Martin D. “Marty” Schiller worked in and mentored others through the advertising business in Hawaii for just shy of 50 years, from the era depicted on the cable show “Mad Men” into the era of women’s liberation and since.

Schiller is credited with helping to develop the “Next stop Zippy’s” slogan and ad campaign, which has become a part of the local lexicon.

With family by his side, Schiller died Monday at age 77 at the Queen’s Medical Center after a long illness.

He was born in Brooklyn, N.Y., on Dec. 24, 1938, and when he was 3 his family relocated to California, where he grew up, said Robyn Schaefer, Schiller’s companion of 16 years.

Schiller graduated from the University of Southern California with a degree in advertising and was a four-year letterman on the USC tennis team. He spent four years as an artillery officer in the U.S. Marine Corps, “and he was extremely proud of being a Marine,” Schaefer said.

Schiller moved to Hawaii to work in advertising in 1967 “and has been a mentor to so many people. There’s zillions of people he’s been able to help, so many young people in this business, out of the kindness of his heart,” she said, but added, “The biggest joy in his life was his grandchildren.”

Among the dozens of companies whose advertising Schiller handled over the years are Hyatt Resorts Hawaii, Hawaiian Airlines, Foodland Super Market Ltd., Kraft Foods, Coca-Cola, Loves Bakery, developer Stanford Carr and Aloha Petroleum.

He was named 1983 Ad Man of the Year by the Hawaii Advertising Federation (now American Advertising Federation Hawaii) and, in 1998, the Ernst & Young Hawaii Entrepreneur of the Year in the service category.

“Marty was one of the old-time account guys who truly understood good creative,” said Anne Murata of the creative work that serves as the foundation of advertising.

“The first time I was in his office, I was stunned by all of the great ad campaigns that decorated his walls,” said Murata, director of marketing and business development for the Pacific Aviation Museum Pearl Harbor.

“‘This guy gets it,’ I thought to myself. ‘He gets that the creative product is everything.’ I loved him for that,” said Murata, former president of Murata Creative Advertising.

Schiller worked as an account executive for Lennen & Newell, which went on to become Seigle Schiller Rolfs & Wood; worked at Bozell & Jacobs Pacific ad agency; established Schiller Communications Services; and later launched the Hawaii operation of Ogilvy & Mather Worldwide, serving as president of the subsidiary and a senior vice president of the parent company. Changes at the parent company caused Schiller to start The Schiller Group Ltd. in 1992.

Further changes, in the economy and with local businesses moving advertising accounts to mainland agencies, led to turmoil for Schiller and other agencies, large and small. The Schiller Group filed for bankruptcy liquidation in 2001. “I’ve been talking to clients all morning, and the overwhelming support is humbling,” he said at the time. Clients including Stanford Carr pledged to again do business with Schiller when he was able.

Schiller later started The Schiller Agency LLC, whose accounts include Aloha Petroleum, Aloha Care and Sylvan Learning Center.

His industry experience and generous demeanor made him a sought-after member of boards of directors and within other organizations. He served the American Red Cross Hawaii Chapter as chairman as well as on the boards of the Bishop Museum, St. Francis Medical Center, Hanahauoli School and as a trustee of Chaminade University of Honolulu, among many others. Schiller recently was active as a volunteer with SCORE, or the Service Corps of Retired Executives, and was mentoring veterans.

Schiller is survived by Schaefer, son Scott Schiller (Kana), daughter Stacey and six grandchildren. He is also survived by brother Lawrence (Nina), noted photographer, film producer, director and author.

A service at the National Memorial Cemetery of the Pacific at Punchbowl is being planned. A date has not been announced.

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CORRECTION: Martin D. Schiller died Monday. An earlier version of this story and an obituary on Page B7 Friday said he died early Tuesday morning.