Career
After the war, Lois went to work for the advertising and promotions department at CBS where he designed print and media projects. In 1959 he was hired by the advertising agency Doyle Dane Bernbach. After one year there, Lois was recruited by Fred Papert and Julian Koenig to form Papert Koenig Lois in 1960. PKL, as it was known, was also the first advertising agency to ever go public. In 1967 he left to form Lois, Holland, Callaway. His last agency, Lois/USA, which created memorable campaigns for clients such as Minolta, Tourneau and The Four Seasons, ended its run in 1999.
Lois developed what he called "The Big Idea". He has claimed to have created the concept and prototype design for the "New York" supplement for the New York Herald Tribune (the forerunner of New York magazine); created the “I Want My MTV” campaign; helped create and introduce VH1; named Stouffer's Lean Cuisine frozen food line; and developed marketing and messaging for Jiffy Lube stations. He created the initial advertising campaign to raise awareness of designer Tommy Hilfiger. Other clients have purportedly included: Xerox, Aunt Jemima, USA Today, ESPN and four U.S. Senators: Jacob Javits (R-NY), Warren Magnuson (D-WA), Hugh Scott (R-PA), and Robert Kennedy (D-NY). Lois and Jerry Cotts directed the music video for Bob Dylan's song "Jokerman."
In comments about Mad Men, a television drama that aspires to depict the advertising industry he worked in, Lois summarized his experiences of the times:
"Mad Men misrepresents the advertising industry of my time by ignoring the dynamics of the Creative Revolution that changed the world of communications forever...That dynamic period of counterculture in the 1960s found expression on Madison Avenue through a new creative generation—a rebellious coterie of art directors and copywriters who understood that visual and verbal expression were indivisible, who bridled under the old rules that consigned them to secondary roles in the ad-making process dominated by non-creative hacks and technocrats...It was a testy time to be a graphic designer like me who had the rage to communicate and, to create icon rather than con. And, unlike the TV Mad Men, we worked full, exhausting, joyous days: pitching new business, creating ideas, "comping" them up, storyboarding them, selling them, photographing them, and directing commercials."
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