John R. Blaney papers, 1953-2001 and undated 15.0 Linear Feet
Collection includes correspondence, financial and research reports, client and new business presentations, speeches, policy manuals, booklets and other printed materials, as well as videocassettes and print advertisements that document Blaney's work in client services, staff training and general management at Ogilvy & Mather. Companies represented include American Express, Chesebrough-Pond's, Nestle, Procter & Gamble, Shell, SmithKline Beecham and Unilever. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.
J. Walter Thompson Company. 16mm Microfilm As-Broadcast Scripts, 1928-1958 3 Linear Feet — 292 items
The J. Walter Thompson Company (JWT) 16mm Microfilm As-Broadcast Scripts span the years 1928-1958 and contain transcripts of radio and television dramas and variety shows, news programs, commercials, and sports programming. Companies featured include Andrew Jergens, Ballantine, Brillo, Ciba-Geigy, Fannie Farmer, Ford, General Cigar, J.B. Williams, Kodak, Kraft, Lamont-Corliss (Pond's), the New York Yankees, Penick & Ford (Br'er Rabbit), Standard Brands, the U.S. Marine Corps, and Wrigley.
J. Walter Thompson Company. 16mm Microfilm Investigations, 1913-1950 and undated 3 Linear Feet — 53 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. Domestic Advertisements collection, 1875-2001 and undated, bulk 1920s-1990s 360 Linear Feet — 300,000 Items
The Domestic Advertisements Collection consists of print advertisements created by U.S. offices of the J. Walter Thompson Company (JWT). The bulk of the collection dates from the 1920s and after, but a few examples are available from as early as 1875. Print advertisements appear in a variety of formats--magazine, newspaper, color, black-and-white, proofs, tearsheets, negative transfers, clippings, along with a limited number of sketches for outdoor advertising installations. Some of the advertisements feature work from notable artists, such as Norman Rockwell, and photographers like Edward Steichen, Irving Penn, and Baron De Meyer. In addition to the actual advertisements, the files dating from the 1910s to 1950s often contain "insertion schedules" that provide the dates and names of the magazines or newspapers in which a given advertisement appeared. In general, proofs for JWT's long-time clients have been saved more systematically than those for accounts that JWT did not hold for a long time. The collection does not include advertisements which have been transferred to microfilm (see the JWT Microfilm Collection). Also, advertisements created for clients that JWT lost prior to the 1940s are less likely to have been saved, although some were microfilmed and are still available in that form. For some JWT clients there are no print advertisements at all in this collection. Among the most extensive files of print advertisements are those for the following JWT clients: Champion Spark Plug, Chesebrough-Ponds, Eastman Kodak (Instamatic, Pocket Instamatic, and Disc cameras, Kodak film), Ford Motor Company (consumer and dealer advertisements), R.T. French, Irving Trust Bank, J. Walter Thompson Company ("house advertisements"), Kraft Foods (including Kraft cheeses, Miracle Whip, Philadelphia Cream Cheese, and Velveeta), Lever Brothers (Lifebuoy, Lux, Close Up, Mrs. Butterworth), Pan American World Airways (passenger jet travel, cargo transportation), Radio Corporation of America (RCA) (RCA Victor recordings, consumer goods, National Broadcasting Company), Reader's Digest, Scott Paper, Seven-Up, Standard Brands (Chase and Sandborn, Fleischmann, Royal, Tenderleaf tea), and Warner-Lambert (primarily Listerine, including advertisements produced by the Lambert and Feasley agency).
The Collection is organized into three series--Main Files, Small Files, and Oversize Materials--that reflect both the size of the holdings for each client as well as the physical location of the advertisements. Within each series, clients are arranged alphabetically and then the advertisements are arranged chronologically. The Main File Series includes clients for which at least one box have been preserved. A separate Small Files Series is maintained for clients for which less than one box of advertisements, and often much less, has survived. The Oversize Materials Series includes many of the clients found in both the Main and Small Files Series.
Chesebrough Ponds, 1875-1968. Proofs from the 1920s to 1950s feature testimonial advertising for Pond's Cold Cream. Noted socialites endorsing the product were photographed by well known photographers, including Edward J. Steichen and Baron DeMeyer.
