Vakadzi Vakakura Kubva Mukuratidza Zvakaitika Kare uye Nhasi
Vanotaura kuti kushambadzira mutambo wemunhu, uye zvakakosha kutaura kuti iyo indasitiri inotungamirirwa nevarume. Musangano wechitatu muzana unoedza kuunza kusaruramisira uku kujekesa, kuti 3% chete yevatungamiri vekusika ndivo vakadzi. Zvisinei, pasinei nemafungiro akaoma, vamwe vakadzi vakapisa nzira mumashambadziro, vachisiya chiitiko chisingakanganwi chichaisa mazita avo pasi sevamwe vanoita zvakanyanya kukurudzira.
Nepo pave pane vakadzi vakawanda vanobudirira mukushambadzira pamusoro pemakore, munzvimbo dzose uye muhuwandu mune zvemabhizimisi, urongwa uhwu hunotarisa kune avo vaibatanidzwa mubato rekusika rebhizimisi; vakadzi vaive vane basa rekunyora , kunyora mazano , mazano ekugadzira , uye kugadzira nzira. Vakadzi ava vakakunda vazhinji vevarume vavo, dzimwe nguva apo kuva mukadzi mune ino makambani kwakaonekwa sechiremera chakakura pakubudirira. Ivazive zvakanaka, nokuti vakaisa nzira yevakawanda vevakadzi vanobudirira vari kushanda nhasi.
Mary Wells Lawrence
Iwe haugoni kutaura pamusoro pevakadzi muzvivako pasina kutaura zita rokuti Mary Wells Lawrence. Akaberekwa muna 1928, muChriststown, Ohio, Lawrence zvichida yakakurumbira zvikuru nokuti ndiyo yekutanga mukadzikadzi wekambani yakanyorwa muNew York Stock Exchange. Zvisinei, simba rake pamushambadziro raive chinhu chinoshamisa, uye kunyange iwe usingazivi zita rake, iwe unonyatsoziva zvimwe zvebasa rake.
Lawrence akatanga basa rake semunyori wechirungu kuMcKelvey dhipatimendi redu. Asi akazotamira kuNew York City, uye muna 1953 akava munyori wechirungu uye boka remusoro weboka ku McCann Erickson.
Makore mana chete gare gare akazobatana naDoyle Dane Bernbach, uye sangano rekusimudzirwa kwaizova mumwe wevanhu vane simba zvikuru munhoroondo yekutengeserana.
Mumwe wemishandirapamwe yake yakakosha yaiva "Plop, plop, fizz, fizz" yeAlka Seltzer. Lawrence zvirokwazvo akaratidza kuti chikwata chacho chinoratidza mahwendefa maviri ari kuiswa mugirazi, zvichireva kuti vanhu vanoshandisa vaviri nguva imwe neimwe pavanotora mhinduro. Izvi zvakatengesa zvakanyanya Alka Seltzer semugumisiro. Mimwe mishandirapamwe inosanganisira: "Handigoni kutenda kuti ndadya chinhu chose" uye "Edza, iwe uchachifarira" nokuda kweAlka Seltzer; "I LOVE NY"; "Vimba Midas touch" yeMidas; "Simudza ruoko rwako kana uri Wechokwadi" nokuda kweDeed Deodorant.
Mushure meDDB, Lawrence akaenda kushanda kuna Jack Tinker uye sangano rake, Jack Tinker uye Partners. Iyi yakanga iri sangano rezvematongerwo enyika, iro rainyanya kufanana neTancer tank, uye rakazozivikanwa pasi rose se "Tinker's Thinkers." Rimwe remakambani aLawrence akabuda aiva "End of the Plain Plane" yeBraniff International Airways. Mushandirapamwe wakanga wakakosha pakugadzirisa uye pakupedzisira kubudirira kweendaneti.
Paakabvunzwa nezvekusika kwake, Lawrence akapindura kuti "Haugoni kuva iwe. Iwe unofanirwa kuzvipamha pachako. Iwe unofanira kuverenga mabhuku pane zvidzidzo zvausingazivi nezvazvo. Iwe unofanirwa kuenda kune dzimwe nzvimbo iwe usina kumbofunga nezvokufamba. Iwe unofanirwa kusangana nemarudzi ose evanhu uye usingagumi kutambanudza zvaunoziva. "
Phyllis Kenner Robinson
Akaberekwa muna 1921 muNew York City, Robinson mumwe mukadzi akasika imwe yebasa rakanakisisa rakambobuda panguva yegoridhe yekudhinda.
