Widely regarded as one of the 20th century’s most innovative advertising writers, Julian Koenig was a master of the intuitive and the counterintuitive, of the succinct and the sly, of the sales pitch that masqueraded as meaning, and a creative force behind an array of memorable campaigns.

He is best known for “Think Small” and “Lemon” as eye-catching headlines for the 1959 Volkswagen Beetle campaign that launched the curious German car in post-war America — work which ranks as best campaign of the 20th Century. 

Julian’s work has always been both an inspiration and a comfort to me. I guess you could say that I like his work because it underscores the brilliance of simplicity in big ideas — something I continue to strive for in my work.