Alvin Chereskin

Alvin Chereskin, a long-standing creative force in the modern advertising business, passed away peacefully on December 19th at his home in Manhattan. He was 96 years old.

A distinguished leader in the advertising and consumer marketing worlds for approximately fifty years, Mr. Chereskin served in numerous capacities as Chairman, President and Executive Creative Director of AC&R Advertising, Inc. Alvin was regarded as a vibrant innovator and respected member of New York’s design, fashion, beauty, photography, publishing and media communities throughout his career spanning the post-war decades that marked the golden era of the U.S. advertising industry.

Mr. Chereskin rose to prominence bringing these influences and his powerful personal insights to pioneering life-style-oriented campaigns that introduced design-forward, quality products to growing numbers of increasingly affluent consumers worldwide. Alvin elevated the industry by consistently producing work at unprecedented levels of excellence, taste and creativity matched with deep insights into and abiding respect for the (predominately female) consumer.

Alvin Chereskin was born in Brooklyn on May 16,1928. Upon graduation from Abraham Lincoln High School, he enlisted in the Army of the United States serving during the Korean War (1945-1947). After receiving his honorable discharge, Mr. Chereskin returned to civilian life, studying at the Pratt Institute, Parsons School of Design and Art Students League of New York.

Thereafter, he served as assistant to the internationally known poster artist Joseph Binder and then to the photographer and graphic designer Herbert Matter. He then turned his passion, education and training in the visual arts and design to the field of commercial art, working for two of the great innovators in fashion publishing: Alexander Liberman and Alexei Brodovitch.

Mr. Chereskin began his long, successful career in advertising in 1950 when he joined Hockaday & Associates, a boutique advertising firm in New York City. There, he rose rapidly from Assistant Art Director to President, becoming the youngest such Madison Avenue executive at that time. At Hockaday, Alvin spearheaded ground-breaking, award-winning campaigns for upscale clients such as Capezio shoes, Dunbar furniture, Knoll Inc., Elizabeth Arden Cosmetics, the Wool Bureau and Grant’s Scotch Whisky. Irving Penn and Richard Avedon were among the photographers, and Bob Blechman and Andy Warhol the illustrators, he hired to capture his elegant and modern creative style.

In 1965, Mr Chereskin founded AC&R Advertising whose billings and employees grew exponentially over the next two decades. AC&R immediately became known as the leading boutique agency specializing in lifestyle advertising and marketing of upscale consumer products in the early years of what was later to emerge as the luxury goods market.

Alvin devoted his talents and energies to building his clients’ businesses, developing distinctive brands through long-running, innovative and commercially effective campaigns. He served simultaneously as the hands-on creative and account management lead on numerous key accounts, including Health-Tex, Seiko Watch Company, Springs Mills and, most notably, the Estee Lauder Companies.

While executing this work and overseeing these accounts, at the same time, he conscientiously mentored generations of agency teams. Mr. Chereskin’s honesty, wisdom, candor, warmth and humor engendered lifelong friendships with numerous creative collaborators, clients and employees that endured long after his retirement in 1995.

In addition to his active client-facing roles, Mr. Chereskin also focused on the commercial aspects of his trade and managed the business affairs of his agency as a senior executive. He was a leader in developing niche advertising media both as an early adopter and leading proponent of spot television advertising. As well, he was the first and foremost champion of using the New York Times Sunday Magazine as a national platform for beauty and luxury advertising campaigns.

Though acquired early in its history by Ted Bates, Inc. and then merged into a succession of global agency groups (including Saatchi & Saatchi and Backer Spielvogel), AC&R was always operated independently with Mr. Chereskin serving as its leader. He served as President and Chairman at the time of his retirement in 1995.

Mr. Chereskin should also be remembered for his enduring commitment to civic affairs. He provided pro bono services to, and was an engaged and longstanding benefactor of, numerous cultural and educational organizations. Alvin was an early member of the Metropolitan Museum of Art’s Costume Institute Board and an organizer of its inaugural and early Costume Institute Benefit galas. He served for many years on the United World Colleges International Board and as Trustee of the (Merce) Cunningham Dance Foundation. Alvin’s service on the Board of Trustees of Parrish Art Museum in Southampton, NY culminated in his pivotal role as Chairman during the relocation, design, fund-raising and construction of its new location in Water Mill, NY.

A deeply cultured man, he was a committed student of literature, poetry, history and biography, a lover of opera as well as a passionate and talented gardener. While Alvin’s interests were expansive, he was a particularly dedicated student of both England and Japan. An avid collector of everything from antiquities to fine art, Mr. Chereskin always cut a figure as the sharpest dresser in Manhattan.

Notwithstanding his remarkable achievements, at root Alvin was a devoted family man both as a dedicated husband and loving father. His marriage to Susan was based on deep mutual respect, shared values, unwavering devotion and abiding love. Alvin opened his children’s eyes to the world through the education, cultural activities and world travel he provided them throughout their upbringing. In his later years, he bestowed these same gifts to his beloved grandsons.

Alvin was preceded in death by his wife of 64 years, Susan Barocas Chereskin, and his younger brothers Jerome and Lowell. He is survived by his youngest brother Ron Chereskin, his children Jessica, Benjamin (Cynthia) and Sara, along with loving grandsons Jacob (Melissa), Alexander, Anderson and Grant, and great-granddaughters Rafaela and Gabriela. They will sorely miss his vibrancy, guidance and humor but will forever carry in their hearts innumerable fond memories of his generous spirit.

Should you wish to share your own personal memories, stories or images of Alvin, we encourage you to do so by connecting to the following link:

https://www.dignitymemorial.com/obituaries/new-york-ny/alvin-chereskin-12138180

In lieu of flowers or gifts, or should you otherwise wish to honor Alvin, please consider making a donation to the Jewish National Fund (www.jnf.org).