Eicoff (previously A. Eicoff & Company) is one of the top ten advertising agencies in Chicago. It specializes in direct response television (DRTV) advertising. It is known as the firm that popularized 1-800 call numbers and claims to have coined the "… or your money back" catchphrase. Eicoff is based in Chicago, Illinois. Alvin Eicoff, the father of DRTV advertising, founded A. Eicoff & Company in 1959. Today, the company is led by CEO William McCabe and employs 120 people.