Inventory of the J. Walter Thompson Company. Frankfurt Office. Wilfried Henkel Papers, 1957-1987, bulk 1975-1984
[top]Descriptive Summary
TitleJ. Walter Thompson Company. Frankfurt Office.
Wilfried Henkel Papers,
1957-1987, bulk 1975-1984
Creator
J. Walter Thompson Company. Frankfurt Office.
Extent
13.5 Linear Feet
12,150 Items
Repository
12,150 Items
Rare Book, Manuscript, and Special Collections Library, Duke
University
Language
English.
[top]
Administrative Information
Access RestrictionsCollection is open for research.
However, patrons must sign the Acknowledgment of Legal
Responsibility and Privacy Rights form before using this collection.
In addition, all or portions of this collection may be housed
off-site in Duke University's Library Service Center. Consequently, there may
be a 24-hour delay in obtaining these materials.
Please contact Research Services staff before visiting the Rare
Book, Manuscript, and Special Collections Library to use this collection.
Use Restrictions
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 Rare Book, Manuscript, and Special
Collections Library.
Preferred Citation
[Identification of item], J. Walter Thompson Company. Frankfurt
Office. Wilfried Henkel Papers, Rare Book, Manuscript, and Special Collections
Library, Duke University.
Provenance
The J. Walter Thompson Company. Frankfurt Office. Wilfried Henkel
Papers were received by the Rare Book, Manuscript, and Special Collections
Library as a gift in 1995.
Processing Information
Processed by Norbert Schurer, Richard Collier
Completed December 31, 2002
Encoded by Michael Shumate
Processing was supported in part by gifts from the J. Walter
Thompson Company Fund and the John and Kelly Hartman Foundation.
This finding aid is NCEAD compliant.
[top]
Biographical Note
| 1927 July 23 | Born |
| 1950s | Studied German Language and Literature and History at the University of Marburg |
| 1955-1959 | Worked as junior editor of a family-type magazine |
| 1959 May 1 | Began work for JWT Frankfurt as a copy-writer |
| 1960 | Creative Group Head; worked on S.C. Johnson account (launch of Pronto, etc.) |
| 1968-1970 | Creative Director, JWT Frankfurt; responsible for the Target Plan |
| 1971 July 6 | Director, JWT Frankfurt, deputy to George Black; responsible (with him) for design department (Gestaltungs-Abteilung) and assisting in organizational and personnel matters |
| 1974 | Unit Leader, JWT Frankfurt (clients included Ford, Braun, Kellogg's, Dunlop, BBC, Chevron, Hoffmanns, Pepsi, Unilever) |
| 1977 | Geschäftsführer/Managing Director and member of the Board of Directors; responsible for clients Deutsche Bank, Stabilisierungsfond Deutscher Wein, Commodore Computer, TEFAL and new business presentations |
| 1987 | Left JWT on July 31 |
Collection Overview
The papers of Wilfried Henkel, former managing director
(Geschäftsführer) at the J. Walter Thompson Company (JWT), Frankfurt office,
span the years 1957 to 1987, with the bulk of the material dating from 1975 to
1984. The collection consists of articles and presentations (typed or
offprints) accompanied by charts and graphs, typed and handwritten
correspondence, external and internal memoranda, as well as press clippings and
other printed material, and documents Henkel's activities during his tenure at
the Frankfurt office, where he was considered the
"chief ideologist."
Throughout his time in Frankfurt,
Henkel worked on individual accounts, but more importantly he was one of the
early proponents of corporate advertising, especially in the form of corporate
identity and corporate communications. In addition, he worked extensively on
JWT's corporate strategy, the T-Plan (target plan).
