Who is the copywriter who created phrase Timex It takes a licking and keeps on ticking?

The phrase "It takes a licking and keeps on ticking" was created by copywriter George E. McGowan for Timex watches. This memorable slogan, introduced in the 1950s, effectively communicated the durability and reliability of Timex products. It became a hallmark of the brand's advertising and contributed significantly to its recognition in the market.