Patrick Courrielche
In 2015, Courrielche wrote a long form story "St. Nicholas: The Birth Of A Social Weapon" on the origin of Santa Claus and introduced the concept of a "social weapon" - a packaged idea, message, or product that is used by an individual or group to advance their cause. Courrielche argued that New York City elites crafted Santa Claus from St. Nicholas, a widely known patron saint, to stabilize a city plagued by annual misbehavior every December. Santa Claus was then used as a "social weapon" by merchants, craftsman, city rulers, parents, newspapers, and others to benefit their endeavors. The essay was added to the St. Nicholas Center's resource on the Origin of Santa Claus.
Haddon Sundblom
Sundblom is best remembered for his advertising work, specifically the Santa Claus advertisements he painted for The Coca-Cola Company starting in 1931. Sundblom's Claus firmly established the larger-than-life, grandfatherly Claus as a key figure in American Christmas imagery. So popular were Sundblom's images of Claus (Sundblom's images are used by Coca-Cola to this day) that Sundblom is often credited has having "created" the modern image of Santa Claus.