Stuart Elliott in America. (Opinion).(advertising loses Dave Thomas and Don Tennant)(Brief Article)(Editorial)

Two recent deaths, coincidentally a month apart, offer a lesson in how Madison Avenue has changed its peddling practices over the years.

First, on 8 December, came the passing of Don Tennant, who created familiar advertising characters such as Tony the Tiger for Leo Burnett. Then, on 8 January, came the death of Dave Thomas, the founder of the Wendy's International hamburger chain, who for 13 years pitched his own products in more than 800 television commercials created by Bates.

Tony, adopted in 1953 as the mascot for Kellogg's Sugar Frosted Flakes cereal, was among a menagerie of "critters" dreamed up by Tennant and colleagues, which also include icons such …