Kunyange zvazvo akawana chikoro chebhaibheri pachikoro chevanhu kubva ku Barnard College, Robinson zvechokwadi aida kuva munyori. Mushure mokutanga basa rake kuBresnick naSolomont, akabatana neGrey Advertising. Yaiva pano aizosangana nomumwe William Bhabbach, uyo akawana Doyle Dane Bernbach; Robinson uye mhizha wake wemhizha Bob Gale vakanga varipo kubva pakutanga.
Robinson akanga ari DDB wekutanga ari mukuru munyori wechirangaridzo, achitarisira boka raisanganisira Mary Wells Lawrence, uyo akabatana nekambani muna 1957. Munguva yokugara kwake paDDB, Robinson akatarisa mhomho yakawandisa yemakambani achiri kuyeukwa kusvikira nhasi, yakasanganisira " haufaniri kuva muJudha kuda Levy's Real Jewish Rye "kuratidzira Henry S Levy nevanakomana. Zvimwe zvikwereti zvakakosha zvaisanganisira Orbach's, Polaroid, El Al Airlines, uye Volkswagen.
Zvechokwadi, yakanga iri basa raOrbach rakaunza VW Beetle kuDDB, nezwi reVW guru richiti "tinoda sangano rinoita Orbach." Mushandirapamwe weBeetle unonzi uri mukuru pane nguva yose, uye kukanganisa-kutanga shanduko yekuvandudza .
Tiger Savage
Une zita rakafanana neTiger Savage, iwe haungaiti sei zvakanaka mukudhinda? Mushure mokunge vadzidziswa paChikoro cheKutaurirana, pasi pekurudziro wePaul Arden mukuru, Savage akabatana neshizha guru rekusika Simons Palmer Denton Clemmow & Johnson. Ikoko aishanda pazvipembenene zvebhuruu zvakadai seBT, Nike, uye Virgin. Zvadaro, akaenderera kune simba guru Bartle Bogle Hegarty , achikunda zvikomborero zvakawanda zvebasa paCoca-Cola , Levis, uye Unilever. Mukurumbira wake The Lynx Effect (The Ax Effect muUnited States) ndeimwe yemakambani anozivikanwa zvikuru mukushambadzira kwemazuva ano.
Pashure peBHH, Savage yakaendeswa kuLeagas Delaney, yakatevera neM & C Saatchi. Yaiva pano iyo yaipedza huwandu hwebasa rake, kumira shure kwemakore gumi nemana kuti ave mutariri. Anotsanangura maawa ake akareba sechikonzero, achiti "Ndinofunga kuti isu [vakadzi] tinofanira kushanda kaviri zvakaoma nokuti pane zvakawanda zve testosterone mumasangano ekugadzira. Uye zvino ndiyo maawa. Zvakaoma kana iwe uine vana. Handina vana, zvinogona kutaura zvakawanda pasina kutaura chero chinhu. Izvi zvinoita kuti ndinzwe kusuruvara dzimwe nguva. "Iye zvino ndiye musheti weSavage & King Ltd, pamwe nemurume wake Will King.
Jean Wade Rindlaub
Akaberekwa muna 1904 muLancaster, Pennsylvania, Rindlaub aiva mumwe wevakadzi vose vekutanga kuva guru guru rekutengesa. Rindlaub akatamira kuNew York City muna 1930 kuti atevere kurota kwake kwekushanda mukudhinda. Mumwedzi mumwe chete, akatanga kushanda kusangano rakakurumbira rinonzi Batten, Barton, Durstine & Osborn (anonyanya kuzivikanwa nhasi seBDDO), semunyori. Zvisinei, chido chake chakanga chiri chikuru, uye akakurumidza kukurudzirwa kuchinzvimbo chekopi, nokuti nyanzvi yake inoziva nezvevakadzi nevakadzi (chimwe chinhu chakaratidzwa muchikamu cheTV " Mad Men "). Uye iye haana kungoita mishonga yakaisvonaka, asi akaita tsvakurudzo yakawanda kuti atarise zvinodiwa zvevakadzi.
Zvimwe zvezviyeuchidzo zvisingakanganwiki zvinosanganisira izvo zveBond Bread, shangu dzeEna Jettick, Muto waCampbell, Zvokudya zveCarter, General Mills, uye United Fruit Company. Zvisinei, basa rake kune Oneida panguva yeHondo Yenyika II nderimwe raiye risingakanganwiki uye rinogutsa. "Kudzoka Kwokuchengetedza Kwazvo" kwakanga kusiri kungoita chiziviso, asi chiratidzo chaiyo chetariro. Rindlaub akaendeswa muChangamidzo yeHome muFame muna 1989.
