Lansdowne Resor, hailed as “one of the most extraordinary women of American life” in the 1964 J. Walter Thompson Company press release, still struggles to gain recognition for the his work in advertising. The question remains: If Lansdowne Resor was so influential in the history of advertising, why isn't it mentioned in more textbooks or about advertising greats? Many people can name advertising greats including David Ogilvy, William Bernbach and Leo Burnett. The gap in the history of advertising and its influential women provides the basis for the importance of research to explain the importance of Lansdowne Resor in the history of advertising. Lansdowne Resor changed the way advertising was made in order to deliver a more personalized message to a targeted female audience and, in doing so, created advertising techniques that are still in use today. Unfortunately, because most of the history of advertising is written from the male perspective, it is difficult to tell the story of Lansdowne Resor without mentioning her husband and former president of the J. Walter Thompson Company, Stanley Burnett Resor. Arguably, Resor became increasingly instrumental in Lansdowne Resor's life and career. Helen Lansdowne Resor's tenacity and skills have allowed her to excel in the field of advertising and contribute to consolidating