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LouÊCardamone
Year of induction:ÊÊ2000
Bio:
In his closing remarks to the 1988 MARC Management Conference, Lou Cardamone outlined a growth plan that would propel the Pittsburgh shop into the top 100 advertising agencies nationally by breaking $100 million in annual billings.
Twelve years later, the agency that Lou founded in 1955 is among the top 40 agencies in the United States with just under $700 million in billings.
Lou’s vision for MARC was always ahead of its time. At its founding, he, along with partner and friend Jack Goldsmith, set out to create a new kind of advertising agency – one that would be not just a media broker but an ad maker.
To communicate the breadth of their services, they called their new company Marketing Advertising Research Consultants. The acronym MARC was created as shorthand for the name, but the value and ideals contained in those four letters remained at the center of the agency’s culture.
From 1955 until his retirement from active duty in 1992, Lou led MARC on a path of tremendous growth and success. In the 1960’s, the agency began to establish itself across the country as a premier retail-marketing specialist. Sears, McDonalds, Dirt Devil, Kennywood, Arby’s, Equibank and ServiStar are only some of the clients that have benefited from MARC’s creative energy and business savvy during Lou’s tenure.
Under Lou’s direction, MARC began the process of continuously reinventing itself, a concept for which it has gained international notoriety. MARC was the first agency in Pittsburgh, and one of the first in the nation, to embrace desktop publishing and other technology as a way to improve the quality of its product while decreasing the time it took to bring client messages to market.
In a memo to the MARC staff in 1992, chairman and CEO Tony Bucci spoke about Lou’s contributions as an unselfish and compassionate leader: “He is a believer in people, with a unique ability to recognize each individual’s major strength and motivate them to even higher performance.”
Lou’s wisdom, drive and work ethic live on in MARC USA. He is the teacher, the businessman and the visionary who proved that anything is possible as long as you believe in yourself and the talents of others around you. Congratulations Lou Cardamone, on being elected into the Pittsburgh Advertising Hall of Fame.
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