Steve Hayden, the visionary advertising executive behind some of the most influential campaigns of the modern era, died on Aug. 27 at the age of 78.
Hayden began his career as a copywriter at General Motors in Detroit. His career took off at Chiat/Day in the 1980s, where he partnered with Lee Clow and Brent Thomas to create Apple’s now-iconic “1984” Super Bowl ad. The cinematic spot, which launched the Macintosh computer, redefined how advertising and technology could tap into culture.
He later served as chairman and CEO of BBDO West, where he brought over and helped retain the Apple account for more than a decade, further solidifying his reputation as a creative force who could marry brand storytelling with business impact.
In 1994, Hayden became vice chairman and chief creative officer at Ogilvy, where he oversaw the consolidation of IBM’s global business, which at the time was the largest account shift in advertising history. Under his leadership, the agency launched IBM’s “e-business” campaign, a defining effort that helped reshape the brand and the category. He also guided award-winning work for American Express, Kodak, Motorola, and Dove, including the ongoing “Real Beauty” campaign.
At Ogilvy, Hayden is remembered not only as a strategist and creative visionary, but also as a mentor and collaborator. “Steve Hayden was my partner,” said Shelly Lazarus, chairman emeritus of Ogilvy. “Without him I would never have been able to do what I was able to do. Without him, Ogilvy would never have had the success that it had over so many years. Steve made it look easy. But there was brilliance behind every seemingly simple idea. And how much fun we all had together. I can’t quite believe that he’s gone. The world is a less good place. My gratitude for all that I got to share with Steve Hayden is endless. My love for him is forever.”
Colleagues across the industry echoed that sentiment. “The people that I look up to all looked up to Steve. That’s how big he was,” said Chris Beresford-Hill, global chief creative officer of BBDO. “The entire BBDO community sends condolences and love to his family.”
Bill Davaris, now co-CEO of MALKA, told ADWEEK that he spent 18 years at Ogilvy as an executive creative director under Hayden.
“Yesterday, we lost an industry giant, our dearest mentor, our biggest role model, the funniest boss, and the kindest leader,” he shared on LinkedIn. “Steve Hayden was a true legend in our work lives—someone who always made time to inspire, advocate and motivate. His contributions to the advertising world are immeasurable, some may say never repeatable. But what we’ll remember most is his generosity. May his memory be eternal—the gentle genius whose greatest love was to make us all better!”
Hayden’s influence stretched across generations of creatives. Beyond the campaigns that defined his career, his legacy endures in the people he mentored and inspired.
Born Stephen Edward Hayden on May 21, 1947, in St. Louis, Missouri, he was the son of an internist and an opera singer. He is survived by his longtime partner Kristy Allen, his family, and loved ones.