Specific topics documented in the Wilfried Henkel papers include the
philosophy of advertising as evidenced in particular (mostly German)
advertising campaigns; analyses of agencies', businessmen's, and customers'
attitudes toward advertising; JWT's corporate philosophy as presented in the
T-Plan; presentations on the future of advertising; and individual advertising
campaigns--including Deutsche Bank, Deutscher Wein, Fichtel and Sachs,
Flachglas, Ford Motor Company, Frankfurter Hypothekenbank, Hercules, and
Zanders--supervised by Henkel for JWT. While the general files in the Henkel
papers document communication between JWT and its clients as well as within
JWT, other parts of the collection contain a high percentage of presentations
and talks.
Approximately 70% of the collection is in German. Only correspondence
with foreign offices and clients, as well as some of the subject material, is
in English. The collection is arranged into five series--the
General Files Series, the Client
Files Series, the New Business Presentations
Series, the Subject Files Series, and the
Writings and Speeches Series.
The General Files Series documents the
day-to-day activities and proceedings in the JWT Frankfurt Office during
Henkel's tenure. Most significantly, this series contains Henkel's domestic and
foreign correspondence, house memoranda, and internal as well as client
reports. Topics include the acquisition and loss of clients (especially Ford);
JWT's position in the German advertising industry; organization and
administration within JWT Frankfurt (especially internal finances and work in
units); the celebration of 30 years of JWT in Frankfurt; the founding of
subsidiaries Deltakos; JWT Direct; and Pro:Motion; and the opening of the
Düsseldorf and Hamburg offices of JWT.
The Client Files Series reflects Henkel's
involvement in the planning and financial aspects of JWT-Frankfurt's
relationship with its clients. Most of the series documents the on-going
planning and execution of advertising campaigns--through correspondence,
presentations, and briefings--as well as general and economic relations between
JWT-Frankfurt and its clients. The major accounts in this series include Braun,
Commodore, Deutsche Bank, Deutscher Wein, Fichtel and Sachs, Flachglas, Ford
Motor Company, Frankfurter Hypothekenbank, Hercules, Knauf, Kraft, PEP, and
Zanders. One item of particular interest is the presentation made by JWT
Frankfurt to Ford in 1985 in an unsuccessful attempt to keep the Ford account.
For several clients--including Braun, Deutsche Bank, Ford and Zanders--Henkel
supervised a corporate identity campaign. The files of several accounts also
collect press clippings relevant to the client.
The New Business Presentations Series
provides information on JWT-Frankfurt's efforts to win new clients or
additional accounts. The material on any given presentation usually includes
internal correspondence suggesting a new client or account, internal
evaluations of that suggestion, first contacts with the prospective client,
JWT's preparation for the presentation, the presentation itself, and a
subsequent analysis of the company presentation and memoranda
(Haus-Mitteilungen) on the success of the presentation and the likelihood of
getting the account. These files include a small number of clients which were
actually won (e.g., Frankfurter Hypothekenbank), but mostly cover companies
which chose other agencies. In some cases, there was direct competition between
the various companies to whom JWT was presenting, such as between the
department stores, Hertie, Kaufhof, and Karstadt. Well-documented clients
include Bridgestone, Hertie, and Philips.
The Subject Files Series, the centerpiece
of the Henkel collection, covers a variety of topics related to the development
and application of JWT's T-Plan: the concept of corporate identity and the idea
of corporate communication. In addition, this series contains Henkel's
collection of background material on the subject of consumerism. As
"chief ideologist"
of JWT's Frankfurt office in
the 1970s and early 1980s, Henkel was especially involved in these areas. There
are a number of different versions of JWT's T-Plan from between 1970 and 1982.
Each of the individual topics contains articles and presentations pertaining to
its theory, examples of its practice at JWT and in the advertising business at
large, as well as research on the topic. Henkel participated in the discussion
through presentations such as his frequently revised "Corporate Identity--Mehr
Marktanteil im Bewußtsein der Öffentlichkeit" (
"Corporate Identity--A
Greater Share of the Market in the Public Consciousness"
) found in
Corporate Identity/Presentations/Henkel Lecture 1977-78.
