Inventory of the J. Walter Thompson Company. Frankfurt Office. Paul-G. Siebel Papers, 1968-1975, bulk 1969-1975
[top]Descriptive Summary
TitleJ. Walter Thompson Company. Frankfurt Office.
Paul-G. Siebel Papers,
1968-1975, bulk
1969-1975
Creator
J. Walter Thompson Company. Frankfurt Office.
Extent
2.5 Linear Feet
500 Items
Repository
500 Items
Rare Book, Manuscript, and Special Collections Library, Duke
University
Language
English.
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Administrative Information
Access RestrictionsAccess is restricted.
In addition, patrons must sign the Acknowledgment of Legal
Responsibility and Privacy Rights form before using this collection.
Also, 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 the J. Walter Thompson Company. Frankfurt
Office. Paul-G. Siebel Papers have not been transferred to Duke University. For
further information, see the section on copyright in the Regulations and
Procedures of the Rare Book, Manuscript, and Special Collections Library.
Preferred Citation
[Identification of item], J. Walter Thompson Company. Frankfurt
Office. Paul-G. Siebel Papers, Rare Book, Manuscript, and Special Collections
Library, Duke University.
Provenance
The Paul-G. Siebel Papers were transferred to the Special
Collections Library from the J. Walter Thompson Company (JWT) Frankfurt Office
in 1995. Processing of this collection was supported in part by gifts from the
J. Walter Thompson GmbH (JWT's Frankfurt Office), J. Walter Thompson Company
Fund, and the John and Kelly Hartman Foundation.
Processing Information
Processed by Sylvia Pfeiffenberger
Completed August 1997
Encoded by Lisa Stark and Paula Jeannet Mangiafico
This finding aid is NCEAD compliant.
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Biographical Note
*
Full name:
Paul-Gerhard Siebel
| 1955 | Joined JWT Frankfurt as head of Media Department |
| 1959 | Appointed Associate Director of Frankfurt Office |
| 1965 | Became a Director of JWT Frankfurt |
| 1969 | Appointed Geschäftsführer (General Manager) in Frankfurt |
| 1973 | Elected Vice President of J. Walter Thompson Company |
Collection Overview
The Paul-G. Siebel Papers contain correspondence, memoranda, speeches,
and other documents spanning the years 1968 to 1975. The bulk of the material
in the collection dates from Siebel's tenure as Geschäftsführer (General
Manager) of J.Walter Thompson's Frankfurt Office from 1969 through 1975. The
Siebel Papers mostly concern relations with the advertising industry. As media
director of JWT Frankfurt (a position he held simultaneously with that of
Geschäftsführer), Siebel corresponded with members of the industry as well as
the media; as JWT Frankfurt's representative to organizations such as the GWA
(Gesellschaft der Werbeagenturen [Association of Advertising Agencies]), he
attended meetings within the industry and discussed a variety of advertising
and political subjects. Other topics documented in the collection include media
planning, account direction, production of advertisements, and business
management JWT Frankfurt. The Organizations Series, relating to Siebel's
participation in advertising groups, comprises one-half of the collection.
Other series include the Non-Frankfurt JWT Offices; Correspondence;
Memoranda/Haus-Mitteilungen; Clients; Media; Other JWT Frankfurt Departments;
Euuropean Media Manager; and Organizations Series. The majority of items in the
collection, approximately 80 percent, are in the German language, with the
remainder in English.
