page_title: Bernice Fitz-Gibbon
hierarchical_section_title: Bernice Fitz-Gibbon
caption_attribution_description: English: Bernice Fitz-Gibbon (right) created enticing advertisements for a business called Gimbels.
context_page_description: Bernice Bowles "Fitz" Fitz-Gibbon 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.
  Fitz-Gibbon was born in Waunakee, Wisconsin and grew up on a farm. She earned a degree from University of Wisconsin–Madison, then worked at small newspapers before taking a position at Marshall Field's. She moved to New York City in 1926 to work on the Macy's account, where she penned the tagline "It's smart to be thrifty." While working at Gimbel's from 1940 to 1954, she wrote "Nobody, but nobody, undersells Gimbels." At Gimbels, Fitz-Gibbon was known for her "Fitzkreigs," described as "a blitz of words springing from the rapier-sharp and highly imaginative brain of Miss Fitz-Gibbon."
  She married Herman Block in 1925; he died in 1951. She continued her ascendancy and got into a notable feud with author Sloan Wilson over women in the workplace.
context_section_description: Bernice Bowles "Fitz" Fitz-Gibbon (September 6, 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.
  Fitz-Gibbon was born in Waunakee, Wisconsin and grew up on a farm. She earned a degree from University of Wisconsin–Madison, then worked at small newspapers before taking a position at Marshall Field's. She moved to New York City in 1926 to work on the Macy's account, where she penned the tagline "It's smart to be thrifty." While working at Gimbel's from 1940 to 1954, she wrote "Nobody, but nobody, undersells Gimbels." At Gimbels, Fitz-Gibbon was known for her "Fitzkreigs," described as "a blitz of words springing from the rapier-sharp and highly imaginative brain of Miss Fitz-Gibbon."
  She married Herman Block in 1925; he died in 1951. She continued her ascendancy and got into a notable feud with author Sloan Wilson over women in the workplace. After receiving numerous industry awards and starting her own firm, Fitz-Gibbon retired to Madison, Wisconsin in 1976. She died in Onalaska, Wisconsin.
caption: Bernice (right) working on advertisements.
exif: {"Image Make": "Apple", "Image Model": "iPhone 8 Plus", "Image Orientation": "Horizontal (normal)", "Image XResolution": "72", "Image YResolution": "72", "Image ResolutionUnit": "Pixels/Inch", "Image Software": "12.0", "Image DateTime": "2018:10:05 14:09:47", "Image TileWidth": "512", "Image TileLength": "512", "Image ExifOffset": "220", "GPS GPSLatitudeRef": "N", "GPS GPSLatitude": "[43, 28, 10]", "GPS GPSLongitudeRef": "W", "GPS GPSLongitude": "[80, 32, 3227/100]", "GPS GPSAltitudeRef": "0", "GPS GPSAltitude": "76424/229", "GPS GPSSpeedRef": "K", "GPS GPSSpeed": "0", "GPS GPSImgDirectionRef": "T", "GPS GPSImgDirection": "69463/202", "GPS GPSDestBearingRef": "T", "GPS GPSDestBearing": "69463/202", "GPS Tag 0x001F": "65", "Image GPSInfo": "1824", "EXIF ExposureTime": "1/20", "EXIF FNumber": "9/5", "EXIF ExposureProgram": "Program Normal", "EXIF ISOSpeedRatings": "40", "EXIF ExifVersion": "0221", "EXIF DateTimeOriginal": "2018:10:05 14:09:47", "EXIF DateTimeDigitized": "2018:10:05 14:09:47", "EXIF ComponentsConfiguration": "YCbCr", "EXIF ShutterSpeedValue": "4361/1009", "EXIF ApertureValue": "2159/1273", "EXIF BrightnessValue": "3315/1103", "EXIF ExposureBiasValue": "0", "EXIF MeteringMode": "Pattern", "EXIF Flash": "Flash did not fire, auto mode", "EXIF FocalLength": "399/100", "EXIF SubjectArea": "[3007, 1263, 314, 314]", "EXIF SubSecTimeOriginal": "401", "EXIF SubSecTimeDigitized": "401", "EXIF FlashPixVersion": "0100", "EXIF ColorSpace": "sRGB", "EXIF ExifImageWidth": "3659", "EXIF ExifImageLength": "2335", "EXIF SensingMethod": "One-chip color area", "EXIF SceneType": "Directly Photographed", "EXIF ExposureMode": "Auto Exposure", "EXIF WhiteBalance": "Auto", "EXIF FocalLengthIn35mmFilm": "28", "EXIF SceneCaptureType": "Standard", "EXIF LensSpecification": "[399/100, 33/5, 9/5, 14/5]", "EXIF LensMake": "Apple", "EXIF LensModel": "iPhone 8 Plus back dual camera 3.99mm f/1.8"}