Eastman Kodak Company, 1930-present. Organized into two categories--Consumer and Trade advertisements--that correspond to Kodak's two major marketing areas. Consumer advertisements feature photographs by well known photographers, famous slogans and trademarks, and depict the American family over several decades in settings where the cameras are used. Introductions of new camera models are well represented, including the Instamatic in 1963, the Pocket Instamatic in 1972, the Instant camera in 1975, and the Disc camera in 1982. At different times JWT handled both film and cameras (still and/or movie) or just Kodak films. Trade advertisements include campaigns for medical and industrial films, Kodel fibers, and Eastman Chemical, as well as advertisements aimed at Kodak dealers. Additional Kodak advertising may be found in the Wayne P. Ellis Collection of Kodakiana.
Ford Motor Company, 1945-present. Key campaigns include "There's a Ford in Your Future" (1945-1948), the "Peanuts" campaign (1960-1962) and the launch of the Mustang (1964). In addition to print advertisements showing the introduction of new models, photostats of outdoor billboards in the 1940s and early 1950s are included. Truck and dealer advertising can also be found. A separate collection, the JWT Detroit Office's Ford "Collateral Literature," houses showroom brochures, and diverse sales materials in many formats.
Irving Trust, 1918-1986. Fine line drawings, often of New York City locales, appear in 1920s newspaper advertisements.
J. Walter Thompson Co., 1917-present. These "house" advertisements are an important source of information about the Company's operations and philosophy.
Kraft Foods Corporation, 1922-present. Advertisements for products including Miracle Whip, Velveeta, Philadelphia Cream Cheese, other cheeses, salad dressings, etc. and a number of lesser-known early products are present. Includes many advertisements with recipes and many trade advertisements directed at grocers.
Lever Brothers, 1900-present. The earliest advertisements are for Lifebuoy Soap. J. Walter Thompson Co. introduced Lux Flakes in 1915 and Lux Toilet Soap in 1925. The early Lux Flakes advertisements employed the talents of fine illustrators. Comic style advertising appeared in the 1930s ("Peggy Lux" and others). The Lux Toilet Soap campaigns began featuring movie and stage star testimonials in 1927. One noteworthy campaign dates from 1953-1954 when Irving Penn photographed some of Hollywood's most famous stars. The Lever Brothers advertisements for both Lux products also include photographs of car cards (subway and bus posters) from the 1920s. Other Lever products represented in the collection include Stripe and Close Up toothpastes, Mrs. Butterworth syrup, and Lever 2000 bath soap.
Massachusetts Mutual Insurance Company, 1951-1967. Although few in number, many of the advertisements contain Norman Rockwell illustrations. The original art work has been retained by the client.
Pan American World Airways, 1942-1974. Contains advertisements prepared for both U.S. and international consumers and includes the introduction of jet passenger travel. Cargo advertising also can be found.
RCA (Radio Corporation of America), 1943-1976. In addition to consumer products, advertisements for the National Broadcasting Company (NBC) programs can be found in this group.
Reader's Digest, 1945-present. Many of the advertisements since the 1960s highlight articles appearing in the current month's issue. Examples of corporate advertising for international editions of Reader's Digest are also present.
Scott Paper Co., 1927-1983. Numerous product introductions are represented.
Seven-Up, 1944-1978. Shows the changes in positioning this beverage from a family drink to "Wet 'n' Wild" to the "Un-Cola."
Standard Brands, 1925-1984. Advertisements cover a range of products, including Fleischmann's Yeast, Chase and Sanborn, Tenderleaf Tea, and Royal Pudding and Gelatin.
Warner-Lambert, 1915-1997. Advertisements consist primarily of proofs and tearsheets. There are no advertisements present for the years 1945-1947 or 1949. The vast majority of the advertisements are for Listerine Antiseptic, with other products represented beginning in the late 1960s. Listerine was manufactured by the Lambert Pharmacal Company beginning around 1915. William Warner acquired the company in 1955, merged it into his own pharmaceutical business and changed the name to the Warner-Lambert Co.
Warner-Lambert is the only client file in this collection that includes the work of an agency other than JWT. Until 1962, Listerine advertising was handled by the Lambert and Feasley agency in New York, the house agency for the Lambert Pharmacal Co. (St. Louis) up to 1955, and for its successor the Warner-Lambert Co. (Morris Plains, N.J.), from 1955-1962. When JWT obtained the Listerine account in October 1962, the back files of Listerine advertisements were transferred to JWT.
