Shirley Polykoff

FOOTE, CONE & BELDING, NEW YORK

Shirley Polykoff began as the sole female copywriter at Foote, Cone & Belding in 1955 (Thomas, 1998). She has said she was hired in "three minutes" as a result of her sample book (Cummings, 1985). Her first account - Playtex. She also did some work on the Perfume Institute and Savarin Coffee accounts. But only three months after Ms. Polykoff's arrival at Foote, Cone & Belding, the Clairol account arrived. Being a woman gave her an advantage in the male-dominated industry, as Clairol's product was targeted almost exclusively to women. The account was given to her. Ms. Polykoff considered herself "just an articulate consumer in the client's offices" (Danzig, 1999).

Ms. Polykoff later admitted to hating the Playtex account, and was happy to have the opportunity to work on the Clairol account. However, Clairol only had one product at the time with an advertising budget of only $500,000, so she had to continue on the Playtex account. Eventually, Clairol's ad budget increased to $33 million a year, which was considered "colossal in those days" (Cummings, 1985).

Shirley Polykoff remained loyal to Foote, Cone & Belding and the products she "mothered" for almost two decades despite numerous offers of employment from outside companies (Polykoff, 1975). Even David Ogilvy at one time mentioned that success in running an agency depends on one's ability to hire men and women of exceptional talent. In Ogilvy On Advertising, he admits to having sometimes failed in recruiting the talent he sought after. For example, one who escaped him was Shirley Polykoff of Clairol fame (Ogilvy, 1983). Just prior to Ms. Polykoff's husband's death, he told her, "... and I want you to stay with Foote, Cone & Belding... They'll watch over you and protect you." And they did, according to Ms. Polykoff (Polykoff, 1975).

After 18 years with Foote, Cone & Belding, New York, Shirley Polykoff retired in 1973 as Senior Vice President and Chairman of the Creative Board. Despite her position and substantial salary at the end of those 18 years, Ms. Polykoff had not been privy to deferred salaries and other ways of planning for retirement. Clairol did set aside $5,000 per year for Ms. Polykoff, along with an annuity from Foote, Cone & Belding of $10,000 per year. A pension plan was organized at Foote, Cone & Belding, but not until near the time of Ms. Polykoff's retirement. The resulting benefit for her was $51.55 per month. The total of $15,000 per year did not support the notion of retirement (Cummings, 1985). Therefore, unable to "afford" retirement, she became President of her own creative agency, Shirley Polykoff Advertising (Polykoff, 1997).

1973 - Shirley Polykoff at St. Regis Clairol Retirement Party
(Photo from Does She... Or Doesn't She, 1975)

~ Home ~ Table of Contents ~ Introduction ~ Family Life ~
~ Early Career ~ FC&B ~ Clairol ~ Miss Clairol Ads ~ S.P. Advertising ~
~ Ad Collection ~ Honors ~ Conclusion ~ Bibliography ~