Len Matthews, the former president of Leo Burnett, has passed away from pneumonia at the age of 87.
Matthews, who was once named by US News & World Report as one of the US's "most influential persons", was responsible for helping to create some of advertising's most iconic characters, including the Jolly Green Giant, the Pillsbury Dough Boy and Tony the Tiger.
In 1984, Matthews led the initiation of the Partnership for a Drug-free America.
And in 1998, the American Advertising Federation recognised his work in the industry by inducting him into its Hall of Fame.
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