Obituary: Advertising held little attraction for Laurel Cutler. Then she discovered a gift for it.
Starting in the late 1970s, she projected that bland, midprice brands aimed at the mass market were doomed. People would no longer be exclusively upscale, middle-tier or downscale in their buying decisions, she said in an interview with Inc. magazine: “The very same people would buy at Neiman-Marcus in the morning and Kmart in the afternoon, depending on whether they cared about the category or not.”Ms. Cutler, who died Nov.
Laurel Eve Cutler was born Dec. 8, 1926, in New York City. Her father, Aaron Smith Cutler, was a trial lawyer and partner of Fiorello La Guardia . Her mother, Dorothy Glaser Cutler, had graduated from Hunter College with a math degree. It was, Ms. Cutler wrote later, a “high-achieving family.” When a personnel manager asked Ms. Cutler what her lifetime ambition was, she replied, “I want to be a good wife and mother.” Even so, the manager prodded her into entering a contest for aspiring writers of ad copy. “Because I didn’t stress that much over it,” she wrote, “I won the copy competition.”
She advised Chrysler to concentrate on pleasing customers rather than car dealers. Lunches in the executive dining rooms could be trying: “They were all car guys,” she wrote, “and I emphatically was not.”
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