Bernice Bowles "Fitz" Fitz-Gibbon (1894 – February 22, 1982) was an American advertising executive and a pioneer in retail advertising, working at Marshall Field's, Macy's, Gimbels and Wanamaker's.
 She was inducted into the Advertising Hall of Fame in 1982.
 She was named #62 on the 100 people of the 20th century by "Advertising Age".
 She was also honored by Retail Advertising Confederation and the Copywriters Club of New York.
Joyce Beber, born Joyce Sacks, (November 20, 1929 - September 17, 2010) was an advertising executive who co-founded the Beber Silverstein Group and created numerous memorable campaigns for the Helmsley group of hotels.
 The campaigns successfully promoted Leona Helmsley and her hotel chain; Beber was hired and fired four times by Helmsley.
Carlos Souto (Buenos Aires, May 13, 1955) is an Argentine advertising executive.
 He is regarded as one of the leading political advertising executives in Argentina.
 He runs the advertising agency South Communications, which has been engaged in political advertising since 1996.
 The work teams he organizes and leads have been a key factor in transforming the Latin American political language over the last decade.
 He took part in work teams with David Ratto, Ramiro Agulla, Dick Morris, Miguel Sal and Darío Lanis.
 Throughout his long career he has received over forty national and international awards for his noteworthy pieces of communication for the goods and services market.
 He has recently been accused in the local media in Argentina of providing services to post fake, scripted comments on online journals to support the Clarin media group in its fight against the Kirchner administration.
David N. Martin (April 19, 1930 – October 2, 2012) was an American advertising executive.
 In 1965, Martin and his business partner, George Woltz, co-founded The Martin Agency, an advertising agency headquartered in Richmond, Virginia.
 Martin also created the iconic tourism advertising slogan, "Virginia is for Lovers", to market the U.S. state of Virginia as a tourist destination.
 In 2012, "Advertising Age" called "Virginia is for Lovers", which was first unveiled in 1969, "one of the most iconic ad campaigns in the past 50 years."
 The advertising campaign is still used by Virginia as of 2016.
Jerry Della Femina (born 1936) is an American advertising executive and restaurateur.
 Starting from a poor Italian background in Brooklyn, he eventually became chairman of Della Femina Travisano & Partners, an agency which he founded with Ron Travisano in the 1960s.
 Over the next two decades they grew the company into a major advertising house that was billing $250 million per year and had 300 employees and offices in both New York and Los Angeles.
 Della Femina is known for his larger-than-life personality and colorful language, and was referred to as a "'Madman' of Madison Avenue".
 In 1970, he wrote a book about the advertising industry, humorously titled, "From Those Wonderful Folks Who Gave You Pearl Harbor: Front-Line Dispatches from the Advertising War".
 The book became a best-seller, described by "The Guardian" as "one of the defining books about advertising", and eventually inspired the television series "Mad Men".
Earnest Elmo Calkins (March 15, 1868 – October 4, 1964) was a deaf American advertising executive who pioneered the use of art in advertising, of fictional characters, the soft sell, and the idea of "consumer engineering".
 He co-founded the influential Calkins and Holden advertising agency.
 His work was recognized with many awards during his lifetime and was called the "Dean of Advertising Men" and "arguably the single most important figure in early twentieth century graphic design."
Ginna Sulcer-Marston (born Ginna Sulcer February 19, 1958 in Chicago, Illinois) is an American advertising executive notable for anti-drug public service advertising campaigns at the Partnership for a Drug Free America, a nonprofit consortium of advertising professionals which ran targeted media campaigns to "unsell" illegal drugs.
 She was a founder of the organization in 1986 which produced the well-known commercial "This is your brain on drugs" and other "hard-hitting, unsentimental ads" which depicted the "unglamorous reality of drug abuse".
 As research director, she studied the consumer motivations of drug users by means of marketing research methods including focus groups, quantitative surveys, and advertising research, and she led media campaigns directed at specific audiences such as inner-city youth, pre-teens, and parents.
 In addition, she often served as the organization's spokesperson, by giving speeches at numerous press conferences, by speaking at universities such as Colgate University, appearing on television, in print media, and on radio.
 She is regarded as an authority on anti-drug advertising efforts.
Leona Mindy Roberts Helmsley (born Lena Mindy Rosenthal; July 4, 1920 – August 20, 2007) was an American businesswoman.
 She was known for her flamboyant personality and had a reputation for tyrannical behavior that earned her the sobriquet Queen of Mean.
 She was promoted by the Beber Silverstein Group and its co-founder Joyce Beber persuaded Helmsley to replace that title with Queen of the Palace Hotel instead.
Allen Steven Kay (born November 25, 1945) is an American advertising executive and entrepreneur.
 He created the iconic Xerox advertisement, featuring a monk named Brother Dominic, which aired during the 1976 Super Bowl.
 Kay is also known for his "See Something Say Something" advertising campaign for The New York Metropolitan Transportation Authority.
 Kay co-founded Korey Kay & Partners advertising in 1982 and served as its Chairman and CEO for 32 years.
 He is currently taking on special strategic postitioning, creative branding, and integrated marketing assignments.
 Kay is active in advertising industry associations.
 He is married and has two daughters.
Helen Bayless Lansdowne Resor (February 20, 1886 – January 2, 1964) was an American advertising executive with J. Walter Thompson Co..
 A noted copywriter, she was inducted into the Advertising Hall of Fame in 1967.
 She was named #14 on the list of 100 Advertising people of the 20th Century by "Advertising Age".

Question: What was the person's original sobriquet who was promoted by an advertising executive?
Answer: Queen of Mean