Akazi Ambiri Ochokera Kumalengezedwe Akale ndi Amakono
Iwo amanena kuti malonda ndi masewera a munthu, ndipo n'kwabwino kunena kuti mafakitale akulamulidwa ndi amuna. Msonkhano wa 3% ukuyesera kubweretsa chisokonezo ichi, kutsindika mfundo yokha kuti 3 peresenti ya otsogolera otsogolera ndi akazi. Komabe, ngakhale zili zovuta kwambiri, akazi ena ayesa njira yotsatsa malonda, kusiya chizindikiro chosalephereka chomwe chidzatchula mayina awo monga ena omwe amachititsa chidwi kwambiri ndi mafakitale.
Ngakhale kuti pakhala pali amai ambiri opambana pa malonda pazaka, pa malo aliwonse ndi muyeso mu makampani, mndandandandawu umayang'ana pa iwo omwe anali nawo mbali pazolengedwa za bizinesi; amayi omwe anali ndi udindo wolemba , zolemba zamaluso , malangizo othandizira , komanso njira zogwirira ntchito. Azimayiwa adagonjetsa anzawo ambiri, ndipo nthawi zina kukhala mzimayi ku malonda amenewa kunkawoneka kuti ndiwopweteka kwambiri. Adziwe bwino, chifukwa adapanga njira kwa amayi ambiri omwe akugwira ntchito lero.
Mary Wells Lawrence
Simungathe kuyankhula za amayi mu malonda popanda kutchula dzina lakuti Mary Wells Lawrence. Atabadwa mu 1928, ku Youngstown, Ohio, Lawrence mwinamwake ndi wotchuka kwambiri chifukwa anali woyamba CEO wa kampani imene inalembedwa ku New York Stock Exchange. Komabe, chikoka chake pa malonda chinali chodabwitsa, ndipo ngakhale simudziwa dzina lake, mumadziwa bwino ntchito yake.
Lawrence anayamba ntchito yake monga wolemba mabuku ku ofesi ya dipatimenti ya McKelvey. Koma adasamukira ku New York City, ndipo mu 1953 adakhala wolemba mabuku komanso mutu wotsogolera ku McCann Erickson.
Patapita zaka zinayi adalumikizana ndi Doyle Dane Bernbach, ndi bungwe lomwe likanakhala lofunika kwambiri m'mbiri ya malonda.
Imodzi mwa ntchito zake zodabwitsa ndizo "Plop, plop, fizz, fizz" kwa Alka Seltzer. Lawrence adanena kuti malondawa akuwonetsa mapiritsi awiri omwe akuyikidwa mu galasi, kutanthauza kuti anthu amagwiritsa ntchito ziwiri nthawi iliyonse akamalandira mankhwala. Izi zagulitsa kwambiri Alka Seltzer chifukwa chake. Ntchito zina zimaphatikizapo: "Sindingakhulupirire kuti ndadya chinthu chonse" ndi "Yesani, mungachifune" kwa Alka Seltzer; "NDIKONDA NY"; "Dalirani Midas touch" ya Midas; "Kwezani dzanja lanu ngati muli Owona" kwa Sure Deodorant.
Pambuyo pa DDB, Lawrence anapita kukagwira ntchito kwa Jack Tinker ndi bungwe lake, Jack Tinker ndi Partners. Iyi inali bungwe lokonzanso, lomwe linalidi ngati tank, ndipo linadziwika padziko lonse lapansi monga "Maganizo a Tinker." Msonkhano wina wa Lawrence umene unayambira unali "Mapeto a Plain Plane" kwa Braniff International Airways. Pulogalamuyo inali yofunika kwambiri pa kukonzanso komanso kutha kwa ndege.
Atamufunsa za njira yake yolenga, Lawrence anayankha kuti "Simungakhoze kukhala inu. Muyenera kudzipatulira nokha. Muyenera kuwerenga mabuku pazinthu zomwe simukudziwa. Muyenera kupita kumalo omwe simunaganizepo kuti mukuyenda. Muyenera kukomana ndi mtundu uliwonse wa munthu ndikumasula zomwe mumadziwa. "
Phyllis Kenner Robinson
Atabadwa mu 1921 ku New York City, Robinson ndi mkazi wina amene adalenga ntchito zabwino kwambiri zomwe zakhala zikugulitsidwa nthawi zonse.
Ngakhale kuti adalandira digiri ya bachelor mu bizinesi kuchokera ku Barnard College, Robinson ankafuna kukhala wolemba. Atangoyamba ntchito yake ku Bresnick ndi Solomont, adayanjananso ndi Gay Advertising. Anali pano adakumana ndi William Bernbach wina, yemwe adapeza Doyle Dane Bernbach; Robinson ndi Bob Gale yemwe adali ndi luso lake la zojambulajambula analipo kuyambira pachiyambi.
