Shelly Lazarus

Ogilvy and Mather's CEO is a woman called Shelly Lazarus. She is described in a business journal as 'one of the most powerful executives in advertising' and 'an evangelist for the power of brands.' Lazarus has spent the past 30 years at Ogilvy working at Ogilvy with blue-chip clients such as American Express, Ford, and IBM.^[1] Lazarus has been CEO of Ogilvy & Mather Worldwide since 1997; she took over from the company's first woman CEO Charlotte Beers (see below) in 1996.

In 1999, Lazarus was named the fourth most powerful woman in American business by Forbes magazine.^[2] The year after, she was down to number 7. In the same magazine Lazarus explains how Motorola CEO Chris Galvin asked her for help to get the American public back into the shops after the terrorist attack on 11th. The public simply does not feel like shopping, but we need to tell them [Lazarus quotes] "that's what the terrorists want. I don't care if you feel like it or not--go buy a bra."^[3]

Lazarus feels that the growing prosperity gap and the environment are the issues that will most define our future. Her devotion to building brands and marketing (aimed at changing people's attitudes so that they buy more and more) seem at odds with her concern about the environment. Lazarus admits there is plenty of science that proves humans have a deleterious effect on the planet. She adds: 'We also know we cannot in a snap alter the way we live off the land'. Instead, Lazarus is in the forefront of promoting higher levels of consumerism.^[4]

Lazarus stresses the importance of expanding our [the American] worldview and definition of globalism beyond mere trade partners. "Americans tend to be forward-thinking; large parts of the world are not", she says in an interview with Fortune magazine. In this context she particularly refers to the Middle East. After the 11th she knows what to fear: militancy [..] fuelled by a questionable interpretation of Muslim religion.^[5]

Other activities: Lazarus has been chairman of the Board of Directors of The American Association of Advertising Agencies (AAAA). She is on the Board of Directors of GE, and an adviser at venture capital firm RRE Ventures.^[6] Lazarus is/has been member of the Board of Directors of industry, business and academic institutions including Ann Taylor Stores, Presbyterian Hospital, and the World Wildlife Fund.^[7]

Notes

1. ^'Shelly Lazarus on What Works Today', by Stacy Perman, Business2.0 online magazine, 22 October 2001, available online at: http://www.business2.com/articles/web/0,1653,18033,FF.html accessed 20 May 2002
2. ^ Woman of the day, powerful woamen in business', cybergrrl website: http://www.cybergrrl.com/fs.jhtml?/views/wotd/16999.html accessed 20 May 2002. See also: The Power 50, Fortune, 16 October 2000, Fortune website: http://www.fortune.com/indexw.jhtml?channel=artcol.jhtml&doc_id=00000422 accessed 20 May 2002
3. ^ 'Shelly Lazarus on Terror', Fortune, 26 November 2001, Fortune website: http://www.fortune.com/indexw.jhtml?channel=artcol.jhtml&doc_id=205063 accessed 20 May 2002
4. ^'Shelly Lazarus', 11 November 2001, Fortune magazine, Fortune website: http://www.fortune.com/indexw.jhtml?channel=artcol.jhtml&doc_id=205072 20 May 2002
5. ^ 'Shelly Lazarus', 11 November 2001, Fortune magazine, Fortune website: http://www.fortune.com/indexw.jhtml?channel=artcol.jhtml&doc_id=205072 20 May 2002
6. ^ See RRE Ventures website: http://www.rre.com/about.html accessed 20 May 2002
7. ^'Rochelle Lazarus', REE Ventures website: http://www.rre.com/rreadvisors.cfm#55 accessed 20 May 2002