Bill Backer

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During his 25-year career with the advertising agency McCann-Erickson Worldwide, New York, Backer created some of the more successful advertising campaigns in history. For example: Campbell's Soup's ‘Bring on the Campbell's, Soup is Good Food’; Coca-Cola's 1971 ‘Hilltop’ anthem, ‘I'd Like to Buy the World a Coke’ and Coke's ‘It's the Real Thing’ jingle; and Miller Lite's ‘Tastes great/less filling’ celebrity ‘feud’ series that ran for years and put Lite atop a new beer category. In 1979, Backer left McCann as vice chairman-creative director and, with Carl Spielvogel, Interpublic vice chairman, opened Backer & Spielvogel. Saatchi & Saatchi acquired the agency in 1985 for $100 m. See also advertising; appendix 2 (Coca-Cola).

Subjects: Marketing.

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