Word: adwoman
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...setting this age limit (ruling out anyone who has reached 46 by the date that this issue first appears on the newsstands), we had to exclude, often by a narrow margin, some remarkable figures. Treasury Secretary William Simon missed by eight months, and Adwoman Mary Wells Lawrence by 44 days. As it turned out, the difficult part was not finding 200 people who met our criterion of leadership but confining the list to that number...
...Grant Fitts, the president of Gulf Life Holding Co., is accountable to his stockholders for LTV securities that once had a value of some $34 million but are now worth only about $8.8 million. The word around headquarters last week was that Braniff Airways President Harding Lawrence, husband of Adwoman Mary Wells Lawrence, will be a powerful figure on the new LTV board...
...newspapers noted solemnly: the "Pepsi-Cola Company cannot in good conscience offer its customers any products about which even the remotest doubt exists." The ad urged that "other soft-drink companies . . . follow Pepsi-Cola's lead in developing cyclamate-free beverages." Mary Wells Lawrence, the adwoman whose agency had just completed a new campaign for Royal Crown's Diet Rite when the ban was announced, claims that she had little trouble adjusting to a non-cyclamate new version being introduced this week. "Either we're terribly intuitive or somebody up there loves us," she said...
Earnings Up. The campaign was the idea of TWA's adwoman, Mary Wells Lawrence, who also started the battle of the frills in 1965 when she persuaded Braniff to paint its planes pastel and outfit the stewardesses in original Pucci culottes. After she married Braniff President Harding Lawrence, it became obvious that the family relationship was too cozy for business. The conflict was resolved last summer when she won the TWA account and Braniff dropped her. Last week she announced that earnings of her agency, Wells, Rich, Greene Inc., rose 63% to $801,000 during the first half...
...mood and moment of a young soldier home on furlough. He is washed in nostalgia as a Kodak spot scans a lifetime by focusing on a greying couple as they rummage through old snapshots. Says Adman David Ogilvy: "The consumer isn't a moron she is your wife." Adwoman Mary Wells, president of Wells, Rich, Greene, sounds the credo of the new uncommercial makers: "You have to talk person to person with people, use people words and people terms. You have to touch them, show humanness and warmth, charm them with funny vignettes. You have to make them feel good...