In yet another reminder of the generational shift within the PR industry, old-school Hollywood rep Irving Fein has passed at 101. Never heard of him? Your age is showing: As reported in the Los Angeles Times, Fein did quite a bit of work in the century-plus he spent on this planet, most prominently representing blast-from-the-past personalities like George Burns and Jack Benny, who was a “radio comedian” when Fein first began doing PR work for him in 1947.

Feel young yet? The Brooklyn-born Fein worked as an aspiring novelist in the early part of the 20th century before shifting gears to do publicity work for nearly all of the major studios back in the pre-”Mad Men” days when Lana Turner was big business and people still took the phrase “pinup girl” literally. Later roles included vice president of advertising and promotion at CBS.

In a 1988 Associated Press interview, Fein said “I’ve been lucky. I’ve been able to work with the best of them.” In a sense, we all aspire to accomplish as much as Mr. Fein did during his career–though, to be fair, he had more than 100 years to do it.