Baltimore advertising icon Herb Fried of W.B. Doner died in Florida at age 93.

Compared in recent years to Roger Sterling of the “Mad Men” TV series, Fried was the classic 60s and 70s ad executive, always tanned and well-dressed.

Fried (FREED) headed Doner’s Baltimore office, originally on North Charles Street and later at the Inner Harbor. Clients included Commercial Credit, Equitable Bank, Mrs. Filbert’s Margarine, The Baltimore News American, the Baltimore Orioles, Berkline Recliners, Ozite Carpeting, Dutch Boy Paint, Bata Shoe and McCormick & Co. Inc.

He was born in Chicago in 1928 and attended the University of New Mexico before starting a career in advertising.

Fried began his profession as an account executive at Foote, Cone & Belding in Chicago and moved to agency Weiss and Geller on the Jim Beam Liquor account. In 1955, when the Detroit-based W.B. Doner agency landed the Baltimore-based National Brewing Co. account, founder Brod Doner hired 28 year-old Fried to move to Baltimore to manage the new client.

According to reports in the Baltimore Business Journal and The Sun, Fried’s success led to his being named CEO of Doner and with Brod Doner, they grew the firm to over $1 billion in billings landing national clients like Klondike Ice Cream, Arby’s, AARP, Jos. A. Bank, Red Roof Inns, Chiquita, BP and Coca-Cola. The firm closed in 2003.

 

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