25 de octubre de 1931 - 23 de abril de 2002
Neoyorquino, se establece en California como copy. En 1967 abre Chiat/Day con el copy Guy Day. Su trabajo para Apple y Honda les da renombre en toda la Costa Oeste. Adiciona la planeación basada en investigación, da importancia a las ideas por sobre la técnica y es el pionero de la oficina virtual (aunque luego la abandonaría), usa satélites y video interactivo. Ayuda a fundar el Fondo de Emergencias para la Industria de la Publicidad. En los 90´s sube la facturación de su negocio a 1 billón de dólares. Idea el Breakthrough C.D. y el comercial para Apple Macintosh 1984, creado por el director de arte Lee Clow, escrito por Steve Hayden y dirigido por Ridley Scott; este anuncio gana todos los honores y premios en la industria. Además lidera esfuerzos para llevar publicidad a las minorías.
Jay Chiat proved that advertising agencies don´t need a Madison Avenue address to be able to spot what´s new, fresh and exciting - and to create exceptional work based on that understanding.
In 1968 in Los Angeles, Chiat and Guy Day founded an agency that grew to $1 billion in billings in less than 20 years. Over the years, Chiat/Day has received countless awards and honors, including being named, Advertising Age´s "Agency of the Decade" in 1989. The agency´s famous clients and campaigns include: Launching Apple Computer´s Macintosh with "1984," Nike´s "I Love LA," Nissan´s "Fantasy," the Altima launch, the Pathfinder "Road to Rio" and "Pathfinder on Safari", Infiniti´s commercials with Jonathan Pryce, Energizer´s Bunny, Reebok´s U.B.U. campaign, and the Nynex Yellow Pages.
At the same time Chiat was championing the creative side of the business, he also introduced account planning to the United States. This research-based discipline, now standard at many agencies, establishes a dialogue with consumers to ensure that creative is relevant to the target audience.
Chiat had high expectations for himself and for his agency, and he believed that the working environment had a substantial impact not only on the creative process but also on overall agency management. His belief in "architectural management" led him to create the first "virtual office."
Along with his dedication to the industry, Chiat also demonstrated a firm commitment to community welfare, the environment and the arts. He was one of the founders of the Advertising Industry Emergency Fund and donated more than $300,000 to fund training and internship programs such as the Los Angeles-based Minority Advertising Training Program to encourage minority opportunities in advertising. Chiat also supported the agency´s pro bono work for clients such as Art Against AIDS, the Pediatric AIDS Foundation, Heal the Bay, the Homeless Coalition and the Blind Children´s Center.
[Morton] Jay Chiat (October 25, 1931 - April 23, 2002) was an American advertising designer.
Chiat was born in the Bronx in New York City and grew up in Fort Lee, New Jersey. He attended Rutgers College, graduating in 1953 and was inducted in its Hall of Distinguished Alumni in 2000. As an adult he shortened his legal name to Jay Chiat. He served in the United States Air Force.
In 1962, Chiat teamed up with Guy Day to form the Chiat/Day advertising agency in Los Angeles (now TBWAChiatDay). Chiat/Day went on to create some very memorable advertising campaigns and was named U.S. Agency of the Decade in 1989. Their clients included powerhouses such as Apple Computer, Nike, Energizer, Nissan, Pathfinder, Infiniti, American Express, or Reebok. Three Chiat/Day campaigns, the Apple Computer 1984 campaign, the Energizer Bunny campaign, and the Nynex Yellow Pages campaign, were chosen by the trade publication Brandweek as three of the top 20 ad campaigns of the last 20 years. The "1984" Apple spot during Super Bowl XVIII is said by many to be the event which marked the beginning of advertising as an event. Many of those who worked with Jay Chiat during this period are now leading practitioners in the industry. In 1999, Jay Chiat was inducted into the American Advertising Federation Hall of Fame, the industry´s greatest honor.
He died of complications from cancer in Marina del Rey, California. He was #10 on the Advertising Age list of 100 people of the 20th century.
Jay Chiat, 70, major force in West Coast advertising, dies
His agency´s ´1984´ ad for the Super Bowl introduced Apple Macintosh to the world
George Raine, Chronicle Staff Writer
Wednesday, April 24, 2002
Jay Chiat, a pioneering advertising executive who did much to establish the industry in Los Angeles -- once dismissed in the business as an outpost -- died of complications of cancer yesterday in Marina del Rey (Los Angeles County). He was 70.
Chiat, known as a demanding perfectionist, opened his iconoclastic agency in Los Angeles in 1962 and merged it in 1968 with Guy Day to form Chiat/Day. The firm eventually grew into a powerful force in advertising, with $1 billion in annual billings.
While Hal Riney was establishing San Francisco´s reputation in the industry, Chiat was doing the same for Southern California.
Chiat/Day may be best known for its "1984" Super Bowl commercial, which introduced the Apple Macintosh that year. Also in 1984, he created advertising for Nike that appeared during the Summer Olympics -- work that was just as groundbreaking, said Jeff Goodby, co-founder of Goodby, Silverstein & Partners in San Francisco.
