She did "It's smart to be thrifty" for Macy's before she was plucked away and did "nobody but nobody undersells Gimbels" for Macy's then-rival.
retail advertising pioneer
Creator of the Macy's slogan "It's great to be thrifty" and "Nobody, but nobody, undersells Gimbels," Fitz-Gibbon, former ad manager at Marshall Field's, Macy's, Gimbels and Wanamaker, became retailing's most important and highly paid advertising director. She influenced department store and fashion advertising by introducing "events" -- fashion shows, dance instruction, lectures, demonstrations, etc. -- and chatty, informative eight-column newspaper ads. The award-winning agency she opened in 1954 jump-started copywriter careers for numerous women.
29 March 1928, New York Times, pg. 11:
Moreover, Macy's low-price policy means results on the score of thrift, and these days it is smart to be thrifty.
18 March 1949, New York Times, pg. 31:
"We wouldn't dream of relinquishing our promotional 'nobody-but-nobody-undersells Gimbels' position," Mr. Eckhouse said.
4 January 1982, New York Times, pg. D6:
Bernice Fitz-Gibbon, retailing's legendary ad maker who starred at both Macy's and Gimbel's, is being installed in another hall of fame, this time by the American Advertising Federation. She has already been so honored by the Retail Advertising Confederation and the Copywriters Club of New York.
25 February 1982, New York Times, pg. B16:
Bernice Fitz-Gibbon, 87, Dies;
Retail Advertising Specialist
Word Mark IT'S SMART TO BE THRIFTY
Goods and Services (EXPIRED) IC 035. US 101. G & S: DEPARTMENT STORE SERVICES. FIRST USE: 19280000. FIRST USE IN COMMERCE: 19280000
Mark Drawing Code (1) TYPED DRAWING
Serial Number 72335360
Filing Date August 14, 1969
Current Filing Basis 1A
Original Filing Basis 1A
Registration Number 0914601
Registration Date June 8, 1971
Owner (REGISTRANT) R. H. MACY & CO., INC. CORPORATION NEW YORK 151 W. 34TH ST. NEW YORK NEW YORK 10001
(LAST LISTED OWNER) R. H. MACY & CO., INC. CORPORATION BY MERGER AND CHANGE OF NAME FROM DELAWARE 151 WEST 34TH STREET NEW YORK NEW YORK 10001
Assignment Recorded ASSIGNMENT RECORDED
Attorney of Record ROBERT G. WEILACHER
Type of Mark SERVICE MARK
Affidavit Text SECT 15. SECT 8 (6-YR).
Renewal 1ST RENEWAL 19911231
Live/Dead Indicator DEAD