Jay Conrad Levinson

Jay Conrad Levinson (February 10, 1933 – October 10, 2013[1]) was an American business writer, known as author of the 1984 book Guerrilla Marketing.

His studies in Psychology led him to advertising agencies, including a Directorship at Leo Burnett in London, where he served as Creative Director.

[5] Jay created and taught guerrilla marketing for ten years at the extension division of the University of California in Berkeley.

As an advertisement agency executive some notable marketing campaigns and achievements Levinson collaboratively developed include the Marlboro Man,[6] the Pillsbury Doughboy, Allstate's good hands, United Airlines “Fly the friendly skies” slogan, the Sears Diehard battery, Morris the Cat, Tony the Tiger, and the Jolly Green Giant.

[citation needed] His guerrilla concepts have influenced marketing so much that his books appear in 62 languages[11] and are required reading in MBA programs worldwide.