George Lois, the ad legend behind a decade of Esquire covers and the slogan "I Want My MTV," has launched his own New York-based agency, Lois TransMedia, Big Idea Advertising and Public Relations.
The full-service agency launches in partnership with PR outfit Transmedia Group and will offer its services across traditional and online advertising, marketing PR, social media and film production.
Lois is known for pioneering "the big idea," creating early campaigns for Tommy Hilfiger, Xerox, USA Today, Jiffy Lube and ESPN. He also co-directed Bob Dylan's video for "Jokerman."
He has set up a number of other agencies, founding Papert Koenig Lois in the 1960s; then Lois, Holland, Callaway in 1967; and then Lois/USA, which went bankrupt in 1999.
Lois, who is 84, will run Lois TransMedia. TransMedia was founded by ex-NBC vice president Tom Madden in 1981.
This article first appeared on campaignlive.co.uk.