Diary: Dane's bons mots will not be forgotten easily

Campaign was sad to hear about the death of Maxwell Dane, the last of the Doyle Dane Bernbach founding trio, at the age of 98, but glad to know that his legacy of wry wit will long survive him.

Dane wasn't just renowned for his principled behaviour (he once refused to take the business of an advertiser who was a prominent supporter of the Communist witch hunter Joe McCarthy) but could match Jeremy Bullmore when it came to the one-line put-down.

One story is about how Dane, the money man, protected DDB from a bit of creative expense claiming. A senior account executive was on a TV shoot in Las Vegas, which was delayed for a few days by bad weather. This left him not only with time but a lot of money on his hands, both of which he frittered away in a casino.

However, the executive had a cunning plan. Because his losses had resulted from the shooting delay, then surely they would be reimbursed by the agency. So he asked Dane where he should put the losses on his expense form. "On the same line you would have put your winnings," Dane replied. Not bad for a bean counter.

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