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Mary Wells Lawrence

American advertising executive (–)

Mary Wells Lawrence

Wells Lawrence at her desk,

Born

Mary Georgene Berg


()May 25,

Youngstown, Ohio, U.S.

DiedMay 11, () (aged&#;95)

London, England

Alma&#;materCarnegie Institute of Technology
OccupationAdvertising executive
Known&#;forFounder of Wells Rich Greene advertising agency
Spouses

Bert Wells

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Mary Georgene Wells Lawrence (née Berg; May 25, – May 11, ) was an American advertising executive.

She was the founding president of Wells, Rich, Greene,[1][2] an advertising agency known for its creative work.[3] She was the first female CEO of a company listed on the New York Stock Exchange. Wells Lawrence was awarded the Lion of St. Mark for her lifetime achievements at the Cannes Lions Festival of Creativity.

Mary wells lawrence quotes Learn more about citation styles Citation styles Encyclopedia. Contents move to sidebar hide. Archived from the original on September 27, She was selected by U.

Education and early years

Mary Georgene Berg was born in Youngstown, Ohio, in [4] Beginning in , she studied for two years at the Carnegie Institute of Technology in Pittsburgh, Pennsylvania, where she joined Kappa Alpha Theta sorority and met industrial design student Burt Wells.[4] In , they married and moved to Youngstown, Ohio.

She began her advertising career there in , as a copywriter for McKelvey's department store. She relocated to New York City, where she studied theater and drama. By , she had become Macy's fashion advertising manager. She divorced Wells that year, only to remarry him in [4] At the time known as “Mary Wells,” Berg worked as a copywriter and copy group head at McCann Erickson in , later joining the Lennen & Newell advertising agency's "brain trust".

In , she began a seven-year tenure at Doyle Dane Bernbach (now DDB Worldwide).

Mary wells lawrence biography We understood each other so well and were on the same wavelength, so when they came in to fire us, he was very upset about it. It reminded me of how, at times, I wanted to kill them all. Wells Lawrence was one of the five founders of wowOwow , [ 13 ] a website created, owned, and written by women for women, which launched on March 8, , International Women's Day. Why write the book?

In her book, A Big Life in Advertising, Berg cited DDB partners James Edwin Doyle, Maxwell Dane, and William Bernbach as significant influences on her subsequent career.[5]

Jack Tinker and Partners and Braniff

Lawrence went to work for Jack Tinker and his new advertising group, Jack Tinker and Partners.

The members of this revolutionary new think tank were dubbed "Tinker's Thinkers". The "Thinkers" would create ad campaigns for other agencies at Interpublic, a holding company of many US advertising firms. Lawrence had previously worked for Tinker at McCann-Erickson, and was excited to partner with him again. Her star rose in the advertising world [2][6] with the success of her advertising campaign for Braniff International Airways, "The End of the Plain Plane".[7][8] She hired Alexander Girard as project designer, and designer Emilio Pucci to create new uniforms for the airline's flight attendants and crew.

The campaign was lauded as critical to the airline's turnaround.[4]

Wells Rich Greene

Following the success of the Braniff campaign, and due to being denied a promotion promised to her, Lawrence founded Wells Rich Greene on April 5, , and became the agency's president.

  • Harding lawrence
  • Mary Wells Lawrence, High-Profile Advertising Pioneer, Dies ...

  • Partner Richard Rich acted as the agency's treasurer, and Stewart Greene as its secretary.[1][2] Major WRG clients included American Motors, Cadbury Schweppes, IBM, MCI Communications, Pan American World Airways, Trans World Airlines, Procter & Gamble, Ralston Purina, RC Cola, and Sheraton Hotels and Resorts.[3] Braniff remained a Wells Rich Greene client through [citation needed]

    Lawrence was behind the Benson and Hedges marketing campaign in the late s which increased the sales of Benson and Hedges from 1 billion cigarettes in to 14 billion cigarettes in [9]

    By , she was reported to be the highest-paid executive in advertising.

    She was selected by U.S. Vice President Nelson Rockefeller to be a member of his Commission on Critical Choices for Americans, and was also invited by U.S. President Gerald Ford to represent business at an Economic Summit in Washington, D.C.[citation needed]

    After Lawrence stepped down as CEO in , the agency was sold to Boulet Dru Dupuy Petit, and became known as Wells Rich Greene BDDP.[3] The agency officially ceased operations in , and donated its archive of print and television ads to Duke University's John W.

    Hartman Center for Sales, Advertising and Marketing History.[citation needed]

    Personal life and death

    Lawrence had two daughters with Bert Wells, Pamela and Kathryn. She divorced Bert a second time in , and married former Braniff International Airways president Harding Lawrence on November 25, [10][11] Lawrence had four children.

    He died from pancreatic cancer on January 16, , at the age of [6][12] Mary Wells Lawrence died in London on May 11, , at the age of 95, two weeks shy of what would have been her 96th birthday.[4]

    Notable campaigns

    A partial listing of Wells Rich Greene advertising campaigns:[3]

    • Plop plop, fizz fizz – Alka-Seltzer
    • I Can't Believe I Ate the Whole Thing (winner of the Clio Award) – Alka-Seltzer
    • Try it, you'll like it – Alka-Seltzer
    • I ♥ N&#;Y
    • Trust the Midas touch
    • At Ford, Quality is Job 1
    • Flick your Bic
    • Raise your hand if you're Sure – Sure deodorant
    • The “disadvantages” of a longer-than-King-size cigarette – Benson & Hedges 's, cigarettes
    • The "Unfair Advantage" campaign for American Motors Corporation (), where their products were compared side-by-side with much more costly autos, such as the AMC Ambassador with standard air conditioning against the Cadillac Sedan de Ville, which still offered that feature as an extra-cost option.

