Jim Benson, 75; Ran Major Ad Campaigns

Jim Benson, a retired Los Angeles advertising agency creative director who led numerous national accounts including Pennzoil motor oil, Giorgio fragrances and Cooper tires during a 42-year career, has died. He was 75.

Benson died of a heart attack March 15 at his Valencia home.

Benson retired as executive vice president and creative director of the former Eisaman, Johns and Laws advertising agency in 1992 after 34 years.

The agency, which was founded in 1948 and sold to George Lois Inc. of New York City in 1996, was one of the few advertising agencies headquartered in Los Angeles that had successfully grown from west to east.

Benson led teams that turned Kahlua into the No. 1 selling liqueur and Pennzoil into the No. 1 selling motor oil. Pennzoil’s tag lines were “the asked for motor oil” and “Pennzoil--since America learned to drive.” He established the spokesman relationship with golfer Arnold Palmer that Pennzoil continues today.

Benson also headed the Cooper tires account (“The tire with two names. Cooper. And the name of the man who built it.”) And his creative team initiated the first ad campaign on behalf of the Southern California Chevrolet Dealers Advertising Assn., coining the tag line, “Look out for No. 1.”

In a volatile industry where clients come and go, former agency Chairman Joe Eisaman said Benson helped the agency set standards for holding accounts: Pennzoil for 37 years and Cooper tires, Kahlua and the Chevrolet dealer ad groups for more than 30 years.

“He was remarkable in the way he was able to communicate with people, to help people, to educate people, to get the best work from people and get the best work done for the clients,” Eisaman said. “That’s a remarkable and admirable quality in any person, at any level, in any business. That, I think, was a very great contribution of Jim Benson.”

“He was a good, solid conceptualist and his work maintained longevity,” said Sharon Benoit, former managing editor of Adweek. “He was able to keep his clients creatively happy for years and years.”

Benson was a founding member of the Los Angeles Creative Club, an advertising industry organization.

He was born in North Branch, Minn., and moved to California in 1937. He served in the Navy during World War II and graduated from UCLA with a bachelor’s degree in applied arts in 1950.

He is survived by his wife, Elaine, daughters Julie Benson Krumrine and Robin Benson, two grandsons, a sister, and two brothers.

Memorial contributions may be made to the Jim Benson Memorial Building Fund at Christ Lutheran Church, 25816 N. Tournament Road, Valencia, CA 91355.