PPB July 2019

Margare t Cus t er Ford, MAS Setting Precedent PPB speaks with Margaret Custer Ford, MAS, founder of MARCO Ideas Unlimited, Inc., who shattered the glass ceiling when she founded her distributorship in 1959. by Danielle Renda T he promotional products industry is vibrant, innovative and full of exceptional creativity thanks to the professionals who keep its wheels rolling, andwho represent all demographics, backgrounds, genders and personalities. But the industry wasn’t always this diverse. Rewind 60 years earlier and the industry looked a lot different. It was largelymale-dominated, with little roomor invitation for women to participate, grow and prosper. Yet this is whenMargaret Custer Ford, MAS, founder of distributorMARCO Ideas Unlimited, Inc., in Portland, Oregon, stepped boldly over the status quo, surpassing societal standards tomake a name for herself, and all women, in promotional products. Ford’s journey has been covered by PPB many times before, including following her induction into the PPAI Hall of Fame in 1994 and presentation of PPAI’sWoman of Achievement Award in 2010. But hers is a story that deserves to be relished, remembered and retold, especially in an industry that has come so far since its start. In 1959, whenMARCOwas founded, womenwere not allowed to have a credit card in their own name; the account had to be established and funded by a husband or father. In the 1950s, womenwere just starting to branch outside of their traditional roles as teachers, nurses and secretaries, but for themost part, “ladies did not work outside the home,” Ford says. Women were turned down for jobs simply for being female — Ford included — and womenwho headed companies were not only rare, but they weren’t taken seriously. But Ford didn’t see this as her fate—she saw it as fuel to start her own company. Ford, who had just experienced a failedmarriage and found herself singlehandedly responsible for two children, experienced discrimination due to society’s standards, but she didn’t allowherself to fall victim to it. When she founded her company, she applied for product lines using her initials, “M.C.,” when signing letters, andwhen she received phone calls fromprospective clients, she acted as her own secretary. She learned to disguise her femininity so that other businesses would take her seriously. She entered banks dressed in pencil skirts, but was sure not to be “too dressed up” when calling on safety accounts, her predominant area of business. And she focused every effort on her business, never missing an opportunity. “I remember typing and filing correspondence one evening after the childrenwere in bed. As I closed the file drawer, I gave it a gentle, affectionate pat, andwhen I looked at my watch, it was 2 am.” Purposeful Projects And Creative Campaigns Ford’s first taste of promotional products came in 1957, but it was a taste that quickly became her savor of choice. A friend of hers was a representative—then referred to as a “hostess”—atWelcomeWagon International, Inc., aMemphis, Tennessee-based business that provided newhomeowners with coupons and advertisements from local businesses. At its peak in the 1950s the company employed 6,000 hostesses and represented 100,000 sponsors in 2,000 communities nationwide. When the friend announced her desire to quit her position, Ford “eagerly” applied, and was hired as a hostess. It was here that shewas introduced to “thewonders of what we called ‘advertising specialties,’” or “perfect little gifts for newcomers.” As a hostess, Fordwas responsible for visiting newhomeowners to help themacclimate to the community. She’d bring small gift baskets filled Margaret Custer Ford, MAS, with some of the many awards she’s won since starting MARCO Ideas Unlimited 60 years ago. 78 | JULY 2019 | CONNECT