Bernice Fitz-Gibbon

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 also honored by Retail Advertising Confederation and the Copywriters Club of New York.

[2] 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."

[3][4] She continued her ascendancy and got into a notable feud with author Sloan Wilson over women in the workplace.

[5] After receiving numerous industry awards and starting her own firm, Fitz-Gibbon retired to Madison, Wisconsin in 1976.