Jane Maas, a Pioneer for Women in Advertising, Dies at 86

Jane Maas, a Pioneer for Women in Advertising, Dies at 86


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

A 1976 guide written by Ms. Maas and Kenneth Roman (with Martin Nisenholtz) grew to become an trade basic.Credit scoreKogan Web page Ltd.

“In these days,” she wrote, “feminine copywriters had been saved in a product ghetto, allowed to work solely on accounts, like meals or flooring cleaners, thought of applicable to our intercourse. We weren’t allowed to jot down adverts for banks, or liquor or, God forbid, vehicles.”

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

She labored at Wells Wealthy Greene from 1976 to 1981, when she broke floor for ladies in promoting because the president of Muller Jordan Weiss, whose purchasers included Aamco Transmissions, Hearst Magazines and Stroehmann Bakeries. She grew to become 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 Girls in Promoting,” as soon as referred to her as “the actual Peggy Olson, proper out of ‘Mad Males,’ ” evoking the formidable 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 Promoting Girl” (1986).

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