Arthur C. Fatt (1905–1999) was an American advertising executive at the Grey Advertising Agency.

Biography

Fatt was born in 1905. In 1921, he joined the Grey Advertising Agency founded by

Lawrence Valenstein Lawrence Valenstein (1899–1982) was an American advertising executive who founded the Grey Advertising Agency.Gruen watch The Gruen Watch Company was formerly one of the largest watch manufacturers in the United States. It was in business from about 1894 to 1958 and was based in Cincinnati, Ohio. It was founded in 1894 by German-born watchmaker Dietrich Grün, who ...

account, billings reached $10 million. In 1955, after winning the Block Drug account, Grey's billings reached $30 million. In 1956, Valenstein became chairman of the board and Fatt became president. In 1957, the firm developed the widely successful "Leaving now for Trenton, Philadelphia and Cucamonga!" campaign for

Greyhound Bus Greyhound Lines, Inc. (commonly known as simply Greyhound) operates the largest intercity bus service in North America, including Greyhound Mexico. It also operates charter bus services, Amtrak Thruway services, commuter bus services, and pac ...

with the tagline "Go Greyhound and leave the driving to us." Fatt was responsible for winning the accounts of

Ford Motor Company Ford Motor Company (commonly known as Ford) is an American multinational automobile manufacturer headquartered in Dearborn, Michigan, United States. It was founded by Henry Ford and incorporated on June 16, 1903. The company sells automobi ...

Procter & Gamble The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio, founded in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/consumer hea ...

and

Chock Full o' Nuts Chock full o'Nuts is an American brand of coffee that originated from a chain of New York City coffee shops. Its unusual name derives from the 18 nut shops that founder William Black (c. 1902 – 1983) established under that banner in the city ...

. In 1961, billings reached $59 million and Valenstein became chairman of the executive committee; Fatt was named chairman and

Herbert D. Strauss Herbert D. Strauss (1909–1973) was an American advertising executive at the Grey Advertising Agency.Nasdaq The Nasdaq Stock Market () (National Association of Securities Dealers Automated Quotations Stock Market) is an American stock exchange based in New York City. It is the most active stock trading venue in the US by volume, and ranked second ...

exchange and the firm also expanded into the use of psychographics (the analysis of consumer lifestyles). In 1966, Grey became one of the top 10 agencies in the U.S. In 1967, Strauss was named CEO and Edward H. Meyer, president. In 1969, Grey won the Kraft General Foods' Post cereal account and sales reached $230 million. In 1969, Strauss was named chairman and in 1970, Meyer was named CEO. In the 1970s, Grey was responsible for several popular ad campaigns including "Star Wars" toys for Kenner, aspirin and toothpaste for

SmithKline GSK plc, formerly GlaxoSmithKline plc, is a British multinational pharmaceutical and biotechnology company with global headquarters in London, England. Established in 2000 by a merger of Glaxo Wellcome and SmithKline Beecham. GSK is the tent ...

, and Stove Top Stuffing for

Kraft General Foods The second incarnation of Kraft Foods is an American food manufacturing and processing conglomerate, split from Kraft Foods Inc. in 2012 and headquartered in Chicago, Illinois. It became part of Kraft Heinz in 2015. A merger with Heinz, arra ...

. In 1976, Fatt retired and was named founder/chairman. He served as a director of the American Association of Advertising Agencies and the American Advertising Federation.

Personal life

Fatt has been married twice. His first marriage to Virginia Finder Gernsback ended in divorce in 1946. His second wife, Barbara Cappeau, died in 1992. He has two daughters,

Barbara Costikyan Barbara Heine Costikyan (December 25, 1928 – June 18, 2020), born Barbara Virginia Fatt, was an American food writer. Early life Barbara Virginia Fatt was born in New York City, the daughter of Arthur C. Fatt and Virginia Finder Fatt (later ...

and Marjorie Chester. In 1977, his daughter Barbara, a freelance writer, married Democratic politician

Edward N. Costikyan Edward N. Costikyan (September 24, 1924June 22, 2012) was an Armenian American United States Democratic Party, Democratic Party politician who was notable for reforming the party in New York City. He was also the author of many books and articl ...

in a Unitarian ceremony. Fatt was of

Jewish Jews ( he, יְהוּדִים, , ) or Jewish people are an ethnoreligious group and nation originating from the Israelites Israelite origins and kingdom: "The first act in the long drama of Jewish history is the age of the Israelites""The ...

descent.

References

{{DEFAULTSORT:Fatt, Arthur C. American advertising executives 1905 births 1999 deaths 20th-century American Jews