Mary Wells Lawrence Closed Now

Early Life and Career Foundations

Mary Wells Lawrence was born on May 25, 1928, in Youngstown, Ohio, USA. She grew up with a passion for creativity and storytelling, which eventually led her to study drama and theatre at Carnegie Institute of Technology (now Carnegie Mellon University). Her early exposure to performance and communication skills became valuable assets in her advertising career, helping her craft compelling narratives for brands.

She began her professional journey in the fashion and retail industry before transitioning to advertising. Lawrence worked at McCann Erickson in the 1950s, where she learned the foundations of creative strategy, client relations, and brand positioning. Her talent for developing bold, unconventional ideas quickly set her apart from her peers.

Rise to Fame in the Advertising World

In the 1960s, Mary joined Jack Tinker and Partners, an innovative creative think tank within McCann Erickson. There, she worked on groundbreaking campaigns, including Braniff International Airways’ famous rebranding. The “End of the Plain Plane” campaign introduced vibrant colors, stylish uniforms designed by Emilio Pucci, and a fresh, playful brand image, transforming Braniff into one of the most talked-about airlines of the era.

Her work with Braniff showcased her belief that advertising should be bold, visually striking, and emotionally engaging. This campaign not only boosted Braniff’s sales but also made advertising history.

Founding Wells Rich Greene

In 1966, Mary Wells Lawrence co-founded Wells Rich Greene (WRG), becoming the first female CEO of a company listed on the New York Stock Exchange. Under her leadership, WRG became one of the most successful and creative agencies of its time, known for campaigns that combined strong visual aesthetics with strategic messaging.

At WRG, she oversaw iconic campaigns such as:

• “I ♥ NY” – A tourism campaign for New York State that became a cultural icon.

• Alka-Seltzer – Memorable ads like “Plop, plop, fizz, fizz” and “Try it, you’ll like it.”

• Ford – The “Quality is Job 1” campaign, reinforcing Ford’s commitment to quality manufacturing.

Advertising Philosophy

Mary believed that advertising should do more than sell—it should create an emotional connection between brands and consumers. Her approach often involved:

• Visual boldness – Using color, design, and imagery to capture attention.

• Storytelling – Crafting narratives that make brands relatable.

• Breaking norms – Challenging traditional advertising rules to stand out.

• Empowering brands – Helping companies project confidence and personality.

Awards and Recognition

Mary Wells Lawrence’s contributions to advertising have been widely recognized:

• Inducted into the Advertising Hall of Fame (1999)

• Named one of the 100 Most Powerful Women in Business by Fortune

• Honored with the Clio Lifetime Achievement Award

Her success paved the way for future generations of women in advertising and corporate leadership.

Legacy

Mary Wells Lawrence’s career serves as an inspiring example of creativity, resilience, and leadership in an industry once dominated by men. Her campaigns continue to be studied in advertising and marketing programs worldwide, proving that bold ideas and strong storytelling never go out of style.