Brand Marketing

Q&A: Gert Boyle, the 'First Lady of Oregon,' on Making Ads and Being the Center of Attention

Columbia Sportswear's chairman returns, though she never really left

Headshot of David Gianatasio
By David Gianatasio

October 4, 2015

Gert Boyle, 91, chairman of Columbia Sportswear, returns this week in the company's ads after a decade's absence. From 1984 to 2005, she perfected the "One Tough Mother" persona in a series of comical commercials, appearing with her son, Timothy, Columbia's CEO.

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Headshot of David Gianatasio

David Gianatasio

David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.

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