Bernice Fitz-Gibbon
Encyclopedia
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's
. She was inducted into the Advertising Hall of Fame in 1982. 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 1940 to 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. After receiving numerous industry awards and starting her own firm, Fitz-Gibbon retired to Madison, Wisconsin
in 1976. She died in Onalaska, Wisconsin
.
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
executive and a pioneer in retail
Retail
Retail consists of the sale of physical goods or merchandise from a fixed location, such as a department store, boutique or kiosk, or by mail, in small or individual lots for direct consumption by the purchaser. Retailing may include subordinated services, such as delivery. Purchasers may be...
advertising, working at Marshall Field's
Marshall Field's
Marshall Field & Company was a department store in Chicago, Illinois that grew to become a major chain before being acquired by Macy's Inc...
, Macy's
Macy's
Macy's is a U.S. chain of mid-to-high range department stores. In addition to its flagship Herald Square location in New York City, the company operates over 800 stores in the United States...
, Gimbels and Wanamaker's
Wanamaker's
Wanamaker's department store was the first department store in Philadelphia, Pennsylvania, and one of the first department stores in the United States. At its zenith in the early 20th century, there were two major Wanamaker department stores, one in Philadelphia and one in New York City at Broadway...
. She was inducted into the Advertising Hall of Fame in 1982. She was named #62 on the 100 people of the 20th century by Advertising Age
Advertising Age
Advertising Age is a magazine, delivering news, analysis and data on marketing and media. The magazine was started as a broadsheet newspaper in Chicago in 1930...
. She was also honored by Retail Advertising Confederation and the Copywriters Club of New York.
Fitz-Gibbon was born in Waunakee, Wisconsin
Waunakee, Wisconsin
Waunakee is a village in Dane County, Wisconsin, United States . The population was 12,097 at the 2010 census. It is part of the Madison Metropolitan Statistical Area. Waunakee bills itself as "The Only Waunakee in the World." The village was named as #78 in CNN Money's "Top 100 Best Places to...
and grew up on a farm. She earned a degree from University of Wisconsin–Madison
University of Wisconsin–Madison
The University of Wisconsin–Madison is a public research university located in Madison, Wisconsin, United States. Founded in 1848, UW–Madison is the flagship campus of the University of Wisconsin System. It became a land-grant institution in 1866...
, then worked at small newspapers before taking a position at Marshall Field's. She moved to New York City
New York City
New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...
in 1926 to work on the Macy's account, where she penned the tagline
Tagline
A tagline is a variant of a branding slogan typically used in marketing materials and advertising. The idea behind the concept is to create a memorable phrase that will sum up the tone and premise of a brand or product , or to reinforce the audience's memory of a product...
"It's smart to be thrifty." While working at Gimbel's from 1940 to 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
Sloan Wilson
Sloan Wilson was an American author.-Reporter:Born in Norwalk, Connecticut, Wilson graduated from Harvard University in 1942. He served in World War II, serving in the United States Coast Guard, commanding a naval trawler on the Greenland patrol and an army supply ship in the Pacific Ocean.After...
over women in the workplace. After receiving numerous industry awards and starting her own firm, Fitz-Gibbon retired to Madison, Wisconsin
Madison, Wisconsin
Madison is the capital of the U.S. state of Wisconsin and the county seat of Dane County. It is also home to the University of Wisconsin–Madison....
in 1976. She died in Onalaska, Wisconsin
Onalaska, Wisconsin
Onalaska is a city in La Crosse County, Wisconsin. The 2011 Census Bureau estimates the city had a population of 18,097. It is part of the La Crosse Metropolitan Area....
.
Selected 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
External links
- Bernice Fitz-Gibbon profile
- Bernice Fitz-Gibbon profile via Advertising Age