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Hesh Goldstein

Hesh Goldstein

Hesh Goldstein is one of those names that you hear whispered around the Voss-filled water coolers and brightly-lit creative spaces of Madison Avenue. Known in aging marketing circles as Mr. Billboard, H.G. is widely credited with developing the modern, oversized, highway-side advert style in tandem with the construction of the Eisenhower interstate system during the 1950s. While working as a Jr. Copywriter at Paddington & Moscowitz in the late '40s, H.G. coined the phrase, "Bigger is much, much better!" Not to be outdone by himself, he later shortened his catchphrase to the now widely popular saying, "Bigger is better!" An ad industry titan for almost 60 years, Hesh is still a respected figure in the field and readily lends his criticism to up-and-coming young professionals. H.G. lives in Palm Beach, Florida, with his wife of over forty years, Sylvia.

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Half the money I spend on advertising is wasted; the trouble is, I don't know which half. - John Wanamaker

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