J. Walter Thompson Company. Bertram Metter papers, 1908-2008

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Summary

Creator:
J. Walter Thompson Company
Abstract:
Founded in 1864, the J. Walter Thompson Company (JWT) was one of the oldest and largest advertising agencies in the United States. It was headquartered in New York. In 2023 the agency was absorbed into marketing and communications firm VML. Bertram Metter was an executive with JWT who served as a creative director and was named Chairman of the company in 1988. The collection includes correspondence, writings, newspaper and magazine clippings, sheet music, printed materials, photographs, and photostats, that document Metter's career in advertising and marketing, as a copywriter, creative director, and Vice Chairman at J. Walter Thompson USA (JWT). The collection provides a record of Metter's early work for the Ford Motor Company's direct marketing operation, and other roles on the Ford account (Metter directed print and television promotion for Ford and participated in the launch of several new car models). The collection also documents Metter's work for clients including the Pepsi-Cola Company (Mexico) and Liggett & Myers Tobacco Company. 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collection also contains materials related to Metter's later work as a consultant and author, including drafts of an unpublished book manuscript entitled Breaking the Rules at J. Walter Thompson, a chronicle of his career at JWT. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.
Extent:
13.0 Linear Feet
Language:
Material in English
Collection ID:
RL.00730

Background

Scope and content:

The collection includes correspondence, writings, newspaper and magazine clippings, sheet music, printed materials, photographs, and photostats, that document Metter's career in advertising and marketing, as a copywriter, creative director, and Vice Chairman at J. Walter Thompson USA (JWT). The collection provides a record of Metter's early work for the Ford Motor Company's direct marketing operation, and other roles on the Ford account (Metter directed print and television promotion for Ford and participated in the launch of several new car models). The collection also documents Metter's work for clients including the Pepsi-Cola Company (Mexico) and Liggett & Myers Tobacco Company. 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collection also contains materials related to Metter's later work as a consultant and author, including drafts of an unpublished book manuscript entitled Breaking the Rules at J. Walter Thompson, a chronicle of his career at JWT.

Biographical / historical:
Date Event
1927 Aug. 14
Born in New York, NY
1949
B.A. Brooklyn College
1952
M.A. Columbia University
1953-1956
Copy chief, New York Mirror , Advertising Promotion Department
1956-1959
Copy chief, Newsweek Magazine (New York), Circulation Department
1960-1991
Joined the J. Walter Thompson Company (JWT), New York; initially hired as a "direct response specialist" in charge of the Ford direct mail operation
1965-1973
Vice President, JWT
1969
Creative Supervisor, JWT
1973-1978
Senior Vice President, JWT
1974
Creative Director, JWT
1978
Became Executive Vice President, JWT
1980
Received A.M.P., Harvard University (Advanced Management Program, Harvard Business School)
1980
Board of Directors, JWT USA
1982
Executive Creative Director, JWT USA
1984
Vice Chairman, JWT USA
1986-1987
Chairman, Board of Directors, JWT USA
1987
Became advertising and marketing consultant, primarily to the Ross Roy Group ( Bloomfield Hills, MI )
Resigned from JWT USA
1988
Rehired as Chairman, Board of Directors, JWT USA after the company was bought by WPP Group, plc ( Great Britain )
1991
Retired from JWT
1991-
Ongoing consultant to JWT

After Burton J. Manning, Metter became only the second creative director at JWT to rise to the level of Chairman, Board of Directors. In the midst of a management crisis that hit the financially ailing company, Metter resigned in 1987. Metter was rehired as Chairman in 1988; his primary tasks were to coordinate new business efforts for JWT USA, provide additional strategic advice for ongoing accounts, and focus on general management and creative troubleshooting.

Bertram Metter worked for over thirty years as an advertising and marketing executive, most notably as a copywriter, creative director, and Vice Chairman at J. Walter Thompson USA (JWT). In in early years at JWT, Metter worked as a direct response specialist for the Ford Motor Company direct marketing operation. He also served as a primary on the Ford account, during which time he directed print and television promotion for Ford and played a key role in the launching of several new car models. During his time with JWT, Metter won numerous creative awards, including Clios, Cannes Film Festival awards, Advertising Age 100 Best TV Commercials, and others. He published several articles about the advertising business in Advertising Age and other industry publications.

Acquisition information:
The J. Walter Thompson Company. Bertram Metter papers were received by the David M. Rubenstein Rare Book Manuscript Library as a transfer from the J. Walter Thompson company in 1987, with additions in 2003 and 2008.
Processing information:

Processed by Andrea Franzius and Casey A. Jarrin, September 2005; additions processed June 2024 by Richard Collier;

Accessions 2003-0219, 2003-0242, 2008-0214 were merged into one collection, described in this finding aid.

Arrangement:

Organized into the following series: Professional Files; Writings; Ford Motor Company Account Files; Other Clients.

Rules or conventions:
Describing Archives: A Content Standard

Contents

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Restrictions:

Access note. Collection contains fragile audiovisual formats that may need to be reformatted before use. Contact Research Services for access.

Terms of access:

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.

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Preferred citation:

[Identification of item], J. Walter Thompson Company. Bertram Metter papers, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

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