ʻO ka wahine nui i ka wā kahiko a me ka manawa
'Ōlelo lākou i ka hoʻolahaʻana he pāʻani kāne ia, a he mea maikaʻi ke'ōleloʻana ua lanakila kaʻoihana i nā kāne. Ke ho'āʻo nei ka hālāwai he 3% e hoʻokau i kēia ponoʻole i ka mālamalama, e hoʻomaopopo ana i kaʻoiaʻiʻo he 3% o nā luna hoʻomalu noʻonoʻo nā wāhine. Eia naʻe, me ka nui o nā pōʻino, ua hoʻokuʻu kekahi mau wāhine i kahi ala i ka hoʻolahaʻana, me ka waihoʻana i kahi hōʻailona hikiʻole ke kākauʻia ko lākou mau inoa ma lalo o kekahi o nāʻoihana nui o kaʻoihana.
ʻOiai ua nui nā wāhine lanakila i ka hoʻolahaʻana ma nā makahiki, ma kēlā me kēia kūlana a me ke kūlana o kaʻoihana, e pili ana kēia mahele i ka poʻe i komo ma kaʻaoʻao hana hana o kaʻoihana; nā wāhine i kuleana no ke kope kopeʻana , ke kuhikuhiʻoihana , ke kuhikuhiʻana i ka hoʻohālike , a me ka papa hana koho. Ua'ōleloʻia kēia mau wāhine ma luna o ka nui o kā lāua mau hoa kāne, i ka manawa o ka wahine ma kēiaʻoihana i manaʻoʻia he hōʻailona nui i ka holomua. Eʻike iā lākou i ka maikaʻi, no ka mea, ua kāpae lākou i ke ala no ka poʻe o ka poʻe lanakila i ka hana i kēia mau lā.
Mary Wells Lawrence
ʻAʻole hiki iāʻoe ke kamaʻilio e pili ana i nā wāhine ma ka hoʻolahaʻana me ka'ōleloʻole i ka inoaʻo Mary Wells Lawrence. Hānauʻia i ka makahiki 1928, ma Youngstown, Ohio,ʻo ia paha ka mea kaulana loa no ka liloʻana i poʻokela wahine wahine mua o kahi hui i hoʻopaʻaʻia ma ka New Exchange Stock Exchange. Eia nō naʻe, he mea kupaianaha kona ikaika ma ka hoʻolahaʻana, a ināʻaʻoleʻoe iʻike i kona inoa, uaʻike maoliʻoe i kekahi o kāna hana.
Ua hoʻomakaʻo Lawrence i kāna hana ma keʻano he kope kope ma ka hale kūʻai o McKelvey. Akā, ua haʻaleleʻo ia i New York City, a ma ka makahiki 1953, liloʻo ia i kope kope a me ke kope kope ma McCann Erickson.
I nā makahikiʻehā wale nō ma hope mai, huiʻo ia me Doyle Dane Bernbach, a me ka 'oihana ma ke kūʻana e lilo i hoʻokahi o nā meaʻoi loa i ka moʻolelo o ka hoʻolahaʻana.
ʻO kekahi o kāna mau hua'ōlelo kaulana loaʻo "Plop, plop, fizz, fizz" no Alka Seltzer. Ua manaʻo maoliʻo Lawrence e hōʻike i ka pā hōʻike iʻelua papa i hoʻokomoʻia i loko o ke aniani, e'ōlelo ana e hoʻohana nā kānaka iʻelua i kēlā me kēia manawa a lākou e lawe ai i ka lāʻau lapaʻau. Ua kūʻai aku kēia i nā mea hou akuʻo Alka Seltzer no ka hopena. ʻO nā huahana'ē aʻe e pili pū ana: "ʻAʻole hiki iaʻu ke manaʻo uaʻai au i ka mea a pau" a "E ho'āʻo, e makemakeʻoe" no Alka Seltzer; "I LOVE NY"; "E hilinaʻi i ka Midas pa" no Midas; "E hāpai i kou lima inā 'oe e hilinaʻi" no Sure Deodorant.
