If you've lived in or near Nashville any time during the last 30 years, you've undoubtedly heard a grandfatherly voice on the radio talking about Emma's Flowers: the "supoilative" florist. This instantly recognizable tag line was created – and spoken – by advertising professional Edward M. Stratton. Ed died this week at age 101.
A Nashville native, Ed started his advertising career in ad sales at the Tennessean newspaper in 1935 after graduating from the University of Tennessee where he sang in the Glee Club and co-ed choruses. After four years away during WWII, Ed returned to the Tennessean. He then joined the ad sales staff at WSIX radio in 1948 and remained there for an astonishing 48 years.
He began the Merry Sounds advertising agency in 1976 and served as its president until his death. That is where he began his work for Emma's Flowers and created the now-locally-famous tag line "the superlative florist." Ed was approached over the years by countless other brands, agencies and radio stations nationwide to lend his voice to their messages. He rejected them all so that the Emma's campaign would be purely unique. That it was.
And so was Ed.
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