Handsome, silver-haired, perpetually-tanned, quintessential adman Herbert D. Fried, passed away on September 30. He was 93. Herb was born on May 27, 1928 in Chicago, IL. He graduated from New Trier High School and attended the University of New Mexico before starting a lifelong career in advertising.
He began his profession as an account executive at Foote, Cone & Belding in Chicago and moved to agency Weiss and Geller on the Jim Beam Liquor account. In 1955, when Detroit W.B. Doner agency landed the Baltimore-based National Brewing Company account, founder Brod Doner hired 28 year-old Fried to move to Baltimore to manage the new client. After only a year in the job, Fried wanted to build the local outpost into more than a service office. Brod Doner gave Herb his cautious okay. As long as the National Brewing Company and its CEO, Jerry Hoffberger, was Herb’s first priority, he could hunt for other business in his spare time. Over the next few years, Fried added major regional and national accounts, including Commercial Credit, Equitable Bank, Mrs. Filbert’s Margarine, The Baltimore News American, The Baltimore Orioles, Berkline Recliners, Ozite Carpeting, Dutch Boy Paint, Bata Shoe, and McCormick Spices. Among their most renowned works was their National Beer Land of Pleasant Living campaign, which became the region’s unofficial anthem and their national campaign for Colt 45 Malt Liquor, a category they created and dominated with the enduring tagline, “A completely unique experience.” As impressive as his track record in gaining clients was his ability to attract top talent to work with him, including wooing creative director Jim Dale from Doner’s Detroit office. Moving from their first modest offices on Howard Street to their own building on North Charles, and finally to sleek digs overlooking the harbor, the agency became the largest in Baltimore and the region. Herb’s success led to his being named CEO of Doner and with Brod Doner, they built the agency into a national and global player with offices from Los Angeles to London, ultimately billing well over $1 billion dollars – with clients including Klondike Ice Cream, Arby’s, AARP, Jos. A. Bank, Red Roof Inns, Chiquita, BP, Coca-Cola, National Car Rental, Mazda, and many others.
As important as their business success, Fried and Doner formed a personal bond that lasted through decades. Herb’s wife Nikki became best friends with Doner’s wife Rolla. Together the couples literally traveled the world, for business and for pleasure. He loved his job, his family, his friends, and every moment of his life. He served his community on the boards of The Baltimore Zoo, Sinai Hospital and The Associated Jewish Charities, among others. Herb’s smile, infectious laugh, and luminous spirit will not be forgotten. An avid scuba diver, golfer and tennis player, Herb retired to Admirals Cove full time in 1998. He is survived by his wife of 68 years, Ninon (Nikki) Connart, his sons Bruce and Billy, and his grandchildren Giada, Andrew and Lauren. The family will celebrate Herb’s life in a private ceremony at a later date. In lieu of flowers please make donations to Jupiter Medical Center.
