Mrs A.M. Mortimer

no-picture-square3Mrs A.M. Mortimer Alice Maud Sewell or Mortimer née Mattin, 53, (1880-1954) had become the general manager of Time and Tide in 1926 and was an advertising expert married to another advertising expert. Her role might have been about to change with the arrival of A.E. Harrison from Cardiff, also as a general manager.

puzzle-piece2-50Was she called Alice, Maud, or AMM? Throughout her career she used her married name from her first (dissolved) marriage.  AMM of course would also have been her own initials from birth.

puzzle-piece2-50It would be good to learn more about her ongoing role at Time and Tide.


As noted, a table of four Time and Tide people could sit anywhere.


She may be wondering about how her role as general manager might change with the expected (?) arrival of Albert Edward Harrison. Perhaps she would concentrate on marketing and advertising with AEH focusing on the business management side?


Alice Maud was, born on 10th March 1880 in Walthamstow to Annie Sarah Pocock, Shoreditch-born c 1850, daughter of a solicitor’s managing clerk and William Mattin, of Marlesford, Suffolk- born c1854, a Hat Band manufacturer. Alice Maud was the youngest of four children, two elder sisters, Edith Mary, born c 1874, Emma, born c 1875, and a brother William Spencer, born 1877.

Alice Maud Mattin, 18, married Walter Mortimer, 29, merchant, in Sidcup on 24th June, St John the Baptist’s Day, 1896. This marriage did not work out well. Walter Mortimer was highly abusive. Their first child, a son, Spencer Allan Mortimer, died soon after birth in 1898. Their second child, daughter Gwendoline Marjorie Mortimer, was born on 2nd April 1900. Maud filed for divorce on her daughter’s first birthday in 1901 and retained custody but sadly Gwendoline died aged 6, in 1907. The court files spell out Walter’s appalling behaviour and he left for Australia after the divorce. As she declared herself a widow when she remarried in 1918 Walter died in St Kilda, Victoria, Australia in 1917. She may well have kept her first married name after divorce as that would have been her daughter’s name too.

Maud then married Tom Sewell, (who I believe was a prominent advertising manager), in Kensington on 11th April 1918 and they lived variously in Museum Chambers Bury St WC1 (1920), 56 Holland Park Avenue, W11, (abode and at time of marriage in 1918) and 37 Berners St, Paddington (probably office) (1921); and by the time of the dinner living in 24 King’s Gardens, Hampstead, NW6.

Maud became the General Manager for T&T in 1926: her 1934 Hutchinson Woman’s Who’s Who entry reads …. Alice Maud Mortimer”….

“also Mrs T Sewell, journalist: West End representative for the Daily Mirror, General Manager Time and Tide 1926, West End Representative Sunday Referee, (mainly a sports paper) 1932, President and Founder, Women’s Advertising Club (n.b. Marion Lyon was also founder and first President of the WAC in 1923). A member of the Efficiency Club. 24 King’s Gardens, Hampstead, NW6 (1934 and there in 1929 and 1931 with Tom).[1]


If Albert Edward Harrison joined Time and Tide at this time as general manager, perhaps Maud’s role changed. In 1935 she and Tom had moved to 31 Aberdare Gardens, West Hampstead (1935), and in 1945 they were living at 8 Chepstow Mansions, Kensington. She attended the memorial service (along with others from this dinner) of Marion Jean Lyon in 1940.

Tom Sewell was a director of Samson Clark, a pioneering ad agency where several women took the lead. And Maud was a president of the Women’s Advertising Club. In the 1939 census, Maud was listed as Alice M Sewell, advertising manager for a weekly periodical (Time and Tide?) and Tom was listed Director of an advertising services agency, both living at 10, The Grove, Radletts, Herts – along with her brother William S. Mattin, born24th July 1877 and his wife, born 19th September 1877.

Tom died on 21st June 1950 at 8 Barnstaple Close, Thorpe Bay, Essex (from The Times)[2] – the home of William Spencer and Emily in 1937. Born on 23rd November 1881 he would have been 68. His widow Alice Maud, of 28 Westcliffe Parade, Westcliffe on Sea, died at 23 Marlborough Mansions, Cannon Hill, NW3 on 12th May 1954.


[1] Mrs A.M. Mortimer, Hutchinson’s Woman’s Who’s Who 1934, Hutchinson & Co. London. 

[2] The Times, 23.6.1950, page 1

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