J. Walter Thompson Company. International Advertisements collection, 1900-2004 and undated, bulk 1965-1990 40 Linear Feet — 18,000 Items
The J. Walter Thompson Company (JWT) International Advertisements Collection spans the years 1900-2004 and consists primarily of print advertisements, along with some transparencies, photocopies of advertising, and other collateral material that document some of JWT's international advertising campaigns through the 20th century. Clients include a variety of local, national and multinational commercial firms, as well as government institutions and public service organizations. The holdings of the collection are uneven, with the bulk of the advertisements dating from the mid-1960s up to about 1990. There are limited early advertisements from Chesebrough-Pond's, General Motors, and other clients dating from the late 1920s and early 1930s in print and on microfilm from the various offices established during those years. A larger selection of early advertisements may be found on Microfilm Reel #41 (35 mm). Contact Reference Staff for access.
There are almost no international advertisements from roughly 1933 to the middle of the 1950s. The United Kingdom, the British Commonwealth countries, and Latin America account for most of the advertisements from the mid-1950s to the late 1970s. While the holdings since about 1980 are much larger than earlier holdings, they are by no means complete, and vary substantially from office to office. Key multinational clients represented in the collection include Chesebrough-Pond's, Eastman Kodak, Ford, General Motors, Kraft, IBM, Pepsi, R.J. Reynolds, and Unilever.
English translations of foreign-language advertisements are often provided by JWT's Asian and Pacific Offices. European and Latin American Offices provided translations far less frequently. Advertisements for members of the British Commonwealth are generally available in English only or in both English and the local language. Spanish-language advertisements produced by JWT offices in the United States, intended for the domestic Spanish-speaking population as well as for Latin America, may be found in the Domestic Advertisements Collection.
The collection is organized into the following geographical series: Africa, Asia/Pacific, Canada, Europe, and Latin America. The multinational series are arranged alphabetically by country. For countries with multiple offices, the folders are arranged alphabetically by the office of origin. When it has been determined that more than one office within a country has been responsible for a client, the advertisements for that client are housed at the beginning of the country’s collection in a "Multiple Office" group, listed alphabetically by product and the office involved as applicable (for exception, see below).
Advertisements are arranged according to the parent company of the product being marketed (i.e. Miracle Whip, Philadelphia cream cheese, Miracoli pasta and tomato sauce, and various salad dressings are all filed together under Kraft, within a given country). Because of corporate buyouts and name changes, it may be useful to search for a product under an older or more recent parent company (for example, Standard Brands and Nabisco, or Unilever and Brooke Bond Oxo). In some cases, the parent company may not be as well known as the brand name (such as Reckitt and Colman, parent company of Gerber Baby Foods), or could not be determined, so some flexibility in searching for products and companies is recommended.
The collection of advertisements from the Montreal Office is an exception to some of the notes and guidelines above. With 28 boxes of advertisements in French and English spanning 1921 to the 1990s, the Montreal Office Subseries is almost as large as the remainder of the entire collection. To maintain the integrity of these holdings, all advertisements from JWT/Montreal are housed together in the Montreal Office Subseries, even when Toronto and/or Vancouver also produced advertisements for the same client (for example, Labatts).
In addition, a small collection of international advertisements, mounted on foamboard for display purposes, is itemized at the end of this finding aid under the heading Mounted Advertisements.
Large-format materials have been removed to Oversize Materials. A dummy folder indicated by text in brackets has been inserted at the logical location of the removed material.