Abesifazane Abakhulu Basuka Ekukhangiseni Okudlule Namanje
Bathi ukukhangisa ngumdlalo womuntu, futhi kulungile ukuthi imboni ilawulwa ngamadoda. Ingqungquthela engamaphesenti angu-3 izama ukuletha ukungabi nabulungisa lokhu, okuqokomisa ukuthi amaphesenti amathathu kuphela abaqondisi bokudala abesifazane. Kodwa-ke, naphezu kwezimo ezinzima, abanye besifazane baye bashisa umzila ekukhangiseni, beshiya uphawu olungenakulinganiswa oluzobeka amagama abo phansi njengamanye amathonya abakhulu kakhulu embonini.
Ngenkathi kube khona abesifazane abaningi abaphumelelayo ekukhangiseni phakathi neminyaka, kuzo zonke izikhundla kanye nezinga embonini, lolu hlu lugxila kulabo ababengabandakanyeka ekuhlanganyeleni kwebhizinisi; abesifazane ababenomthwalo wokukopisha , ukuqondiswa kobuciko , isiqondiso sokudala , kanye necebo lokudala. Laba besifazane banamandla ngaphezu kwabaningi abasebenza nabo besilisa, ngezikhathi lapho kuba khona owesifazane kule mboni kubhekwa njengenkinga enkulu ekuphumeleleni. Yazi kahle, ngoba bavula indlela yabesifazane abaningi abaphumelelayo abasebenza namuhla.
UMary Wells Lawrence
Awukwazi ukukhuluma ngabesifazane ekukhangiseni ngaphandle kokusho igama elithi Mary Wells Lawrence. Wazalwa ngo-1928, e-Youngstown, e-Ohio, e-Lawrence mhlawumbe udume kakhulu ngokuba yi-CEO yowesifazane wokuqala wezinkampani ezibalwe eNew York Stock Exchange. Kodwa-ke, ithonya lakhe ekukhangiseni laliyinkimbinkimbi, futhi ngisho noma ungamazi igama lakhe, ngokuqinisekile uyazi ezinye zomsebenzi wakhe.
ULawrence waqala umsebenzi wakhe njengomlobi wezitolo eMnyangweni weMcKelvey. Kodwa wabuyela eNew York City, futhi ngo-1953 waba umkopisha kanye nenhloko yamakhophi e-McCann Erickson.
Ngemuva kweminyaka emine kamuva wajoyina uDoyle Dane Bernbach, kanye ne-ejensi ekukhuleni okwakungomunye wabathonya kakhulu emlandweni wokukhangisa.
Omunye wemikhankaso yakhe ephawulekayo kwakuyi "Plop, plop, fizz, fizz" ka-Alka Seltzer. U-Lawrence uphakamise ukuthi isikhangiso sibonise amaphilisi amabili abekwe esibukweni, okusho ukuthi abantu basebenzisa kabili isikhathi ngasinye lapho bethatha ikhambi. Lokhu kuthengisa ngisho nakakhulu u-Alka Seltzer njengomphumela. Omunye umkhankaso uhlanganisa: "Angikholwa ukuthi ngidle konke" futhi "Zama, uzowithanda" ku-Alka Seltzer; "Ngiyamthanda NY"; "Themba i-Midas touch" ye-Midas; "Phakamisa isandla sakho uma uqinisekile" we-Sure Deodorant.
Ngemuva kweDDB, uLawrence waya emsebenzini uJack Tinker kanye nesikhungo sakhe, uJack Tinker no-Partners. Lokhu kwakuyi-ejensi yokuguquguquka, okwakubaluleke kakhulu njenge-tank yokucabanga, futhi yaziwa emhlabeni wonke ngokuthi "Abacabangi bakaTinker." Umkhankaso owodwa weLawrence owavela kwaba "Ukuphela kwePlan Plain" kaBraniff International Airways. Lo mkhankaso wawubaluleke kakhulu ekuphumeleleni ekugcineni futhi ekugcineni kwezindiza.
Lapho ebuzwa ngenqubo yakhe yokudala, uLawrence waphendula ngokuthi "Awukwazi nje ukuba nguwe. Kumele uziphindise kabili. Kufanele ufunde izincwadi ezincwadini ongazazi lutho. Kufanele uhambe ezindaweni ongazange uzicabange zokuhamba. Kufanele uhlangabezane nohlobo oluthile lomuntu futhi unwebe isikhathi eside lokho okukuziyo. "
UPhyllis Kenner Robinson
Wazalelwa ngo-1921 eNew York City, uRobinson ungomunye wesifazane owadala omunye umsebenzi omuhle kakhulu owake waphuma iminyaka yokugqoka yegolide.
