[1] In 1896 Arthur James Wilson had his own advertising agency creating signs and posters when Ethel (Sayer) joined him and his other five employees as a secretary.

She had to put up with the family's shame of her going into business and the struggle to operate in difficult full length skirts.

[2] Ethel could type, but she taught herself sign language so that she could interpret her boss's ideas.

In the following year an organisation was formed with Wilson as president and Nina Oliver-Watts as secretary.

She helped to organise transport for Belgian refugees and the Association of Advertising Women (AAW) continued through the first world war.