A LADY VISITOR

Hokitika Guardian, 23 May 1928, Page 4

A LADY VISITOR

HEAD OF CHEAT ADVERTISING firm. AUCKLAND, May 21. To liavo become the head of one of the largest advertising agencies in the British Empire is a notable achievement for a woman. r l his position is held by Miss J. A. Reynolds, of Samson Clark and Company, of London, Sydney, Melbourne, and Berlin, who arrived at Auckland by the Aorangi yesterday.

Miss Reynolds’s place in the advertising world has not been easily earned. She entered it thirty-two years ago simultaneously with the founding of the company by the late Mr Samson Clark. In those days advertising had not become what it is to-day, a scientific blend of psychology, art and business acumen. Most manufacturers and traders looked after their own advertising. What was more, women had not begun to invade business, so Miss Reynolds was a veritable pioneer. Today she is a Fellow of the Institute of Incorporated Practitioners in Advertising, and one of a small band of British women who are active heads of large companies. A solt-voiced lady, she carries her honours lightly. She is not at all inclined to talk about herself. She believes there is much scope for women in advertising. A fellow direc- 1 tor of Miss Reynolds is Mrs E. M. Wood, C.8.E., a. sister of the present Lord Chancellor, Lord Hailsliam, and past president of the Women’s Advertising Club. Miss Reynolds believes that women have a certain advantage in the preparation of advertising intended to be read by their own sex. It is a. wellknown fact that something like 90 per cent of all retail buying is done by women, and the advertiser who knows how to reach the housewife has an ad-, vantage over all rivals who do not. Miss Reynolds emphasises, however, that ,it would be a great mistake to imagine that women can take up advertising and make a successful career of it without very special aptitude, sound training, and much hard work. Miss Reynolds intends to spend about three weeks in New Zealand. She was much interested to hear that an advertising exhibition was to be held in'Auckland this week.