Creative Maxine Daley Locker Dies at 83

Peggy Olson-Like Figure Worked at Bates, JWT on Carnation, Gallo Accounts

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NEW YORK (AdAge.com) -- Maxine Daley Locker, an agency creative for nearly three decades, died in California this month from pneumonia at the age of 83.

Maxine Daley Locker
Maxine Daley Locker
Ms. Daley, as she was known by her maiden name to the ad world, held creative posts at Bates Advertising and JWT in New York and Erwin Wasey Advertising and SSCB/Lintas in Los Angeles. Among her more well-known work were campaigns for Carnation instant breakfast and breakfast bars and Gallo Winery.

A real-life Peggy Olson from "Mad Men," Ms. Daley became a creative during an era when women in advertising were more likely to be secretaries. She began her career at the Los Angeles office of Foote, Cone & Belding, which merged with Draft in 2006 to become the Interpublic agency DraftFCB.

Born in Glendale, Calif., Ms. Daley survived her deceased husband, Harold Locker, after more than 60 years of marriage, and she is survived by her son Bruce Locker. She left advertising in 1983 to pursue a career in art and antiques.

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