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Summary: A Big Life in Advertising
Review: An advertising pioneer's memoir of a successful career. A "big" life is apparently one that results in power and money. If that is the case, then Lawrence has certainly led such a life. A small-town girl who aspired to become an actor, Lawrence instead found her calling in advertising. She quickly rose from department-store copywriter to advertising executive and opened her own advertising agency, Wells Rich Greene, in 1966. There, she was able to promote her view of advertising as the point of intersection between theater and business. Armed with consumer surveys and performance indicators, Lawrence used this data as a jumping-off point for commercials that were both attention-grabbing and personal. Among her successes were the campaign that gave Braniff Airways visibility by painting their planes vivid colors, the "plop, plop . . . fizz, fizz" Alka-Seltzer series, and the still-prominent "I Love New York" ads. As a result of their creative approach, Lawrence's agency won a reputation for resuscitating lost brands and set industry records for growth. Lawrence's narration makes it easy to see why her company had such success. There is a fast-talking, performative quality to the text that no doubt fueled brainstorming sessions and boardroom meetings as much as it does this narrative. Take, for example, Lawrence's description of her reaction to the idea to paint Braniff's airplanes: "Seven colors looked like a big idea and wow and friendly and it would be big news." This effervescence pulls the reader through a story that reveals little. Even at the end, one has little sense of Lawrence as something other than a determined and charismatic executive. Her personal life, which includes two daughters, a divorce and remarriage, and a bout with cancer, is mostly ignored. Even the difficulties of being an early female CEO, though touched upon, are dealt with simply and without reflection. It's ambition that's big in these pages, not life. An engaging, if empty, showbiz memoir. First printing of 50,000; first serial to Vanity Fair and Advertising Age
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Summary: A "Big" Life Indeed
Review: I was especially interested in reading this memoir after having recently read Byron's study of Martha Stewart, curious to learn what Lawrence and Stewart seem to share in common (both professionally and personally) and to learn, also, to what extent they differ. Predictably, "that depends" at which point in time correlations are drawn Both have exceptional intelligence and energy, a flare for drama, uncommon business acumen, and a passion to succeed...especially in a business world (then and now) dominated by men. It is important to keep in mind, however, that this book is a memoir from Lawrence's perspective whereas Byron's book (which apparently has infuriated Stewart) offers his perspective (not hers) on arguably the world's most successful businesswoman. Presumably at some point, Stewart will tell her own story just as others such as Bob Knight, Vernon Jordan, Jack Welch, and Sumner Redstone have in their own recently published memoirs.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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Summary: Should appeal to a wide range of readers.
Review: I was not expecting a lot from this book. It was recommended to me, and I picked it up in a half-hearted way. I thought it was something that I would breeze through and forget about. Instead, I was pleasantly surprised. I found it a book that I both enjoyed reading and would recommend. At least, I would recommend it with some reservations.
The good sides of the book appear in her instructive stories about the advertising business. Lawrence brings the message across very clearly that advertising is relationship driven. A successful agency must focus on relationships both with the client and with the intended audience. Lawrence gives an example of success achieved by taking that focus to its limits.
Perhaps the most fascinating aspect (and one that should appeal to students of business history) is advertising reception at a time that was much less marketing saturated than we are today. She had an opportunity to be a giant with emerging technology and in an emerging field. It makes for terrific reading.
My reservation about the book has to do with the writing quality. Her tone is extremely chatty. At the beginning, I tripped over the awkwardness of the prose. The organisational principle of the book was vague. Timeframes shift without warning or explanation. Finally, while the mix of personal and business anecdotes was entertaining, there were times that it moved far too swiftly from one to another. Still, she gets points for writing this book on her own and not with a ghost writer. I have the feeling that the reader was better off with its flaws than with a more inauthentic voice.
I am not in the advertising field, and I really enjoyed the book. People interested in one of the following areas should find something here: media, advertising, entrepeneurship, women in industry, business history, or pop culture. It also has a great can-do view of the world, inspiring to anyone who needs a push towards success.
