Artwork from a stock certificate.
Wells, Rich, Greene was an ad agency that worked on Jack in the Box advertising from 1977-1985. Once one of the top 15 ad agencies in the United States,[1] it has been described as "one of the most creative agencies of the century."[2]
History[]
Rich (top left), Wells Lawrence, and Greene.
The agency was founded in 1966 by Mary Wells Lawrence, Richard Rich, and Stewart Greene.[3] Wells Lawrence served as founding president, the first woman to own and run a major national agency. When the company went public in 1968, she also became the first female CEO of a company listed on the New York Stock Exchange.[2]
WRG's first client was Braniff International Airways; Wells Lawrence had previously spearheaded an advertising campaign for the company at Jack Tinker & Partners, where she was denied a promotion.[4][5]
Other notable clients included Benson & Hedges (increasing sales from 1 billion cigarettes in 1966 to 14 billion in 1970),[6] Alka-Seltzer, New York State Department of Commerce (developing the iconic "I ♥ NY" campaign),[7] Midas International, Bic, and RC Cola.
Wells Lawrence stepped down in 1990. Wells, Rich, Greene was sold to French company BDDP Worldwide the following year. After multiple ownership changes, the agency ceased operations in 1998.[2]
Jack in the Box[]
Wells, Rich, Greene became the agency of record for the Jack in the Box fast food chain in 1977, replacing Doyle Dane Bernbach.[8]
The agency's most notable work for the chain was the 1980 commercial Exploding Clown, in which the clown mascot Jack is exploded, symbolizing a new era for the restaurant. The concept was conceived by Howie Cohen, who had previously come up with the "I can't believe I ate the whole thing" campaign for Alka-Seltzer. However, gaining approval for the commercial was an uphill battle, with Jack in the Box dropping WRG after a marketing director nixed the idea. The agency was granted a second chance after Wells Lawrence personally appealed to the chairman of Jack in the Box's parent company Ralston Purina (of which she was a board member) and brokered an arrangement wherein WRG would pay for the commercial itself, and if it was successful Jack in the Box would retain their account. Exploding Clown proved to be highly successful, with Jack in the Box sales increasing by double digits.[9]
Jack in the Box reassigned its advertising account to HCM/Chicago in 1985.[10]
In popular culture[]
A prop letter produced for Mad Men.[11]
Wells, Rich, Greene is mentioned in the television series Mad Men. In the 2014 episode "Field Trip," lead character Don Draper is offered a position at the agency.[12]
References[]
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- ↑ "Wells Rich Greene Inc. records, 1954-1998 and undated." Archives & Manuscripts at Duke University Libraries.
- ↑ 2.0 2.1 2.2 Elliott, Stuart. "An Advertising Legend Is Ready for Her Comeback." New York Times. May 27, 2002.
- ↑ "Wells, Rich, Greene." AdAge Encyclopedia. September 15, 2003.
- ↑ Braniff Flying Colors. Facebook post. May 25, 2023.
- ↑ GrowTal. "The End of the Plain Plane." LinkedIn. June 6, 2022.
- ↑ Whiteside, Thomas. "Cutting Down." New Yorker. November 12, 1970.
- ↑ Gary. "The Story Behind I Heart New York." Buy T-Shirts Online. March 19, 2015.
- ↑ Lazarus, George. "Tareytons to enter menthol cigaret race." Chicago Tribune. July 25, 1977.
- ↑ Taylor, Heather. "How To Blow Up the Jack in the Box Clown." Advertising Week. May 28, 2024.
- ↑ Lazarus, George. "Jack in the Box lands in Chicago." Chicago Tribune. October 24, 1985.
- ↑ mbrianrowland. "Got a few MM items from ScreenBid today, one of which was Don’s offer letter from Wells Rich Greene." Reddit. October 19, 2024.
- ↑ Ryan, Maureen. "'Mad Men' Review: 'Field Trip' To Unknown Territory." HuffPost. April 28, 2014.