The Non-Frankfurt JWT Offices Series consists of
correspondence and other documents pertaining to over 20 international offices
of J. Walter Thompson. Offices in London, New York, Tokyo, and Brussels make up
the bulk of the series. Topics mentioned include: a European advertising
campaign for the Quebec Government; media recommendations (both in Brussels
folder); market research on home financing in Germany; German regulation of
alcohol advertising (both in London folder); and the importance of appropriate
broadcast times for television ads (Vienna folder). The London folders contain
substantial material on the "Target Group Index" (T.G.I.), including numerous
articles and brochures by Timothy Joyce and Jack Fothergill of the British
Market Research Bureau (BMRB). JWT correspondents in the series include Albert
Brouwet and Arlette Hill of JWT Brussels; Peter Gilow, head of JWT Frankfurt;
William D. Thurber of JWT Johannesburg; Elvira Bruhnsen, Jeremy Bullmore, Alec
Morrison, Neil Walker, and David Wheeler of JWT London; Harry Clark and Don
Johnston of JWT New York; Tom Sutton of JWT Tokyo; and René Müller of JWT
Zurich. The language of the series is predominantly English (approximately 80
percent), with the remainder in German.
The Correspondence Series contains Siebel's general
business and personal correspondence. Topics mentioned in the series include
buying advertising space and placing print advertisements, Siebel's 1969
appointment to the position of General Manager (Hauptgeschäftsführer) and Media
Director, and the 1969 "Kongress der Werbung" held in Munich. Specific items in
the series include 1971 ad copy featuring Siebel's endorsement of "Jasmin"
magazine, produced by competitor Heumann, Ogilvy and Mather; and the 25th
anniversary edition of the "NRZ" (
Neue Ruhr Zeitung)
newspaper. Siebel's correspondents in the series primarily include
representatives of the advertising departments of various newspapers and
magazines as well as members of media and marketing research organizations.
Individual correspondents include H.-J. Artopé of Burda Verlag, Peter Baltzer
of Carl Gabler Werbe GmbH, Rolf Günther of Gruner and Jahr Verlag, Karl Hartner
of
Stern
Magazine,Herr Jenetzky of Fritz Busche Druckerei GmbH, and Gerd
Springer of the
Neue Westfälische Zeitung.
The language of the series is predominantly German (ca. 90%), with the
remainder in English.
The Memoranda/Haus-Mitteilungen Series contains
memoranda, newsletters, and other documents relating to the policies and daily
operations of JWT Frankfurt, JWT's international organization, and the Media
Department. Contains a list of the year's TV spots produced by JWT in 1973, and
a memo (late 1960's or early 1970's) advocating the use of psychological
consultants for the production of ads in Frankfurt, as was already the practice
in New York and London. In this series, folders originally labelled "JWT
Intern" and "Organisation JWT" have been combined into one series. The language
of the series is predominantly German, with the remainder in English.
The Clients Series contains correspondence, memoranda,
contact reports and other documents pertaining to clients and their media
needs. Topics mentioned in the series include: the production and placement of
television and radio advertisements; contract negotiations and clarifications;
forms of agency compensation; and an anti-drug public relations campaign.
Correspondents include: various representatives of media firms such as the BBC,
BILD, Burda, and Gruner and Jahr; client company executives such as W.
Schmittel of Braun and H. Woyzik of Ciba Geigy; and JWT personnel such as David
Campbell-Harris (JWT Milan), Wally O'Brien (JWT Chicago), and Manfred Süß
(Media head, JWT Frankfurt). The language of the series is predominantly German
(ca. 80%) with the remainder in English.
The Media Series contains guidelines for advertising
testing, a lengthy 1966 index of trade literature called "99 Books for the
Mediaman," and reports on Siebel's visits to daily regional newspaper offices.
Specific items in the series include an ad recognition and impact test
("Anzeigenkompass") from 1971. The language of the series is exclusively
German.
The Other JWT Frankfurt Departments Series contains
documentation of "adjoining" ("flankierende") departments at JWT-Frankfurt.
Departments documented in the series include: Media Planning, Production,
Administration, Art Buying, Art Service, Sound and Film Studios, Test Kitchen,
Translation, FFF (JWT's own production company), and Pen Pool. The language of
the series is entirely German.
