Wells Rich Greene Inc. records, 1954-1998 and undated

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Summary

Creator:
Wells Rich Greene, Inc.
Abstract:
The Wells Rich Greene, Inc. (WRG) advertising agency was founded in 1966 by Mary Wells, Richard Rich, and Stewart Greene, who were associates at Jack Tinker and Partners agency. Until its demise in 1998, WRG was ranked as one of the top 15 advertising agencies in the United States. The Wells Rich Greene, Inc. (WRG) Records contain primarily print advertisements and broadcast commercials and advertising spots for clients of WRG. Materials span 1966-1998 and include magazine and newspaper advertisements, proof sheets, audiocassettes, videocassettes, analog and digital audio tape. Corporate documentation includes press releases, clipping files, and staff photographs and slides. Clients represented in the collection include: American Motors; Bristol-Myers (Boost, Clairol, Herbal Essence, Vagistat); Cadbury (Canada Dry, Schweppes); Continental Airlines; Ford; IBM; ITT (Technology Institute, Sheraton); Liberty Mutual; MCI; Miles Laboratories (Alka-Seltzer); New York Department of Commerce; Pan Am; Philip Morris (Benson & Hedges, Player, Dunhill); Procter & Gamble (Gain, Oil of Olay, Pringles, Folder's, Sure); Ralston Purina (Chex, Dog Chow, Tender Vittles); Seagram; TWA; and Warnaco (Warner's lingerie). Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.
Extent:
250 Linear Feet
7500 Items
Language:
Material in English
Collection ID:
RL.01365

Background

Scope and content:

The Wells Rich Greene, Inc. (WRG) Records contain primarily print advertisements and broadcast commercials and advertising spots for clients of WRG. Materials span 1966-1998 and include magazine and newspaper advertisements, proof sheets, audiocassettes, videocassettes, analog and digital audio tape. Corporate documentation includes press releases, clipping files, and staff photographs and slides. Clients represented in the collection include: American Motors; Bristol-Myers (Boost, Clairol, Herbal Essence, Vagistat); Cadbury (Canada Dry, Schweppes); Continental Airlines; Ford; IBM; ITT (Technology Institute, Sheraton); Liberty Mutual; MCI; Miles Laboratories (Alka-Seltzer); New York Department of Commerce; Pan Am; Philip Morris (Benson & Hedges, Player, Dunhill); Procter & Gamble (Gain, Oil of Olay, Pringles, Folder's, Sure); Ralston Purina (Chex, Dog Chow, Tender Vittles); Seagram; TWA; and Warnaco (Warner's lingerie).

NOTE: Throughout this finding aid, "TRT" refers to "Total Running Time," the total duration of content contained on a tape or film.

Biographical / historical:
Date Event
1966
Opened upon the departures of Mary Wells, Richard Rich, and Stewart Greene from Jack Tinker and Partners
1967
Won American Motors Company (AMC) account
1968
Won Trans World Airlines (TWA) account
Initial public offering
1969
Richard Rich left WRG
1970
AMC Gremlin launch
Won Alka-Seltzer account (Miles Laboratories)
1971
Agency of record, Procter & Gamble
1974
WRG reverted to private ownership
Stewart Greene left WRG
1979
Won Ford Motor Company corporate account
1990
Mary Wells Lawrence resigned as CEO, replaced by Ken Olshan
1991
Majority stake sold to BDDP; renamed Wells Rich Greene BDDP
1996
Sold to GGT PLC (London)
1997
Renamed Wells BDDP; soon after sold to Omnicom Group
1998
Dissolved by Omnicom

Among the notable campaign slogans created by WRG: "Plop, plop, fizz, fizz,""I can't believe I ate the whole thing," and "Try it, you'll like it" (all for Alka-Seltzer); "I (heart) New York" (New York State Commerce Commission); "Trust the Midas Touch" (Midas Muffler); "At Ford, Quality is Job 1" (Ford Motor Company); and "Raise Your Hand If You're Sure" (Procter & Gamble's Sure anti-perpirant).

Date Event
1928 May 25
Born Mary Georgene Berg, Youngstown, Oh.
Circa 1945
Attended Neighborhood Playhouse School of the Theater, New York, N.Y.
Circa 1947
Attended Carnegie Institute of Technology
Married Bert Wells
1951
Advertising writer, McKelvey's Department Store, Youngstown, Oh.
1952
Fashion Advertising Manager, Macy's Department Store, New York, N.Y.
1953
Copy Chief, McCann-Erickson agency
1957-1963
Worked at Doyle Dane Bernbach
1964-1966
Worked at Jack Tinker and Partners; primary responsibility for Braniff Airlines account
1965
Divorced Bert Wells
1966
Opened Wells Rich Greene, Inc. with Richard Rich, and Stewart Greene, associates from Jack Tinker and Partners
1967
Married Harding Lawrence, CEO of Braniff Airlines
1968
Upon WRG Initial public offering, became first woman CEO of a company listed on the New York Stock Exchange
1969
Considered the highest-paid woman in U.S. advertising industry
Inducted into Copywriters' Hall of Fame
1970
Honorary Doctor of Law, Babson College
1971
Named Advertising Woman of the Year
Honorary Doctorate, Carnegie-Mellon University
2002
Memoir, A Big Life in Advertising, published
Harding Lawrence died

Sources:Advertising Age Encyclopedia of Advertising (Fitzroy Dearborn 2003); The Ad Men and Women (Applegate 1994); Who's Who in Advertising (1963-); Wikipedia, Mary Wells Lawrence

Acquisition information:
The Wells Rich Greene Inc. Records were received by the David M. Rubenstein Rare Book Manuscript Library as a gift in 1998.
Processing information:

Processed by Richard Collier, Jessica Wood, April 2009

Encoded by Richard Collier, April 2009

Accessions 98-290, 98-396 were merged into one collection, described in this finding aid.

Arrangement:

Collection is arranged into two Series: Print Advertisements and Documentation; and Audiovisual Materials.

Rules or conventions:
Describing Archives: A Content Standard

Contents

Using These Materials

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Using These Materials

Restrictions:

Collection is open for research.

Researchers must register and agree to copyright and privacy laws before using this collection.

In addition, original audiovisual materials are closed to patron use. Technical Services staff need to produce use copies before contents can be accessed.

All or portions of this collection may be housed off-site in Duke University's Library Service Center. The library may require up to 48 hours to retrieve these materials for research use.

Please contact Research Services staff before visiting the David M. Rubenstein Rare Book & Manuscript Library to use this collection.

Terms of access:

The copyright interests in this collection have not been transferred to Duke University. For more information, consult the copyright section of the Regulations and Procedures of the David M. Rubenstein Rare Book & Manuscript Library.

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Preferred citation:

[Identification of item], Wells Rich Greene Inc. Records, David M. Rubenstein Rare Book & Manuscript Library, Duke University

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