Mary Wells Lawrence was a ground breaking figure in the advertising industry, known for her creativity, leadership, and trailblazing achievements. As we celebrate International Women’s Day, it is worth exploring the life and legacy of this remarkable woman who paved the way for future generations of female advertising professionals.
Born in Youngstown, Ohio in 1928, Wells Lawrence showed an early interest in art and design, studying at the Carnegie Institute of Technology (now Carnegie Mellon University) in Pittsburgh. After college, she moved to New York City and began working as a copywriter for the advertising agency McCann Erickson.
In 1964, Wells Lawrence founded her own agency, Wells Rich Greene (WRG), along with colleagues Richard Rich and Stewart Greene. At the time, it was unusual for a woman to start her own agency, and even more unusual for a woman to be in charge of a major advertising account.
Under Wells Lawrence’s leadership, WRG quickly made a name for itself with a series of ground breaking campaigns. One of the agency’s first major successes was the “I ♥ NY” campaign, which helped to promote tourism in New York City and became an iconic symbol of the city itself, later as we all know the world. The campaign creates ripples in all the major cities and towns around the globe even to this day.
WRG also created memorable campaigns for brands such as Alka-Seltzer, Braniff Airways, and Procter & Gamble. Wells Lawrence’s approach to advertising was characterised by a focus on simplicity, creativity, and emotional appeal. She was not afraid to take risks, and her campaigns often featured innovative ideas and unconventional approaches.
In addition to her creative achievements, Wells Lawrence was also a pioneer in the business side of advertising. She was one of the first advertising executives to negotiate with media companies for lower rates, and she was known for her ability to negotiate favourable deals for her clients.
Wells Lawrence continued to make an impact on the advertising industry throughout her career. In 1990, she became the first female CEO of a publicly traded advertising agency when she took over as CEO of the agency she founded, WRG. In the years since, Wells Lawrence has been recognized with numerous awards and honours for her contributions to the advertising industry. She was inducted into the Advertising Hall of Fame in 1999, and she received a Lifetime Achievement Award from the American Advertising Federation in 2000.
Mary Wells Lawrence was a true pioneer in the advertising industry, known for her creativity, leadership, and trailblazing achievements. It is worth recognizing the impact that Wells Lawrence had on the industry and the many women who have been inspired by her example. She helped to open doors for future generations of female advertising professionals. Her legacy serves as a reminder that women can and do make a significant impact in all areas of business and creativity.
