AAF-Baton Rouge lost two pioneers in advertising which we honored on Saturday, March 8, 2025 at the American Advertising Awards. Gus Wales passed away in August of 2024, on his 75th birthday. We had actually approached Martin Flanagan, his long time friend, to help us honor him when sadly we lost Martin this past February 11. The Past Presidents came together and shared stories of just SOME of the infinite impact these incredible AD men had on our organization through the years. View the recording, here.
Honoring the Legacy of Gus Wales
August “Gus” Wales (August 30, 1949 – August 30, 2024) was a prominent figure in the Baton Rouge advertising community, dedicating decades of service to the American Advertising Federation (AAF) at local, regional, and national levels. His contributions have left an indelible mark on the industry and the Baton Rouge community.
Gus spent more than 45 years as a member and leader within the American Advertising Federation (AAF). He began a long, successful career in advertising as a copywriter for Hundemer & Associates in Baton Rouge; then Jim Leslie and Associates; and as creative director for The Advertising Company. In 1978, Gus partnered with Martin Flanagan and Chris Button to found Grapevine Communications, where he served as Creative Director. In 1982, Gus served as Creative Director for Herbert S. Benjamin & Associates and later launched Gus Wales Creative Services in 1986. He was hired as Director of Communications for the Louisiana Office of Student Financial Assistance in 1997 and happily retired from the State in 2019, although he loved the work.
Gus had a long history of service with the Greater Baton Rouge Advertising Federation (GBR Ad Fed), the AAF 7th District, and the national AAF organization. It was with great pride and commitment that Gus served as the 1982-1983 president of the GBR Ad Fed. He also served as a board member of the AAF 7th District; and as a member of the National ADDY Process Committee. Gus was elected Governor of the AAF 7th “Deep South” District and served from 1992-1993. Gus received many AAF and advertising industry awards, as well as numerous awards and recognition for his service to the AAF and community. A few of the awards include: The AAF Advertising Silver Medal Award (1984), the prestigious E.A. ‘Pete’ Goldsby Silver Medal Award (1993), the Harry Haile Award (1994), and the You “Nailed” It Award (1999).
Gus also loved watching and hosting beloved friends for LSU football games. He loved the Saints, classic rock, the Democratic ticket, gardening, and his sweet cat, Mambo. While he spent most of his life in Baton Rouge, Gus had a deep love and appreciation for New Orleans. He could often be found on Mardi Gras Day, proudly displaying a sign on St. Charles to add another Zulu coconut to his collection. Gus will be remembered fondly by a multitude of friends, both young and old.
In Loving Memory of Martin Flanagan
Martin Flanagan of Baton Rouge died February 11th at the age of 73, after an extraordinary and creative life. Martin was born in Montgomery, AL in 1951, and adopted soon after by David and Bertha of Leland, MS. Martin was molded by his childhood on a Delta farm, where a love of the blues took root before he discovered his love of design at LA Tech. It was there that he met his wife of 44 years, Gay Hardy of Alexandria. Martin and Gay began their married life in Baton Rouge, started a family, and Martin’s long creative life evolved. Martin enjoyed creating successful campaigns for clients, first with The Advertising Company, then Grapevine Communications, then Martin Flanagan Design and finally X-Design.
Throughout his life Martin was enamored by art, architecture, music, and storytelling. He considered it a joy, not a job, to work in design, especially with the many talented people he learned from and the many talented designers and artists he taught and inspired. Martin and Xdesign won hundreds of local, district and national awards from the American Advertising Federation of Baton Rouge. He and Gay hosted the first and the only “After-Addy” parties in Baton Rouge. Martin was the youngest to ever receive the prestigious E.A. ‘Pete’ Goldsby Silver Medal Award at the age of 36.
Martin then spent time writing songs and singing his stories. He performed in a few legendary dives around Baton Rouge, and released an album in 2012, Beneath these Strings. He had one song top the Internet country music chart and his song, Screen Door, reached No. 1 on Radio Free Texas and won the Great American Song Contest. Martin celebrated Gay’s life in 2017, and found new parts of old stories to tell. There were epic fishing adventures, harrowing helicopter landings, and all sorts of unusual situations with wild animals. A lot more getting into trouble than you could imagine. Or so we were told.
Martin loved his children and grandchildren (who he bragged about endlessly) more than anything and reveled in the time he was able to spend with them in his final years. His last request was a simple one: In lieu of flowers, Martin asks only that you … take a kid fishin’.