Phillips, Cecil B. "Bud" Cecil B. "Bud" Phillips was a Dallas native. Born on July 4, 1924, he passed away peacefully on January 21, 2014. Bud led a great life and will long be remembered for his generous contributions to the lives of thousands of people through the companies that he led and the institutions that he served. Phillips attended N. R. Crozier Technical High School before responding to the patriotic call to enter the Army
Air Cadets which was the precursor to the U. S. Air Force. During World War II
, he flew 28 successful bombing missions as a radio operator/ gunner before he and his crew were shot down over Kiel, Germany. He was interned in Sweden where he remained until the end of the war. In 1946, Bud was reunited with his brothers in Dallas before entering SMU to study journalism. He served as the co-founder of the "Blue Shirts" spirit organization and took great pride in running the mascot Peruna II, after first catching it, at the football games. As a student photographer, Phillips developed an eye for excellence and a flair for creativity, exhibited in the 1947 Rotunda, which he helped to publish. After graduating from SMU in 1949, Phillips began his career as an assistant production manager at TracyLocke Advertising in Dallas. A year later, he convinced management to let him open a marketing research department. The first of its kind in the Southwest, Bud did it all - gathered the data, analyzed it, and delivered the marketing recommendations to clients. Phillips' brainchild helped to distinguish and grow TracyLocke into one of the leading advertising agencies in the country. The department was later spun off as its own company, Marketing and Research Counselors (M/A/R/C) and under Bud's leadership it experienced explosive growth and success as one of the leading marketing intelligence firms in North America. As founder and Chairman, Phillips pioneered innovation in the industry and set a standard for excellence that defined best practices in methods, technology and business models in the marketing research industry. He made a lasting impact on the industry that is still felt today. Along the way, he mentored hundreds of professionals who later went on to build successes of their own because of the entrepreneurial skills and values he instilled in all with whom he worked. Thanks to Bud, the "M/A/R/C Way" has traveled near and far. A staunch supporter of education, Phillips was a co-founder of the Masters in Marketing Research Program at the University of Georgia
, where he served as chair of the advisory board for the first three years. He also established two fully endowed scholarships for the program. Through his leadership, M/A/R/C maintains ongoing relationships with several other universities for the purpose of educating and training professionals for the marketing research field. Phillips' civic activities and contributions were numerous and included the Dallas Symphony, the Dallas Ballet, the Cotton Bowl Association and the Salvation Army. Additionally, his loyalty and dedication to SMU were undeniable. Twice president of the Mustang club, he was a major contributor to the program, as well as one of its leading fund raisers. He also endowed the Cecil B. "Bud" Phillips Scholarship Fund. In recognition of all his many achievements and contributions, Bud was honored with SMU's Distinguished Alumni Award in 1997. Bud was genuinely admired and will be dearly missed by his many, many friends. He and his loving wife and partner, Cathy, made lasting friendships across the country. The M/A/R/C people will miss his common sense counsel and creative, generous spirit. His fellow golfers will miss the back nine stories and the admonitions to "just play better". At SMU, they will miss his loyalty and dedication to cheering them on. And for all his many friends, we will miss his larger than life presence in our lives. Phillips is survived by his wife, Cathy, his brother, James G. Phillips and wife Clara, his daughter Rondina Muncy, his three grandchildren Samantha, Natalie and Matthew and his great-grandson, Baylen. A memorial service is planned for Saturday, February 8, 2014 at 11:00am at Perkins Chapel, 6001 Bishop Boulevard on the SMU campus. The service will be followed by a reception in the solarium at The Claridge located at 3510 Turtle Creek Boulevard. In lieu of flowers, memorials may be sent to the SMU Cecil B. "Bud" Phillips Scholarship Fund, P.O. Box 750402, Dallas, TX, 75275-0402.