Former Vice Chairman, Worldwide Executive Creative Director, Backer Spielvogel Bates Worldwide
Backer began his advertising career in 1953 when he joined the mailroom at McCann-Erickson. His talents were soon discovered and he was promoted to copywriter. He joined Y&R in 1956, but returned to McCann two years later. In 1959 Backer was made the youngest vice president in McCann-Erickson history, and soon became head of McCann’s Professional Advisory Council, later renamed the Center for Advanced Practice. In 1973 he was appointed creative director of McCann-Erickson USA.
In 1979 he helped found Backer & Spielvogel Advertising, which quickly became one of the fastest growing creative hot shops in the country. B&S later was purchased by Saatchi & Saatchi and merged with Ted Bates Worldwide to form Backer Spielvogel Bates Worldwide.
Backer has developed and created some of the most memorable campaigns of all time, including “It’s the Real Thing” and “I’d Like to Buy the World a Coke” for the Coca-Cola Company; “Miller Time” and the multi-awardwinning Miller Lite Beer All Stars campaign for the Miller Brewing Company.
Over the course of his career, Backer also created outstanding advertising for Philip Morris, General Cigar, Westinghouse, Nabisco, Prudential and many other clients.
In 1973 he won more individual CLIOs than any advertising writer had up to that time, including Best Campaign, Best Individual Commercial, Best Musical Commercial and Best Radio Campaign.
A graduate of Yale University, Backer has devoted significant time and energy to fostering the reputation of the advertising industry. He has been a frequent speaker and lecturer about marketing communications topics and has served as a judge at numerous creative award ceremonies, including the Cannes Advertising Festival.