The Writings and Speeches Series collects
works by Henkel as well as a number of outsiders to the company. While many
articles, presentations, and talks come with author names, there is also a
significant number of anonymous contributions. The topics of the writings range
from philosophical examinations of particular aspects of advertising to
comments on individual advertising campaigns. About half of the articles are in
German, the rest in English.
Related materials may also be found in other collections from the J.
Walter Thompson Company Frankfurt Office.
[top]
Subject Headings
These are searchable subject entries for this collection. Performing a
search on these subjects in the Duke University Libraries online catalog will
bring up other related research materials.
- Henkel, Wilfried.
- J. Walter Thompson Company.
- J. Walter Thompson Company. Frankfurt Office.
- Deutscher Wein (Firm).
- Fichter and Sachs (Firm).
- Flachglas AG.
- Frankfurter Hypothekenbank (Firm).
- Hercules (Firm).
- Zanders Feinpapiere AG.
- Ford Motor Company.
- Deutsche Bank (1957- )
- Advertising agencies.
- Consumers--Attitudes.
- Advertising agencies--History.
- Advertising agencies--Germany.
- Advertising executives.
- Advertising--Management.
- Advertising--History.
- Marketing--Germany.
- Corporate image--Germany.
- Corporations--Public relations--Germany.
- Clippings.
- John W. Hartman Center for Sales, Advertising & Marketing History.
Detailed Description of Collection
General Files Series, 1971-1987
Contains typed and hand-written letters, telexes and telegrams,
printed material, notes, memoranda, clippings and articles, minutes, reports,
charts and graphs, questionnaires, receipts, contracts, and other documents
concerning JWT Frankfurt. Documents chiefly Henkel's communication with staff
in management, with other JWT offices in foreign correspondence, and with his
co-workers through memoranda. Includes his domestic correspondence with the
public as well as memoranda and reports concerning a variety of subjects.
Arranged alphabetically by type of record, thereunder chronologically.
See further item level description for this series in the
inventory file in Research Services or in the Word document at
F:\Specoll\Technical Services Department\Finding Aids\Word Files Created from
Web\Henkel, Wilfried.doc.
Box 1
Correspondence
Domestic,
1972-1973, 1975, 1981-1986
(8 folders)
Foreign,
1972-1973, 1975-1977, 1982-1986
(7 folders)
Düsseldorf and Hamburg,
1983
Electronic Data Processing (EDV),
1984
Internal Finances,
1973, 1975, 1985-1986
(3 folders)
Job Ads,
1972
Job Applications
Alphabetical A-Z,
1971-1980
(2 folders)
Free lance,
1971-1980
JWT Direct,
1985-1986
Market Research,
1985-1986
Memoranda
1972, Group Head Meetings
1972-1973,
Organization
1973, Quadrovirate
1975-1977, 1981-1986
(6 folders)
1984-1986,
Organization
Miscellaneous,
1972-1973, 1975-1977, 1982
Box 2
Miscellaneous,
1983-1987
Personnel,
1972-1986
(3 folders)
Press Clippings,
1971-1975
Pro:Motion [subsidiary],
1985-1986
Reports,
1975-1977, 1983-1986
(6 folders)
Seminars and Meetings
1975-1977
Schotten [location],
1979-1980
Core group
Efficiency
General
EMM [European Managers' Meeting], 1983
Correspondence
English material
Background material
View-Data (Btx)
1984
Client Files Series, 1970-1987
Typed and handwritten domestic and foreign correspondence,
telexes, notes, ad copy, contracts, memoranda (Haus-Mitteilungen),
presentations and briefings, reports (Kontaktberichte), and research concerning
the accounts with which Henkel was involved. Organized alphabetically by client
for the major accounts, followed by a brief series of various clients. Within
each account, the files are divided by topic (thereunder chronologically).
Additional materials relating to the
Ford Motor Company, which were discovered
after processing of the collection had been completed, are listed here but are
physically located at the end of the collection, and may be found in boxes
11-12.
See further item level description for this series in the
inventory file in Research Services or in the Word document at
F:\Specoll\Technical Services Department\Finding Aids\Word Files Created from
Web\Henkel, Wilfried.doc.
