Jane Maas, who, though neither mad nor a man, became a trailblazer in the testosterone-driven advertising industry of the 1960s and ’70s, died on Friday in Mount Pleasant, S.C. She was 86.

The cause was complications of lung cancer, her daughter Jennifer Maas Jones said.

As a senior vice president at Wells Rich Greene, Ms. Maas was widely credited with shepherding one of the most successful tourism campaigns ever — “I Love New York” — which the agency devised for the New York Department of Commerce to help resuscitate the city and state in the late 1970s.

She has also been described as the first woman to head a major pre-existing New York City advertising agency, Muller Jordan Weiss.

In an obituary she had prepared for herself, Ms. Maas wrote of heading the “I Love New York” campaign, which incorporated the immortal heart-shaped logo designed by Milton Glaser and music and film direction by, among others, Charlie Moss, Stan Dragoti and Steve Karmen.