J. Walter Thompson Company. World War II Advertising collection, 1940-1948 and undated 1.8 Linear Feet — 150 Items
The J. Walter Thompson Company World War II Advertising Collection documents the war-related activities of the J. Walter Thompson Company (JWT) advertising agency during 1940-1948, including a few post-war assessments. In particular, it shows JWT’s contributions to the war effort by its in-house documentation and work on government, civilian, and war-supporting charitable organization accounts. Materials include lists, memos, press releases, correspondence, notes, and advertisement tearsheets and proofs. Many of the materials in this collection are products of campaigns conducted under the auspices of the War Advertising Council, as well as those sponsored by civilian clients. These advertisements and pamphlets supported food rationing, fuel and rubber conservation, the purchase of War Bonds, the United Services Organization (USO), military recruitment, and women's employment in war-related jobs. Other advertisements arose from JWT's work in 1941 and 1942 for the Navy Relief Society. Items produced by the JWT London Office supported British War Relief (Ministry of Food, 1940-1941) and the Food Facts series (recipes and cooking tips for foods available despite rationing).
The collection includes corporate-sponsored advertisements relating to the war effort. Companies represented include: the American Association of Playing Card Manufacturers (recreation for convalescent service-men, in cooperation with the Red Cross); Anthracite Industries, Inc. (fuel conservation); Eastman Kodak Company (U.S. Cadet Nurse Corps); and the Institute of Life Insurance (ads to fight inflation produced in cooperation with the Office of Economic Stabilization, and a "Keep Well" campaign). Other advertisements were backed by Lambert Pharmacal Co. (women's employment); Libbey Glass Company (recruitment of women Marines and nurses' aides); National Retail Dry Goods Association (nurse recruitment); Owens Illinois-Glass Company (paper salvage); Petroleum Industry War Council (campaigns for saving tires, rubber, and gasoline); Shell Oil Company and other petroleum and rubber companies (salvage of scarce materials); and Textron (nurse recruitment).
Related materials may be found elsewhere in the J. Walter Thompson Co. Archives, including the papers of JWT executives such as Samuel W. Meek, Walter O'Meara, Helen Lansdowne Resor, Stanley Burnet Resor, Ruth F. Waldo and James Webb Young. Similar materials may also be found in the R.C. Maxwell Company Outdoor Advertising Archives; the War Effort Mobilization Campaigns Poster Collection; and the Outdoor Advertising Association of America (OAAA) Archives.