Mary Wells Lawrence

Mary Georgene Berg was born in Youngstown, Ohio, in 1928.^[4] Beginning in 1946, 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 1949, they married and moved to Youngstown, Ohio. She began her advertising career there in 1951, as a copywriter for McKelvey's department store. She relocated to New York City, where she studied theater and drama. By 1952, she had become Macy's fashion advertising manager. She divorced Wells that year, only to remarry him in 1954.^[4] At the time, known as, “Mary Wells,” Berg worked as a copywriter and copy group head at McCann Erickson in 1953, later joining the Lennen & Newell advertising agency's "brain trust". In 1957, she began a seven-year tenure at Doyle Dane Bernbach (now DDB Worldwide). In her 2002 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]

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]

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, 1966, and became the agency's president. 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 1968.^{[citation needed]}

Lawrence was behind the Benson and Hedges marketing campaign in the late 1960s which increased the sales of Benson and Hedges from 1 billion cigarettes in 1966 to 14 billion cigarettes in 1970.^[9]

By 1969, 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 1990, the agency was sold to Boulet Dru Dupuy Petit, and became known as Wells Rich Greene BDDP.^[3] The agency officially ceased operations in 1998, 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]}

Lawrence had two daughters with Bert Wells, Pamela and Kathryn. She divorced Bert a second time in 1965, and married former Braniff International Airways president Harding Lawrence on November 25, 1967.^[10][11] Lawrence had four children. He died from pancreatic cancer on January 16, 2002, at the age of 81.^[6][12] Mary Wells Lawrence died in London on May 11, 2024, at the age of 95, two weeks shy of what would have been her 96th birthday.^[4]

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 1971 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 100's, cigarettes
• The "Unfair Advantage" campaign for American Motors Corporation (1968-1972), where their products were compared side-by-side with much more costly autos, such as the 1968 AMC Ambassador with standard air conditioning against the Cadillac Sedan de Ville, which still offered that feature as an extra-cost option.

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, 2008, International Women's Day.

• Named one of the top ten newsmakers of the 1960s by Advertising Age.^{[citation needed]}
• The youngest member to be inducted into the Copywriters Hall of Fame.^{[citation needed]}
• Recipient of the Golden Plate Award of the American Academy of Achievement in 1969.^[15]
• Named the 1971 Advertising Woman of the Year by the American Advertising Federation.^{[citation needed]}
• Inducted into the American Advertising Federation Hall of Fame in 1999.^[16]

• Mary Wells Lawrence. A Big Life in Advertising.^[5] Hardcover: Alfred A. Knopf, 2002, ISBN 0-375-40912-2 Paperback: Touchstone, 2003, ISBN 0-7432-4586-5

• "Taking Off with Talk". TIME. June 2, 1967. Archived from the original on April 13, 2009.
• "Up, Up and Away with Mary Wells". TIME. August 23, 1968. Archived from the original on October 29, 2010.
• Noreen O'Leary interview with Mary Wells Lawrence (April 15, 2002). "Something About Mary". Adweek, on AllBusiness.com.
• Bruce Horovitz, Vancouver (May 2, 2002). "Queen of advertising tells all". USA Today.
• Adam Begley (May 12, 2002). "'Grey Flannel Gal' Tells All – Flying High on Madison Avenue". The New York Observer. Archived from the original on August 7, 2008.
• McHale, Tim (September 14, 2005). "An Open Letter To Mary Wells Lawrence – A Sentimental Look Back". The Madison Avenue Journal. MediaPost. Archived from the original on May 10, 2008. Retrieved June 30, 2008.
• Leopold, Todd (June 19, 2002). "When Mad. Ave. was the center of the universe". CNN book review.
• The Lady Who Got an Era. Student thesis for Fall 1996 course in the Department of Advertising in the University of Texas at Austin College of Communication. Copyright 1996, Youngseon Kim. Thesis hosted online by the University's Center for Interactive Advertising

• Braniff Flying Colors Historical Page
• Mary Wells Lawrence at wowOwow
• "Madison Avenue", BBC Adam Curtis blog discusses Wells' career and features a film about Braniff from 1967 in which Wells speaks.