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Frances Gerety
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Promoter
    (1916-April 11, 1999)
    Born in Philadelphia, Pennsylvania
    Birth name was Mary Frances Gerety
    Copywriter for N.W. Ayer & Son (1943-70)
    Coined the slogan ‘A Diamond Is Forever’ for De Beers (1948)
    She was hired to write ads for women’s products.
    When Ayer and Son celebrated the 25th anniversary of their association with De Beers, the agency’s male executives got gold watches; she got squat (1963).
    Ironically, given her role in promoting diamond engagement and wedding rings, she never married.
    Her slogan has appeared in every De Beers ad since 1948.
    Four years after the slogan was introduced, 80 percent of couples marked their engagement with a diamond ring – up from less than 10 percent before WWII.
    Her slogan was famous enough to inspire the title of Ian Fleming’s fourth James Bond novel, ‘Diamonds Are Forever.’ (1956)
    ‘A Diamond Is Forever’ was named best slogan of the 20th century by Advertising Age.

Credit: C. Fishel


 
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