TRIBUTES were today paid to a York advertising ace who helped launch some of the world's most famous chocolate brands.

Raymond Clifford, who has died aged 97, led for two decades the marketing teams that promoted Kit Kat, Aero, Black Magic, Dairy Box and Smarties. He also played a key role in landmark launches of Polo and After Eight mints in the 1950s.

Mr Clifford worked at Rowntree Mackintosh - now Nestl Rowntree - for 43 years.

Former Rowntree chairman Sir Donald Barron told the Evening Press: "Raymond helped put York on the map. He left a lasting legacy for the city. The growth of all these products - invented and perfected in York - into internationally-known brands all over the world owed much to his imagination and skill."

Sir Donald said Mr Clifford would be affectionately remembered for his "ability, integrity, kindness and quiet sense of humour".

He added: "A fine team player, he had a gift for passing on to his younger colleagues his valuable fund of knowledge and experience."

After studying maths at Cambridge, Mr Clifford joined the company in 1926 before moving to the marketing team where he carried out market research and forecasting.

In 1950, the sales ace took on responsibility for promoting all chocolate and confectionery streaming off the bustling York production line.

Mr Clifford was appointed a main board director in 1952. He Clifford retired in 1969. During a farewell dinner he was presented with a French ormolu clock - of similar design to the After Eight symbol he helped introduce.

Mr Clifford, who lived in Strensall, was a member of Ryedale Anglers and continued to fish well into his 80s.

He was also a keen golfer, and attended York Golf Club, Strensall, for 40 years with his wife, Alice.

Sir Donald said: "He contributed significantly to Rowntree growth and prosperity and therefore to the stability of York's economy in the second half of the 20th century."

Updated: 10:38 Thursday, November 27, 2003