It is with great sadness that the UO marks the passing of Edwin L. Artzt. The former chairman and CEO of Procter & Gamble (P&G), School of Journalism and Communication (SOJC) alumnus and Hall of Achievement member, and Advertising Hall of Fame inductee passed away peacefully on April 7 at his home in Florida. He was 92.
“Over the years since I came to the UO, Ed and I developed a close relationship, and I will miss him greatly,” said Juan-Carlos Molleda, who became the Edwin L. Artzt Dean of the SOJC in 2016. “He was an inspiration to me personally and professionally, and he did so much to support the SOJC. He will be missed by all of us.”
Artzt graduated from the UO in 1951 with a degree in journalism and advertising. During his time as a student, he was on the staff of the Oregon Daily Emerald. Artzt would recall that he was interested in journalism, television production and advertising, but he would eventually conclude that his future was in advertising.
In 1953 Artzt joined P&G as an account executive for the company’s advertising agency. He quickly distinguished himself, turning fledgling products into household names through a mix of creative advertising and innovative marketing. His early successes included campaigns for Comet cleanser, Zest bar soap, Charmin bath tissue, Bounty paper towels, and Folgers coffee.
In a career that would span over four decades, Artzt rose steadily upward through the P& G ranks, eventually becoming vice president and group executive for the European community. In 1984, he became president of P&G International, then vice chairman in 1986 and chairman and CEO 1990.
While leading Procter & Gamble’s European operations in the 1970s, he made growing the international businesses of the company a top priority. His success in expanding operations and growing sales earned him recognition as the “architect” of Procter & Gamble’s turnaround in the international market at a key time in the company’s growth.
In 1995, Artzt was elected to the American Advertising Hall of Fame in recognition of his work “building brands and building brand equity with world-class advertising.”
In 1999, he established the Edwin L. Artzt Deanship for the School of Journalism and Communication.
“It has been a great distinction and honor to carry Ed’s name and legacy here at the UO,” said Molleda. “His support has allowed the school to prioritize the success and advancement of our undergraduate and graduate students, and our entire school community.”
Artzt was active outside of his role at Procter & Gamble, serving as a director on the boards of American Express, Barilla, Delta Airlines, GTE and Teradyne. He was also active in foreign affairs and an influential advocate of world trade, particularly through his strong support of the North American Free Trade Agreement and the General Agreement on Tariffs and Trade. He served as a member of President Clinton’s Advisory Committee on Trade Policy and Negotiations.
Artzt put as much effort into his community as he did into his business. Whether serving as the trustee for the Boys Clubs of Greater Cincinnati or as a supporter of his alma mater, Artzt lent his considerable expertise to improving the world around him.
He is survived by his wife Marlies; his five children, Wendy, Karen, William, Laura and Elizabeth; and six grandchildren and great-grandchildren.