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Advertising McDonald's Big Mac

Marc USA co-founder Jack Goldsmith passes at 89


By Kyle O'Brien | Creative Works Editor

January 9, 2017 | 3 min read

Jack Goldsmith, who co-founded Marc USA, Pittsburgh’s largest advertising agency, died January 6 at 89 years-old. Goldsmith was a fixture of the Pittsburgh business community for over 50 years.

Goldsmith was a pioneering ad man who brought numerous marketing firsts to the industry. He worked closely with his client, Michael “Jim” Delligatti – who also recently passed away – the leading Western Pennsylvania McDonald’s franchisee, to create a new sandwich to meet the hearty appetites of Western Pennsylvanians. They originally named it the Big Mac Super Sandwich. Jack was instrumental in selling the idea to McDonald’s corporate. The sandwich was piloted in the Pittsburgh area with advertising created at Marc USA and the rest is history. Jack was also instrumental in introducing breakfast at McDonald’s in Western PA.

Jack believed that his job was to be a business consultant to his clients, not just make ads. That’s why he named his agency Marc – Marketing Advertising Research Consultants. This belief was the foundation of his lifelong relationships with his clients, and he counted them as friends long after his retirement from the agency.

“Jack led purely by example, and he was quick to give credit to everyone in the agency besides himself,” said Tony Bucci, chairman of Marc USA and one of Mr Goldsmith’s protégés for over 30 years. “He was a smart businessman and his gentle, engaging personality made clients and employees very comfortable. His style, humor and warmth were the reasons we were successful.”

Goldsmith had a second career as a marketing consultant, where his first assignment was to help Pizza Hut evaluate and maximize its marketing efforts. He consulted with Mrs. Fields Cookies, Rent-A-Center, Long John Silver’s, Visa Brand Fabrics, and other small engagements until his ultimate retirement in 1996.

In retirement, Jack moved on to helping non-profits by serving on the Boards of Bethlehem Haven (a local shelter for homeless women) and Camp Kon-o-Kwee Spencer (YMCA), raising money to build and expand their facilities. Mr. Goldsmith was also a very charitable man in his later years by becoming a notable donor to his supported non-profit organizations as well as his alma mater, the University of Pittsburgh. He also was a supporter of the United Jewish Federation.

Advertising McDonald's Big Mac

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