Box 2
Braun
Ad Copy,
1975-1977
Contact Reports,
1975-1977
Corporate Identity,
1976-1977
Correspondence,
1975-1978
Memoranda,
1975-1978
Miscellaneous,
1975-1977
Commodore
Ad Copy,
1984-1985
Contract,
1982-1984
Correspondence,
1983-1986
International,
1983
Box 3
International,
1984-1985
Memoranda,
1983-1986
Miscellaneous,
1983-1986
Presentations and Briefings,
1983-1985
Deutsche Bank
100 Years
Background Material,
1986
Correspondence,
1986
Ad Copy,
1983
Corporate Campaign,
1983-1985
Correspondence,
1976-1985
(2 folders)
Job Search,
1984
Memoranda,
1981-1985
(2 folders)
Miscellaneous,
1976-1978, 1981-1985
(3 folders)
Presentations and Briefings,
1981-1985
(6 folders)
Press Clippings,
1981-1985
Reports,
1981-1985
Seminars
- Grasellenbach,
1984
Königstein
Organization,
1983-1984
Presentations,
1983
- Kronberg,
1984
Box 4
Deutscher Wein
Ad Copy,
1983-1987
Correspondence,
1982-1987
(5 folders)
Memoranda,
1983-1987
(2 folders)
Miscellaneous,
1977, 1983-1987
(6 folders)
Presentations and Briefings,
1984-1987
(4 folders)
Reports,
1982-1987
(2 folders)
Fella
Ad Copy,
1976
Correspondence,
1976-1978
Memoranda,
1976
Miscellaneous,
1976-1977
Presentations,
1976
Reports,
1977
Fichtel and Sachs
Ad Copy,
1976-1977
(2 folders)
Background Material,
1976-1977
Correspondence,
1976-1977
Memoranda,
1976-1977
Miscellaneous,
1976-1977
Presentations and Briefings,
1976-1977
Reports,
1976-1977
Research,
1976-1977
Flachglas
Correspondence,
1981-1986
Memoranda,
1982-1985
Miscellaneous,
1982-1984
Presentations and Briefings,
1982
Press Clippings,
1982-1983
Reports,
1982-1985
Box 5
Research,
1982
Ford
[Additional materials are located in boxes 11-12.]
Ad Copy
Capri,
1971, 1977
(2 folders)
Consul,
1970-1971
Escort,
1977
Eva,
1977
Fiesta,
1977
Granada,
1970-1971, 1977
(2 folders)
MH Project,
1970-1971
Miscellaneous,
1977
Taunus,
1977
Trade Pamphlet,
1971
Transit,
1971, 1977
(2 folders)
Briefings,
1977-1978
(2 folders)
Car Orders,
1975-1983
Corporate Identity
Ad Copy,
1981-1982
Background Material,
1980-1981
Correspondence,
1981-1983
Miscellaneous,
1980-1981
Presentations and Briefings,
1981
Research,
1981
Correspondence
Domestic,
1977-1978, 1983-1987
(3 folders)
Foreign,
1973-1975, 1977-1978
(3 folders)
Memoranda,
1977-1978
(2 folders)
Miscellaneous,
1976-1978
(2 folders)
Monthly Reports
Advertising,
1977-1978
(3 folders)
New Registrations,
1977-1978
(2 folders)
Box 6
Presentations,
1977-1978, 1984-1986
(5 folders)
Preparation
- English,
1985-1986
- German,
1985-1986
(2 folders)
Press Clippings,
1974-1975, 1977-1978, 1983-1986
(3 folders)
Reports,
1977-1978
(2 folders)
Research,
1974-1975
Frankfurter Hypothekenbank
Ad Copy,
1985-1986
(2 folders)
Correspondence,
1985-1986
(2 folders)
Finances
Budget,
1985-1986
(3 folders)
Client Bills,
1985-1986
Estimates,
1985-1986
(2 folders)