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Summary: A Big Life in her own mind
Review: Mary Wells Lawrence protests that she cannot understand why Gloria Steinem said she "Uncle Tommed it to the top." All you have to do is read this book to understand exactly what she meant. Mary portrays herself as unbelievably shallow, egotistical, and testosterone driven and has the nerve to pass judgement on any women who see any alternative to a big empty shallow life like her own. She is so fascinated with her own little corner of the world and her psuedo celebrity friends she spends all her time recounting anecdotes about them and never gives us any synthesis of her experiences or any attempt to relate it to the rest of the world. The only people that I imagine would find this book useful are those who want gossip on the history of the advertising business (or those that are thinking of getting in to see what they're about to encounter). Readers who are interested in life as a CEO from a woman's perspective or how successful women deal with balancing career and family (or career and any personal life whatsoever) will be sorely disappointed, as will readers interested in any deep insights about anything at all. Finally, this book is shockingly poorly written for someone who started her career writing.
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Summary: From the Golden Age
Review: Mary Wells Lawrence took the advertising industry by storm in the 1960's by becoming the first woman, and the first true celebrity to dominate Madison Avenue. Her advertising and business accomplishments are part of modern marketing history. However the drive; confidence and determination that made her success a reality are outlined in a simple, easy to read and easier to enjoy prose that made her the dominant force in a business that was, and still is, dominated at the top by men. Her secret seems to be a total devotion to talent and to client. She found, nurtured and generously rewarded the best writing and art direction skills of the day and she totally immersed herself in the business of the clients that she served. Her story is warm, funny, and totally lacking in self promotion. Its provides a behind the scenes peek at the blood; sweat;tears and talent that produced the most memorable ads of a generation.
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Summary: 'Mary's' Life in earlier novel a Big coincidence?
Review: Mary's Cinderella-style rise mirrors C.J. Beck's story of Mary Cavanaugh's ad biz career in - 'SIZZLE'. First name coincidence is first of many. But a novel allows the author to tell more truths than autobiography. A must read for those interested in a no holds barred behind the scenes look at the biz.
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Summary: Less than Meets the Eye
Review: Narcissism never had it so good. The personal pronoun is overdone even though this is an autobiography. This book lacks context in almost every instance. Years from now, many readers will remember that Mary Wells and Harding Lawrence had a grand time living on the French Riviera and the Caribbean. They won't have more than a clue how the couple worked together on Braniff (which went bankrupt), or how Mary came to claim and reclaim the Continental Airlines account (bankrupt a couple of times) or felt about a client with little chances for long-term success, American Motors (bought-out before it could go bankrupt). (See the pattern here?) The writing is sometimes a twisted jumble -- one can almost envision the author speaking into a tape recorder as she "wrote" this book. If you're inclined to get this volume, a used paperback will suffice.
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Summary: An interesting (ego-driven) look back at an amazing career
Review: Part memoir, part advertising history lesson. She's done a lot and has a lot to say. Now, we have a lot read through. It is an intimate look back at by-gone era of advertising. Her agency was one of the most influential in history. Mary's personal life is pretty interesting too. But there's a lot here. I'd recommend this to anyone who is interested in advertising history or just a fan of Mary herself.
Probably not the best for anyone breaking to the field.
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Summary: Ladylike yet juicy!
Review: There was something ladylike yet juicy about this book! I quite enjoyed Mary's outlook on breaking the glass ceiling in the advertising business. As well as the behind the scenes at the ad agency. I would have liked a bit more of her personal life with her daughters and husband, but perhaps, that's lacking because it was part of her price of success. A good read.
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Summary: Good whether you like advertising or not
Review: This book does a good job of providing insight into the world of advertising, as well as, providing an interesting personal journey into and out of it. It does a good job of blending the two so when you are getting tired of one some information about the other comes along. This keeps you from getting bored and makes you want to finish reading the book as soon as you can. Overall, a good book whether you are interested in advertising or just looking for a good story.
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