Nakuba uthola i-bachelor degree emphakathini kusukela eBarnard College, ngempela uRobinson wayefuna ukuba umlobi. Ngemva kokuqala umsebenzi wakhe eBresnick naseSolomont, wajoyina ukukhangisa kweGrey. Wayekhona lapha eyohlangana noWilliam Bernbach othile, owamthola uDoyle Dane Bernbach; URobinson nomqondisi wakhe wezobuciko uBob Gale babekhona kusukela ekuqaleni.
URobinson wayengumlobi wencwadi yokuqala kaDDB, ophethe iqembu elibandakanya uMary Wells Lawrence, owajoyina iqhaza ngo-1957. Phakathi nokuhlala kwakhe eDDB, uRobinson wayebhekene nenqwaba yemikhankaso esakhunjulwa kuze kube yilolu suku, kufaka phakathi umlando othi "Wena akudingeki ukuba ube ngumJuda ukuthanda i-Levy's Real Jewish Rye "umkhankaso kaHenry S Levy nezingane. Amanye amaklayenti aphawulekayo afaka i-Orbach, i-Polaroid, i-El Al Airlines, ne-Volkswagen.
Empeleni, kwakuwumsebenzi ku-Orbach owaletha i-VW Beetle ku-DDB, ethi i-VW ethi "sifuna i-ejensi eyenza i-Orbach." Umkhankaso we-Beetle uthathwa njengowokukhulu kunabo bonke, futhi uqale ukuvula inguquko yokudala .
I-Tiger Savage
Ngegama elinjenge-Tiger Savage, ungeke wenze kahle ngokukhangisa? Ngemuva kokuqeqeshwa eSikoleni Sezokuxhumana, ngaphansi kokuqondiswa kukaPaul Arden, uSavage wajoyina isitolo esikhulu sokudala uSimons Palmer Denton Clemmow & Johnson. Lapha wasebenza ngama-chip giants aluhlaza njenge-BT, i-Nike, ne-Virgin. Ngemva kwalokho, waqhubekela esiteshini samandla e- Bartle Bogle Hegarty , ethola imiklomelo eminingi emsebenzini kuCoca-Cola , iLevis, no-Unilever. I-Lynx Effect yakhe enhle kakhulu (I-Ax Effect e-US) ingenye yemikhankaso eyaziwayo kakhulu ekukhangiseni kwanamuhla.
Ngemuva kwe-BBH, i-Savage yathuthela eLeagas Delaney, ilandelwa nguM & C Saatchi. Yilapho echitha khona umsebenzi wakhe, echitha iminyaka engu-11 ukuba abe ngumxhumanisi. Ubiza amahora akhe njengesizathu esithi, "Ngicabanga ukuthi [besifazane] kufanele sisebenze kabili kunzima ngoba kune-testosterone eminingi eminyangweni yokudala. Futhi-ke sekuyihora. Kunzima uma unabantwana. Anginayo izingane, ezingase zisho okuningi ngaphandle kokusho lutho. Kuyangidabukisa ngezinye izikhathi. "Manje usungumsunguli weSavage & King Ltd, nomyeni wakhe u-Will King.
UJean Wade Rindlaub
Wazalelwa ngo-1904 eLancaster, ePennsylvania, eRindlaub wayengomunye wabesifazane abaqala ukuba abe yi-executive executive executive. URindlaub wathuthela eNew York City ngo-1930 ukulandela iphupho lakhe lokusebenza ekukhangiseni. Kungakapheli inyanga kuphela, waqala ukusebenza ejensi elihlonishwayo elibizwa ngokuthi uBatten, uBarton, uDurstine & Osborn (owaziwa kangcono namuhla njenge-BBDO), njengobhala. Kodwa-ke, isifiso sakhe sasinkulu, futhi washeshe wakhuthazwa esikhundleni sokuba umkopishi, ngoba uchwepheshe wakhe wazi kahle ngabesifazane kanye nombono wesifazane (into evezwe esigabeni se " Mad Men " we-TV). Futhi akenzanga nje imikhankaso emangalisayo, kodwa wenza ucwaningo olunzulu lokubhekana nezidingo zangempela zabesifazane.
Eminye imikhankaso yakhe engakhohlwayo ihlanganisa lezo zeBond Bread, izicathulo ze-Enna Jettick, isobho sikaCampbell, izingubo zikaCarter, i-General Mills kanye ne-United Fruit Company. Kodwa-ke, umsebenzi wakhe ku-Oneida ngesikhathi seMpi Yezwe II ingenye yezinkumbulo zakhe ezingenakuzikhumbuza futhi ezithonya. "Ikhaya Lasekhaya Lokugcina" akulona nje umkhankaso wesikhangiso, kodwa uphawu lwangempela lwethemba. U-Rindlaub uthathelwe kwi-Advertising Hall of Fame ngo-1989.
