The Creative Mercenary: Lessons from Ad Legend Lee Kovel

From splicing tape in the 1970s to creating fully-AI-produced commercials in 2025, Lee Kovel has lived every creative era of advertising. In this episode of Shady Characters, hosts Evan Burgher and Tim DeBrincat sit down with Lee to unpack his remarkable journey — from his teenage ad contests in Cleveland to working alongside legends at Y&R, McCann, and JWT, where he collaborated with icons like James Patterson and Bill Cosby and helped launch brands like Dr Pepper, Miller Lite, and Mazda.

Lee talks candidly about what’s changed (and what hasn’t) in the creative business — from foam-core pitch boards and late-night edits to AI-generated campaigns that cost a tenth of what they used to. He reflects on founding Kovel Fuller, one of Southern California’s largest independent agencies, the risk of betting his house on its success, and the lessons he learned from clients like Yokohama, Sizzler, and Disney.

The conversation dives into creativity, risk, leadership, and how authenticity and tenacity still matter more than ever — even in an age of algorithms. Whether you’re in advertising, film, or just love a good underdog story, this episode is a masterclass in grit, reinvention, and storytelling.