Cannes Lions released this video looking back on the career of ad industry legend Mary Wells Lawrence who's been named this year's recipient of Cannes' lifetime achievement award, the Lion of St. Mark.
Founder of New York advertising agency Wells Rich Greene in 1966, Wells Lawrence was the first woman to found, own and run a major agency, as well as the first female CEO of a company traded on the Big Board of the New York Stock Exchange. Within its first year, Wells Rich Greene had 100 employees and $39 million in billings. By 1976 it had billings of $187 million and a client roster that included Procter & Gamble Co., Trans World Airlines, Miles Laboratories, Philip Morris, Bic Pen Corp., Ralston Purina Co., Midas Inc., White-Westinghouse Electric Co. and Sun Oil Co.
Wells Lawrence’s pioneering career has included resurrecting New York City’s deteriorating image with the now iconic “I ♥ New York” slogan. Her work for Alka Seltzer, in her words, saw them plotting and scheming “to develop advertising that would seduce every man, woman and child of every age into watching Alka-Seltzer advertising–in fact, to make them look forward to watching it.” Through campaigns like “Plop plop, fizz fizz,” “I can’t believe I ate the whole thing” and “Try it, you’ll like it,” Alka Seltzer shook its ageing image, and instead it became smart to be seen taking it.
Wells Lawrence will be honored as The Lion of St. Mark through the LIONS Live platform on Friday, June 26.
