Parting advice from ad veteran. (Departures).

THE ADVERTISING WORLD LOSES a pioneer this month, as Philip Dusenberry retires as chairman of BBDO North America after 40 years in the industry, 33 of them at the New York-based ad agency. BBDO reported U.S. billings of $6.6 billion in 2001.

Dusenberry, 65, who is credited with the General Electric ad signature, "We bring good things to life," among other familiar jingles, says he leaves behind two slogans for CEOs who would follow in his footsteps: lead by example and take risks.

"Never ask your people to do any more than you'd ask of yourself," says Dusenberry, who served as CEO of BBDO's New York office from 1988 to 1994. "When people see that, they really want to go all out and do more than they thought they were capable of."

He also says CEOs must realize nothing great is achieved without risk. Two months after September 11, for example, BBDO used humor in its New York Miracle campaign--such as Vanessa Williams kicking a winning field goal for the Giants football team --to promote tourism to the city. "It could have fallen on its face," he says, but instead "it was just what the doctor ordered.

"A superior creative product is what differentiates you," he says. "Many of the other things an agency provides -- media planning, research, account services -- are buyable. But the magic of a great idea is not something you can just go out and buy."