Ad Man

Don Draper could have learned a few things from Marc Wyse, who built his Cleveland advertising firm into a powerhouse in the 1960s and '70s working with companies such as Smucker's and Sherwin-Williams. Wyse was writing notes for a book when he died in 2011. Thanks to co-author Christopher Johnston, The Way I Saw It (iUniverse, $24.95) will be released this month.

Q: What made Wyse so successful?

A: Marc's genius was that he believed in creativity, but he also became partners with his clients. He was the sales guy and [Wyse's first wife] Lois came up with the taglines: "With a name like Smucker's, it's got to be good." ... He also spoke his mind. He once told Bill Gates his glasses were nerdy.

Q: What did he think about how Mad Men portrays '60s advertising.

A: It really rubbed him the wrong way. Marc didn't believe in three-martini lunches and having affairs with secretaries. He didn't smoke and there's an unconfirmed rumor he refused to accept business from tobacco companies.

Q: Could Wyse succeed in our social media age?

A: If Marc were 30 today he would be all over it. I think he would succeed just because of who he was. He surrounded himself with creative people and encouraged them to be the best they could be.