He was part marketing genius and part showman. He loved a carnival midway with its barkers. But for decades, he carried the names of the most illustrious clients in the back pocket of his impeccably pressed pants.
The Cleveland advertising community lost a great one with the death of Jerry Hoegner.
“From the time he arrived in Cleveland in his 20s in the 1950s, Jerry had one big job after another,” says Dick Clough, Hoegner’s friend and Cleveland marketing legend. “Jerry was the top advertising guy for the end of the golden age of department stores. He spent his employers’ money well.”
But, it wasn’t only Halle Bros., the May Co., and the Higbee Co., Hoegner masterminded creative ad campaigns for Wyse Advertising (think clients that included National City Bank and the Sherwin-Williams Co.), Stouffer Foods Corp., and the Plain Dealer, among other big names. And, Hoegner gave and gave of his amazing enthusiasm to charities and his beloved ad club.
“I believe the Cleveland Advertising Club (now AAF-Cleveland) would not have been as successful without Jerry,” says Rick Squire, former executive director of organization. “He knew absolutely everyone.”
Hoegner was the group’s first Lifetime Achievement Award recipient and the inspiration for the Jerry Hoegner Award for outstanding volunteer service.
All that matters. But, so does the fact that Hoegner helped create the original key for Cleveland’s iconic holiday character, Mr. Jingeling. Step right up if you were a Cleveland kid who wore a cardboard version of the key around your neck.