A Big Life in Advertising

by Mary Wells Lawrence

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 0743245865
• ISBN13: 9780743245869
• Release Date: May 2003
• Publisher: Touchstone Books
• Length: 320 Pages
• Weight: 1.00 lbs.
• Dimensions: 0.9" x 5.5" x 8.3"

Customer Reviews

Should appeal to a wide range of readers.

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.

'Mary's' Life in earlier novel a Big coincidence?

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.

A "Big" Life Indeed

I was especially interested in reading this memoir after having recently read Byron's study of Martha Stewart, curious to learn what Lawrence and Stewart seem to share in common (both professionally and personally) and to learn, also, to what extent they differ. Predictably, "that depends" at which point in time correlations are drawn Both have exceptional intelligence and energy, a flare for drama, uncommon business acumen, and a passion to succeed...especially in a business world (then and now) dominated by men. It is important to keep in mind, however, that this book is a memoir from Lawrence's perspective whereas Byron's book (which apparently has infuriated Stewart) offers his perspective (not hers) on arguably the world's most successful businesswoman. Presumably at some point, Stewart will tell her own story just as others such as Bob Knight, Vernon Jordan, Jack Welch, and Sumner Redstone have in their own recently published memoirs.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 li

From the Golden Age

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.