J. Walter Thompson Company. Rena Bartos papers, 1960-2003 and undated bulk 1975-1991
Using These Materials
- Collection is restricted. Original audiovisual materials are closed to patron use. Use copies are available in the collection. Researchers must register and agree to copyright and privacy laws...
- J. Walter Thompson Company
- Rena Bartos worked as a marketing researcher, advertising executive, and consultant from 1960 to 1998. She directed research at the McCann Erickson advertising agency and held the position of Senior Vice President at the J. Walter Thompson Company before forming her own marketing consulting firm, The Rena Bartos Company. A pioneer in the field of marketing to women and an advocate for older adult consumers, Bartos was the recipient of numerous prestigous marketing and advertising industry awards, including the Matrix and Effie Awards. The Rena Bartos Papers consists of speeches and presentations, publications, research, and correspondence related to Bartos' career in the marketing research divisions of McCann Erickson and the J. Walter Thompson Company, spanning the years 1960-1998, with the bulk of the contents from 1975-1991. Other items in the collection include video and audio copies of speeches and presentations by Bartos, a brief history of the J. Walter Thompson Company, as well as drafts of articles and manuscripts.
28 Linear Feet
- Material in English
- Collection ID:
- Scope and Content:
The Rena Bartos Papers span the years 1960-1998, with the bulk of the material dating from 1975 to 1991. The collection documents Bartos' career through speeches and presentations, publications, correspondence, research files, slides, photographs and videotapes, while in positions at McCann Erickson, the J. Walter Thompson Company (JWT), and The Rena Bartos Company. Major topics include marketing to under-represented groups, the role of women in advertising, and Bartos' efforts to promote marketing towards women and "over forty-nine" adults. The collection is organized into five series and two indexes: Speeches and Presentations; Correspondence; Publications; Research Files; Audiovisual Materials; an Alphabetical List of Publications; and an Alphabetical List of Speech Titles
The Speeches and Presentations Series includes reading copies or scripts from speeches and presentations given by Bartos during her career. Dominant themes include the role of women in advertising, marketing to underrepresented groups such as women and people in Latin America and India, and the psychological aspects of advertising. In addition, the series includes the slides and graphics Bartos used in her speeches, as well as press clippings from her various speaking engagements.
The Correspondence Series includes business correspondence, mailings and solicitations from Bartos' career in marketing research, as well as correspondence with JWT executives, including Don Johnston and Thomas Sutton. The series also contains correspondence between Bartos and the various publishers of her written works.
The Publications Series includes copies of the articles written by Bartos for scholarly and trade publications such as The Harvard Business Review, the Journal of Advertising Research, Marketing Review, and Marketing and Research Today, either from the original periodical or in pre-print form.
The Research Series includes an extensive collection of newspaper and periodical clippings and other resources used by Bartos as supporting materials for her speaking engagements, articles, and books.
The Audiovisual Materials Series includes audio and visual recordings of promotional works for marketing campaigns, including The Moving Target. In addition, this series also includes tapes of speeches and interviews given by Bartos, some of which relate to the published article "The Founding Fathers of Advertising Research."
- Biographical / Historical:
Missing Title Date Event 1939 Graduated Cum Laude from Rutgers University 1964-1966 Director of Research, McCann Erickson 1966 Joined J. Walter Thompson as Head of Creative Research 1975 New York Chapter of Women in Communications Matrix Award YWCA Salute to Women in Business Award 1976 Advertising and Consumers: New Perspectives published 1977 "The Founding Fathers of Advertising Research: A Tribute by the Advertising Research Foundation" published in the Journal of Advertising Research Named Senior Vice President at J. Walter Thompson Company 1978 "What Every Marketer Should Know About Women" from the Harvard Business Review selected as a finalist for 1979 National Magazine Award 1979 Named Advertising Woman of the Year by Advertising Women of New York 1982 Named one of the 100 Most Important Women by Ladies Home Journal The Moving Target: What Every Marketer Should Know About Women published 1983 First female Chairperson of the Advertising Research Council 1985 Named Boston Professional Chapter of Women in Communications Matrix Award 1987 Inducted into the Market Research Hall of Fame Retired from J. Walter Thompson to form The Rena Bartos Company 1989 Named President of the Market Research Council Marketing to Women Around the World published in the United States. It would later be published in Germany and Great Britain
- Acquisition Information:
- The Rena Bartos Papers were received by the David M. Rubenstein Rare Book Manuscript Library as a gift in 1985-1997.
- Processing information:
Processed by Greg Johnson, February 15, 2006
Encoded by Greg Johnson
Completed March 10, 2006
Accessions 1985-1010, 1987-115, 1997-202, 1998-554 were merged into one collection, described in this finding aid.
- Physical Location:
- For current information on the location of these materials, please consult the Library's online catalog.
- Rules or Conventions:
- Describing Archives: A Content Standard
- Related Material:
Related materials may be found in these collections in the JWT Archives: the Albert B. Stridsberg Papers, the Thomas Sutton Papers, the Don Johnston Papers, and the Joseph O'Donnell Papers.