J. Walter Thompson Company. Frankfurt Office. Audiovisual Materials, 1956-1993 and undated 220 Linear Feet — 5178 Items
The J. Walter Thompson Company (JWT) Frankfurt Office Audiovisual Materials span the years 1956-1993 and consist of 16mm and 35mm films, videocassettes and slides that document print advertisements and television commercials produced by the Frankfurt Office for the German and continental European markets. Companies represented include Braun, De Beers, Elida Gibbs (Chesebrough-Pond's), Findus, Ford, Glückslee, Hoffman's, Jacobs (Kraft), Kellogg's, Kraft, Maggi, Pepsi, Sunlicht (Unilever), and Wick.
J. Walter Thompson Company. Howard Henderson papers, 1867-1978 4.8 Linear Feet — circa 3,300 Items
The papers of Howard Henderson, a J. Walter Thompson Co. advertising executive, span the years 1867 to 1978, although the bulk of the material dates from 1954 to 1960. The collection documents the history of the J. Walter Thompson Company (JWT). In particular it illustrates changes in the company's advertising philosophy through 1960; JWT's marketing strategies (especially the use of new findings in the fields of psychology, sociology, and anthropology); historical company and client relationships; structural relations and internal policies; analyses of advertising media; the company's adaptation to the changed business situation during World War II; and the career of Henderson and his deep personal involvement with clients, colleagues, and contacts outside of advertising. The material consists of correspondence, office files, memoranda, notes, account histories, advertisements, reports, charts, scripts, clippings, and printed materials. Clients represented include Andrew Jergens, Chesebrough-Pond's (1930s and 1940s especially), Eastman Kodak International, General Cigar, U.S. Playing Card Company (1930s and 1940s especially), NATO, Union Central Life Insurance, Arbuckle, U.S. Brewers Foundation, and Standard Brands (Fleischmann Yeast).
The Correspondence Series contains an extensive collection of letters relating to both personal and business matters. Most of the correspondents have some connection to JWT, either as employees or as clients, and they include William Groom, Axel Hornos, Arno Johnson, Stanley Resor, Norman Strouse, James Webb Young, and John B. Watson. The correspondence discloses reservations about the expansion of consumer culture and advertising's role in it in the late 1950s; discusses advertising as a vehicle for public benefit;, and evaluates new market strategies.
The Clients Series contains material on accounts that Henderson worked on and illustrates the special interest he took in his clients' success. Especially well-documented clients include the Chesebrough-Pond's, U.S. Playing Card Company, General Cigar, and Union Central Life Insurance Company accounts. This series documents JWT's client relationships, the clients' products, specific campaigns, and JWT's methods of acquiring new clients.
The large Special Projects Series comprises files that Henderson created when he began working for JWT half-time and mostly out of his home. Because of the diverse nature of these files, the series is organized into eight subseries. The first of these is the J. Walter Thompson Company Study Subseries, which contains the research materials Henderson collected for a study and survey of JWT's history. Henderson originally designed his study to acquaint JWT employees with the roots of the company and to pinpoint the sources of its basic strengths; however, it evolved to include practical answers to specific conceptual and organizational issues. Other well-documented topics include JWT's use of case studies; N. W. Ayer and Son advertising agency; advertising strategies in the 1940s; development of the JWT Consumer Panel; concerns with house advertising; information on the New York Office, Detroit Office, and London Office; and London's Rowntree account. Also included in this subseries are cables and letters that discuss sending the London Office staff members' children to the US during the bombing in 1940. The Case History Project Subseries complements the J. Walter Thompson Company Study Subseries and includes copies of resulting case histories and some source materials for the histories. Accounts studied for this project include Pan American Airlines, Chesebrough-Ponds, Foundation for Commercial Banks, General Cigar Company, Standard Brands, U.S. Brewers Foundation, U.S. Playing Card Co., and various coffee and tea accounts. The case histories detail successful strategies that Stanley Resor and Henderson hoped would prove effective also for other accounts.
