Bernice Fitz-Gibbon

Bernice Bowles "Fitz" Fitz-Gibbon (1894–February 22 1982) was an American advertising executive and a pioneer in retail advertising, working at Marshall Field's, Macy's, Gimbels and Wanamaker. She was inducted into the Advertising Hall of Fame in 1982. Dougherty, Philip H. (January 4, 1982). [http://query.nytimes.com/gst/fullpage.html?res=9A0CE4D71338F937A35752C0A964948260 Advertising: Ad Writer To Be Honored.] "New York Times"] She was named #62 on the 100 people of the 20th century by "Advertising Age". She was also honored by Retail Advertising Confederation and the Copywriters Club of New York.

Fitz-Gibbon was born in Waunakee, Wisconsin and grew up on a farm. She earned a degree from University of Wisconsin-Madison, then worked at small newspapers before taking a position at Marshall Field's. She moved to New York City in 1926 to work on the Macy's account, where she penned the tagline "It's smart to be thrifty." While working at Gimbel's from 140 ton 1954, she wrote "Nobody, but nobody, undersells Gimbels."

Her husband died in 1951. She continued her ascendancy and got into a notable feud with author Sloan Wilson over women in the workplace.Fitz-Gibbon, Bernice (January 29, 1956). Woman in the Gay Flannel Suit; A career woman says her sex can best achieve happiness with homes, children—and jobs. "New York Times"] After receiving numerous industry awards and starting her own firm, Fitz-Gibbon retired to Madison, Wisconsin in 1976. She died in Onalaska, Wisconsin.Staff report (February 25, 1982). [http://query.nytimes.com/gst/fullpage.html?res=9C0DEFDD133BF936A15751C0A964948260 Bernice Fitz-Gibbon, 87, Dies; Retail Advertising Specialist.] "New York Times"]

elected bibliography

*"Alice in Lark Land." Studebaker Corporation (1962) ASIN B0007HL9HO
*"Girl meets Lark." Studebaker Corporation (1963) ASIN B0007HL9HY
*"Macy's, Gimbels, and Me: How to Earn $90,000 a Year in Retail Advertising." Simon and Schuster (1967) ASIN B000J0NEYU

References

External links

* [http://www.ciadvertising.org/student_account/fall_01/adv382j/utamychang/2nd_assignment/ Bernice Fitz-Gibbon profile]
* [http://adage.com/century/people062.html Bernice Fitz-Gibbon profile] via "Advertising Age"