Word: pucci
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Dates: during 1960-1969
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...agency, when she sweetied Braniff Airways into handing over its $6,500,000 advertising account in 1966. Since then, Mary Wells, 39, chief flag raiser at Wells, Rich, Greene, Inc., has zapped the buying public with a campaign for Braniff's rainbow-colored planes and Pucci-pantsed stewardesses, lured such other clients to her lair as Alka Seltzer, Benson & Hedges and American Motors. But most of all she wowed Braniff President Harding Lawrence, 47, who offered his hand to Mary after withdrawing it last year from his wife. Divorcee Wells has accepted, and the couple will be married next...
Airline Thefts. At least one of Wells, Rich, Greene's ideas has already boomeranged. In her dealings with Braniff, Mary Wells persuaded the airline to paint its jets in pastel hues and garb its stewardesses in Pucci-designed uniforms. But a Wells ad showing an elderly woman passenger stealing everything from a Braniff blanket to the plane itself has had the unintended effect of dramatically increasing the line's theft rate. No matter how the American Motors campaign goes over, however, there are hopes that some of the company's cars will sell well. Based on optimism...
Lord & Taylor breathlessly advertised that they at last had their Emilio Pucci bikinis in stock, sold them out in two days. Ohrbach's looked over the situation, decided that on the ratio of bikini to flesh, what they'd better advertise was the tan ("A little green buys a lot of tan at Ohrbach's"). And Arnold Constable ran three lissome lovelies in bikinis with a message guaranteed to send every woman reader back to her diet tables: "A reward for every good girl who gave up malteds last March...
...When Braniff International President Harding Lawrence came to Tinker in 1965, Wells thought up the idea of painting Braniff's jets in pastel hues-and persuaded Lawrence to go along. Rich and Greene also had a hand in Braniff's "airstrip," which features stewardesses in quick-change Pucci-designed uniforms. Lawrence was delighted with the trio's part in his once stodgy airline's subsequent success. When Wells, Rich and Greene took off on their own, Braniff's president switched his $6,500,000 account to the new firm to assist their climb...
When it was over, makers of fleur-de-lis leather dried their soaked goods on the riverbanks, jewelers dug with their hands through tons of mud looking for their wares. In his wrecked work shop, Fashion Designer Emilio Pucci, who said his loss may reach $1,000,000, shrugged, "I personally will begin again"; but he noted sadly that many of Florence's artisans could never recover without outside aid. Meanwhile, Italian helicopters flew"800 missions a day to supply badly needed water and food. In Florence and its outskirts, Italian troops destroyed the carcasses of some...