The first female CEO of a major advertising agency (Wells Rich Greene), Mary Wells Lawrence was a trailblazer in the industry. She created groundbreaking campaigns for brands like Alka-Seltzer, Braniff Airlines, and TWA, challenging gender norms and redefining advertising strategies.
Archives for June 2014
Rosser Reeves and Ad Copywriting
As the chairman of Ted Bates & Co., Rosser Reeves introduced the concept of the Unique Selling Proposition (USP) in advertising. His book “Reality in Advertising” outlines his principles of effective advertising, including the importance of a clear and unique selling proposition.
Bill Bernbach
Co-founder of the advertising agency Doyle Dane Bernbach (DDB), Bill Bernbach introduced a more creative and humanistic approach to advertising. He championed the use of wit, humor, and storytelling in advertising, challenging traditional norms and paving the way for modern creative advertising.
Claude Hopkins and Advertising Copywriting
A pioneer of direct response advertising, Claude Hopkins revolutionized the industry with his scientific approach to advertising. His book “Scientific Advertising” remains a classic guide for copywriters, emphasizing the importance of testing and measurement in advertising campaigns.
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