Ed Ney, former CEO of Young & Rubicam, died Jan. 8 at the age of 88.

ed neyThe ad man is remembered for adopting the “whole egg” or integrated approach to communications, which led to Y&R’s acquisition of Burson-Marsteller.

“He understood it all and saw it sooner than most,” said a statement from said a statement from Martin Sorrell, CEO of Y&R’s parent WPP.

“It was a radical concept and transformed not only our agency but the entire industry,” added Y&R Global CEO David Sable, who recalled Ney’s magnetic charm.

“Ed was known to walk the building, where he talked to everyone he passed, knew everyone’s name and always had a question or kind observation to share,” he explained.

Ney joined the advertising agency in 1951 as junior account executive for General Foods and served as chairman until 1989. He returned ten years later at chairman emeritus.

Ney was appointed U.S. ambassador to Canada in 1989, where he played a role in the expansion of the U.S.-Canada Free Trade Agreement to Mexico.

He is survived by a wife, three children and five grandchildren.