AMC/Everett Collection
Executives at the fictional Sterling Cooper agency should put any pre-IPO stock into trusts for their kids.
There is
more to the television hit "Mad Men," which wraps up its sixth season
Sunday night, than 1960s period detail and arch references to Heinz
ketchup ads.
The show—which chronicles the saga of
the fictional New York advertising firm Sterling Cooper & Partners
and its executives, staff and their families—averages 2.5 million
viewers each week, with nearly half of its viewers between the ages of
25 and 54 reporting household income of at least $100,000 a year,
according to AMC, the show's network.
"Mad Men" also offers a treasure trove of financial lessons for families in that demographic group.
This season has explored the drug
culture, riots, Nixon campaign and other events roiling the world in the
late 1960s through the prism of Madison Avenue—and also the increasing
complexity of the lives of a handful of women staking out their
independence, both at work and in their personal lives.
The result: The characters' money
choices are getting messier and their need to plan ahead more important.
While the show itself doesn't dwell on financial details, a number of
financial planners and lawyers devoted to "Mad Men" have given the
potential mistakes of its female characters a great deal of thought and
find themselves occasionally screaming advice at their screens.
Among them are the four women who make
up Sandy Cove Advisors in Hingham, Mass., who often gather on Mondays
to dissect the previous night's show and the characters' financial
foibles.
"It's the overarching theme—emotions
getting in the way of sound financial decisions for women," says Deirdre
Prescott, the firm's president. "We see it a lot. The key is to give
people the tools to make sound financial decisions without having them
clouded by what's happening in their lives."
Here are some modern ways to tackle the personal-finance challenges facing the women, and their male counterparts, of "Mad Men":
•
Make it big before marriage? Consider a prenuptial agreement.
Peggy Olson, the drama's protofeminist
heroine, has done such a stellar job of maneuvering from secretary to
chief copywriter at Sterling Cooper that she can buy an Upper East Side
apartment with what real-estate agents refer to as a "partial river
view."
But when her boyfriend starts talking
about raising a family in a fixer-upper on the then-crime-ridden Upper
West Side, she is quickly swayed to buy there instead.
For some lawyer fans of the show, Ms.
Olson's switching gears so readily for a man underscores the need for
women in her shoes preparing to marry to negotiate a prenuptial
agreement.
Today, many financial planners and
lawyers recommend prenuptial agreements, and even postnuptial
agreements, for financially successful women. But such legal protections
aren't ironclad. A New York court decision in February made it easier
to challenge such documents. The New York Supreme Court's Appellate
Division affirmed two lower-court decisions, ruling that a real-estate
investor fraudulently induced his fiancée to sign a prenup four days
before they married.
There are ways to make a prenup
tougher to challenge. You should give your betrothed plenty of notice—at
least a month or two—before the wedding that you want him or her to
sign such an agreement. Some lawyers advise putting any possible
objection into writing, including clauses that say that there aren't any
oral agreements on the side.
Finally, the law says any waiver of
property rights or alimony payments before the wedding has to be reached
in good conscience and without unfair pressure and not be completely
lopsided, says Jeffrey Landers, a certified divorce financial analyst
and president of Bedrock Divorce Advisors in New York.
• When your firm is about to go public, get your estate plan in order.
Joan Harris, who is juggling life as a
partner in the firm with being the divorced mother of a young son,
should be looking for ways to pass along any share in the firm to him
now in case it revives an attempt to go public, planners say.
Ms. Harris is trying to get ahead. In
an earlier season of the show, she slept with an executive at Jaguar in
exchange for a 5% interest in Sterling Cooper, and more recently cut out
a co-worker from a meeting in order to land Avon Products as
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a client.
In her time, she was a
pioneer, but she would be in good company among today's working mothers:
A record 40% of all households with children under age 18 have mothers
who are the sole, or primary, breadwinner, according to a Pew Research
Center analysis of U.S. Census data. The share was just 11% in 1960.
Among these breadwinner moms, 63%, or
8.6 million, are single mothers like Ms. Harris. The other 37%, or 5.1
million, are married and have a higher income than their husbands.
