Passing of an Icon: Mary Welles Lawrence

When you think of the Mad Men era of advertising, you probably think of men. Of course, you do because the show was called “Mad Men.” But, it wasn’t just men; in fact, one of the most influential creative forces and one of the most powerful executives was a woman.

Mary Welles (Lawrence).

A legend, an icon, a titan of the craft of advertising, passed this week. Mary Welles Lawrence died at the age of 95. She founded one of the most important advertising agencies during the “creative revolution” in the 1960s – Welles Rich Greene and created some of the most memorable advertising campaigns in history. We at The Aviation Agency are particularly fond of Mary because of her campaign “The End of the Plain Plane,” for Braniff, which was featured in the documentary, Art & Copy (https://www.youtube.com/watch?v=8ZI7AlF4CnY).

Mary launched her storied career in 1951 as a copywriter for McKelvey’s Department Store in Youngstown, Ohio. By 1952, she had moved to New York to become Macy’s fashion advertising manager. After stints at McCann and Lennen & Newell, Mary eventually ended up at Doyle Dane Bernbach, which she credits as a major influence on her subsequent career.

Mary's ability to understand and tap into the cultural zeitgeist of the 1960s was unparalleled. She recognized that consumers were no longer content with being passive recipients of advertising messages; they wanted to be entertained, engaged, and inspired. This insight led to campaigns that were not just advertisements but cultural phenomena.

At Jack Tinker & Partners, her work with brands like Braniff International Airways exemplified this approach. As one of "Tinker's Thinkers," the "End of the Plain Plane" campaign transformed the airline's image with bold, colorful designs and a sense of fun and excitement that resonated with the era's spirit of change and optimism. This campaign didn't just sell airline tickets; it redefined what it meant to fly and positioned Braniff as a symbol of modernity and innovation.

We remain inspired by her work. We wish more in the industry were.

In 1966, she founded Welles Rich Greene, a bold move that positioned her at the cutting edge of the advertising world. Her agency quickly became synonymous with innovation, creativity, and a break from the traditional, formulaic advertising methods of the past.

One of her most notable contributions was the groundbreaking "Plop Plop, Fizz Fizz" campaign for Alka-Seltzer. (https://www.youtube.com/watch?v=iENQXIQ8wH0) This campaign not only boosted sales significantly but also demonstrated the power of catchy, memorable jingles and clever, engaging storytelling in advertising. The success of this campaign solidified Welles Rich Greene's reputation as a creative powerhouse and set new standards for the industry.

Similarly, the line, “I can’t believe I ate the whole thing,” is another gem created by Welles Rich Greene. (https://www.youtube.com/watch?v=VFKifpMtlNs)

Bic lighters are ubiquitous now, but in the early 70s, they were novel. People typically used Zippo lighters, which would last a lifetime, but you regularly had to change the flint and fill it with lighter fluid. Bic lighters, on the other hand, were meant to be disposable and ran on butane (which was not refillable.) Mary’s campaign single-handedly displaced Zippo in favor of Bic, making them millions. https://www.youtube.com/watch?v=tgk4gBEThjw

Her other successes included SURE antiperspirant, I Love New York (along with Milton Glaser who designed the now famous “I heart NY” logo lockup) https://www.youtube.com/watch?v=Px7CcV-BDu8 , American Motors, Ford, IBM, Pan Am, and TWA. Benson & Hedges (a brand I’m sure nobody under the age of 50 even remembers), grew from 1 billion in revenue in 1966 to 14 billion by 1970 in large measure because of the campaigns by Welles Rich Greene. https://www.youtube.com/watch?v=J-fmxglFcMo (I know some might be offended, but you know, back in the 1970s, smoking wasn’t a sin against all Mankind, and was legal to advertise on TV.)

If you’re a child of the 1980s – the line “At Ford, quality, is job one,” that was Mary’s tagline for Ford (you might even remember the jingle.) https://www.youtube.com/watch?v=lKMKZ54HDKY ?“Raise your hand if you’re SURE,” again, another tagline from Welles Rich Greene. https://www.youtube.com/watch?v=oih0oB0m8uI “Trust the Midas Touch,” another one from Mary Welles Lawrence. https://www.youtube.com/watch?v=kXpo_DmXnzk

Her legacy is not just in the memorable ads she created but, in the doors she opened, and the barriers she broke down. She championed a more inclusive and diverse advertising industry, paving the way for future generations of women and minorities in leadership roles.

Mary Wells Lawrence was a trailblazer who reshaped the advertising landscape during the 1960s. Her visionary leadership, creative genius, and fearless approach to innovation left an indelible mark on the industry. She is by far the most successful female executive in advertising history and perhaps rivals even in some respects, David Ogilvy, largely regarded by most as the “GOAT” of advertising executives.

As we reflect on her contributions, we are reminded of the power of creativity and the importance of challenging the status quo. Mary Wells Lawrence didn't just create advertisements; she created a movement that continues to inspire and influence the advertising world today.

Her contributions to the world of advertising are immeasurable, and she shall be remembered and missed. While we normally discuss tactics here, we could not let the week go by without taking a moment to acknowledge her significant contributions to the craft.