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Archie Lee

Archie Lee, former executive with D'Arcy St. Louis, has been credited as having done more than any other individual to popularize Coca-Cola. He is known for introducing practices now basic in advertising: a theme for the printed message and a pattern for the billboard, with emphasis on repetition. For much of his time at D'Arcy, Lee was the creative chief who oversaw the Coca-Cola account and created such memorable slogans for the company as "the pause that refreshes." He also helped develop a more realistic and symbolic Santa Claus to include in Coca-Cola advertising and is credited as the inspiration behind the "classic" Santa Claus Coke print ad.

Extended biography