The Eastman Kodak International Advertising Subseries in the Special Projects Series consists of materials generated during Henderson's business trip to research improvements for the international Kodak campaign. Henderson also used this trip to investigate prospects for securing individual European Kodak accounts for JWT's international offices. The subseries includes business correspondence relating to the trip, personal correspondence with Eastman Kodak personnel, and an Eastman Kodak clippings file. A report on his trip to Europe documents company thinking on the need to coordinate and to unify Kodak advertising in all of Western Europe. The Copy Seminar Study Subseries contains materials Henderson generated while investigating the effectiveness of JWT's Copy Seminar. JWT's Copy Seminar was designed to teach staff members about copy writing. Briefly covered in the series is the existence of a Women's Copy Study Group designed specifically to promote copy writing talent among the company's women staff. The subseries includes Henderson's findings and recommendations along with memoranda relating to the purpose and process of the study. The Personnel Department Subseries provides insight into J. Walter Thompson's recruiting and hiring philosophy, especially as it regards gender. The material highlights J. Walter Thompson's early recognition of the importance of women's contributions to advertising. In general, the material collected in this series emphasizes the company's desire to attract the best talent from the country's colleges, shows the intense competition for the few openings each year at J. Walter Thompson, and documents contemporary recruiting policy.
The Trade and Technical Department Study Subseries of the Special Projects Series consists of material on finances, statistics, organization, and policies of the Department. The primary orientation of the materials is toward improving the effectiveness of the Department. The comparatively low percentage of advertising to the retail trade and ways to increase the company's profits in this area are also revealed in this subseries. The International Offices and Special Assignments for Sam Meek Subseries covers a variety of subjects, most of which are related to J. Walter Thompson's international operations during the time Sam Meek headed the International Division. Subjects include taxes on national and international advertising, the use of television advertising overseas, international visitors to the New York Office, international offices' policy letters, advertising for NATO, fund raising for Johns Hopkins University's School for Advanced International Studies, information on a campaign for the Citizens' Committee to Keep N.Y.C. Clean, and JWT's research procedures and general policy letters. The New Business Presentations Subseries contains material on the company's administrative and departmental structure and provides insight into JWT's procedures for securing new accounts.
The Cincinnati Office Series documents the early activities of the JWT office as well as Henderson's transfer to the New York Office and his appointment as Vice President.
The Clippings Series relates to JWT, its employees and clients, and indicates how thoroughly Henderson involved himself with the life of the company.
J. Walter Thompson Company. Iconographic collection, 1848-2005 and undated 90 Linear Feet — 30,000 Items
The Iconographic Collection spans the years 1848-2005 with the bulk of materials dating between 1940 and 1985, and includes black-and-white and color photographs, negatives, slides, contact sheets, photograph albums, and microfiche. It is an artificial collection created to document the facilities, key events, advertising highlights and corporate culture of the J. Walter Thompson Company (JWT). Domestic and international offices are included, with the New York, Chicago and London offices being the most heavily represented. Key executives include James Walter Thompson, Stanley and Helen Landsdowne Resor, Don Johnston, Dan Seymour, Norm Strouse, and E.G. Wilson. Client advertising includes Ford, Kodak, Chesebrough-Pond's, Lever Brothers (Unilever), and Warner-Lambert. Notable photographers whose work appears in the collection include Fabian Bachrach, Ralph Bartholomew, Cecil Beaton, Louise Dahl-Wolfe, Philippe Halsman, Horst P. Horst, George Hurrell, Yousuf Karsh, Baron Adolf de Meyer, Bill Ray, Jean Raeburn, Edward Steichen, Thomas Veres, Brett Weston and Dorothy Wilding.
Restrictions on Access: Reproduction-quality copies of Pond's Advertising Photographs may not be produced for non-JWT users.
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.
The Legal Department microfilmed talent consents and releases collection consist of release forms and consent agreements between radio, screen and motion picture actors and actresses, models, producers and stage production staff to allow photographs, testimonials, mentions or other forms of likeness to be used in promotion of programming, advertising, contests and publications by JWT clients. The collection also includes photographs, memos and other correspondence. Releases and contracts include white, Latino and African American actors, as well as broadcast materials in French and Spanish for national and international programming. Correspondence covers a number of topics including guardian consents for underage talent; name and marital status changes; refusals of consent; and death notices. Client organizations represented in the collection include Chesebrough-Pond's, Ford, J.B. Williams, Lever Brothers, Kodak, New York Subways, and Standard Brands.