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On the morning of Monday, June 8th, Lubbock advertising and marketing executive Phil Price passed away at the age of 76.

Price graduated from Texas Tech in 1967 and served in the US Army during the Vietnam War from 1967-1970. In Vietnam, Price served as a Platoon Leader and received a Purple Heart.

KAMC News reports he then did 2 years of graduate school at Tech and then founded Phil Price Advertising.

Texas Tech named Price an Outstanding Alumnus and Hall of Fame member of the Texas Tech College of Media and Communication.

Until his retirement, Price was President and CEO of The Price Group, an advertising and marketing agency located at 1801 Broadway Street.