Bill Backer

William Montague Backer or Bill Backer (June 9, 1926 – May 13, 2016) was an American advertising executive. He is remembered for creating the Coca-Cola slogans "Things go better with Coke" and "the real thing", and the Miller Lite slogans "everything you ever wanted in a beer, and less" and "Miller Time". In 1971, Backer created the Coca-Cola campaign and accompanying song "I'd Like to Teach the World to Sing (In Perfect Harmony)."

After high school, he served two years in the United States Navy.

Career While he was in college, Backer worked as a production assistant at Columbia Pictures and ran a small freelance music operation. After college, Backer sold real estate and wrote jingles for three years.

In 1979, Backer co-founded Backer & Spielvogel with Carl Spielvogel. Spielvogel was previously the vice chairman of Interpublic and manager for Backer, resigning around two weeks before Backer. In July 1987, Saatchi & Saatchi merged Backer & Spielvogel with Ted Bates Worldwide which it had purchased in April 1986. In November 1992, Spielvogel retired as chairman and chief executive.

After his retirement, Backer split time between his thoroughbred horse farm, Smitten Farm, near The Plains, Virginia, and a house in Nokomis, Florida. He was elected as a member of the Jockey Club in 2004, served on the Board of Directors of Grayson-Jockey Club Research Foundation, and road with the Orange County Hunt.

He was president of the Piedmont Foundation and was active with the Upper Fauquier Association and the Piedmont Environmental Council, serving as the president of the latter from 2004 until his death.

In 2016, Backer died of complications from colon cancer surgery at Fauquier Hospital in Warrenton, Virginia at the age of 89.