Joseph Heimbold Sr., 83, who is credited with creating...

Deaths Elsewhere

December 24, 1996

Joseph Heimbold Sr., 83, who is credited with creating Exxon's "tiger in the gas tank" marketing campaign, died Wednesday in Neptune, N.J.

Keying on Exxon's tiger mascot, he cut a tiger tail from a stuffed animal, stuck it on his gas tank cover and drove to Exxon's corporate headquarters in the early 1960s.

The company's vice president of marketing loved the idea and gave Mr. Heimbold the right to market tiger tails throughout the United States and Australia.

In the 1970s, he created the annual New Jersey Tomato Weigh-In contest after he noticed that gardeners swapped tall tomato tales.

Peter W. Eccles,60, an international investment banker credited with devising a currency swap technique that earned Citicorp hundreds of millions of dollars, died Dec. 13 in New York City.

Mr. Eccles spent his varied career, which began in the 1960s, working for law firms, banks and, finally, his own international investment banking firm, Eccles Associates, which he founded in 1990.

While at Citicorp, which he joined in the late 1970s, he devised what is known as the "currency swap." The technique helps bankers work around currency restrictions in different countries by arranging money swaps between companies. It has been widely used to hedge risk in the foreign exchange market.

Chiang Hsiao-yung,47, grandson of Taiwan's late leader Gen. Chiang Kai-shek, died of throat cancer Sunday in Taipei, Taiwan. He was the youngest son of Chiang Ching-kuo, son and successor of Chiang Kai-shek, the general who led his Nationalist followers to Taiwan in 1949 after the Communist takeover of the Chinese mainland.

Chiang Hsiao-yung proposed in July to remove his father's and grandfather's remains for reburial in China, following the Chinese concept of being buried in one's hometown. The proposal was rejected by the government.

The remains of the general and his son, who died in 1975 and 1988 respectively, are kept in a mausoleum near Taipei. The government promised to bury them in China after the reunification of Taiwan and the mainland.

Pub Date: 12/24/96

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