LOS ANGELES—Dick Lewis, a 54-year industry veteran and the founder of Lewis & Associates passed away on November 21 after battling cancer. Lewis died in his Hollywood Hills home peacefully. He was 89.

Lewis is well known as the pioneer of integrated marketing communications, where public relations, advertising, sales promotion and social media are combined into one in-house branding strategy. During his career he was responsible for marketing 35,000 residential units and 15 million square feet of commercial and industrial space. His innovation continued to win him awards, like PRisms from the PRSA for four KFA newsletters, into his 80s. Those awards were in good company with the many other industry awards he nabbed throughout his storied career, including a Society for Marketing Professional Services' Leonardo Award as Outstanding Professional of the Year. He is the only PR professional to win this award.

Lewis is a graduate of Ohio University, and began his career as a newspaper reporter, working on the West Virginian in Fairmont, WV, the Untied Press International (formerly the International News Service) and the Alhambra Post Advocate. After moving into advertising, he founded Lewis & Associates in 1960. Earlier on in his life, he also served as a merchant marine officer during World War II and an Army artillery intelligence officer in Korea.

In addition to his professional contributions, he also donated more $2 million to Los Angeles institutions, including USC Keck School of Medicine, UCLA Geffen School of Medicine and Westside Regional Center.

Lewis is survived by his son Ian Lewis. The family held private memorial services.