Ma hope o DDB, ua heleʻo Lawrence e hana no Jack Tinker a me kona kuleana,ʻo Jack Tinker lāuaʻo Partners. Heʻano kipi kēia,ʻo ia ka mea i like me kahi papa mālama manaʻo, a ua kaulanaʻo ia a puni ka honuaʻo "Tinker's Thinkers."ʻO kahi pākahi Lawrence i puka maiʻo "The End of Plalain Plane" na Braniff International Airways. He mea koʻikoʻi ka paio no ka hoʻololi a me ka holomua o kaʻoihana airline.
I ka nīnauʻiaʻana e pili ana i kāna hana hoʻokiʻekiʻe,'ōleloʻo Lawrence, "ʻAʻole hiki iāʻoe wale nō. Ponoʻoe e hoʻopili iāʻoe iho. Ponoʻoe e heluhelu i nā puke ma nā mea āu iʻikeʻole ai. Ponoʻoe e hele i nā wahi āu i manaʻoʻole ai e holo. Ponoʻoe e hālāwai me kēlā me kēiaʻano kanaka a hoʻopauʻole i ka mea āu iʻike ai. "
ʻO Phyllis Kenner Robinson
Hānauʻia i ka makahiki 1921 ma New York City,ʻo Robinson kekahi wahine'ē aʻe i hana i kekahi o nā hana maikaʻi loa e puka mai i ka makahiki gula o ka hoʻolaha.
Me ka loaʻaʻana o ke kēkelē laepua ma loko o ka'ikenahanaʻana mai ka Barnard College, ua makemake maoliʻo Robinson e lilo i mea kākau. Ma hope o kona hoʻomakaʻana i kānaʻoihana ma Bresnick a me Solomonat, ua komoʻo ia me Grey Advertising. Maaneiʻo ia e hālāwai ai me kekahi William Bernbach, a hele akulaʻo ia e loaʻa iā Doyle Dane Bernbach; ʻO Robinson lāuaʻo kona kalaihanaʻoihanaʻo Bob Gale i laila mai ke kinohi mai.
ʻO Robinson ka DDB mua loa o ka mea kākau kope, e nānā ana i kahi hui e komo pū ana me Mary Wells Lawrence, i hui pū i ka hale paʻa i ka makahiki 1957. I kona manawa noho ma DDB, uaʻikeʻo Robinson i ka nui o nā mea i hoʻomanaʻo mauʻia a hiki i kēia lā, ʻaʻole pono ka Iudaio e aloha i ka moʻoleloʻo Jewish Juye a Levy "no Henry S Levy a me nā keiki kāne. ʻO nā mea'ē aʻe i kaulana nui,ʻo Orbach's, Polaroid, El Al Airlines, a me Volkswagen.
ʻO kaʻoiaʻiʻo,ʻo ka hana ma Orbachʻo ka laweʻana mai i ka VW Beetle i DDB, me ka'ōlelo VW o ka'ōlelo "makemake mākou i ka 'oihana e hana ana iā Orbach." Uaʻikeʻia kaʻoihana Beetle i ka manawaʻoi loa, .
ʻO Tiger Savage
Me kahi inoa e like me Tiger Savage, pehea lā e hikiʻole ai iāʻoe ke hana maikaʻi i ka hoʻolahaʻana? Ma hope o ke aʻoʻana ma ke Kula of Communication Arts, ma lalo o ke alakaʻiʻana o Paul Arden nui, ua komoʻo Savage i kahi mea hoʻokūkū hoʻokipa Simons Palmer Denton Clemmow & Johnson. Maʻaneʻiʻo ia i hana ai i nā mea likeʻole me BT, Nike, a me Virgin. A laila, neʻeʻo ia i ka hale haoʻo Bartle Bogle Hegarty , a lanakilaʻo ia i nā makana he nui no Coca-Cola , Levis, a me Unilever. ʻO kāna inoaʻo The Lynx Effect (The Ax Effect in the US) kekahi o nā pāhana kaulana loa i ka hoʻolaha hou i kēia manawa.
Ma hope o ka BBH, neʻe akulaʻo Savage iā Leagas Delaney, a ma hopeʻo M & C Saatchi. ʻO ia maʻaneʻi ua hoʻohanaʻo ia i ka nui o kāna hana, a haʻalele iā ia ma hope o 11 makahiki e lilo i mea nīnau. Kāheaʻo ia iā ia no nā hola lōʻihi e like me ke kumu, me ka'ōleloʻana "Ke manaʻo nei au e hana nui mākou i nā wāhine no ka mea he nui nā testosterone ma nāʻoihana manamana. A lailaʻo nā hola. He mea paʻakikī inā he mau keiki kāu. ʻAʻohe aʻu keiki, hiki ke'ōlelo nui me ka'ōleloʻole aku. ʻO ia ka mea kaumaha iaʻu i kekahi manawa. "ʻO ia ka lā hui pū o Savage & King Ltd, me kāna kāneʻo Will King.
