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Five years ago Lou Maxon hired bright Theodore Kinget Quinn from General Electric, made him president of Maxon, Inc. Protesting that he was too young to become board chairman, Lou Maxon has had no title since. Keeping 53% of his firm's stock, he sold 5%, gave the rest to old employes. Although his agency is now the Middle West's biggest, he has no new business department (except himself). Wary of prima donnas, he makes all of his executives write advertising copy, writes all of the institutional copy himself. Sample: the current Heinz campaign, which is based on Maxon's boyhood reminiscences. Last year Adman Maxon drew $98,000 salary. In the personal income-tax figures for the whole U. S., he was 53rd on the list.