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Breaking Barriers and Shattering Stereotypes – Celebrating Women Copywriters

These female wordsmiths are paving the way for a new generation of copywriters. Join us as we celebrate international women’s month in March 2023 by taking a close look at the women who changed the game and made their mark in the world of advertising and beyond.

For far too long, the stories of women in advertising and marketing have been overlooked and undervalued. In an industry historically dominated by men, the contributions of female copywriters have often been overshadowed or erased.

There is a rich history of talented, trailblazing female copywriters who paved the way for future generations. In this blog post, we’ll take a closer look at some of the most influential and inspiring female copywriters from history, and explore their lasting impact on the world of advertising and beyond. From taglines to campaigns, these women were masters of their craft, and their work continues to resonate today.

Shirley Polykoff Considered one of the most influential copywriters of the 20th century, Shirley Polykoff worked for several top ad agencies and is credited with creating iconic campaigns such as “Does she or doesn’t she? Only her hairdresser knows for sure” for Clairol hair products. By addressing the taboo of dyeing one’s hair and presenting it as an empowering choice, she not only elevated Clairol’s sales but also challenged societal norms around femininity and beauty. Her incredible success as a copywriter can be attributed to her ability to understand her audience and speak to them in a way that felt authentic and relatable. She had a keen sense of what women wanted and needed, and she used that insight to create campaigns that not only sold products but also resonated on a deeper level. As a trailblazer for women in advertising, Shirley broke through the male-dominated industry to become one of the most influential copywriters of her time. Her success opened doors for countless other women in the field.

Mary Wells Lawrence – The founder of Wells, Rich, Greene ad agency, Lawrence was the first woman to head a major advertising agency. She created memorable campaigns such as “I♥NY” for the New York State Tourism Board and helped brands like Alka-Seltzer and Braniff Airways gain popularity. She was a visionary copywriter and revolutionized the advertising industry with her innovative campaigns and creative leadership. She co-founded the legendary ad agency Wells Rich Greene, and created some of the most memorable and successful ad campaigns of all time. She was also one of the first women to lead a major ad agency. She did so with a unique style that prioritized collaboration, experimentation, and a relentless pursuit of excellence. Her agency was known for its innovative work environment, which encouraged teamwork and creative freedom.

Margaret Fishback – As one of the highest-paid copywriters in the 1930s and 1940s, Margaret Fishback worked for several top agencies and wrote for brands like General Electric, De Beers, and Chase Bank. She was known for her witty and engaging copy, and her work helped redefine advertising during her time. She was also a poet and reapplied her talents to the world of copywriting.

Caroline Jones – was a trailblazing figure in the advertising industry, starting her career as a secretary before working her way up to become one of the most prominent Black Women among agency executives. She was the first Black Woman to be hired as a copywriter at J. Walter Thompson agency in the early 1960s, breaking many race and sex barriers of the advertising world. Throughout her career, Jones worked on campaigns for massive brands like American Express, McDonald’s, Prudential, Toys ”R” Us, and the others. Her work earned her numerous accolades throughout her career, including being named Copywriter of the Year by AdWeek in 2019. She has also been recognized by the Cannes Lions International Festival of Creativity for her outstanding work in the industry.

Paula Green As the first woman to be elected to the Copywriters Hall of Fame, Paula Green was known for her humorous and clever ad copy. She created campaigns for brands such as Maxell, Kodak, and Ivory Soap. She was a master at creating ad copy that captured the essence of a brand and connected with consumers on an emotional level. Her ability to craft copy that was both persuasive and memorable helped to set her apart from other copywriters of her time. One of Green’s most memorable campaigns was for Maxell, where she created the iconic ad featuring a man in a chair being blown away by the sound of a stereo system. The ad was a hit and helped to establish Maxell as a leading brand in the audio industry.

