corporateBody
associatedWith Frigidaire Corporation. corporateBody
associatedWith General Foods Corporation. corporateBody
associatedWith Hallmark Cards, Inc. corporateBody
associatedWith Kimberly-Clark Corporation. corporateBody
correspondedWith Ogilvy, David, 1911-1999. person
associatedWith Reeves, Rosser. person
associatedWith Schultz, Arthur W. person
associatedWith University of Chicago. corporateBody
associatedWith University of Chicago. Office of Public Information. corporateBody
associatedWith Weisman, Albert P. person
Place Name Admin Code Country
Subject
Advertising executives
Advertising
Occupation
Function

Person

Birth 1903-02-21

Death 1977-06-20

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