Rosser Reeves was an influential American advertising executive known for his work in the mid-20th century. He is best recognized for developing the concept of the Unique Selling Proposition (USP), which emphasizes a product's distinct benefits to attract consumers. His innovative approach helped shape modern advertising strategies. Reeves worked with the Ted Bates Advertising Agency and created memorable campaigns for brands like M&Ms and Anacin. His techniques focused on clear messaging and repetition, which aimed to create strong brand recognition. Reeves' contributions have left a lasting impact on the advertising industry and continue to influence marketers today.