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Topics: Entertainment-TelevisionEntertainment-TelevisionCareer-Managing CareersInnovation-Innovation and ManagementDemographics-GenderChange-Change ManagementAdvertising-Advertising CampaignsMarketing-Brands and BrandingAfter graduating from HBS, Sue McClelland (HRPBA ’60) faced an unappealing job market. Back then, women were only truly welcomed as teachers, nurses, or secretaries, and “I didn’t want to do any of those,” McClelland told the Modesto Bee (January 14, 2007). So she accepted an advertising job — “they needed a token broad” — with Scott Paper Company, where, among other things, she made an advertising breakthrough: getting an ad for sanitary napkins on television for the first time. Recalled McClelland, “We couldn’t run it before 10 p.m. No children. It was so subtle, it might as well have been an advertisement for perfume.”
In 1972, E. & J. Gallo Winery called out of the blue and invited McClelland to its Modesto headquarters to manage its network television purchases. Eventually becoming the family company’s first female vice president and media maven, she helped Gallo upscale its brand while also introducing its popular wine coolers, featuring the Bartles & Jaymes country-boy pitchmen. Last December, after almost 35 years at Gallo, McClelland retired and now devotes much of her time to raising prize-winning Morgan show horses and wirehaired dachshunds.
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