Londoner Thomas J. Barratt (1841–1914) has been called "the father of modern advertising". He worked for the Pears Soap company, eventually becoming its Chairman. Barratt created an advertising campaign for the company products. It used targeted slogans, images and phrases. One of his slogans, "Good morning. Have you used Pears' soap?" was famous in its day and into the 20th century.