A Big Life In Advertising

Rating:
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...."

Rating:
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.

Rating:
Summary: A must for anyone interested in advertising
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.

Rating:
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.

Rating:
Summary: BIG - but still a secret from the rest of us!
Review: This is a worthwhile book for anyone interested in business in general, and advertising specifically. Mary Wells Lawrence relates the "facts" of her professional life story well, and even delves a little bit into her personal life. The keys/reminders of how the best business relationships are forged are peppered among tales of how she WON the business, almost LOST clients and then miraculously redeemed the situation, and this adds drama and sometimes makes for compelling reading. She never goes beneath the surface, however, and ultimately this wasn't as satisfying a read as I'd hoped for. She might have revealed some of her worst FLUBS, as well - disasters tend to be even more revealing than successes, and we certainly learn more from failure! She also rarely tells her own emotional "take" on the events of her life - After reading this, I have no doubt that she's had A BIG LIFE - but she's holding back so much, the reader is never "clued in" as to what REALLY matters in this BIG LIFE of hers!?

Rating:
Summary: A must for anyone interested in advertising
Review: This story of Mary's life has inspired me. I went to school for advertising but got out and started looking for a job bartending. It seemed easier and I liked the idea of tips. After reading this book however, I really want to work for an agency, maybe, just maybe my life could turn out somewhat similar to hers. I would reccommend this book to anyone interested at all in advertising, especially those in college looking at advertising as a career path. Then I'd tell those people to go to a portfolio school when they get out with their B.A.s.

Rating:
Summary: Really not that great
Review: Unless you are an advertising industry buff or somehow admire Mary Wells Lawrence this book is just average. There are a few interesting spots but for the most part she is just talking herself up.