Bill Backer
Bill Backer | |
|---|---|
| Born | 9 June 1926 Manhattan, New York, U.S. |
| Died | 13 May 2016 (aged 89) |
| Occupation | Advertising executive |
| Known for | Creating Coca-Cola's "Things go better with Coke" and "the real thing" slogans, Miller Lite's "Miller Time" slogan, and the 1971 Coca-Cola campaign "I'd Like to Teach the World to Sing (In Perfect Harmony)" |
William Montague Backer, commonly known as Bill Backer (June 9, 1926 – May 13, 2016), was a prominent American advertising executive celebrated for crafting memorable taglines such as Coca-Cola's "Things go better with Coke" and "the real thing," along with Miller Lite's "everything you ever wanted in a beer, and less" and the phrase "Miller Time." In 1971, he was responsible for creating the Coca-Cola campaign and its accompanying song "I'd Like to Teach the World to Sing (In Perfect Harmony)."
Early life and education
Born in Manhattan, New York, Backer experienced the loss of his father, a real estate developer, at the age of six. Following this, he relocated with his mother to Charleston, South Carolina.
He completed his studies at Episcopal High School in 1944, where he actively participated in musical theater and held leadership positions such as president of the Fairfax Literary Society and editor-in-chief of The Chronicle.
After serving two years in the United States Navy, Backer earned a Bachelor of Arts degree from Yale University in 1950. During his time at Yale, he composed the musical Moonshine! and engaged with organizations including St. Anthony Hall and the student publication The Record.
Career
While attending college, Backer gained experience as a production assistant at Columbia Pictures and managed a small freelance music business. Post-graduation, he spent three years selling real estate while simultaneously writing jingles.
In 1953, he joined McCann Erickson starting in the mailroom and advanced to creative director by 1972, then vice chairman in 1978. He left the company in May 1979 due to "philosophical differences" with Interpublic Group, McCann's parent corporation.
Later that same year, Backer co-established Backer & Spielvogel alongside Carl Spielvogel, formerly vice chairman of Interpublic. Initially operating from a hotel room, Backer took charge of creative operations while Spielvogel handled business affairs. Within two years, their agency generated over $200 million in billings, ranking 29th among U.S. advertising firms; by 1984, annual billings had surpassed $400 million.
In May 1986, Saatchi & Saatchi acquired Backer & Spielvogel for $56 million upfront plus an additional $45 million payable over six years. The following year in July 1987, Saatchi merged it with Ted Bates Worldwide; however, Bates was experiencing rapid account losses at that time. Backer continued as a consultant until he departed after Donald Zuckert assumed the presidency.
January 1989 saw Backer appointed president of Backer Spielvogel Bates Worldwide following Zuckert’s exit. He worked alongside Spielvogel who served as manager and creative director. The agency maintained 140 offices across 40 countries and was ranked as the third-largest advertising company globally.
The economic downturn during the 1992 recession adversely affected the firm. In November of that year, Spielvogel retired as chairman and CEO and was succeeded by Michael Bungey who also replaced Backer as president. Backer remained involved as vice president and worldwide executive creative director.
Throughout his career, Backer developed campaigns for leading brands including Beech Nut Gum, Buick, Campbell's soup, Coca-Cola, Dole, Exxon, Fisher-Price, Hyundai, Löwenbräu, Miller beer, Miller Lite, Nabisco, Oreo, Parliament cigarettes, Philip Morris, Quaker Oats, and Xerox. Among his most recognized slogans are Coca-Cola’s "Things go better with Coke" and "the real thing," Campbell’s "soup is good food," and Miller’s "Miller Time." His work in 1971 also included developing Coca-Cola’s campaign featuring the song "I'd Like to Teach the World to Sing (In Perfect Harmony)."
Publications
- The Care and Feeding of Ideas, authored by Bill Backer and published by Crown Publishing Group in 1993
Honors
- Inducted into the Advertising Hall of Fame in 1995
Popular culture
The AMC television series Mad Men concluded in 2015 with the fictional portrayal of Don Draper developing the "I'd Like to Teach the World to Sing" advertisement during his tenure at McCann Erickson. When questioned by media about whether Backer served as Draper's inspiration, he responded, "I'm not Don Draper."
Personal life
In 1983, Backer wed Ann Mudge at their farm located in The Plains, Virginia. Following his retirement, he split his time between Smitten Farm, his thoroughbred horse breeding operation near The Plains, and a home in Nokomis, Florida. Among the successful horses he bred and owned were Blind Date and Applause, a seven-time stakes winner. Backer was elected to the Jockey Club in 2004 and contributed as a board member of the Grayson-Jockey Club Research Foundation. Additionally, he was involved with the Orange County Hunt.
He served as president of the Piedmont Foundation and led the Piedmont Environmental Council from 2004 until his passing. Backer died in 2016 at the age of 89 due to complications following colon cancer surgery at Fauquier Hospital in Warrenton, Virginia.