Fallon founder Pat Fallon dies aged 70

Fallon co-founded the agency, originally known as Fallon McElligott Rice, in Minneapolis in 1981 – determined to not only beat the recession but prove you did not need to be on Madison Avenue to run a major advertising agency.

Launching with no clients but appealing to those who "would rather outsmart the competition than outspend them", the outsider mentality soon paid off with Fallon attracting clients including Rolling Stone, Porsche and BMW on its way to becoming a global creative force.

"We are devastated by the loss of our iconic leader," Fallon CEO Mike Buchner said in a statement. "He was our inspiration, our fire in the belly, our eternal conscience and the head of our Fallon family. We will miss him dearly, but are fully committed to living up to the legacy of greatness that he established at the place that bears his name."

Fallon retired as CEO in 2008 but remained the company’s figurehead as its chairman emeritus.

To the man who taught us to care about each other, as much as the work. You are forever in our hearts, Pat. pic.twitter.com/Sov5NT3Npz

— Fallon (@fallon) November 14, 2015

We are all deeply saddened by the loss of our iconic leader but remain committed to honouring his legacy at the place that bears his name — Fallon London (@fallonlondon) November 14, 2015

Fallon's friends and industry peers paid their respects on Twitter after the news emerged on Saturday.

Really crushed to hear we lost my friend Pat Fallon, a true one of a kind who left us so much

— R.T. Rybak (@R_T_Rybak) November 14, 2015

Pat Fallon, whose agency has made us insanely stupidly jealous on so many occasions, is sadly dead at 70. https://t.co/HP0K43pAMG — Jeff Goodby (@JeffBadby) November 14, 2015

He changed the game. He raised the bar. Pat @fallon will be missed.

— Periscope (@Periscope) November 14, 2015

In memory of Pat Fallon, my favourite ad from his shop. EDS, 'Cat Herders' https://t.co/UbxtKEfdx0 — richard huntington (@adliterate) November 15, 2015