Advertising Giant, Broadcast Pioneer Ross Love Dies

Aug. 21, 2010— -- Sometimes you never know how important a moment is until well after it happens.

It was November 2007 and I was among a large group of Syracuse University alums who had been invited to the university's $1 billion capital campaign kick-off. It was a gala event well attended by the school's most famous faces. I won't bore you with the details because most of it is trite and familiar -- i.e. trying to get affluent former students to sign on the dotted line for some significant monetary gifts to the university.

After the program, we were bused to downtown Syracuse to the historic Landmark Theatre for a reception. It was there I had my encounter with L. Ross Love, former P&G advertising executive-turned-entrepreneur-turned-venture capitalist-turned-philanthropist who died Aug. 10. Our brief encounter left a lasting impression on me just as his career has left a permanent mark on advertising.

Ross was the first in his family to earn a college degree; He studied political science at Syracuse University in preparation for a planned career in law after law school. But he was offered a job by Procter & Gamble after receiving his undergraduate degree in 1968 and he never looked back.

He was a child of the '60s, his life shaped by the racial politics of the day. He was one of the founding members of the Afro American Society. This early activism undoubtedly helped shape the thinking that would ultimately lead him to walk away from the job most would consider the pinnacle of advertising, to set a high mark for African Americans and make broadcasting history.

Ross worked for Procter & Gamble for 28 years, rising through the ranks to become VP of advertising for P&G Worldwide.

In 1996, Procter & Gamble spent $41 billion annually to advertise its hundreds of brands. By virtue of its size, it was not only the largest advertiser but also had more advertising and marketing executives than any other company.

Ross, as VP of advertising, was the highest-ranking African American corporate advertising executive, and I'm sure if you take the words African American out of the sentence it is no less true. He also served as chairman of the board of the Association of National Advertisers (ANA).

In 1996, he left Procter & Gamble. In a prepared statement, a P&G spokesman said: "Ross has made critically important contributions to the development of P&G's marketing organization over the course of his career. Since he assumed his current responsibilities, there has been a significant improvement in the effectiveness of the company's advertising."

But as we stood talking that evening, none of that came up. We had race, undergraduate major, chosen profession, alma mater and passion for entrepreneurship in common, but that night we talked about "oughtness" -- that is, the way things should be.

Ross, as a trustee of the university should have been mingling. He should have been spending time with the dozens who stood within earshot waiting for the opportunity for an audience. But he chose to give me his full attention. I wish I remember more about what he said that night but I was sure I would see him again and have the opportunity to talk to him many more times. But I would never have the opportunity to speak to him again.

I would have asked him just what compelled him to walk away from the premier job in our industry to pursue black-owned media. To purchase 19 radio stations across the company, effectively becoming the largest black-owned radio broadcasting company in the country at that time. To become driven to own a venture capital/private equity fund focusing on investing in black-owned companies. And even, at one point, to carve the time out of his busy life to take a hands-on role in helping Cincinnati deal with the aftermath of serious racial unrest.

As the evening in Syracuse drew to a close, Ross embraced me and whispered a permission in my ear. He gave me the permission to become as financially successful as I could be. His instruction included the idea of then using that financial success to be a change agent in the world. Someone sent me a picture they took from the balcony of the theatre that shows us engaged in our intense conversation.

Advertising has lost a giant. I hope those he touched keep growing.