ʻO Jean Wade Rindlaub
Hānauʻia i ka makahiki 1904 ma Lancaster, Pennsylvania,ʻo Rindlaub kekahi o nā wāhine mua i lilo i meaʻoihana hoʻolaha nui. Ua neʻeʻo Rindlaub i New York City i ka makahiki 1930 e hahai i kona moeʻuhane no ka hanaʻana i ka hoʻolaha hoʻolaha. I loko wale nō o hoʻokahi mahina, hoʻomakaʻo ia e hana ma kahiʻoihana kūikawā i kapaʻiaʻo Batten, Barton, Durstine & Osborn (i kaulana loa i kēia manawa BBDO), ma keʻano he kākau'ōlelo. Akā, ua nui kona makemake, a ua wikiwikiʻo ia i kahi o ke kope copywriter, no kānaʻike kilokilo i nā wāhine a me ka hiʻohiʻona wahine (kekahi mea e like me keʻano o " Mad Men " TV). ʻAʻoleʻo ia wale nō i hana i nā hana hoʻopiʻi nui, akā ua hanaʻo ia i nā noiʻi nui e hoʻokō i nā makemake maoli o nā wāhine.
ʻO kekahi o kāna mau hoʻolauleʻa maikaʻi loa e pili ana i nā mea no ka Bond Bond, nā kāmaʻa Enna Jettick, ka Sou Campbell, Carter's Clothing, General Mills, a me United Fruit Company. Eia naʻe,ʻo kāna hana no Oneida i ka wā o ke Kaua Honua IIʻo kekahi o kāna mau mea nui loa a me ka mahalo. "Back Home for Keeps"ʻaʻole wale i kahi pāʻani pāʻani, akā he hōʻailona maoli o ka manaʻolana. Ua laweʻiaʻo Rindlaub i loko o ka Hale Hoʻohanohano Hall ma 1989.
Helen Lansdowne Resor
I ke kūʻana o ke kenekulia 20, he hui i kapaʻiaʻo World Manufacturing Co., he mea hana i ka hana hana halepaku, hoʻolimalimaʻo Helen Lansdowne pololei ma waho o ke kula kiʻekiʻe. ʻO ia ka hoʻomakaʻana o kahi papahana hana e lawe iā Lansdowne i loko o ke ao pāʻoihana e like me ke kope kopeʻana, Ma ka makahiki 1908, ua weheʻiaʻo Stanley Resor (ʻo ia ka mea nāna i male ma hope o Lansdowne) i ka lālāʻo Chicagoʻo J. Walter Thompson Co., a hoʻolimalima iā Lansdowne ʻo ka wahine kākau kope kākau mua loa a ka 'Oihana. ʻAʻole kēia he mea iki loa i kēlā manawa, i ka wā iʻikeʻoleʻia ai nā wāhine no nā hana like me ka hoʻolaha hoʻolaha.
Mai kēlā hana, ua liloʻo Lansdowne i mea hoʻolaha hoʻolaha a me ka marketer, i ka hoʻolahaʻana i nā wikiō no nā poʻe e like me Crisco, Woodbury Facial Soap, Pond Cold Cream, ka Red Cross, ka YMCA, a me ke aupuni. Ua hoʻolahaʻo Lansdowne i nāʻano hoʻolaha likeʻole e hoʻohanaʻia nei a hiki i kēia lā, me nā advertorials e hoʻouluulu i nā huahana e like me nā mea hoʻoponopono e pili ana. Ua laweʻo ia iā Norman Rockwell i ka JWT ma keʻano he mea hōʻike. Ua lanakila nuiʻo Lansdowne i ka wā e hiki mai ana o ka hoʻolahaʻana, a ua hoʻokomoʻia i loko o ka Hale Hoʻohanohano Hall ma ka makahiki 1967. A e hoʻomau ka hāʻawiʻana i ka Palapala Kālekaʻo Helen Lansdowne i nā wāhine i ka hana hana i ka hoʻolahaʻana a hiki i kēia lā.
