Creative Director Paul Tilley of DDB, Chicago died of suicide on Friday evening, AdPulp reports.

Early accounts of the incident say Tilley leapt from the Fairmont Hotel near DDB's Aon Center office.

Tilley had been with DDB for 11 years. Notably, he developed "Dude, You're Gettin' a Dell," a campaign that boosted Dell from number four to number one in at-home PC sales.

He was also co-developer of McDonald's long-running "I'm Lovin' It," which won McDonald's a Cannes Lions and its highest sales in 30 years, AdWeek wrote.

But despite success with major clients, the "new-business gains" Tilley sought when he became ECD were left largely unfounded, said Advertising Age.

"That the man's job performance and personality were consistently diminished in the press and on blogs makes this news all the harder to take," said AdPulp, which broke the story identifying Tilley as the Fairmont suicide.

DDB President Rick Carpenter lamented, "Paul was a mentor to many, a friend to all. His ability to lead, inspire, and yes, entertain will be so greatly missed."

Paul Tilley was 40 years old. He is survived by his wife and two children.