Lester Wunderman, Direct Marketing Pioneer and Original ‘Mad Man,’ Dies at 98

The late executive founded his namesake agency in 1958

Wunderman in 2002, the year his agency moved into Y&R's headquarters. LesterWunderman.com

Lester Wunderman, founder of the agency that bore his name and longtime advertising executive who is generally recognized as the “father of direct marketing,” passed away of natural causes on Wednesday, Jan. 9, a spokesperson announced today. He was 98 years old.

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@PatrickCoffee patrick.coffee@adweek.com Patrick Coffee is a senior editor for Adweek.