Orange County to Honor Chase

You’d think you’d be a shoo-in for an award if it carried your name. But Cochrane Chase has been passed over for the Orange County AdClub’s Coch rane Chase Lifetime Achievement Award every year since it was instituted in 1996.

No more. On March 31, Chase, founder of the former Cochrane Chase, Livingston & Co., will be honored at the club’s annual awards, to be held at the Santa Ana (Calif.) Performing Arts and Event Center.

“As far as Orange County advertising goes, he’s the grandfather of us all,” said Jon Gothold, co-president of the ad club and a partner at DGWB in Santa Ana. “So many people went on to form agencies who worked for Cochrane Chase. … He put Orange County on the map.”

“It’s a tremendous thrill,” said Chase, 69, who sold his shop to Saatchi & Saatchi in 1984 and retired in 1989. “It’s nice to know people are still interested.”

“We assumed he must have been the first guy to get it,” Gothold said. “It’s kind of lame he didn’t.”

Chase, the Western States Advertising Agencies Association’s Leader of the Year in 1981, has learned to be patient with the ad industry. He got his first ad job 10 years after graduating from Wesleyan University in Middletown, Conn. “Nobody would hire me because I didn’t have any experience,” he said.

After working for a year at Newport Advertising in Newport Beach, Calif., Cochrane formed his agency in 1966. Over the years, he worked for clients such as Carl’s Jr., Coldwell Banker National Services, Pirrelli Tires of America and Xerox Computer Systems.