Author: Mary Wells Lawrence
Reviewer: Melissa Shadrick
Word Count: 871
Reviewed by: Melissa Shadrick (Miami University)
In A Big Life In Advertising, renowned American advertising executive and the first female president of an advertising agency Mary Wells Lawrence shares her life's worth of experiences in the advertising industry. Lawrence's innovative efforts took the industry by storm, revolutionizing advertising culture from the 1960s through the late 1980s. Through the use of descriptive story-telling Lawrence attempts to share insights into her experience as an advertiser. The memoir itself aims at capturing the true nature of the industry in the 1960s, showcasing her impact on the change in industry culture. Highlighting her successes and failures to give the reader a glimpse into what it’s like to be in the field while also educating the reader on her background.
In her memoir Lawrence attributes her successes to her motivation and willingness to “stretch” herself, stating “You are supposed to stretch to everything that you are, you are supposedto love with all your might, you are supposed to have a big life” (290). A seemingly common characteristic of success in the advertising industry -- or communications in general -- is the ability to put in the extra time, to “stretch” yourself, to prove worth through doing more than the next person. Consistently Lawrence expressed this mentality and as did those she deemed valuable in her staff. Lawrence herself approached advertising with a team and client-centered management style, this playing an important role in her success. Carefully nurturing and crafting a team of the hardest working talent pushed her to the top. It’s important to note that often the most valuable team members did not start from a place of intellectual superiority or experience, but they all shared one common trait - passion for the industry. Lawrence's overall point is that to withhold effort, not living life to the fullest is to be committed to mediocrity or failure. That success is a combination of creativity and hard work.
Communications today is competitive. The field is growing, technology is changing, and the bar is raising for what marks success. It's no longer just about a college education. It’s about internships, work experience, and work ethic. In the modern age, individual experience can be hard to acquire but when competing for jobs is something broadly found among applicants. This makes work ethic a key component in any push towards success in the field. This aspect of the field remains the same -- the more effort put in, the higher the return. The time and care Lawrence put into her clients, reading up on their interests and hobbies so she could relate to them and build their trust paid off. Always emphasizing the importance of offering the client something unique and valuable. As Lawrence says, “In my opinion, if you are not obsessive in the advertising business you will always work for someone else” (31).
Capturing the complex world of the advertising industry Lawrence's memoir navigates the hierarchical structures of advertising companies of the past. Acknowledging that in this field, it is essential to learn to operate under "uncertain circumstances" (10) and within different business structures. Consequently, the structure of the system Lawrence disliked -- and attempted to disrupt -- is still very much in place in some agencies today. Learning to function within and adapt to these structural changes is an invaluable skill in today's business culture. Agencies operate like finely tuned machines, all parts must work together cohesively. Working as a team -- toward a common goal, for a common goal. An agency is at its strongest when acting collaboratively. The ability to share and elaborate on ideas, get feedback, and utilize the strengths of your team is necessary for producing successful campaigns. The memoir highlights Lawrence's keen ability to find the best in her team, combining their talents to produce the most effective campaigns possible. Though not expressly stated, Lawrence showed these skills and insights into the industry through her experiences and stories of her time as a top advertising executive.
A Big Life In Advertising chronicles the advertising industry through the lens of Mary Wells Lawrence, a revolutionary player in shaping the business we know today. The organization of the memoir flows through the main points in Lawrence's career, effectively displaying her career in the industry as well as showing how the industry changed as time progressed. The format of the memoir tracks Lawrence's impact on advertising culture, making this memoir a valuable piece in representing advertising history. Though the memoir is formatted as a personal narrative and follows the life sequence of Mary Wells Lawrence, Lawrence presents a clear purpose and argues the point from beginning to end. Her purpose explicit -- as it says in the title, to live a big life. The memoir stays on target, constantly reiterating her primary thesis. Working to prove the importance of daring to be bold, putting blood, sweat, and tears into every aspect of life. Utilizing her personal experiences and expertise to provide evidence and relevance to the book. While the memoir lacked an aura of intellectual complexity, it succeeded in provoking thought. Each story held deeper meaning or valuable expertise. Due to the nature of the book, Lawrence's experiences sparked questions about the advertising industry and her personal life as well. Leaving the reader yearning to learn more.
Citation: Lawrence, Mary Wells. A Big Life In Advertising. Touchstone; Reprint Edition, 2003.