Herbert Hauser, former chairman of the Diener/Hauser/Bates Advertising Agency, died Dec. 28 of complications of a stroke in San Diego. He was 85.
Diener-Hauser ran the first television ad ever for a motion picture and helped pioneer the concept of wide releases in film distribution.
Born in New York City, Hauser served in WWII and then joined the Monroe Greenthal Advertising Agency in New York as a production assistant at its inception in 1946.
Hauser and his partner David Diener took over the business when Greenthal died in 1963 and changed the agency’s name to Diener/Hauser/Greenthal. Ted Bates and Co. acquired the agency in 1968 and renamed it Diener/Hauser/Bates in 1976.
The agency specialized in movie marketing, with clients including Paramount, Fox, Columbia, Disney, MGM, United Artists, TriStar, Orion, New Line and Miramax.
Some of the studio campaigns created under Hauser’s supervision included “MASH,” “Serpico,” “The Godfather,” “Saturday Night Fever,” “Rocky,” “The Pink Panther” and every Ingmar Bergman Film from the 1950s into the 1970s.
Diener-Hauser-Bates had offices in New York, Los Angeles, San Francisco, San Diego and Fort Lauderdale.
He is survived by two sons, two grandchildren and a brother.