Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

John Emmerling: Taking the 'Bum' Out of Bumble Bee

September 21, 2015 | 2:02

How do you think your client would react if you called its product "bum?” That's what happened to John Emmerling while working on the Bumble Bee tuna account for the Richard K. Manoff agency in the mid-1970s. How he solved that problem is history -- and the result is advertising that is part of a whole generation's childhood.