As Ms. Harris's pay increases, she
should start putting what she can into savings for her son. The
contemporary vehicles that would make sense include starting with a 529
college-savings plan, which could earn her some state and federal tax
benefits. Then she should consider a trust, possibly funded with a chunk
of her holdings in the firm, says Linda Hirschson, a shareholder in law
firm Greenberg Traurig in New York. Assuming Ms. Harris's partnership
increases in value, putting whatever she can into a trust now could
limit gift or estate taxes down the road.
In the early part of the season, the
firm's partners tried to go public. But they pull the plug on an initial
public offering after another partner, Don Draper—the show's leading
character—unaware of the IPO plan, orchestrates a merger with a rival
firm to land Chevrolet as a client.
Assuming the firm might attempt
another IPO down the road, Ms. Harris could put some of her hard-to-sell
stock into a trust for her son now, at a presumably lower pre-IPO
value, without running afoul of the federal gift-tax exclusion,
currently $14,000 a year, plus a lifetime limit of $5.25 million.
For that matter, Ms. Hirschson says,
"all these people have kids, so they could put their stock into dynasty
trusts," a type of trust used by the wealthy to shelter assets from
estate taxes and generation-skipping transfer taxes, perhaps for
hundreds of years. "The price of the shares is definitely low, so they
could pass some of the wealth on to their kids."
It could be hard to move a partnership
interest in a service company into a trust because such assets are
tough to appraise, and smaller firms sometimes simply make cash
distributions each year, cautions Elyse Kirschner, a partner at law firm
McDermott Will & Emery in New York. Still, "taking away all the
complications, you should do the planning before the value increases,"
she says.
•
If you hire a caregiver for your mom, keep an eye on her bank account.
Pete Campbell, Sterling Cooper's head
of accounts, is at a loss as to how to care for his mother, Dorothy, who
is developing dementia. Hiring an attendant referred by a colleague at
first seems to be the perfect fix. But Pete becomes increasingly
flustered by his mother's allusions to an affair with the aide,
Manolo—his last name isn't given—and he finally fires the aide outright.
Still, his mother tells her son that he can't stop her from continuing to see Manolo socially.
If Mr. Campbell isn't already worried
that his mother's aide might be trying to gain control over at least a
portion of her finances, he should be, advocates for family caregivers
say.
Increasing numbers of adult children
these days are dealing with the strain of arranging appropriate care for
their parents without missing a beat on the job. Forty-two percent of
U.S. workers have provided care for a relative or friend in the past
five years, and 49% expect to do so in the next five years, according to
an October report by AARP, the membership group for older Americans.
They, too, run into thorny issues of trust while trying to keep their
loved ones safe.
Financial exploitation costs older
adults an estimated $2.9 billion a year in the U.S., often due to fraud
or outright theft by paid caregivers and family members, or through
investment fraud, according to MetLife
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. The typical victim, like Dorothy Campbell, is a frail white woman
between the ages of 70 and 89 who is cognitively impaired, trusting and
often lonely or isolated.
The Eldercare Locator, an online directory (eldercare.gov)
and call center (800-677-1116) supported by the federal government,
advises families to spend some time together to talk and learn about
ways to prevent financial exploitation.
The website has a free consumer guide,
"Protect Your Pocketbook: Tips to Avoid Financial Exploitation." Signs
to look out for include inconsistent financial activity, confusion about
recent financial arrangements, changes to key documents or an older
adult's feeling uneasy about someone seeking control of their finances.
• When life gets complicated, protect your assets.
This season also features a classic
case of a deadbeat son-in-law. Trudy Campbell, who is married to Pete,
finally tires of her husband's philandering and banishes him to the
Manhattan apartment she had urged him to get, secretly in the hope that
he would keep his extramarital activities far from the Connecticut home
where they are raising their young daughter, Tammy.
At this point, Ms. Campbell's parents should put any assets they want to go to her and Tammy into a trust.
"The main point is to make sure Pete doesn't get control of her money," Ms. Hirschson says.
There also is an international couple,
a situation that calls for more sophisticated financial planning: Megan
Draper, Don's second wife, is Canadian. She's breaking out as a
soap-opera actress, but he still is presumably the big breadwinner.
Assuming she isn't a U.S. citizen and
that they stay married until his death—despite his own philandering—he
would have to create what is called a qualified domestic trust to take
advantage of the marital estate-tax deduction, Ms. Hirschson says
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