Click on terms below to find related finding aids on this site. For other related materials in the Duke University Libraries, search for these terms in the Catalog.
Women in advertising
Rena Bartos Company
Minorities in advertising
Women consumers -- United States
Aged consumers -- United States
Advertising -- Awards
Advertising -- Psychological aspects
Marketing -- Latin America
Marketing -- India
Clippings (information artifacts)
Bartos, Rena. Moving target
J. Walter Thompson Company
John W. Hartman Center for Sales, Advertising & Marketing History
Sutton, Thomas (Thomas Francis)
- Other Indexes to the Collection:
Alphabetical List of Publications
Ads That Irritate May Erode Trust in Advertised Brands, 1981, Box 13 Beyond Derived Status, 1986 Box 14 Beyond the Cookie Cutters, 1981 Box 13 Challenging Our Assumptions, 1986 Box 14 Cinq tendences qui détermineront le marketing et la publicité dans les années 90, 1989 Box 14 Consumer View of Advertising--1974, 1975 Box 13 Exploring Mysterious Markets, 1979 Box 13 Founding Fathers of Advertising Research (with Arthur S. Pearson), 1977 Box 13 Founding Fathers of Advertising Research, 1986 Box 14 Future of the Advertising Agency Research Function, 1974 Box 13 How to Advertise to Women, 1995 Box 14 Insight on Selling the Working Woman, 1976 Box 13 International Advertising: Consumers, the Moving Target, 1984, Box 13 International Demographic Data? Incomparable! 1989 Box 14 Keeping Up With Changing Life Cycles, 1978 Box 13 Marketing Research: The Moving Target, 1976 Box 13 Moving Target, circa 1974 Box 13 Moving Target: Customer for Life Insurance, 1976 Box 13 Moving Target: The American Consumer 1970-1990, circa 1978, Box 13 Moving Target: The Impact of Women's Employment on Consumer Behavior, 1977 Box 13 New Woman, 1985 Box 14 Over 49: The Invisible Consumer Market, 1980, 1983 Box 13 Over 49: The Invisible Consumer Market, 1993 Box 14 Qualitative Research: What It Is and Where It Came From, 1985-1986 Box 14 Quiet Revolution, 1989 Box 14 Report of a Study Conducted on the Image of Women in Advertising, undated Box 13 Research, Creativity, and Tunnel Vision, undated Box 14 Target is Moving, 1975 Box 13 Target is Moving: The Changing Bank Customer, 1978 Box 13 Target: Latin America--The Changing Consumer Marketplace, undated Box 13 What About the Consumer Who Brushes His Teeth With Shampoo? 1984, Box 13 What Every Marketer Should Know About Women, 1978, 1983 Box 13 What Women Like, and Don't Like, In Ads, 1982 Box 13 Why Do You Work? 1979 Box 13 Women and Advertising, 1983 Box 13 Women and Travel, 1982 Box 13 Women As a Moving Target: Will It Continue? undated Box 14 Women: A Missed Mega Market? 1989 Box 14 Women's Forum, Inc.: The First 15 Years, 1990 Box 14
Alphabetical List of Speech Titles
Acceptance Speech, Market Research Council, 1989 Box 4 Advertisers and Consumers--New Perspectives, 1977 Box 1 Advertising and Credibility, 1984 Box 2 Advertising and Credibility, 1986 Box 3 Advertising and the Economy, 1975 Box 1 Advertising Research... What Should Be Measured? 1981 Box 1 Advertising: What...Why... How..., 1986 Box 3 Attitude of Mothers and Young Children Toward Toy Purchases and Toy TV Commercials, 1962 Box 1 Beyond the Cookie Cutter, 1984 Box 3 Beyond the Cookie Cutter, II, 1988 Box 4 Beyond the Rocking Chair, 1981 Box 1 Beyond the Rocking Chair, 1988 Box 4 Challenge of Change, 1986, 1988 Box 4 Challenging Our Assumption, 1986 Box 3 Challenging Our Assumptions About the Marketplace, 1990, 1992, Box 5 Changes and Challenges, 1985, 1986 Box 3 Changing Consumer Marketplace: Five Trends That Will Redefine Marketing and Advertising, 1987, 1988 Box 4 Consumer Behavior During Inflationary Times: Panel Discussion, 1981 Box 1 Consumer Profile of the 1980s, 1980 Box 1 Consumer Trends in the United States, 1989 Box 4 Customer for Life Insurance: A Moving Target, 1976 Box 1 Demographic and Social Trends in North America, 1990 Box 4 Demographics of Older Shoppers, 1982 Box 2 Do We Really Have to Make Them Mad to Sell Them? 1980 Box 1 Does Social Research Have Real Value in Marketing Decsions? 