Tony might have been known by family and friends as Big Game, or BG, but most of us know him as the guy behind the famous “More than just a…” tagline. First appearing in a Betty Crocker print ad in 1945 in the New York Times, his “More than just a cookbook” campaign was a staggering success.
After his smash hit with Betty Crocker he was soon hired on by famous ad agency mogul Leo Burnett. Carrying his “more than just a” brand with him, he went on to make household names out of AT&T and IBM, with his genius “more than just an American telephone and telegraph company” and “more than just international business machines” lines.
“More than just is more than just a phrase to him, more than just a tagline, it really defines the way he lives his life!”
Later in life Tony dedicated his days to helping less fortunate people through his philanthropic efforts. His More Than Just a Foundation foundation made remarkable gifts to various charities throughout the world.
His daughter was interviewed earlier this year and had this to say about her beloved father whom she affectionately called PD (short for più di un papa – Italian for “more than just a dad”): “More than just is more than just a phrase to him, more than just a tagline, it really defines the way he lives his life!”
Though Tony will be sorely missed by all of us in the marketing and design community, we know that his “More than just a” tagline will live on helping business small and large break free from only selling the products and services they claim to in their name.
Tony, we will more than just miss you.