The Wright H. Everett Papers span the years 1853-1998 and include correspondence, photographs and negatives, 8mm and 16mm films and audio tapes, print advertisements, layouts, presentations, research reports, pamphlets and brochures that document Everett's career selling advertising space in national magazines as well as his own businesses, Flix and the W.H. Everett Co. Magazines represented in the collection include Advertising Age, American Home, Flying, Progressive Grocer, Reader's Digest, Reminisce, Suburbia Today, Time, Western Advertising and Woman's Home Companion. Other companies represented include American Greeting Cards, Hunter Snead, Lennen-Newell, MacLean Hunter Media and Remington Advertising. There are also files relating to Everett's book How Were Things At The Office?
The Roy Lightner Collection of Antique Advertisements spans the years 1871-2009 and includes primarily print advertisements clipped from U.S. magazines. Also present are proofs of print advertisements and 16mm reels of television commercials, much of which was produced by the N.W. Ayer & Son agency during Lightner's career there. Advertisements predominantly focus on automobiles, railroads, insurance companies and manufacturers of brand name consumer goods. Over 300 companies are represented in the collection, including AT&T, Buick, Cadillac, Campbell's, Chevrolet, Chrysler, Coca-Cola, Dodge, Du Pont, Kodak, Ford, General Electric, General Mills, General Motors, Lincoln-Mercury, Metropolitan Life, Oldsmobile, Packard, Plymouth, Pontiac, RCA, and Studebaker.
Roy Lightner Collection of antique advertisements, 1871-2009 and undated 24 Linear Feet — 20,000 Items
Collection spans the years 1895-2006 and includes research reports, policy manuals, correspondence, writings and presentations and other materials documenting JWT's history and operations. It is an artificial collection that gathers a large number of small accessions and loose materials discovered during periodic cleanup and inventory of archival stacks and office spaces.
Collection and includes memoranda, clippings, research reports and other materials. Subjects addressed include contests, free-standing advertising inserts, coupons and other promotions, marketing of a variety of products including tobacco, hair care and other toiletries, foods including soy protein meat substitutes. Demographic research topics include marketing to children and youth, African Americans, Hispanic Americans, Asian Americans, older consumers, baby boom generation and women. Companies represented include Procter & Gamble, Andrew Jergens, Aunt Jemima and Unilever. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.
The JWT 35mm Microfilm Proofs collection spans the years 1906-1960 and consists primarily of images of print advertisements and proofs taken from proof books and portfolios of domestic and foreign JWT offices. Clients include Ballantine's, B.F. Goodrich, Butterick, Corning, Crowell Publishing, Davey Tree Surgeons, General Cigar, General Motors, Guinness, Horlicks, J.B. Williams, Jergens, Johns-Manville, Nash, Northam Warren, Pennsylvania RR, RCA, Sharp & Dohme, Shell, Standard Brands, Sun Maid, Swift, Sylvania, United Airlines, Ward Baking, and Welch's Grape Juice.
The Bertram Metter Papers span 1908 to 2000, with the bulk of the collection dating 1953 through the late 1980s. The collection includes materials in a variety of formats, including correspondence, writings, newspaper and magazine clippings, sheet music, printed materials, photographs, and photostats, that document Metter's thirty years in advertising and marketing, with a focus on his career as a copywriter, creative director, and Vice Chairman at J. Walter Thompson USA (JWT). The collection provides a record of Metter's early work as a "direct response specialist" for the Ford Motor Company direct marketing operation, and other roles on the Ford account (Metter directed print and television promotion for Ford and played a key role in the launching of several new car models). In addition to Ford materials, the collection documents Metter's work for other major clients, including the Pepsi-Cola Company (Mexico) and Liggett & Myers Tobacco Company. While the bulk of the collection consists of advertising and marketing research, client reports and correspondence, promotional materials, and other professional files, the collection also contains materials related to Metter's later work as a consultant and author, including drafts of an unpublished book manuscript entitled "Breaking the Rules at J. Walter Thompson," a chronicle of his career at JWT.
The collection is organized into four series: Professional Files, Writings, Ford Motor Company Account Files, and Other Clients.
The Professional Files Series contains JWT office (non-client) files, memoranda, and publications; industry publications and press clippings; overviews of Metter's professional biography; and limited files on Metter's consulting work for Ross Roy Advertising. The Writings Series contains Metter's writings on the advertising industry; bulk of series is composed of an unpublished book manuscript entitled "Breaking the Rules at J. Walter Thompson," comprised primarily of chapter drafts and research. The Ford Series, the largest series in the collection, includes materials relating to the launch and promotion of new models (Escort, Maverick, Mustang, Olympic, Pinto, Thunderbird, and Torino); marketing research and strategic reports; Ford direct mail materials and newsletters; television commercial scripts and storyboards; advertisement clippings and headlines; reproduction prints of early photographs of the Model T from the Ford Archives, Henry Ford Museum; photostats promoting the Ford Erika; and photocopies of sheet music of Ford songs from the early twentieth century. The Other Clients Series includes materials relating to general marketing research; new business acquisition; and promotional campaigns for clients other than Ford, including Firestone, Liggett & Myers, and Pepsi-Cola (Mexico). Large-format materials have been removed from their original series location and relocated to Oversize Materials.
