Lawrence, Mary Wells

▪ American businesswoman

née  Mary Georgene Berg  

born May 25, 1928, Youngstown, Ohio, U.S.

      American businesswoman whose successful work in advertising was marked by creativity and humour.

      At age 18 she attended the Carnegie Institute of Technology in Pittsburgh, Pennsylvania. In 1949 she married Bert Wells (later divorced) and three years later moved to New York City. After a stint as fashion advertising manager for Macy's department store, Wells joined the advertising agency of McCann-Erickson, Inc., where she worked from 1953 to 1956. She then moved to Doyle Dane Bernbach, where she became copy chief and vice president in 1963. In 1964 she accepted the offer of a senior partnership in Jack Tinker & Partners, a prestigious agency noted for its creativity. There her imagination and drive flourished. She began working with copywriter Richard Rich and artist Stewart Greene, and the trio developed a number of memorable campaigns, including the “End of the Plain Plane” for Braniff, which revamped the airline company's image.

      Early in 1966 Wells left Tinker and with her two coworkers established Wells, Rich, Greene, Inc. (WRG). They immediately captured the Braniff account, and many other large accounts quickly followed. (In 1967 she married Harding Lawrence, the president of Braniff.) As a leader in humorous and creative advertising, the agency became one of Madison Avenue's premier ad companies, noted for its campaigns for Alka Seltzer (“Plop, Plop, Fizz, Fizz”), Ford (“Quality Is Job One”), and New York City (“I Love New York”). Lawrence served as chairman of the board and chief executive officer, and when WRG went public in 1968, she became the first female CEO of a company traded on the New York Stock Exchange; the agency returned to private ownership in 1977. Lawrence retired in 1990, when WRG merged with the French agency BDDP; Wells, Rich, Greene BDDP closed in 1998. In 1971 she was named advertising woman of the year by the American Advertising Federation, and in 1999 she was inducted into the American Advertising Hall of Fame. Her autobiography, A Big Life (in Advertising), was published in 2002.

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