Howard Luck Gossage (1917–69) was an American advertising innovator, often called “The Socrates of San Francisco” for his unconventional marketing approach. He revolutionized advertising with interactive, witty, and socially conscious campaigns, influencing modern public relations and environmental activism.
Born in Chicago, Illinois, he studied engineering before shifting to advertising. In the 1950s and 1960s, he ran his agency from a converted firehouse in San Francisco, hosting intellectuals like Marshall McLuhan, Tom Wolfe, and Buckminster Fuller.
Rejecting traditional methods, he favored engagement over repetition. His campaigns included the Fina “Pink Air” campaign, humorously claiming their gas contained “pink air,” and his Sierra Club campaign (1966,) which helped prevent the Grand Canyon damming.
Notable works include Is There Any Hope for Advertising? (1967,) a critique of commercial messaging, and The Book of Gossage (2006,) a collection of his writings and campaigns.
Beyond advertising, Gossage helped launch Friends of the Earth and introduced Marshall McLuhan to corporate leaders, shaping media theory.
More: Wikipedia • READ: Works by Howard Luck Gossage
The real fact of the matter is that nobody reads ads. People read what interest them, and sometimes it’s an ad.
—Howard Luck Gossage
Topics: Advertising
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