Word: riche
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Dates: during 1960-1969
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...Rich and Poor...
...ancestry of proverbs can rarely be determined with scientific accuracy. Aeschylus was as familiar as Solomon with the proverb, "A soft answer turneth away wrath," but no one can say to what precursor sage both men owed the saying. It remains a mystery, moreover, why some civilizations are rich in proverbs and others are not. Why did the Incas, the Mayans and nearly all the Indian tribes of North America produce such a meager crop of proverbs, when the Spaniards, the Samoans, the Arabs and the Chinese were minting them by the thousands...
Turning Purple. The campaign is the Love child of the Wells, Rich, Greene agency. President Mary Wells Lawrence and her staff not only wrote the copy but helped design the packaging and watched over most other stages of marketing for the Philadelphia manufacturer. The word love, says Mary Lawrence, was selected because "it will be as nice a word in 1980 as it is today." Of Love's new lipstick, she says: "They turned purple in Philadelphia when we thought of the word Lovesticks...
...Wells, Rich, Greene got the account in 1967, when Menley & James, which also makes Contac cold capsules, wanted a place in the $2 billion-a-year cosmetics market. At first, the company considered acquiring an existing cosmetics firm. President Peter Godfrey, who knew the then Mary Wells only by reputation, solicited her advice. Counseled Mary: "Don't buy a going concern. You'll get stuck with its image...
...campaign demonstrates anew Mary Lawrence's knack for attracting the attention that has made Wells, Rich, Greene one of the nation's fastest growing agencies. Just two weeks ago, it won the Royal Crown Cola account, which raised the three-year-old agency's annual billings to $100 million and put it among the top 30 ad agencies. Like Braniff Airways, a former WRG client, and American Motors, a current one, Royal Crown trails the leaders in its hotly competitive field and counts heavily on snappy advertising for recognition...