    Women on the Web

    Lawrence is one of the five founders of wowOwow,[13] a website created, owned, and written by women for women, which launched on March 8, , International Women's Day.

    Honors

    Born to a generation of women who eventually sought to change the landscape of American culture, Mary Wells came of age at a time and place when she could also reshape the world of American advertising.

    Deborah K. Morrison.[14]

    Author

    References

    1. ^ abStuart Elliott (May 27, ).

      "An Advertising Legend". The New York Times. Archived from the original on March 28, Retrieved January 4,

    2. ^ abc"Wells Rich Greene: Si modesti essemus, perfecti essemus". The Center for Interactive Advertising. March 30, Archived from the original on February 5, Retrieved July 25,
    3. ^ abcd"Ad Agency Archive Donated to Duke Libraries".

      Duke University News Service. June 3, Archived from the original on June 12, Retrieved December 26,

    4. ^ abcdeMcFadden, Robert D. (May 11, ).

    5. Mary wells lawrence i love new york
    6. Mary wells cause of death
    7. Mary wells lawrence yacht
    8. Mary wells lawrence alka-seltzer

      9. "Mary Wells Lawrence, High-Profile Advertising Pioneer, Dies at 95". The New York Times. Archived from the original on May 11, Retrieved May 11,

    9. ^ ab"The (advertising) World According to Lawrence". Book review on KnowledgeWharton, an online publication of the Wharton School of the University of Pennsylvania.

      Archived from the original on February 21,

    10. ^ abGilpin, Kenneth N. (January 19, ). "Harding L. Lawrence, 81, Airline Chief, Dies". The New York Times.

      Mary wells music Germany United States Netherlands. Archived from the original on June 12, References [ edit ]. Women Encyclopedias almanacs transcripts and maps Lawrence, Mary Wells —.

      Archived from the original on September 28, Retrieved July 25,

    11. ^Jason Mojica (). "Alexander Girard". The Modernist. Archived from the original on September 27, Retrieved June 30,
    12. ^San Francisco Museum of Modern Art (June 23, ). "Press Release". SFMOMA Celebrates the Vibrant Work of Alexander Girard.

      Archived from the original on July 2, Retrieved June 30,

    13. ^Whiteside, Thomas. "Cutting Down." The New Yorker. November 12,
    14. ^Lawrence, Mary Wells (). A Big Life (in advertising). New York City: Alfred A. Knopf. pp.&#;56– ISBN&#;.
    15. ^William Norwich (May 17, ). "From Dream House to Dream House on the Riviera".

      The New York Times. Archived from the original on May 12, Retrieved February 11,

    16. ^Michael McMurtrey (April ). "Harding Lawrence – July 15, – January 16, ". The Braniff Family. Archived from the original on September 28, Retrieved July 25,
    17. ^"wowOwow website".

      Harding lawrence: Mary Wells Lawrence retired to France. November 12, Categories : births deaths American advertising executives Businesspeople from Youngstown, Ohio Women in advertising 20th-century American businesspeople 20th-century American businesswomen. Charlie and I wanted to take an advertising idea and wrap it into little movies, so that the person watching the commercial lived it.

      Archived from the original on April 13, Retrieved March 5,

    18. ^Edd Applegate. The Ad Men and Women: A Biographical Dictionary of Advertising.Westport: Greenwood Press, ISBN&#; (Table of contentsArchived November 6, , at the Wayback Machine).
    19. ^"Golden Plate Awardees of the American Academy of Achievement".

      . American Academy of Achievement.

      Mary wells lawrence daughters May 11, aged 95 London, England. Along the way she held her own in close working relationships with powerful clients, while creating a sumptuous life in homes in Acapulco, Cap-Ferrat in the south of France and Mustique. So we were the first ones in the door. More From encyclopedia.

      Archived from the original on December 15, Retrieved July 24,

    20. ^"Mary Wells Lawrence". American Advertising Federation Hall of Fame website. Archived from the original on September 28, Retrieved March 22,

    Further reading

    • "Taking Off with Talk".

      TIME. June 2, Archived from the original on April 13,

    • "Up, Up and Away with Mary Wells". TIME. August 23, Archived from the original on October 29,
    • Noreen O'Leary interview with Mary Wells Lawrence (April 15, ). "Something About Mary". Adweek, on .
    • Bruce Horovitz, Vancouver (May 2, ).

      "Queen of advertising tells all". USA Today.

    • Adam Begley (May 12, ). "'Grey Flannel Gal' Tells All – Flying High on Madison Avenue". The New York Observer. Archived from the original on August 7,
    • McHale, Tim (September 14, ). "An Open Letter To Mary Wells Lawrence – A Sentimental Look Back". The Madison Avenue Journal.

      MediaPost. Archived from the original on May 10, Retrieved June 30,

    • Leopold, Todd (June 19, ). "When Mad. Ave. was the center of the universe". CNN book review.
    • The Lady Who Got an Era. Student thesis for Fall course in the Department of Advertising in the University of Texas at Austin College of Communication.

      , Youngseon Kim. Thesis hosted online by the University's Center for Interactive Advertising

    External links