The European Media Manager Meeting Series contains
correspondence, speeches, and other documents pertaining to the 1973 European
Media Manager Meeting in Madrid. The series is made up largely of
correspondence with JWT international office media directors with their
suggestions for planning the meeting's agenda, and their evaluations of the
meeting's effectiveness afterward. Among the offices participating were
Amsterdam, Copenhagen, Frankfurt, Helsinki, Madrid, Milan, New York, Stockholm,
Toronto, Vienna, and Zurich. JWT international correspondents include Julian
Bravo (Madrid), Elvira Bruhnsen (London), Joop Halsema (Amsterdam), and David
Wheeler (London). Topics mentioned in the series include 1974 plans for
publishing a "European Media Booklet" for international JWT's; the switch from
a media-marketing to an account-planning approach at JWT Amsterdam; and
international models for television coverage and frequency distribution.
Specific items in the series include product test case histories for Germany, a
Dick Jones speech on "The Concept of Effective Reach," and statistical data on
media audiences in Spain. Clients mentioned in the series include Brinkmann,
Ford, Kraft, Kodak, Jacobs, Pan Am, Pepsi, and Singer. The language of the
series is predominantly English (approximately 75 percent) with the remainder
in German.
The Professional Advertising Organizations Series
contains material pertaining to professional organizations with which
Siebel had contact. These organizations include the GWA-GIW (GWA-Institut fur
Wirtschaftlichkeit in der Werbung [GWA-Institute for Economic Efficacy in
Advertising]) and ZAW (Zentralausschuß der Werbewirtschaft [Central Committee
of the Advertising Industry]). The series contains information on women in
advertising, public service advertising, and a great deal of information on the
regulation of advertising to children in Germany. Specifically mentioned in the
series are issues related to alcohol and automobile advertising, the
introduction of "Feuersteins" (Flintstones) products for children in the
Federal Republic, and professional seminars for advertising executives. Clients
mentioned in the series include Buer, Elida Gibbs, Glücksklee, Jacobs, Kellog,
Kraft, Lever Sunlicht, Pepsi, and Wick. The language of the series is
predominantly German.
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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.
- J. Walter Thompson Company.
- J. Walter Thompson Company. Frankfurt Office.
- J. Walter Thompson Company. New York Office.
- J. Walter Thompson Company. Tokyo Office.
- J. Walter Thompson Company. Brussels Office.
- Ford Motor Company.
- Kraft Foods Company.
- Gilow, Peter, 1918-1992.
- Siebel, Paul-Gerhard.
- Advertising--Europe.
- Advertising agencies--Accounting.
- Advertising agencies--Europe.
- Advertising agencies--Europe--History.
- Advertising agencies--Management.
- Advertising executives.
- Clippings (AAT)
- Contracts (AAT)
- Memoranda (AAT)
- John W. Hartman Center for Sales, Advertising & Marketing History.
Detailed Description of Collection
Non-Frankfurt JWT Offices Series, 1969-1974, bulk 1972-1974
Contains typed and handwritten letters, memoranda, telexes and
telegrams, notes, speeches, reports, news releases, articles, and
questionnaires pertaining to JWT's international offices worldwide. Arranged
alphabetically by city, then chronologically.
Box 1
Amsterdam,
1972-1973
Athens,
1972
Brussels,
1972-1974
Capetown,
1973
Chicago,
1973-1974
Copenhagen,
1972-1974
Detroit,
1974
Johannesburg,
1972-1974
London,
1972-1974
*
Includes a brief on "The TV Situation in West Germany" dated
4/10/73, and a speech given by Jeremy Bullmore given to the European
Broadcasting Union in London, 10/26/73.
London, T.G.I.,
1969-1973
Madras,
1973
Madrid,
1973-1974
Milan,
1973-1974
New York,
1972-1974
*
Items include a 1973 "Media and Production Service" summary by
F. A. Späth.
Paris,
1973
Sydney,
1972-1974
Tel Aviv, c.
1972-1974
Tokyo,
1973-1974
*
Contains a 1973 "Japan Today" presentation script.
Vienna,
1972-1974
*
Includes a 1973-1974 "JWT Media Report" for Vienna.
Washington, D.C.,
1974
Zürich,
1972-1974
Correspondence Series, 1969-1972
Contains Siebel's general business and personal correspondence.