Media,
1985
Memoranda,
1985-1986
Miscellaneous,
1985 Jan. - June
Box 7
Miscellaneous,
1985 Jul. - Dec.
Miscellaneous,
1986
Press Clippings,
1985-1986
Reports,
1985-1986
(2 folders)
Research,
1985
Trade Mark Registration,
1985-1986
(3 folders)
Hercules
Ad Copy,
1976-1977
Correspondence,
1975-1977
Memoranda,
1976-1977
Miscellaneous,
1974-1977
Presentations and Briefings,
1976-1977
(2 folders)
Press Clippings,
1976
Reports,
1976-1977
Johnson Wax
Ad Copy,
1976
Background Material,
1976
Correspondence,
1976-1985
Memoranda,
1976-1977
Miscellaneous,
1976-1977
Reports,
1976
Knauf
Ad Copy,
1976-1977
Correspondence,
1976-1977
Memoranda,
1976
Miscellaneous,
1976
Presentations,
1976
Reports,
1976
Kraft
Cheese Umbrella
Ad Copy,
1981
Miscellaneous,
1981
Presentations and Briefings,
1981-1982
Correspondence,
1975-1985
PEP
Ad Copy,
1982
Correspondence,
1982
Miscellaneous,
1981
Presentations and Briefings,
1981
Reports,
1981-1982
Zanders
Ad Copy,
1983-1985
Annual Report,
1983-1984
Corporate Communication,
1984-1985
Corporate Image,
1984-1985
Correspondence,
1982-1985
Finances,
1983-1984
Media,
1983-1984
Memoranda,
1983-1984
Press Clippings,
1983-1984
Reports,
1982-1983
Various Clients
A-C,
1974-1987
De Beers,
1982-1986
(2 folders)
E-H,
1974-1987
Elida-Gibbs-Lever-Sunlicht,
1974-1976
Box 8
Elida-Gibbs-Lever-Sunlicht,
1977-1987
(2 folders)
GEFA,
1984-1987
IZE,
1981-1982
Jacobs,
1975-1987
L-P,
1974-1987
R-W,
1974-1987
Tefal,
1983-1987
(3 folders)
Wick,
1975-1987
Background Material,
1982-1986
(2 folders)
Box 11
Ford,
1975: Office Files
(7 folders)
[Files in boxes 11-12 were discovered after full processing was
completed and physically placed at the end of the collection.]
Correspondence
Briefings
Memoranda (Haus-Mitteilungen)
Contact Reports (KontactBerichte)
Minutes (Protokolle)
Miscellaneous (Verschiedenes)
Monthly Reports
Presentations I (Präsentationen)
(12 folders)
"Konzeption:
Händler-Werks-Kampagne"
"Kommunikationsstrategie Ford H-Serie"
Escort
RS
"1977 Bobcat
Program Advertising Agency Briefing,"
1975 May 21
Ford Taunus
Box 12
"Was Wir
Kommunizieren Wollen: Leitgedanken"
"Das Wichlitgste
Aufeinen Blick: Ford Granada"
"New Ford
Taunus"
"Einfünrung Taunus
Escort 1975,"
1974 Oct. 24
"Der Neue Ford
Granada"
"Der Ford Taunus
'75"
"Die Vernünfltige
Serienausstattung,"
1974 Sept. 10
"Die Neue Ford
Escort"
Presentations II (Präsentationen)
(9 folders)
"Überlegungen Zur
Mediaplanung Für die Ford-Werbung 1976,"
1975 Aug.
Bobcat Deutschland
Ford Taunus
"Positionierungs-Überlegungen Taunus '76 ½"
1976-½ Taunus Program
New Ford Taunus
Bobcat
Taunus
Ford-JWT Meeting,
1974 Mar. 11
Reports (Texte)
(3 folders)
Capri-Taunus
Escort-Granada-Consul
LKW-Transit-Händler-Allgem-Bobcat
New Business Presentation Files Series, 1974-1987
Correspondence, reports, memoranda (Haus-Mitteilungen), reports
(Kontaktberichte), market analysis drafts, notes, printed material, clippings
and presentation material including photographs and storyboards. Arranged
alphabetically by client's name, thereunder chronologically.