"He was one of the first people to make advertising into popular culture, " said Goodby.
Born in the Bronx in 1931, Chiat graduated from the Rutgers University School of Education in 1953 and did a stint in the U.S. Air Force before opening his agency. It expanded with offices across the country including San Francisco, where Fred Goldberg joined Chiat/Day in 1982 and continued, as chief operating officer, until 1990.
"I had been with an advertising agency for 17 years at that time, but I used to say, and still do, that I joined Chiat/Day to get into advertising," said Goldberg, who said he learned from Chiat that the product is key.
Goldberg was the account manager for the Macintosh ad, a riff on the Big Brother themes of George Orwell´s "1984." Apple co-founders Steve Jobs and Steve Wozniak were fond of it, but it was a tough sell for Apple´s board of directors.
"Nearly impossible," said Steve Hayden, the writer on "1984," who is now vice chairman of Ogilvy & Mather in New York.
Apple´s directors questioned the ad because it did not show the new personal computer. But the Mac, Hayden said, was "truly a different product," which justified the cinematic production. Most of all, it was memorable.
"(Chiat) became an advertising genius by sheer force of character," said Hayden. "He had a constant desire for something better to improve things. He irritated people into being better than they normally would be. He was like sand and the oyster, and he got creative people to come up with pearls."
Chiat also gave shape to the modern ad agency by popularizing account planning, a method of developing insights into targeted consumers in order to promote products.
Said Goldberg: "He was one of the guys who really made a difference."
After receiving his degree from Rutgers University, Jay attended the Columbia Graduate School of Broadcasting and later graduated from the UCLA Executive Program. He started his career in advertising as a copywriter for the Leland Oliver Company. He became Creative Director before leaving in 1962 to form Jay Chiat & Associates.
Chiat/Day was born in 1968 when Jay teamed up with Guy Day. Thumbing its nose at conventional advertising wisdom, their agency was one of the first to have its headquarters in Los Angeles. It quickly grew into a major force in advertising with offices in Los Angeles, New York, San Francisco, Chicago, Dallas, Toronto, and London.
At Jay´s direction, Chiat/Day was the first agency in the United States to introduce Account Planning, a research-based discipline which establishes a dialogue with consumers to ensure that the advertising is relevant to its target audience. Chiat/Day became famous for its distinctive, breakthrough campaigns.
Jay always believed that the working environment had a direct impact on the creative process, and the remarkable offices designed by Frank Gehry and Gaetano Pesce bear witness to his philosophy. Jay reinvented the way people work by transforming Chiat/Day into a virtual office, one of the first in the U.S.
Jay won numerous honors, and as anyone who ever worked with him would attest, it was largely because of Jay´s tireless enthusiasm. Advertising Age named Chiat/Day "Agency of the Year" in 1980 and 1988, and "Agency of the Decade" in 1989.
After Omnicom´s acquisition of Chiat/Day, Jay shared his creative vision of the future as a consultant to Omnicom. His career in advertising spanned more than 40 years. He died at the age of 70 in April 2002.
Jay Chiat, Advertising Man on a Mission, Is Dead at 70
By STUART ELLIOTT
Published: April 24, 2002
Jay Chiat, the coolly cerebral and fiercely passionate executive who helped transform the advertising industry in the 1970´s and 1980´s with creative campaigns like ´´1984´´ for Apple and ´´I Love L.A.´´ for Nike died yesterday at his home in Marina del Rey, Calif. He was 70.
Mr. Chiat, who also had a home in Sagaponack, N.Y., had been under treatment for prostate cancer.
His low-key affability and casual dress masked an intense devotion to hard work summarized by the motto ´´Good enough is not enough.´´ He generated strong loyalty among employees who thrived on his brand of tough love and relentless striving for what he deemed the best, but distanced others frustrated by his reluctance to compromise even if it meant losing business.
Mr. Chiat ´´pushed us to the edge,´´ wrote Lee Clow, his business partner, ´´and when we got there, he challenged us to find a way to fly.´´
He was a rebel with a cause, advocating that advertising, even for prosaic products, ought to be infused with art, design, music and other popular culture, not only for aesthetic purposes but also because it could move more merchandise.
His success at selling that approach to skeptical marketers enabled his agency, Chiat/Day, to grow from a regional shop with 50 employees and billings of $8 million at a single office in Los Angeles in 1968 to an international creative force with 1,200 employees and billings of $1.3 billion at its peak in the early 90´s. ´´How big can we get before we get bad?´´ Mr. Chiat would famously ask.
Though Chiat/Day became one of the most-honored agencies, it suffered a series of roller coaster rises and falls. Ill-fated expansion and significant debt resulted in Mr. Chiat´s falling short of his ultimate goal, to guarantee the agency´s independence after his retirement.
Mr. Chiat´s surname is pronounced SHY-et, rhyming with Hyatt, one of the few major marketers that Chiat/Day did not work for -- or was not fired by. Under Mr. Chiat, the agency was known for losing accounts as much as for landing them. Among the big brands that came and went were American Express, Apple Computer, Honda, Nike and Reebok.