ʻO Bernice Fitz-Gibbon
Hānauʻia i ka makahiki 1894, ua uluʻo Bernice Bowlesʻo "Fitz" Fitz-Gibbon i kahi mahiʻai ma Waunakee, Wisconsin. Loaʻa iā ia kahi kēkelē mai ke Kulanui o Wisconsin-Madison, a hanaʻo ia ma nā nūpepa liʻiliʻi ma mua o ka neʻeʻana i New York City i ka makahiki 1926. Maʻaneʻi, ua hanaʻo ia ma ka moʻokāki o Macy, aʻo ia ke kuleana o ka hua'ōlelo "He akamai e hoʻonui." ʻo ia ke kauoha o ka'ōlelo Pelekānia, me konaʻike a me kaʻike, i mea ikaika loa i kaʻoihana hoʻolaha.
I loko o kona lōʻihi lōʻihi ma kahi o 40 mau makahiki, ua hoʻomakaʻo ia i ka hoʻololi i ka hoʻolahaʻana, me ka hoʻokumuʻana i kekahi o nā hoʻolaha nui loa a me nā inoa i kākauʻia. Ua manaʻoʻo Fitz-Gibbon i kāna hana nui loa i kēlā manawa ma ka hoʻolaha pāʻoihana, me ka hoʻokumuʻana i kekahi mea i kapaʻia "kūkulu." Heʻano kēia i hoʻohana i nā wahi liʻiliʻi ma ka luna o nā pālaha nūpepa e haʻi i nā moʻolelo maikaʻi e pili ana i nā hale kūʻai. ʻO kona akamai me nā'ōlelo i lilo i mea no ka moʻolelo, aʻoiaiʻo ia e aʻo ana i nā'ōpiopio'ōpiopio e hiki ai iāʻoe ke kākau,ʻoiai he "hoʻonaʻauaoʻia" kahi mea e hiki ai iāʻoe ke kaena i kāu papa. Ua hoʻokomoʻiaʻo Fitz-Gibbon i loko o ka Hale Hoʻohanohano Hall ma ka makahiki 1981.
Shirley Polykoff
Hānauʻia a hānaiʻia ma Brooklyn i ka makahiki 1908, ua hoʻokumuʻo Polykoff i kānaʻoihana ma kaʻoihana kālepa ma keʻano'ōpio. Ua hanaʻo ia ma Harper's Bazaar, ma mua o ka heleʻana i nā hale kūʻai me nā Bamberger a me Kresge. Akā, i ka makahiki 1955, ua pio kāna hana i ka wā i pae aiʻo ia i kahiʻoihana ma Foote, Cone & Belding. Maʻaneʻi, ua laweʻo ia i ka inoaʻo Clairol a ua hanaʻo ia i kekahi o nā wikiō iʻoi aku ka lanakila ma ka moʻolelo o ka hoʻolahaʻana. ʻO ka laina hua'ōlelo "ʻAʻole aneiʻo ia-aʻaʻole paha?" No ka mea, hikiʻole iā Clairol ke hōʻole, a he koʻikoʻi nui loa i nā wāhineʻAmelika. Ma mua o ke kākoʻo, 7 pakeneka o nā wāhine ma ka US i make i ko lākou lauoho. Ma hope iho, uaʻoi aku ma mua o 50 pakeneka, a hoʻonuiʻia ke kūʻaiʻana o nā kikoohu a me nā meaʻono mai $ 25 miliona iʻoi aku i ka $ 200 miliona.
ʻO nā hualoaʻa likeʻole i hanaʻia e Polykoff he waiwai waiwai i FC & B, a kū aʻelaʻo ia ma waena o nā ipo e lilo i pelekikena pelekikena poʻokela a me ka luna alakaʻi hana. Ma hope o ka haʻaleleʻana i FC & B, ua hoʻomakaʻo Polykoff i kona mana koho, a eia hou, ua alakaʻiʻiaʻo ia i nā hui miliona miliona. Ua hāʻawiʻiaʻo Polykoff i ka wahine hoʻolaha i ka makahiki 1967, a ua hoʻokomoʻia i loko o ka Hale Hoʻohanohano Hall ma ka makahiki 1980.