Which are the most memorable and effective ads of recent times? Last week Fairfax Mastick Cone, 56, executive committee chairman of Foote, Cone & Belding (annual billings: more than $100 million), listed his favorites of the past decade, limiting the field to magazine ads (he considers them the most demanding) and excluding his agency's campaigns.*"Fax" Cone's top ten:

¶ Pillsbury mixes (explained Cone: "This series says as clearly as anyone could, 'You can make a cake just like this' ")

¶ Ladies' Home Journal's "Never Underestimate the Power of a Woman."

¶ Life Savers (said...

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