Editor’s Note: Welcome to REEL WOMEN, our annual tribute to dynamic women in creative industries. As we Celebrate Women’s History Month throughout the month of March, let us introduce you to some very special women, like author and retired advertising executive, Emma Young.
Emma Young, was born in Chicago and attended Central YMCA Junior College, and Roosevelt University. In 1974, she left her position as a research assistant with the Chicago Urban League to become a junior copywriter at Leo Burnett USA.
During her tenure at Burnett, Young wrote television and radio commercials, and print ads and outdoor advertising for Procter & Gardner, Secret Antiperspirant and Gleem Toothpaste, Oldsmobile cars, Hungry Jack Biscuits, Kelloggs Froot Loops, Keebler Cookies and Crackers, Green Giant Frozen Vegetables and others. She created the Pillsbury Paper Knife Campaign for Pillsbury Frosting, which resulted in Burnett winning the Pillsbury Frosting Supreme account in a competition with other agencies. She also created the New Freedom Lady campaign for Kimberly/Clark New Freedom Maxi Pads.
In 1980, Young joined Soft Sheen Products where she founded Brainstorm Communications, created Perfect Pinch seasoning mix, the Brand New You in ’82 radio broadcast and the “Come Alive, October 5” voter registration campaign which resulted in over 200,000 newly registered voters and helped Harold Washington become Chicago’s first Black mayor.
Young was recruited by Burrell Advertising as Associate Creative Director, and later Vice President, Group Creative Director. She created the first two hip hop commercials for Sprite which featured Kurtis Blow and Kid ‘n Play, respectively. She also worked for RJDale, Danielle Ashley and Carol H. Williams Advertising. She was the recipient of over 20 CEBA Awards.
Young founded the Black Screen Writers Association, and co-wrote the movie Up Against the Wall.
Since her retirement, she has authored a children’s book, It’s Good to be me, and a memoir, Confessions of a Recovering Racist.
She is currently the managing editor of the South Side Drive Magazine.
Let’s meet Emma!
What’s your origin story?
When I was 10 years old, my Mom brought home a Royal Typewriter. I taught myself how to type and decided then and there that I wanted to write a novel. I loved to read, and I did a lot of daydreaming. I wanted to bring my daydreams to life. Fast forward, I was working as a research assistant at the Chicago Urban League. I loved writing the reports more than doing the actual research. One day at lunch a friend said, “Emma, what are we going to do about your writing?” Everyone knew I loved to write, so we sat there and brainstormed the possibilities. Someone mentioned advertising copywriter. I took the Basic Advertising Class and got hired by Leo Burnett USA.
How did you get into advertising?
Back in the early 70’s advertising was exactly what you’d see in the “Mad Men of Madison Avenue” series – all white guys, very few white women (none in managerial positions back then) hardly any Black men and no Black women. Bill Sharp got with the American Association of Advertising Agencies (4 A’s) and started the Basic Advertising Class. On “graduation day” Charlie Blakemore, Executive Creative Director of Leo Burnett liked my spec book and hired me on the spot. I went on to work for Soft Sheen Products, creating their inhouse agency, Brainstorm Communications, Burrell Advertising, RJDale Advertising, and Carol H. Williams Advertising..
Who were your mentors?
Carol H. Williams, CEO of Carol H. Williams Advertising was my instructor in the Basic Advertising Class, and she became my friend and mentor. She was my associate creative director and then, creative director at Leo Burnett, and later my boss when I worked for her agency. My other mentors were the late poet and playwright, Useni Eugene Perkins, and the late screenwriter, Delle Chatman
While there will be others, what do you consider your biggest achievement to date?
Like you said, there are a lot of things I’ve done back in the day and lately of which I’ve been proud. I believe my biggest achievement was birthing and raising the Architect of House Music, Chip E. My goal was to instill in him the truth that he could be anything he wanted to be, and he continues to soar, not putting any boundaries on himself.
What drives you to create?
Life and my dreams. Delle Chatman used to say, if you want to see something happen, write a screenplay or a book about it. I also write about my “what if’s” – i.e., what if a GPS had a mind of its own? That’s a screenplay idea I’ve been toying with in my spare time.
What is a product or service you dream of doing a campaign for?
My doctor created a product called Golden Turmeric. I’ve been begging him to let me do a campaign for this product because it really works!
Award you crave, but haven’t won.
I’ve won lots of CEBA’s, but never a CLIO. Since I’ve retired from advertising, winning a CLIO is now a dream deferred.
Female-directed franchise films such as Star Wars or MCU constantly get called “woke” by Internet trolls. Why?
First of all, let’s talk about the term “woke.” It connotes being alert, being conscious. Critics tried to turn a positive attribute into a bad word (just like liberal, in my opinion). They resent these movies because they don’t fit into the stereotypical female role that lives in the mind of the misogynist.
Coffee, Lunch or Happy Hour. Name a female Shero (living or dead) you would like to attend each function with.
Coffee with Ruby Dee. Lunch with Jorja English Palmer – I’d like to write the love story about her and Lu Palmer. Happy Hour with Carol H. Williams, she’s so full of wisdom, and so much fun to be with.
It’s an election year, what is keeping you up at night?
What kind of world will be here for my grandchildren and great-grandchildren with climate change, violence, murder music on the airwaves, political corruption, international genocides and AI.
Favorite all-time movie
The Way We Were
Favorite TV show of 2023
The Medhi Hasan Show
Band or singer you would ditch your career and go perform with
Mary J. Blige
What’s your theme song for 2024?
Living my life like it’s golden.
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