The Real Peggy Olson: Mary Wells & the Rise of Advertising's Female Pioneers
Mary Wells paved the way for future generations of women in advertising and proved that creativity and strong leadership can overcome any obstacle.
Fans of the award-winning drama "Mad Men" know Peggy Olson's journey well. From a secretarial role to a powerhouse copywriter, Peggy challenged the status quo and redefined what it meant to be a woman in the cutthroat world of 1960s advertising. But little do people know Peggy was inspired by a real-life advertising legend.
A Star is Born
Mary Wells entered the advertising world in the 1950s, a time when the industry was a male-dominated domain. Despite facing sexism and a lack of formal training, her talent and work ethic shone through.
One of her early coups was crafting the iconic Alka-Seltzer jingle, "Plop, plop, fizz, fizz, oh what a relief it is!" This catchy tune revolutionized pharmaceutical advertising, making it more lighthearted and relatable.
The story goes that Mary, frustrated by the stuffy nature of past drug ads, convinced the client to let her write something with a bit more personality. The jingle was an instant hit, proving that even staid products could benefit from a touch of whimsy.
Beyond the Jingle
Mary didn't stop at clever slogans. She revolutionized advertising for automobiles, airlines, and even social causes. Her campaigns were known for their emotional depth, witty storytelling, and focus on the target audience's needs. Take, for instance, her work for Braniff Airlines. At the time, airline advertising was a snoozefest of generic imagery and technical specs. Mary ditched the status quo and created a campaign that painted Braniff planes in vibrant colors and positioned them as the airline for the jet set. Her campaigns for Benson & Hedges cigarettes and Polaroid cameras were equally innovative, breaking through the clutter with relatable characters and a focus on emotional connection.
Breaking Barriers
In 1968, at the young age of 31, Mary became the first female CEO of a major advertising agency on the New York Stock Exchange. Wells, Rich, Greene, the agency she co-founded, became a powerhouse, attracting top clients like Braniff and Procter & Gamble. Mary wasn't afraid to challenge the status quo. When a male client once questioned her authority, she reportedly retorted, "If you don't trust my judgment, then why did you hire me?"
A Legacy of Empowerment
Mary Wells Lawrence's story is one of perseverance and talent. She paved the way for future generations of women in advertising and proved that creativity and strong leadership can overcome any obstacle. Mary's influence transcended the boardroom. Her sharp wit and willingness to challenge convention made her a role model for aspiring female creatives everywhere.
