Advertising Pioneer Paula Green Passes Away at 92

She Wrote the Well-Known Avis Motto, 'We Try Harder'

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Paula Green, a pioneer among women in the advertising industry, passed away on December 4 at the age of 92.

During her career, Ms. Green wrote the well-known Avis motto, "We Try Harder," as well as the lyrics to the International Ladies' Garment Workers' Union's song, "Look for the Union Label."

According to a bio on The One Club's website, Ms. Green started her advertising career as a copywriter at Seventeen Magazine, where she worked for two years before joining LC Gumbinner Agency. After that, she went to Doyle Dane Bernbach, now DDB, and then decided to go out on her own.

In 1969, she partnered with her husband, Murray Dolmatch, to found the agency Green Dolmatch, which later became known as Paula Green Advertising. Her eponymous firm worked on campaigns for brands such as Goya, Subaru, The New York Times and the American Cancer Society.

Ms. Green, a breast cancer survivor as a young woman who went on to write a TV commercial about women examining themselves for early breast cancer signs, was inducted into The One Club's Creative Hall of Fame in January 2012. Others inducted into the Hall of Fame that year include Apple's Steve Jobs and commercial director Joe Pytka.

She is survived by her brother, Fred Green; a son, Joel; daughter-in-law, Hope; and granddaughter, Lily.

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