Bill Backer

William Montague Backer or Bill Backer (June 9, 1926 – May 13, 2016) was an American advertising executive. He is remembered for creating the Coca-Cola slogans "Things go better with Coke" and "the real thing", and the Miller Lite slogans "everything you ever wanted in a beer, and less" and "Miller Time". In 1971, Backer created the Coca-Cola campaign and accompanying song "I'd Like to Teach the World to Sing (In Perfect Harmony)."

Backer was born in Manhattan, New York. His parents were William Bryant Backer, a real estate developer who died when Backer was six years old, and Ferdinda Legare, who, after her husband's death, moved with her son to her hometown, Charleston, South Carolina. Legare later married Dr. Joseph I. Waring.

In 1944, Backer graduated from Episcopal High School in Alexandria, Virginia, where he wrote musical comedies. He was also president of the Fairfax Literary Society and board member/editor-in-chief of The Chronicle. He was also a member of the Eight-Thirty Club, the Missionary Society, the JV football team, the varsity track team, and the winter track team.

After high school, he served two years in the United States Navy. He then attended Yale University, earning B.A. in 1950. In 1948 while at Yale, Backer wrote the music and lyrics for a musical called Moonshine! which was produced and performed by the F Society. He also was a member of St. Anthony Hall and was a leader of The Record.

While he was in college, Backer worked as a production assistant at Columbia Pictures and ran a small freelance music operation. After college, Backer sold real estate and wrote jingles for three years.

In 1953, he started as a mailroom trainee at McCann Erickson. He was promoted to creative director in 1972, and vice chairman of the agency in 1978. In May 1979, Backer resigned from McCann Erickson, citing "philosophical differences" with the firm's parent company, Interpublic Group of Companies.

In 1979, Backer co-founded Backer & Spielvogel with Carl Spielvogel. Spielvogel was previously the vice chairman of Interpublic and manager for Backer, resigning around two weeks before Backer. Initially, they operated the business out of a hotel room. Backer was in charge of the creative side of the business, while Spielvogel was its manager. In two years, they had billed more than $200 million and were ranked 29th in United States advertising agencies worldwide. By 1984, they were billing more than $400 million a year.

Backer & Spielvogel was purchased by Saatchi & Saatchi in May 1986 for a $56 million down payment, with $45 million more paid over six years. In July 1987, Saatchi & Saatchi merged Backer & Spielvogel with Ted Bates Worldwide which it had purchased in April 1986. However, at the time of the merger, Bates Worldwide was losing an account each week. Backer stayed as a consultant for a few years before leaving when Donald Zuckert became the ad agency's president.