A Big Life In Advertising

After an inspiring stint as one of the infamous Bill Bernbach's protégés, Lawrence really began her career at Jack Tinker & Partners, revolutionizing the images of such brands as Alka-Seltzer and Braniff Airways. But when denied the title of president, Lawrence "let loose the bear," as she puts it, and with the creative team of Stewart Greene and Dick Rich, set up shop as Wells Rich Greene. Over the course of the next quarter century, Lawrence and her cast of characters "made theatre out of the advertising business," giving brands like Benson & Hedges, American Motors, TWA, Midas, and Procter & Gamble's Gleem toothpaste their turn on the stage of stardom. While Lawrence's story is less about her agency's creative work and more about her impressions of and interactions with virtually everyone who was anyone in the advertising world of the '70s and '80s, she does include glimpses into her own childhood, life as a mother, and battles with cancer, adding a touch of reality to an otherwise glittering world. Some readers may feel Lawrence's opinion of her own beauty and charm plays too prominent a role in her reminiscing, but she was, after all, an adventurous queen bee in a glamorous world. Her chatty style of writing, and her ebullient enthusiasm for all she has experienced and accomplished, make this book read more like a novel than a memoir. It's an entertaining, fast-paced tale of a big star's big life. --S. Ketchum

Product Description

The first woman president of an advertising agency and the first woman CEO of a company on the New York Stock Exchange tells her "riveting story: How she shattered every glass ceiling and became a Madison Avenue legend."*

From her role as fledgling copywriter at Doyle Dane Bernbach -- the agency that made big-car-obsessed America fall in love with the funny little Volkswagen -- to her brilliant campaign for Braniff Airways that had the flying public scrambling for seats on wild-colored planes to founding the fastest-growing ad agency in history, Mary Wells Lawrence's life in advertising couldn't be any bigger. As The New York Observer put it, her agency, Wells Rich Greene, created ads that "etched indelible phrases into the public imaginations: 'Flick your Bic' and 'I Love New York!' and 'Plop plop, fizz fizz, oh what a relief it is.'"

For those thinking about a life in advertising for themselves and for anyone who enjoys being transported by a great storyteller's art, Mary Wells Lawrence is the most energetic, passionate guide to the world of American advertising in all its brilliance, excitement, fun and crazines

Lawrence did indeed have a :"big life in advertising," founding and then heading her own firm (Wells Rich Greene) for more than 30 years. Of special interest to me is what she has to say about the corporate leadership and management principles which guided and informed her during her three decades as a CEO. I agree with Ruth Shalit's characterization of that style as being "the CEO as It Girl, a jingle-writing, brand-building, Holly Golightly" but as Shalit then observes, "Ms. Wells Lawrence's blend of female emotionalism and careerist cunning is unlikely to delight management theorists or university synmposiasts." In this instance, Lawrence really does seem to be "one of a kind," as is Herb Kelleher, but surely there is much more to their success (in two of the most ferociously competitive marketplaces) than having a powerful personality. Lawrence will charm most of her readers, just as she must have charmed most of those with whom she was associated during the Wells Rich Greene period. Her agency is deservedly renowned for memorable campaigns to promote products such as Alka-Selzer, Pringles, and Bic lighters. Lawrence had a flair which characterized her agency and its work for such clients. She also had uncommon courage which she demanded of others: "I wanted a heroic agency. I dared everybody to be bold, to be thrilling, and I dared our clients to be bold and thrilling." (Her courage later proved to be a decisive factor during her battle with cancer.) Over time, the terms of engagement and criteria for measuring success in the advertising world changed. Calling herself "an old fashioned girl," Lawrence decided to sell her agency.

In certain respects, her account of the agency's final years under her leadership reminds me of the major changes which occurred as film studios were absorbed by multi-media international conglomerates. There was no longer any appropriate role for the "characters" who once ruled those studios, notably Goldwyn, Mayer, Zanuck, Cohn, and Selznick. As did they, Lawrence lived a "big life" in her own industry for as along as possible and then moved on. Unlike most of the displaced moguls, however, she indicates no bitterness and few regrets. She now seeks what she once referred to as a "pink beach." In this memoir, she allows her readers to accompany her on the journey thus far. To those of us who encounter frustration during our own quest for happiness, she would probably recommend "Plop plop, fizz fizz...."


From the Golden Age   May 13, 2002
Francis J. Duffy (Hilton Head Island)
5 out of 9 found this review helpful

Mary Wells Lawrence took the advertising industry by storm in the 1960's by becoming the first woman, and the first true celebrity to dominate Madison Avenue. Her advertising and business accomplishments are part of modern marketing history. However the drive; confidence and determination that made her success a reality are outlined in a simple, easy to read and easier to enjoy prose that made her the dominant force in a business that was, and still is, dominated at the top by men. Her secret seems to be a total devotion to talent and to client. She found, nurtured and generously rewarded the best writing and art direction skills of the day and she totally immersed herself in the business of the clients that she served. Her story is warm, funny, and totally lacking in self promotion. Its provides a behind the scenes peek at the blood; sweat;tears and talent that produced the most memorable ads of a generation.


'Mary's' Life in earlier novel a Big coincidence?   June 11, 2002
3 out of 9 found this review helpful

Mary's Cinderella-style rise mirrors C.J. Beck's story of Mary Cavanaugh's ad biz career in - 'SIZZLE'. First name coincidence is first of many. But a novel allows the author to tell more truths than autobiography. A must read for those interested in a no holds barred behind the scenes look at the biz.


Should appeal to a wide range of readers.   October 22, 2004
frumiousb (Amsterdam, the Netherlands)
5 out of 6 found this review helpful

I was not expecting a lot from this book. It was recommended to me, and I picked it up in a half-hearted way. I thought it was something that I would breeze through and forget about. Instead, I was pleasantly surprised. I found it a book that I both enjoyed reading and would recommend. At least, I would recommend it with some reservations.

The good sides of the book appear in her instructive stories about the advertising business. Lawrence brings the message across very clearly that advertising is relationship driven. A successful agency must focus on relationships both with the client and with the intended audience. Lawrence gives an example of success achieved by taking that focus to its limits.

Perhaps the most fascinating aspect (and one that should appeal to students of business history) is advertising reception at a time that was much less marketing saturated than we are today. She had an opportunity to be a giant with emerging technology and in an emerging field. It makes for terrific reading.

My reservation about the book has to do with the writing quality. Her tone is extremely chatty. At the beginning, I tripped over the awkwardness of the prose. The organisational principle of the book was vague. Timeframes shift without warning or explanation. Finally, while the mix of personal and business anecdotes was entertaining, there were times that it moved far too swiftly from one to another. Still, she gets points for writing this book on her own and not with a ghost writer. I have the feeling that the reader was better off with its flaws than with a more inauthentic voice.

I am not in the advertising field, and I really enjoyed the book. People interested in one of the following areas should find something here: media, advertising, entrepeneurship, women in industry, business history, or pop culture. It also has a great can-do view of the world, inspiring to anyone who needs a push towards success.


For old ad guys and gals   March 6, 2003
2 out of 2 found this review helpful

This is indeed a poorly written book, but it does share the insight of a great icon of the 70s and 80s ad game. For those who were/are in advertising, the perspective Lawrence gives is fun to remember when people and personalities really made a difference. An easy read, a few insights but really like reminiscing with a colleague about the "good old days." Lots of us would have loved to have just one of those tales to tell. The other reviews I've read on Amazon are pretty accurate. Reader beware.