A story “Mad Men” overlooked: Caroline R. Jones, who
spearheaded advertising that changed how Americans thought about some of the
world’s most popular brands.
Jones built a trailblazing career as an advertising
executive, starting as a copywriter in the early 1960s and eventually founding
multiple firms. Her clients included American Express, the National Urban
League and Kentucky Fried Chicken (her agency developed the slogan “We Do
Chicken Right!”).
Throughout her career, Jones struggled against the
assumption that her ads should only address African American consumers. Many
times her targeted ad campaigns were so successful that companies used them for
national work—but, in one case, replaced African American figures with white
models.
Jones
died in 2001, but her story lives on through items of hers at our National Museum of American History. More about her life on their blog.