About Author
Charles Evans “Charlie” Claggett Jr. (born December 30, 1947) is an American advertising executive, author, and community leader. He is best known for his work as Managing Director and Chief Creative Officer at D’Arcy Masius Benton & Bowles (DMB&B) in St. Louis, where he played a key role in creating iconic advertising campaigns, including the famous Budweiser slogan “This Bud’s for You.” Claggett has also authored a biography on disability rights activist Max Starkloff and has been actively involved in various community organizations.
Early life and Education
Claggett was born on December 30, 1947, in St. Louis, Missouri. He received a Bachelor of Arts in Mass Communications from the University of Denver in 1970. His early career in advertising began shortly after graduation.
Career
Claggett joined D’Arcy Masius Benton & Bowles (DMB&B) in St. Louis as a writer and producer in 1972. From 1985 to 1989, he served as Executive VP and Creative Director in the agency’s London office, helping to launch Budweiser in the U.K. and relaunch Wiskas Cat Food, the largest grocery brand in the UK. Claggett was promoted to Chief Creative Officer in the St. Louis office in 1989 and to Managing Director Chief Creative Officer in 1994, positions he held until he left DMB&B in 1999.He created and oversaw the creative work for major clients, including Anheuser-Busch, Coca-Cola, Ralston Purina, Southwestern Bell (now AT&T), Blockbuster, Mars, and others. He served on D’Arcy’s worldwide board of directors and managed the St. Louis office with billings exceeding $300 million.
From 1997 to 1999, he also served as Global Creative Director at D’Arcy Worldwide on the agency’s Coca-Cola business, creating advertising for Coke brands, including Georgia Coffee in Japan, Fanta in Germany, and Fanta in Mexico.
Claggett’s work earned him over 80 national and international creative awards, including Cannes Lions, Clios, and International Broadcasting Awards. In 1985, he was named one of the top 100 “Brightest and Best” people in advertising by Advertising Age. In 2008, he was inducted into the St. Louis Media History Hall of Fame.
Notable contributions
- "This Bud's for You" – Claggett authored the iconic Budweiser slogan in 1979, which remains one of the most recognizable advertising taglines in history.
- Super Bowl Commercials – He wrote and/or supervised the creation of numerous Super Bowl commercials, including the famous Budweiser Frogs commercial, which debuted during Super Bowl XXIX in 1995.
- Blockbuster Campaign – Claggett led the creative pitch that won the $100 million Blockbuster account in 1994, the largest new business win in D’Arcy’s history.
Book Awards
In 2014, Claggett authored Max Starkloff and the Fight for Disability Rights, a biography chronicling the life of disability rights activist Max Starkloff. The book, published by the Missouri History Museum, received the Independent Publisher Book Award (IPPY) and the Leadership in History Award from the American Association for State and Local History. It highlights Starkloff’s advocacy for accessibility and independent living for people with disabilities.
Awards and Recognition
Community Engagement
- Claggett has been actively involved in various community organizations, including:
- Missouri Historical Society – Board member.
- Starkloff Disability Institute – Gold Star board member.
- SWIM ON Foundation – Board member, providing swim lessons to needy children.
- St. Peter’s Episcopal Church – Co-chair of the Racial Justice Committee.
- He has also served on the boards of Webster University School of Communications, Grace Hill Settlement House, Bellefontaine Cemetery, the Salvation Army, Children’s Hospital, the Urban League, and the Boy Scouts of America.
References
- https://washingtonmonthly.com/2016/03/14/the-real-reason-middle-america-should-be-angry/
- October 28 – November 3, 1985, Desloge, Rick, three areas ad execs among best in the field, says Ad Age, St. Louis Business Journal.