1982, Box 2 Effect of Changing Population Demographics on the Data Collection Profession, 1979 Box 1 Excellence in Advertising: Today and Tomorrow, 1984 Box 3 Exploration of Food Habits and Attitudes of Far Eastern Students, 1972 Box 1 Facts of Life, 1982, 1984 Box 2 Facts of Life: The Changing Consumer Marketplace, 1985 Box 3 Facts of Life: The Changing Consumer Marketplace, 1986, 1987, Box 4 Facts of Life: The Changing Supermarket Shopper, 1985 Box 3 Facts of Life: The Changing Supermarket Shopper, 1986 Box 4 Home Economics, 1977 Box 1 Honoring Women's Impact on the Economy: Yesterday and Today, 1998 Box 5 International Moving Target: The Changing Role of Women Around the World, 1987 Box 4 Keeping Pace with the Changing Women's Market Around the World, 1990 Box 4 Marketing Financial Services to Changing Customers, 1985 Box 3 Marketing the ERA, undated Box 5 Marketing to the Pacific Rim, 1985 Box 3 Marketing to Women Around the World, 1988-1990 Box 4 Marketing to Women in Canada and the United States, 1990 Box 4 Marketing Yourself, 1989 Box 4 Matrix Award Acceptance Speech, 1986 Box 3 Meeting the Cosmetic Needs of Tomorrow's Consumers: Changing Demographics and Changing Attitudes, 1983 Box 2 Moving Target, 1978-1980 Box 1 Moving Target, 1982-1983 Box 2 Moving Target: A New Look at the Consumer Marketplace, 1983, Box 2 Moving Target: A New Look at the Consumer Marketplace, 1984-1985, Box 3 Moving Target: Consumer Trends in the 1980s, 1983-1984 Box 2 Moving Target: The Changing Customer for Financial Services, 1985 Box 3 Moving Target: The Changing Women's Market, 1978 Box 1 Moving Target: The Changing Women's Market, 1982 Box 2 Moving Target: The Influence of Women's Employment on Consumer Behavior, 1977 Box 1 Moving Target: The Women's Car Market, 1987 Box 4 Moving Target: What Every Marketer Should Know About Women, 1989, Box 4 Moving Target--Changing Demographics--Changing Attitudes, 1983-1984 Box 2 Opportunites, 1982 Box 2 Opportunities and How to Capitalize on Them, 1976 Box 1 Over 49, 1984 Box 3 Over 49: The Invisible Consumer Market, 1986 Box 3 Overview: Setting the Context, 1989 Box 4 Perspectives on Women in Their Consuming Roles: The Moving Target, 1990 Box 4 Presentation of Market Research Hall of Fame to Henry Brenner, 1992 Box 5 Qualitative Research: What It Is and Where It Came From, 1985, Box 3 Reaching The Moving Target, 1992 Box 5 Reaching the Young Customer: A Strategy for Success in the Nineties, 1989 Box 4 Remarks at Memorial Service to Honor Dr. Ernest Dichter, 1992, Box 5 Research Creativity and Tunnel Vision, 1973 Box 1 Savings Market, undated Box 5 Seminar on Marketing to Women Around the World, 1989 Box 4 Social Change and the Travel Marketer, 1976 Box 1 Social Change Means New Marketing Opportunities, 1981 Box 1 Social Trends of the 80s, 1980 Box 1 Solving the Communications Puzzle, 1984 Box 2 Some Observations on Gender in Advertising, 1990 Box 4 Systems Approach to Research, 1964 Box 1 Target is Moving--The Changing Bank Customer, 1978 Box 1 Targeting the Top, 1984 Box 2 Trends in American Advertising, 1972 Box 1 Tribute to Ruth Whitney, 1993 Box 5 Use of Qualitative Evaluation: Problems, Pitfalls, and Potentials, 1983 Box 2 Use of the 1976 Survey of Income and Education, 1978 Box 1 Using Census Data, 1979 Box 1 Welcome from the Chairwoman, 1977 Box 1 Who Pipes, Who Pays, and Who Calls the Tune--The Agency Viewpoint, 1973 Box 1 Who Pipes, Who Pays, Who Calls the Tune? 1974 Box 1 Why a Full Service Industry? 1973 Box 1 Woman's Place (And Yours): A Changing Market, 1973 Box 1 Women as a Moving Target, 1978 Box 1 Women's Car Market: A Moving Target, 1990 Box 4 Working Woman Audience: The Moving Target, 1976 Box 1 Working Women: The Invisible Consumer Travel Market, 1973, Box 1
Using These Materials
Collection is restricted.
Original audiovisual materials are closed to patron use. Use copies are available in the collection.
Researchers must register and agree to copyright and privacy laws before using this collection.
All or portions of this collection may be housed off-site in Duke University's Library Service Center. There may be a 48-hour delay in obtaining these materials.
Please contact Research Services staff before visiting the David M. Rubenstein Rare Book & Manuscript Library to use this collection.
- USE & PERMISSIONS:
The copyright interests in this collection have not been transferred to Duke University. For more information, consult the copyright section of the Regulations and Procedures of the David M. Rubenstein Rare Book & Manuscript Library.
- BEFORE YOU VISIT:
- Register online to request material for use in our reading room and track the status of your requests. Requests for material must be made 2 full business days in advance of your visit. Most of our collections are stored at the Library Service Center, our off-site repository.
- PREFERRED CITATION:
[Identification of item], J. Walter Thompson Company. Rena Bartos Papers, David M. Rubenstein Rare Book & Manuscript Library, Duke University.