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Jane Maas, a Pioneer for Girls in Promoting, Dies at 86


Jane Maas, who, although neither mad nor a person, turned a trailblazer within the testosterone-driven promoting business of the 1960s and ′70s, died on Friday in Mount Nice, S.C. She was 86.

The trigger was issues of lung most cancers, her daughter Jennifer Maas Jones mentioned.

As a senior vice chairman at Wells Wealthy Greene, Ms. Maas was extensively credited with shepherding one of the vital profitable tourism campaigns ever — “I Love New York” — which the company devised for the New York Department of Commerce to assist resuscitate the town and state within the late 1970s.

She has additionally been described as the primary girl to move a pre-existing main New York Metropolis promoting company, Muller Jordan Weiss.

In an obituary that she had ready for herself, Ms. Maas wrote that she had headed the “I Love New York” marketing campaign, which included the immortal heart-shaped brand designed by Milton Glaser and music and movie path by, amongst others, Charlie Moss, Stan Dragoti and Steve Karmen.

“Yes, all of these men are the fathers,” she famous in a 2012 memoir, “Mad Girls: The Different Aspect of Life on Madison Avenue within the ’60s and Past.” “However I can look you straight within the eye and inform you that I’m its solely mom.

“Mary Wells Lawrence was the godmother, in fact,” Ms. Maas wrote, referring to her company’s founding president, “but I was the one who hugged it, fed it, and changed its diapers.”

In what began in 1976 as a modest account to promote upstate New York ski resorts, Ms. Maas, a inventive director and account executive, turned the company’s liaison with the state. It commissioned the broader tourism marketing campaign to counter unhealthy publicity about crime and decay in New York Metropolis, accelerated by a municipal fiscal disaster.

An promoting blitz that includes an authentic track, espresso mugs, bumper stickers and celebrity-studded tv commercials promoted New York’s outside leisure sources and its unmatched constellation of Broadway theaters.

Ms. Maas started her Madison Avenue profession in 1964 at Ogilvy & Mather, the place she rose from junior copywriter to develop into solely its second girl to be promoted to vice chairman. Even so, she was normally confined to dealing with family manufacturers — Dove cleaning soap, Drano, Johnson Wax, Maxwell Home espresso — pitched primarily to girls.

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A 1976 e book written by Ms. Maas and Kenneth Roman (with Martin Nisenholtz) turned an business basic.Credit scoreKogan Web page Ltd

“In those days,” she wrote, “female copywriters were kept in a product ghetto, allowed to work only on accounts like food or floor cleaners, considered appropriate to our sex. We weren’t allowed to write ads for banks, or liquor or, God forbid, cars.”

Interviewed by Promoting Age in 2014, Ms. Maas recalled creating one business through which an actress rhapsodizes about how a lot her husband loved the espresso she had lovingly brewed for him. “I can’t believe I wrote that drivel,” she mentioned.

She labored at Wells Wealthy Greene from 1976 to 1981, when she broke floor for ladies in promoting as the primary president of Muller Jordan Weiss, whose shoppers included Aamco transmissions, Hearst magazines and Stroehmann bakeries. She turned president of Earle Palmer Brown in 1987 and was later its chairwoman, till 1992.

Promoting Age, which named Ms. Maas one of many “100 Most Influential Women in Advertising,” as soon as referred to her as “the real Peggy Olson, right out of ‘Mad Men,’ ” evoking the bold character performed by Elisabeth Moss on the AMC tv collection.

However Ms. Maas, in distinction to these fictional mad women and men, was “relentlessly cheerful,” she wrote in an earlier memoir, “Adventures of an Advertising Woman” (1986).

“I’ve never recovered from being a cheerleader,” she added.

Jane Ann Brown was born on March 14, 1932, in Jersey Metropolis to Margaret (Beck) Brown, a homemaker, and Charles Brown, an elementary faculty principal. She attended Ridgefield Park Excessive College.

After graduating in 1953 from Bucknell College in Pennsylvania, the place she majored in English, she attended the College of Dijon in France on a Fulbright Scholarship after which obtained a grasp’s diploma in English literature from Cornell.

She married Michael Maas, an architect, who died at 70 in 2002, lower than a yr after the demise of his brother, Peter Maas, the best-selling creator. Along with her daughter Jennifer, she is survived by one other daughter, Katherine Maas; a sister, Susan Weston; and a granddaughter. She had been residing close to her daughters in South Carolina since 2015 and died in a senior residing facility.

Ms. Maas had wished to be an actress and gravitated to tv after successful $150 as a contestant on “Name That Tune,” a quiz present. Employed to interview potential contestants, she went on to jot down for TV. However with two youngsters to boost, she wrote, she determined to search for a job extra “gentlemanly” than the one she had working nights.

At Ogilvy & Mather, Ms. Maas and Kenneth Roman, a former chief executive of the company, wrote the 1976 e book “How to Advertise” (with Martin Nisenholtz), which turned an business basic.

Along with her two memoirs, she additionally wrote two books together with her husband, “Christmas in Wales: A Homecoming” (1994) and “The Christmas Angel” (2013).

For all of the challenges of the “I Love New York” marketing campaign, it introduced Ms. Maas shoppers whose reputations proved almost as powerful to sugarcoat as municipal chapter and concrete blight.

It was Hugh L. Carey, New York’s governor on the time, who launched her to Evangeline Gouletas, a Chicago developer whom Mr. Carey, a widower, was planning to marry. He was requested Ms. Maas to arrange the marriage.

Ms. Gouletas had been offered as a widow, but it surely turned out that she had been married and divorced thrice and that she had lied on her marriage license about her first former husband.

“My biggest contribution to the whole wedding, really,” Ms. Maas wrote, “was listening patiently to moans.”

Mr. Carey additionally referred the imperious hotelier Leona Helmsley to Ms. Maas as a shopper. Ms. Helmsley, a logo of 1980s greed and conceitedness to many, was later convicted of tax evasion and roundly criticized for reducing two of her grandchildren out of her will and leaving their share to her canine.

“Don’t believe everything you’ve read about Leona,” Ms. Maas wrote. “She was worse than that.”

As a younger girl blazing a path in a male-dominated area, Ms. Maas had been clear on her priorities: profession, husband and youngsters, in that order, she informed The New York Times in 2012.

In her second, and saltier, memoir, she described the office ethos of her period. “The best way to get promoted from secretary to copywriter was for your boss to make it happen,” Ms. Mass wrote. “And the fastest way to make that happen was to make it with your boss.”

An ardent however skeptical feminist, she was no much less opinionated in 2016, when, in a letter to The Times, she famous that solely 11 % of promoting company inventive administrators had been girls. That was so, she mentioned, not due to a male plot, however as a result of girls “don’t want to be the one where the buck stops, the one who has to work all weekend and fire half the agency when you lose the big account.”

“They would rather be a highly paid second in command,” she wrote, “and have more time with their families.”

She added: “ Feminism today has simply run out of steam. The (now defunct) women’s cigarette Virginia Slims had an advertising slogan: ‘You’ve come a long way, baby.’ I have to ask: ‘Baby, have you really come such a long way after all?’ ”



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Updated: November 21, 2018 — 11:33 pm

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