Charlie Robertson, the founder of the pioneering "virtual planning" network Red Spider consultancy and former chief strategic officer at Red Cell (later rebranded United), has died.
Robertson, who had also previously worked at BMP, GGT and Bartle Bogle Hegarty, died suddenly on Monday.
Jan Gooding, the chair of Pamco, said: "Charlie was a warm, clever and funny man and, looking back on it, a more thoughtful feminist and sponsor of women than anyone else I met in advertising at the time. When we co-chaired IPA Stage Two together, he was so astonished by the size of his bathroom, he held a Champagne drinks party in it for all the tutors.
"He fuelled creativity and lateral thinking through his deft humanity, rigorous thinking and light touch."
MT Rainey, the co-founder and former CEO of Rainey Kelly Campbell Roalfe (later merged into Y&R), said: "Charlie was a complete one off. He was a fearless planner and a wonderful storyteller who deployed his weegie forthrightness to devastating persuasive effect.
"His distinctive "big" hair topped a great brain and a huge heart. Indefatigably sociable and a great bon viveur he was also a generous mentor and a great friend to many. Our world will be less colourful without him."