Ilon Specht – was the first female creative director at a major ad agency and is known for her work on campaigns for brands like Volkswagen and Alka-Seltzer. She is best known for the tagline, “Because I’m Worth It” which she wrote for L’Oréal in 1973 at just the tender age of 23 years old. The tagline was born out of frustration for a work meeting she was in at the time and the gender roles assigned to women.

Jane Trahey – Originally worked at the Chicago Tribune before joining the survey research department of the Chicago Daily News. Later, she secured her first advertising job as a copywriter at Carson, Pirie, Scott & Co., a Chicago-based department store, after working as a receptionist in their retail shop. Her exceptional work as a copywriter at the store caught the attention of a renowned retail store, where she began working as a copywriter in 1947 in Dallas. Jane was a pioneering female copywriter who worked for top ad agencies in the 1950s and 1960s. She created campaigns for brands like Polaroid and Revlon and is credited with helping to break down gender barriers in the advertising industry. Her clients included Olivetti typewriters and Elizabeth Arden.

Judy Protas – rose in the ranks as a highly successful copywriter in the 1960s and 1970s and created campaigns for brands like American Airlines, General Foods, and Xerox. Her work earned her numerous accolades throughout her career, including being named Advertising Woman of the Year by Advertising Age in 1980. She has been inducted into the Advertising Hall of Fame, recognizing her as one of the most influential figures in the history of advertising.

Lillian Eichler Watson was a prolific writer, known for her works on etiquette, fashion, and social etiquette. She was born in 1902 and grew up in New York City. Watson was a forerunner in her field, as she was one of the few women of her time to have a successful career as a writer. She wrote over 50 books, covering topics such as etiquette, fashion, and social behavior. Her most famous work is “The Book of Etiquette,” which was first published in 1921 and was a comprehensive guide to proper etiquette and manners, covering topics such as introductions, dress codes, and table manners. Watson’s work was influential in shaping the social behavior of the time and continues to be relevant today. Her books were widely read and respected, and she became a well-known figure in society circles. She was also a frequent contributor to women’s magazines and newspapers, writing columns on fashion and social etiquette. She wrote the following advertisement at the age of just 19 years old.

These women, among many others, have left a lasting impact on the advertising industry and continue to inspire copywriters today. These copywriters an many more have played a significant role in shaping the way brands communicate with their audiences. Despite facing discrimination and inequality in the workplace, women copywriters have persevered and brought a unique perspective to their work, often tapping into their own experiences and perspectives to create campaigns that connect with diverse audiences.

In the modern world, more and more women rise to leadership roles in advertising and marketing, their contributions continue to shape the industry and inspire the next generation of female leaders and writers. By celebrating the legacy of female copywriters throughout history and supporting the new generation of women in advertising, we can ensure that their voices are heard and valued for years to come.

REFERENCES

Anderson, V. A. P. B. K. (2018, June 27). Does She. . .Or Doesn’t She? Kenzie Anderson. https://kenzielanderson.wordpress.com/2018/06/27/does-she-or-doesnt-she/

Cox, L. K. (2021, January 19). The 18 Best Advertisements & Ad Campaigns of All Time. Blog Hubspot. https://blog.hubspot.com/marketing/best-advertisements

The Editors of Encyclopaedia Britannica. (n.d.). advertising | Definition, History, Objectives, Examples, & Facts. Encyclopedia Britannica. https://www.britannica.com/topic/advertising

Times, T. N. Y. (1998, June 8). Shirley Polykoff, 90, Ad Writer Whose Query Colored A Nation. The New York Times. https://www.nytimes.com/1998/06/08/nyregion/shirley-polykoff-90-ad-writer-whose-query-colored-a nation.html#:%7E:text=Then%20in%201956%20Miss%20Polykoff,from%20declasse%20to%20de%20rigueur.

Chen, S. (2018, April 4) NC State University. Mary Wells Lawrence ad work.

https://go.distance.ncsu.edu/gd203/?p=24517

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