The JWT Media Resources and Research Department Records spans the years 1959-2000 and primarily includes proprietary research reports on a wide variety of topics relevant to media planning, usage and evaluation. In addition, the collection includes clippings, departmental administrative files, a U-matic videocassette; and writings and speeches of key departmental executives. Topics include general media planning and effectiveness research; studies on newspapers, magazines and other print media; broadcast and cable television viewing and television commercials; outdoor advertising research; radio advertising; video and VCR usage research; demographic research, especially on media usage among women, young people, and African Americans; and international media studies. Client-specific research includes case studies of Kodak; Kraft; The U.S. Marine Corps; and Warner-Lambert. There is also a small reference library of materials published by other research firms including A.C. Nielsen; Audit Bureau of Circulations; Daniel Starch; and Magazine Publishers Association.
J. Walter Thompson Company. Ronald B. Kaatz papers, 1915-1996 and undated 3.35 Linear Feet — 2500 Items
The Ronald B. Kaatz Papers cover the years 1915-1996, with the bulk of materials dating from the 1970s to the 1990s, roughly the period during which Kaatz worked in the media department at the J. Walter Thompson (JWT) Chicago office. The collection consists of research materials, clippings, presentations and slides related to media research and planning, television viewers and advertising. The collection also includes some memoranda and correspondence from other JWT employees; materials from Kaatz's teaching at Northwestern University; and programs from various meetings of television and advertising professionals. Topics addressed include various advertising media--out-of-home (outdoor), Business-to-business (industrial), radio, direct mail, print, and television (broadcast and cable)--as well as marketing to youth, ethnic, and gay consumers. Companies represented in the collection include S.C. Johnson (Johnson Wax), Kraft, Sears, the Partnership for a Drug-Free America, and the Magazine Publishers Association.
J. Walter Thompson Company. Sidney A. Olson papers, 1957 9 Linear Feet — 100 Items
The papers of Sidney A. Olson date to 1957. They consist of reports and artwork created during a trip to identify production locations in Asia and the Middle East for the Ford Motor Company television campaign, " Proved and Approved Around the World." The reports describe highlights of the areas visited and include observations of local political and social conditions.
The Reports include descriptions of Phnom Penh and Angkor Wat, Cambodia; Rangoon, Burma; Bangkok, Thailand; Agra, Calcutta and Benares, India; Baghdad, Iraq; Istanbul, Turkey; and Paris, France. The Artwork includes production sketches of Rangoon and Bangkok only. Olson was accompanied by J. Walter Thompson Company writer Finley Hunt. The reports were written to Robert Maitland of the New York office of the J. Walter Thompson Company.
For related papers in the J. Walter Thompson Company Archives, see a reference archivist.
Collection comprises seminar materials, including a manual (55 pgs) on the topic, a printed copy of the seminar's opening speech, and a copy of the seminar's evaluation sheet. The seminar was intended to provide a global view of the advertising process. Manual curriculum topics include advertising in the American socio-economic system, scope and organization of the advertising business, the media planning process, the creative process, regulation of advertising, and public relations.