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Tony Spaeth
Otto Lucien Anton "Tony" Spaeth', Jr. (February 6, 1934 in Saint Louis, Missouri) is a corporate identity planner, consultant, critic and teacher.
==Early years==
During his childhood, Spaeth's parents took in Anthony Bailey (then himself a child) as a war refugee; Bailey has since told the story of their shared childhood years in the books ''America, Lost & Found''〔Bailey, Anthony C., “America, Lost & Found” (House, 1981; Chicago, 2000 )〕 and ''England, First & Last''.〔Bailey, Anthony C., “England, First & Last” (1985 )〕
After the Spaeths moved to Manhattan, ‘Tony S’ was schooled at Millbrook and Portsmouth Priory, then majored in architecture at Princeton University. After Navy service (as a corpsman, 2nd Marine Division) Spaeth learned market research and account management at Foote Cone & Belding (now Draftfcb), then joined the Harvard Business School class of 1963.
In 1964, Spaeth was recruited by Lippincott & Margulies (now Lippincott), where “Corporate Identity” was first being thought through as a meaningful professional specialization. From that point on, “identity” became his primary window on marketing and management issues.
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