Helen Lansdowne Resor
Pakazosvika zana remakore rechi20, kambani inonzi World Manufacturing Co., muiti wezvigadzirwa zvembudzi, yakashandira Helen Lansdowne kubva pachikoro chesekondari. Kwakanga kuri kutanga kwemakwikwi emabasa anozoita kuti Lansdowne apinde munyika yekushambadzira sewe copywriter, Pakazosvika 1908, Stanley Resor (uyo aizozozoroora Lansdowne) akazarura bazi reChicago raJ. Walter Thompson Co., ndokupa Lansdowne se nyanzvi yekutanga yevakadzi. Iyi yakanga isiri kubudirira zvishoma panguva iyoyo, apo vakadzi vakanga vasingawanzofungi nezvemabasa akadaro mukudhinda.
Kubvira ipapo, Lansdowne akava muchengeti anobudirira uye mutengesi, achiita mishandirapamwe yevatengi kusanganisira Crisco, Woodbury Facial Soap, Pond Cold Cream, Red Cross, YMCA, uye hurumende. Lansdowne akapayona nzira dzakasiyana-siyana dzekutengeserana dzinoshandiswa nanhasi, kusanganisira zviziviso zvinokurudzira michina pairi kufanana nematongerwo emitemo. Akaunzawo Norman Rockwell kuJWT semufananidzo. Lansdowne akanga ane simba guru mune ramangwana rekutengeserana, uye rakapinza muChangamidzo Hall of Fame muna 1967. Uye Helen Lansdowne Scholarship inoramba ichibatsira vakadzi kuwana mabasa ekugadzira mukushambadzira kusvikira nhasi.
Bernice Fitz-Gibbon
Akazvarwa muna 1894, Bernice Bowles "Fitz" Fitz-Gibbon akakurira purazi muWunakee, Wisconsin. Akawana dhigirii kubva kuYunivhesiti yeWisconsin-Madison, uye akashanda pamapepanhau maduku vasati vadzokera kuNew York City muna 1926. Pano, akashanda pamakambani eMacy, uye aiva nechepamusoro patepa rekuti "Wakachenjera kuti awedzere." murairo weChirungu, pamwe nehupi uye uchenjeri hwake, wakamuita simba guru mune yekushambadzira mhizha.
Munguva yebasa rake refu kwemakore anopfuura makumi mana, akatanga hurumende mukutengeswa kwezvitoro, achigadzira zvimwe zvezviitiko zvisingayeukwi nematayiti akambonyorwa. Fitz-Gibbon akatenda kuti basa rake guru pane zvaiitika panguva iyoyo raiva mukushambadzira kwekutengesa, kugadzira chimwe chinhu chinonzi "kuvaka." Iyi yaiva nzira yakashandisa zvikamu zvishoma pamusoro pezvinyorwa zvemapepanhau kutaurira nyaya dzakanaka pamusoro pezvokuchengetedza. Unyanzvi hwake nemashoko yakava chinhu cheshoko, uye sezvaakadzidzisa tarenda mutsva yekunyora, kuva "Fitz-vakadzidziswa" chaiva chimwe chinhu chaungazvirumbidza paunotangazve. Fitz-Gibbon yakaendeswa muChirangaridzo Hall of Fame muna 1981.
Shirley Polykoff
Akazvarwa uye akakurira muBrooklyn muna 1908, Polykoff akatanga basa rake mumabhizimisi emagazini paaiva achiri kuyaruka. Akashanda paHarper's Bazaar, vasati vafambisa pane zvigadzirwa zvezvitengesi kusanganisira Bamberger's naKresge. Asi muna 1955, basa rake rakabviswa chaizvo paakaenda basa paFoote, Cone & Belding. Pano, akatora nhoroondo yeClairol ndokusika imwe yemapurogiramu akabudirira zvikuru munhau yekutengeserana. Nyaya yakaoma "Ndiyani-kana kuti haasi iye here" nokuti Clairol yakanga isingagoni kunyatsoteerera, uye yakakunda zvikuru vakadzi veAmerica. Pamberi pemushandirapamwe, 7 muzana yevakadzi muUnited States vakapfeka vhudzi ravo. Mushure mokunge, yakave inopfuura 50 muzana, uye kutengesa kwemashoko uye dhayi kwakabva kubva $ 25 mamiriyoni kusvika kune $ 200 mamiriyoni.
Migumisiro yakadai yakaita kuti Purokofi ive chinhu chinokosha kune FC & B, uye akasimuka kuburikidza neboka kuti ave mutevedzeri wemutungamiri wepamusoro uye mutungamiri wekusika. Mushure mokusiya FC & B, Polykoff yakatanga yake sangano, uye zvakare zvakare, nyanzvi yake yekufambisa yakaita kambani mamiriyoni emadhora. Purokofi yakapiwa Chiziviso Chiziviso chemukadzi wegore muna 1967, uye yakanyorerwa muIndaneti Hall of Fame muna 1980.