Robinson anali mlembi wamkulu woyamba wa DDB, yemwe ankayang'anira gulu lomwe linaphatikizapo Mary Wells Lawrence, yemwe adalowa nawo mu 1957. Panthawi imene anali ku DDB, Robinson ankayang'anira ntchito zambiri zomwe zimakumbukiridwa mpaka lero, sichiyenera kukhala wachiyuda kukonda Levy's Real Jewish Rye "polojekiti ya Henry S Levy ndi Ana. Ena makasitomala otchuka anali Orbach's, Polaroid, El Al Airlines, ndi Volkswagen.
Ndipotu, ndi ntchito ya Orbach yomwe inabweretsa VW Beetle ku DDB, ndi VW executive akuti "tikufuna bungwe lochita za Orbach." Pulogalamu ya chiphuphu imatengedwa kuti ndi yopambana kwambiri, ndipo yakhazikitsidwa kukhazikitsa chisinthiko .
Tiger Savage
Ndi dzina loti Tiger Savage, simungachite bwino bwanji malonda? Ataphunzira ku School of Communication Arts, motsogoleredwa ndi Paul Arden wamkulu, Savage analowa m'sitolo yotchuka kwambiri Simons Palmer Denton Clemmow & Johnson. Pano iye amagwira ntchito zopambana zimphona za buluu monga BT, Nike, ndi Virgin. Kenaka, adasamukira ku nyumba ya mphamvu Bartle Bogle Hegarty , kupambana mphoto zambiri pa ntchito ya Coca-Cola , Levis, ndi Unilever. Mkazi wake wotchedwa The Lynx Effect (The Ax Effect ku US) ndi imodzi mwa misonkhano yodziwika bwino yamakono.
Pambuyo pa BBH, Savage anasamukira ku Leagas Delaney, kenako M & C Saatchi. Apa ndi pamene adagwira ntchito yake yambiri, kusiya zaka 11 kuti akhale wothandizira. Amatchula maola ambiri ngati chifukwa chake, akuti "Ndikuganiza kuti [akazi] timagwira ntchito mobwerezabwereza chifukwa pali testosterone yambiri m'madipatimenti opanga zinthu. Ndiyeno ndi maola. Zimakhala zovuta ngati muli ndi ana. Ine ndiribe ana, omwe anganene zambiri popanda kunena chirichonse. Zimandipweteka nthawi zina. "Iye tsopano ndi amene anayambitsa Savage & King Ltd, pamodzi ndi mwamuna wake Will King.
Jean Wade Rindlaub
Atabadwa mu 1904 ku Lancaster, Pennsylvania, Rindlaub anali mmodzi mwa akazi oyambirira kukhala wotsatsa malonda. Rindlaub anasamukira ku New York City mu 1930 kuti atsatire maloto ake ogwira ntchito pa malonda. Pasanathe mwezi umodzi, anayamba kugwira ntchito ku bungwe lolemekezeka lotchedwa Batten, Barton, Durstine & Osborn (yemwe amadziwika kuti lero ndi BBDO), monga mlembi. Komabe, chilakolako chake chinali chachikulu, ndipo adalimbikitsidwa kukhala malo a wolemba mabuku, chifukwa katswiri wake amadziwa bwino za amai ndi amai (chinthu chomwe chinkawonetsedwa mu " Mad Men " ya TV). Ndipo sikuti anangopanga zokhazokha zokhazokha, koma anachita kafukufuku wambiri kuti athetse zofuna zenizeni za amayi.
Zina mwa zochitika zake zosaiwalika zikuphatikizapo za Bond Mkate, nsapato za Enna Jettick, Msuzi wa Campbell, zovala za Carter, General Mills, ndi United Fruit Company. Komabe, ntchito yake ya Oneida panthawi ya nkhondo yachiwiri yapadziko lonse ndi imodzi mwa zosaiŵalika komanso zosangalatsa. "Kunyumba Kwawo Kuti Ukhalebe" sikunali kampingo chabe, koma chizindikiro chenicheni cha chiyembekezo. Rindlaub adatengedwera ku Advertising Advertising of Fame mu 1989.