Ukubhuka kukaHelen Lansdowne
Ekupheleni kwekhulu lama-20, inkampani okuthiwa i-World Manufacturing Co., umenzi wamalungiselelo angasese, yaqasha uHelen Lansdowne ngokuqondile esikoleni esiphakeme. Kwakuyisiqalo sochungechunge lwezinyathelo zomsebenzi ezaziyoletha uLansdowne ezweni lokukhangisa njengomkopishi, Ngo-1908, uStanley Resor (owayengashada noLansdowne kamuva) wavula igatsha laseChicago likaJen. Walter Thompson Co., futhi waqasha uLansdowne njengo umlobi wombhali wokuqala wesifazane. Lokhu kwakungeyona impumelelo encane ngaleso sikhathi, lapho abesifazane bevame ukubhekwa njengendima ekukhangiseni.
Kusukela kulolu daba, uLansdowne waba umkhangisi ophumelelayo nomthengisi ophumelelayo, okhiqiza imikhankaso yamakhasimende kuhlanganise noCrisco, Woodbury Facial Soap, Cold Cream Cream, i-Red Cross, i-YMCA, nohulumeni. U-Lansdowne uphayona izinhlobo eziningi zokukhangisa ezisasetshenziselwa kuze kube yilolu suku, kufaka phakathi izikhangisi ezikhuthaza imikhiqizo ngenkathi zifana nabahleli abazungezile. Wabuye waletha uNorman Rockwell kuJWT njengendlela yokubonisa. ULansdowne wayenethonya elikhulu esikhathini esizayo sokukhangisa, futhi wangeniswa kwi-Advertising Hall of Fame ngo-1967. Futhi uHelen Lansdowne Scholarship uyaqhubeka nokusiza abesifazane ukuba bathole izindima zokukhangisa ekukhangiseni kuze kube yilolu suku.
UBernice Fitz-Gibbon
Wazalwa ngo-1894, uBernice Bowles "Fitz" uFitz-Gibbon wakhula epulazini eWunakee, eWisconsin. Wathola i-University of Wisconsin-Madison, futhi wasebenza emaphephandabeni amancane ngaphambi kokuba athuthele eNew York City ngo-1926. Lapha, wasebenza ku-akhawunti kaMacy, futhi wayephethe umtapo we-tagline "Kuwukuhlakanipha ukuba ube nomfutho." umyalo wolimi lwesiNgisi, kanye no-wit and intelligence wakhe, wamenza waba namandla embonini yokukhangisa.
Phakathi nokusebenza kwakhe isikhathi eside iminyaka engaphezu kwengu-40, uqale ukuvuselelwa kokukhangisa esitolo, okwenza ezinye zezikhangiso ezingakhunjulwa namathegi amathekisthi awake abhalwa. UFitz-Gibbon ukholelwa ukuthi ukufeza kwakhe okwedlula konke ngaleso sikhathi kwakungokukhangisa okudayisa, ekwakheni into ebizwa ngokuthi "ukwakha." Lena yindlela eyasebenzisa izikhala ezincane ezikhangweni zephephandaba ukuze zitshele izindaba ezinhle ezitolo. Ikhono lakhe ngamazwi laba yinto engumlando, futhi njengoba efundisa ithalente elisha elisha lokubhala, "ukuqeqesha" yilokho ongakuqhayisa ngokuqhubeka kwakho. U-Fitz-Gibbon uhanjiswe ku-Advertising Hall of Fame ngo-1981.
UShirley Polykoff
Wazalelwa futhi wakhulela eBrooklyn ngo-1908, uPolkoff waqala umsebenzi wakhe embonini yemagazini njengoba esemusha. Wasebenza eHarper's Bazaar, ngaphambi kokuthutha ezitolo ezithengisa izinto kuhlanganise noBamberger noKresge. Kodwa ngo-1955, umsebenzi wakhe waqeda lapho efika emsebenzini e-Foote, eCone & Belding. Lapha, wathatha i-akhawunti ye-Clairol futhi wadala omunye wemikhankaso ephumelele kakhulu emlandweni wokukhangisa. I-epic line "Ingabe yena-noma akekho?" Ngoba uClarol wayengenakunaki, futhi waba nethonya elikhulu kwabesifazane baseMelika. Ngaphambi komkhankaso, amaphesenti angu-7 abesifazane ase-US adaywe izinwele. Ngemuva kwalokho, kwakungaphezu kwamaphesenti angama-50, futhi ukuthengiswa kwama-dints kanye nama-dyes kwenyuka kusuka ku-$ 25 million kuya ezingaphezu kwezingu-$ 200 million.
Imiphumela enjengaleyo eyenza i-Polypoff ibe yimpahla ebalulekile ku-FC & B, futhi yavuka ngezigaba ukuze ibe ngumphathi we-executive executive and director of creative. Ngemva kokushiya i-FC & B, i-Polypoff yaqala isakhiwo sayo, futhi futhi, isiqondiso sakhe sobuchwepheshe senze inkampani izigidi zamaRandi. I-Polykoff yanikezwa Ukukhangisa Owesifazane Wonyaka ngo-1967, futhi yahanjiswa kwi-Advertising Hall of Fame ngo-1980.