Jack Kirby with Stan Lee created the Hulk, Fantastic Four, Thor etc., but it was Stan Lee who created Marvel Comics. Obviously not the company itself but that thing that made Marvel what Marvel was* - the spirit of Marvel so to speak; the ridiculous nicknames, the over-top dialogue and titles, the pomposity, that indefinable thing that made Marvel Marvel and not DC. Of course, he had the characters, he had Jack Kirby and Steve Ditko and other great artists/creators but Stan drove it all. He has promoted Marvel for the last 50 years relentlessly, he's done thousands of interviews, hundreds of conventions. Without Stan pushing and pushing, would Marvel have survived? Is having great creators and great comics enough?
*Marvel Comics no longer has that thing that they had when I was a kid. Just another comics company but the Avengers Movie had that thing, now that was a 60s Marvel Comic come to life.