Wotsatsa Helen Lansdowne
Kumayambiriro kwa zaka za m'ma 1900, kampani ina yotchedwa World Manufacturing Co., yemwe amapanga chimbudzi, inagula Helen Lansdowne mosukulu. Ichi chinali chiyambi cha ntchito zomwe zingabweretse Lansdowne ku zofalitsa monga wolemba mabuku, Pofika m'chaka cha 1908, Stanley Resor (yemwe adzakwatirane ndi Lansdowne) adatsegula nthambi ya Chicago ya J. Walter Thompson Co., ndipo adalemba Lansdowne monga wolemba mabuku wamkazi woyamba. Izi sizinali zopindulitsa panthawi imeneyo, pamene akazi sankasamalidwe ngati maudindo.
Kuyambira pamenepo, Lansdowne adakhala wofalitsa wabwino komanso wogulitsa, akupanga mapulogalamu a makasitomala kuphatikizapo Crisco, Woodbury Facial Soap, Cold Cream, Red Cross, YMCA, ndi boma. Lansdowne anachita upainiya wamitundu yambiri yomwe ikugwiritsidwabe ntchito mpaka lero, kuphatikizapo malonda omwe amalimbikitsa malonda pamene akufanana ndi olembawo. Anabweretsanso Norman Rockwell ku JWT monga fanizo. Lansdowne anali ndi mphamvu yaikulu yotsatsa malonda, ndipo adatengedwera ku Advertising Advertising of Fame mu 1967. Ndipo Helen Lansdowne Scholarship akupitiriza kuthandiza amayi kupeza maudindo apamwamba mu malonda mpaka lero.
Bernice Fitz-Gibbon
Atabadwa mu 1894, Bernice Bowles "Fitz" Fitz Gibbon anakulira pa famu ku Waunakee, Wisconsin. Anapeza digiri kuchokera ku yunivesite ya Wisconsin-Madison, ndipo adagwira ntchito ku nyuzipepala zing'onozing'ono asanayambe kupita ku New York City mu 1926. Pano, adagwira ntchito pa akaunti ya Macy, ndipo anali ndi udindo wolemba " lamulo la chinenero cha Chingerezi, kuphatikizapo mfiti ndi nzeru zake, zinamupangitsa kukhala wamphamvu mu malonda a malonda.
Pa ntchito yake yaitali kwa zaka zoposa 40, adayambitsa zosinthika m'masitolo, ndipo amapanga malonda ndi zolemba zosaiwalika zomwe zinalembedwa. Fitz-Gibbon ankakhulupilira kuti zonse zomwe adazichita panthawiyi zinali zotsatsa malonda, kupanga chinachake chotchedwa "kumanga." Iyi inali njira yomwe idagwiritsira ntchito malo ang'onoang'ono pamwamba pa mapepala kuti afotokoze nkhani zokhudzana ndi masitolo. Kuphunzira kwake ndi mawu kunakhala nkhani yongopeka, ndipo pophunzitsa ana a talente atsopano momwe angalembe, kukhala "wophunzitsidwa" ndi chinthu chomwe mungadzitamande mukayambiranso. Fitz-Gibbon inalowetsedwa ku Advertising Advertising of Fame mu 1981.
Shirley Polykoff
Atabadwira ku Brooklyn mu 1908, Polykoff adayamba ntchito yake m'magazini yamagazini ali mnyamata. Anagwira ntchito ku Harper's Bazaar, asanayambe kusuntha m'masitolo ogulitsa monga Bamberger's ndi Kresge. Koma mu 1955, ntchito yake inatha pamene adapeza ntchito ku Foote, Cone & Belding. Pano, adatenga nkhani ya Clairol ndipo adapanga imodzi mwa ntchito zabwino kwambiri m'mbiri ya malonda. Mndandanda wamasewero "Kodi iye-kapena si choncho?" Chifukwa Clairol sankakhoza kunyalanyaza, ndipo izi zinakhudza kwambiri amayi Achimereka. Pamsonkhanowu usanafike, amayi asanu ndi awiri (7%) a ku US amadula tsitsi lawo. Pambuyo pake, iwo anali oposa 50 peresenti, ndipo kugulitsa nsonga ndi dyes kunayambira kuchoka pa $ 25 miliyoni kufika pa $ 200 miliyoni.
Zotsatira monga choncho zinapangitsa Polykoff kukhala ndi chuma chamtengo wapatali kwa FC & B, ndipo adayimilira kukhala mtsogoleri wotsogolera wamkulu ndi wotsogolera. Atachoka ku FC & B, Polykoff adayambitsa bungwe lake, ndipo kamodzinso, katswiri wake wotsogoleredwe anapanga kampani ndalama zambiri. Pulokofi inapatsidwa Kampani Yopanga Woman of the Year mu 1967, ndipo inalowetsedwa ku Advertising Advertising of Fame mu 1980.