Joe Hoffman Is Remembered

Saul Joseph “Joe” Hoffman will be remembered for his creative spirit and entrepreneurial prowess, said those in the local ad community who knew and worked with him.

Hoffman, former chairman of Ingalls, Boston, and for decades one of the prime movers in New England’s ad industry, died on Aug. 25, following an illness. He was 82.

Hoffman began his career in the mid-1940s when he, Ralph Schiff and Harold Livingston, despite having no ad-industry experience, launched Hoffman, Schiff & Livingston, Boston.

“Joe was an amazing guy and an incredible entrepreneur,” said Bink Garrison, a Boston-based consultant and former agency executive who worked for Hoffman in the 1970s and 1980s. Hoffman in 1961 joined Ingalls as chairman; in 1984, he sold it to Quinn & Johnson/BBDO. He continued to consult on management issues into the 1990s.

“Joe [had] an incredibly creative mind that never slowed down,” said Ben Cammarata, chairman of T.J. Maxx parent TJX Cos. in Framingham, Mass. Hoffman helped create the “Maxx for the minimum” slogan that debuted in 1977. “He was a very classy guy who really cared about the business,” said Hill, Holliday, Connors, Cosmopulos chairman Jack Connors.

Hoffman is survived by his wife of 50 years, Ruth (Wicks) Hoffman, three children and four grandchildren.