First brand manager

Thomas J. Barratt (UK) was the world's first brand manager, joining the firm of A&F Pears – manufacturers of Pears soap – in 1865. Credited as the "father of modern advertising", he took a systematic approach and combined attractive images by leading artists of the day, such as the Pre-Raphaelite John Everett Millais (UK), with memorable slogans to promote the Pears soap brand. John Everett Millais painted the original artwork that became Pears soap “Bubbles” but objected when the Pears logo was added. Alas, by then the rights to the picture were owned by Pears. Thomas J. Barratt was a pioneer of product endorsement, using actress Lillie Langtry (UK) – who famously had flawless skin – to promote Pears soap as both a desirable beauty product and a quality gentle cleanser. He also established “Pears Annual”, which featured artworks from the latest campaigns and which, according to the New York Times “...gave an impetus to the art of book illustration and color printing”.