J. Walter Thompson Company. Bertram Metter papers, 1908-2000 and undated, bulk 1953-1989 8.7 Linear Feet — 3250 Items
The JWT 16mm Microfilm Investigations span the years 1913-1950 and consist of research reports, market studies, account histories, office overviews, campaign studies and other investigative documents. Clients include Andrew Jergens, Ballantine, Corning, Eastman Kodak, Emerson Drug, General Cigar, J&J Colman, J.B. Williams, J.P. Stevens, Johns-Manville, Lehn & Fink, Lever Brothers (Unilever), Lorillard, Northam Warren, Penick & Ford, Pond's, R.T. French, Scott Paper, Standard Brands and the U.S. Marine Corps.
J. Walter Thompson Company. 16mm Microfilm Investigations, 1913-1950 and undated 3 Linear Feet — 53 items
Outdoor Advertising Plans were scrapbooks that contained examples of billboards and outdoor posters, testimonial correspondence, trade advertisements and other materials. They were organized according to product type. Collection spans the years 1916-1927 and contains 18 scrapbooks. Companies represented include the Poster Advertising Service, General Outdoor, O. J. Gude, the Thomas Cusack Company, General Foods (Maxwell House) and Procter & Gamble (Crisco, Ivory soap).
Collection spans the years 1916-2005 with the bulk of materials spanning 1980-2000 and includes texts for speeches and presentations, correspondence and other administrative records, printed materials, photographs and slides, and audiovisual materials (audio and video cassettes, CDs and DVDs) that primarily document Schweitzer's career as an executive, especially with JWT's Detroit Office. Companies represented in the collection include Brouillard Communications, Burger King, Ford, Kodak, Kraft, Nestlé, Rolex, and Unilever.
J. Walter Thompson Company. Peter A. Schweitzer papers, 1916-2005 and undated 18 Linear Feet — 12,000 Items
The Gene Federico Papers span the years 1918-2003, with the bulk of the collection dating 1951-1991. The collection documents Federico's sixty years as a pioneering leader in advertising and graphic design, and contains materials from a variety of formats, including correspondence, writings, advertisements proofs and clippings, graphic design and printed materials, posters, sketches/sketchbooks, photographs, negatives, and videotapes. In addition to limited personal and biographical material, the collection primarily documents Federico's creative output as a graphic designer, art director, and advertising executive at agencies including Grey Advertising, Doyle Dane Bernbach, Douglas D. Simon, Benton & Bowles, Warwick & Legler, and as a principal at Lord Geller Federico Einstein; the collection has limited material relating to the specific agencies for which he worked. The collection also documents Federico's extensive freelance and exhibition work throughout his career (most notably the "Love of Apples" and "24-Page Book" designs), in addition to his later consulting work for Brouillard Communications. Client advertisements and graphic design materials compose the majority of the collection. Significant clients represented include: Christian Dior; Elektra Records; Elizabeth Arden; Goldman Sachs; IBM; L'Aiglon Apparel; Lady Pepperell; Napier; The New Yorker; and Woman's Day. Though an art director throughout most of his career, Federico contributed significantly to the graphic design and typographical components of advertising. Through clear and innovative integration of design and typographical components, Federico pioneered the use of visual puns in advertisements, and emphasized clarity of message over design complexity. The collection will be of particular value to researchers interested in developments in print advertising and typographical design since World War II. The collection is organized into six series which focus on Federico's contributions to advertising and graphic design: Professional Files, Personal Files, Graphic Design, Advertising Campaigns, Photographs and Negatives, and Videocassettes.
The Professional Files Series includes business correspondence, professional writings, award/exhibit materials, press clippings and industry publications, in addition to limited files on the Art Directors Club of New York City and Lord Geller Federico Einstein. The Personal Files Series includes biographical and family materials; memorabilia documenting Federico's years as a student at Abraham Lincoln High School and Pratt Institute; World War II materials, including U.S. Army publications/posters produced by Federico and four sketchbooks; and original artwork (drawings, sketches, prints) not related to Federico's professional design and advertising work. The Graphic Design Series documents Federico's extensive graphic design work, including announcements and cards, book and record cover designs, calendars, design concepts, illustrations, letterhead, posters, transparencies, and typographic materials, as well as materials by other artists and designers. The Advertising Campaigns Series includes advertisement clippings and proofs, concepts and sketches, and client reports, representing over one hundred clients in a variety of industries. (Series contains a renowned example of Federico's use of visual puns: a 1953 Woman's Day advertisement - "She's got to Go Out to get Woman's Day " - which features a woman on a bicycle, the wheels of which form the "O"s in "Go Out.") The Photographs and Negatives Series includes both black & white and color images of Federico's advertising and graphic design work, Federico and his associates in a business setting, and a limited selection of personal and family photographs. The Videocassettes Series includes seven videotapes of commercials, short films, and memorial tributes documenting Federico's career in graphic design and advertising. Large-format materials (clippings, proofs, sketches, posters) have been removed from their original series location and relocated to Oversize Materials.
Other materials related to this collection may be found in the J. Walter Thompson Company Archives: Competitive Advertisements Collection and Corporation Vertical Files. For materials relating specifically to the advertising agency Benton & Bowles, consult the D'Arcy Masius Benton & Bowles Advertisements and Archives. Materials relevant to Lord Geller Federico Einstein and advertising strategy may be found in the Arthur Einstein Papers. For materials relating to Brouillard Communications and Doyle Dane Bernbach Advertising, see the Thomas F. Garbett Papers. Materials relevant to IBM advertising may be found in the Edgar Hatcher Papers.