were reluctant to carry a pack of Lucky Strike cigarettes, because the brand's green color scheme clashed with popular fashion choices. Bernays persuaded fashion designers, charity events, interior designers and others to popularize the color green. He also positioned cigarettes as Torches of Freedom that represent rebellion against the norms of a male-dominated society. According to Ruth Edgett from Syracuse University, Lee and Bernays both had "initial and spectacular successes in raising PR from the art of the snake oil salesman to the calling for a true communicator." However, "late in their careers, both Lee and Bernays took on clients with clearly reprehensible values, thus exposing themselves and their work to public criticism." Walter Lippmann was also a contributor to early PR theory, for his work on the books Public Opinion (1922) and The Phantom Public (1925). He coined the term "manufacture of consent," which is based on the idea that the public's consent must be coaxed by experts to support a democratic society. Former journalist Basil Clarke is considered the founder of PR in the UK. He founded the UK's first PR agency, Editorial Services, in 1924. He also authored the world's first code of ethics for the field in 1929. Clarke wrote that PR, "must look true and it must look complete and candid or its 'credit' is gone". He suggested that the selection of which facts are disseminated by PR campaigns could be used to persuade the public. The longest established UK PR agency is Richmond Towers, founded by Suzanne Richmond and Marjorie Towers in 1930. Arthur W. Page is sometimes considered to be the father of "corporate public relations" for his work with the American Telephone and Telegraph Company (AT&T) from 1927 to 1946. The company was experiencing resistance from the public to its monopolization efforts. In the early 1900s, AT&T had assessed that 90 percent of its press coverage was negative, which was reduced to 60 percent by changing its business practices and disseminating information to the press. According to business historian John Brooks, Page positioned the company as a public utility and increased the public's appreciation for its contributions to society. On the other hand, Stuart Ewen writes that AT&T used its advertising dollars with newspapers to manipulate its coverage and had their PR team write feature stories imitating independent journalism. Early campaigns Edward Clarke and Bessie Tyler were influential in growing the Ku