A Big Life in Advertising

Customer Reviews

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 life" in her own industry for as along as possible and then moved on. Unlike most of the displaced moguls, however, she indicates no bitterness and few regrets. She now seeks what she once referred to as a "pink beach." In this memoir, she allows her readers to accompany her on the journey thus far. To those of us who encounter frustration during our own quest for happiness, she would probably recommend "Plop plop, fizz fizz...."

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