See further item level description for this series in the
inventory file in Research Services or in the Word document at
F:\Specoll\Technical Services Department\Finding Aids\Word Files Created from
Web\Henkel, Wilfried.doc.
Box 8
A,
1974-1987
Apollo,
1977
B,
1974-1987
BASF,
1978-1986
Bridgestone,
1978-1983
C-G,
1974-1987
(5 folders)
Gödecke,
1977-1978
Gruppe 21,
1975-1977
H,
1974-1987
Hertie,
1974-1975
I-P,
1974-1987
(4 folders)
Box 9
Philips,
1978-1983
R-Z,
1974-1987
(5 folders)
Uni-Cardan,
1977-1978
Miscellaneous,
1981-1987
Subject Files Series, 1957-1987
Typed and annotated presentations and memos, photocopied articles,
clippings from newspapers and journals, other materials involved in
presentations (transparencies, flashcards), research reports, and typed and
hand-written correspondence and telexes. Organized by overarching subject,
thereunder by topical and formal subheadings, then chronological.
See further item level description for this series in the
inventory file in Research Services or in the Word document at
F:\Specoll\Technical Services Department\Finding Aids\Word Files Created from
Web\Henkel, Wilfried.doc.
Box 9
Consumerism
Agencies,
1957-1983
Consumers,
1973-1983
(2 folders)
Counteradvertising,
1974-1976
Criticism,
1974-1981
Economy,
1974-1982
(2 folders)
GWA,
1973-1977
JWT,
1973-1975
Management,
1974-1975, 1978-1983
(2 folders)
Marketing,
1975-1983
Miscellaneous,
1973-1983
(3 folders)
New Media,
1980-1983
Organization,
1974-1977
Policy,
1974-1975
Research,
1971-1983
(2 folders)
Rules of Competition,
1974-1980
Sales Promotion,
1980-1982
Theses,
1974-1981
Corporate Communication
Philips,
1984-1985
Box 10
Zahnradfabrik,
1984-1985
Zanders,
1981-1985
Corporate Identity
Addresses,
1977
Correspondence,
1977-1980
Information
Background Material,
1976-1980
Campaign
- English,
1969-1977
- German,
1977-1982
Management,
1976-1981
Miscellaneous,
1976-1980
Research,
1977-1981
Social Marketing,
1977-1978
Panel Discussion
Correspondence,
1976-1978
(2 folders)
Organization,
1977
Pamphlet,
1977
Presentations,
1976-1977
Presentations
Cases,
1977-1986
Henkel Lecture,
1977-1978
Karstadt,
1977-1980
Press Clippings,
1976-1979
Research,
1979-1987
Publications
Mittwochsreport,
1975-1979
(5 folders)
T-Plan
Annual Report,
1980
Basisresearch,
1979-1980
Correspondence,
1973-1982
Documentation,
1972-1974
Examples
A-Z,
1969-1982
Campari; CD,
1980s
Ford,
1969-1980
Korall; Lux,
1969-1980
Presentations
English,
1973-1978
Box 11
German,
1970-1982
(4 folders)
Press Clippings,
1971-1982
Kontakter,
1979
Writings and Speeches Files Series, 1972-1985
Type-written and photocopied articles, talks, and presentations,
occasionally annotated by the author or reader; also some offprints of
articles. Organized by author (where known), thereunder chronologically.
See further item level description for this series in the
inventory file in Research Services or in the Word document at
F:\Specoll\Technical Services Department\Finding Aids\Word Files Created from
Web\Henkel, Wilfried.doc.
Box 11
Anonymous,
1972-1985
(5 folders)
Basisresearch,
1975
Henkel,
1974-1984
Osierski,
1976-1978
(2 folders)
Schützendorf,
1984
Miscellaneous A-Z,
1972-1985
(7 folders)