In later years, Mr. Chiat would say, ´´My real talent was for losing clients.´´
The constant churn was another reason Mr. Chiat reluctantly went along with his senior managers in 1995 and agreed to relinquish control, selling to a Madison Avenue giant, the Omnicom Group, which merged Chiat/Day into the North American operations of TBWA International. The resulting agency, the TBWA/Chiat/Day division of TBWA Worldwide, is where the remains of the Chiat/Day legacy reside.
Chiat/Day´s forte was advertising that deftly blended rational and emotional sales pitches, echoing the background of Mr. Chiat, who grew up on the East Coast and found fame on the West Coast. ´´What Jay combined was the aggressiveness of a New Yorker with the freedom of California,´´ Mr. Clow, the agency´s top creative person, told The Los Angeles Times.
For Apple, Chiat/Day created the celebrated commercial ´´1984,´´ which ran during the 1984 Super Bowl, to introduce the Macintosh PC. The elaborate spot, borrowing from the George Orwell novel to depict the triumph of rebellion over conformity, popularized the concept of spectacular Super Bowl commercials.
Steven P. Jobs, Apple´s co-founder, called the work ´´insanely great advertising.´´ But a year later, Chiat/Day produced a widely derided Super Bowl commercial that portrayed executives who preferred I.B.M. as lemmings, which contributed to the agency´s dismissal in 1986. (Apple now works with TBWA/Chiat/Day.)
For Nike, Chiat/Day blanketed Los Angeles during the 1984 Summer Olympics with oversize posters of athletes and ran a commercial featuring the singer-songwriter Randy Newman performing a cheerily infectious version of ´´I Love L.A.´´ That campaign led America to believe Nike was the Games´ official footwear, though Converse had paid $4 million for the privilege.
His achievements helped the industry, once primarily centered in New York and Chicago, expand geographically by making advertisers consider the West Coast and other markets when assigning accounts.
Mr. Chiat also introduced a British practice known as account planning, intended to make ads more effective by hiring employees who specialize in research that went beyond focus groups. ´´No one had the vision to adopt it in the United States´´ until Mr. Chiat, said Jane Newman, whom he hired from London in 1982 to introduce the concept.
Morton Jay Chiat was born in the Bronx on Oct. 25, 1931, and grew up in Fort Lee, N.J. He graduated from Rutgers University. Service as an Air Force public information officer brought him to California, where, after his discharge, he worked on recruitment advertising for Aerojet-General, an Air Force contractor, then joined a small Orange County ad agency, the Leland Oliver Company, in 1958. He became creative director there before leaving in 1962 to open Jay Chiat & Associates.
A self-made connoisseur of art and architecture, Mr. Chiat collected paintings and hired Frank Gehry to design offices.
Mr. Chiat´s first three marriages ended in divorce. He is survived by his fourth wife, Edwina Vongal; three children, Deborah Chiat, of Rome; Marc Chiat, of Hollywood, Calif.; and Elyse Chiat, of Petaluma, Calif.; and nine grandchildren.
Chiat/Day opened in 1968 when Mr. Chiat merged his agency with another small Los Angeles shop, Faust/Day. The decision was made by Mr. Chiat and Guy Day -- who sought a partner when Tom Faust left -- in under an hour as they talked at a Los Angeles Dodgers game.
The on-and-off relationship between Mr. Chiat and Mr. Day was legendary. Mr. Day left in 1976, returned in 1982 and left for good in 1986, later proclaiming of Mr. Chiat, ´´The guy´s a born gambler.´´
At Chiat/Day, Mr. Chiat, as chairman and chief executive, devoted himself to both business and creative affairs, rare in advertising. His immersion led to the agency´s nickname, ´´Chiat/Day & Night,´´ for the long hours employees endured.
The agency benefited from a boom fueled by the growth of two California phenomena, the technology industry and the American operations of Japanese marketers.
Advertising Age named Chiat/Day agency of the year for 1980 and 1988, as well as agency of the decade. Mr. Chiat was named man of the year by the Western States Advertising Association of America in 1977 and its leader of the decade in 1990, and was elected to the One Club Creative Hall of Fame in 1994.
By then, the end of Chiat/Day´s independence was near. Problems began when the acquisition in 1989 of an Australian agency, the Mojo MDA Group, proved a costly failure. Efforts to expand into other services like design faltered.
Chiat/Day was also struggling under a large debt load, the byproduct of a leveraged buyout in 1988. The difficulties led to negotiations with Omnicom in 1993, 1994 and again in 1995, when Chiat/Day was sold.
Mr. Chiat left after the sale to play golf and invest in Internet start-ups. A second career emerged in 1998, when he became acting chief executive of Screaming Media, a content provider for Web sites; he became chairman in 1999.
After hiring an ad agency for Screaming Media, Mr. Chiat said in an interview in 2000 with Adweek, ´´Now that I´m a client, I understand what a jerk I was.´´
Photos: In 1989, Jay Chiat helped create a campaign for the Energizer bunny. (Rebecca Cooney, 1999)