Materials contained in the series include typed and handwritten letters, file
memos (Aktennotizen), memoranda (Haus-Mitteilungen), notes, telexes and
telegrams, postcards, photographs, articles and clippings, bills, forms, and
printed material. Arranged alphabetically, then chronologically.
Box 1
1969-1972, A-Z
(4 folders)
*
Items of interest include 1971 ad copy featuring Siebel's
endorsement of
Jasmin magazine,
produced by competitor Heumann, Ogilvy and Mather, and a 1969 list giving the
names and titles of leading executives as well as all clients with owners'
company names (G-J, 1969-1972).
Memoranda/Haus-Mitteilungen Series, 1963-1974, bulk 1968-1971
Contains memoranda, typed letters, telexes and telegrams, lists,
notes, advertisements, evaluation and order forms, invoices, reports, and other
materials pertaining to JWT's internal organization. Arranged
chronologically.
Box 1
1963-1974
(3 folders)
*
Includes a 1974 list of all TV spots shown more than twelve
times in 1973 on German TV, and a memo dated 3/5/73 advocating the use of
psychological consultants for the production of ads in Frankfurt, as was
already the practice in New York and London.
1968-1971
(3 folders)
Clients Series, 1970-1974
Contains typed and handwritten letters, file-memos (Aktennotizen),
memoranda (Haus-Mitteilungen), call reports (Kontaktberichte), printed
material, business cards, bills, and tables pertaining to the media needs of
clients. Arranged chronologically, then alphabetically by client.
Box 1
1970-1974, A-B
*
Includes a 1972 translation of a Braun executive speech on Media
Planning.
1970-1974, C-H
1970-1974, Jacobs
(2 folders)
*
Contains a 1973 paper on "Jacobs Media-Politik gegenüber der
Fernseh- und Funksendeanstalten" ("Jacobs' Media Politics in Relation to
Television and Radio").
1970-1974, K-Z
*
Includes a 1974 "T-Plan" for Norda, documents outlining the
creative strategy for 7-Up's (Reetsma's) "Uncola" campaign, and a memo on
Unilever Media Buying by John Lindesay-Bethune of JWT London.
Media Series, 1966-1973, bulk 1966, 1971, 1973
The series contains information on advertisement testing, market
research, public relations, conferences and regional media outlets in Germany.
Materials include typed letters, notes, address lists, index lists, reports,
printed material, and other documents. Arranged chronologically.
Box 1
1966-1973
Other JWT Frankfurt Departments Series, 1974-1976
Contains typed and handwritten letters, notes, memoranda, file
memos, articles, clippings, position papers, tables, and other materials
relating to various departments of JWT's Frankfurt Office. Arranged
chronologically, then alphabetically by department.
Box 1
1974-1976
AE
Art Buying
Art Service
FFF
Fotostudio
Mediaplanung
Pen Pool
Production
Ton-Studio
Übersetzerinnen
Versuchsküche
Verwaltung
European Media Manager Meeting Series, 1972-1974, bulk 1973
Contains typed letters, memoranda, notes, telexes and telegrams,
reports, speeches, charts, and other documents relating to the planning and
impact of the JWT European Media Managers Meeting held in Madrid in
1973. Records are arranged alphabetically by JWT
Office, then chronologically.
Box 1
European Media Managers, Madrid,
1973, A-Z
(4 folders)
Professional Advertising Organizations Series, 1972-1975, bulk 1973-1974
Contains typed letters, telexes and telegrams, memoranda, minutes,
agendas, press releases, client lists, notes, reports, broadsheets, articles
and clippings, tables, budgets, bills, surveys, and printed material relating
to Siebel's participation in advertising organizations. Arranged alphabetically
by organization, then chronologically.
Box 2
GWA,
1973-1974
Arbeitskreis Verbraucher und Werbung
1973-1974
Ad Campaigns
Kinder in der Werbung (Children in
Advertising
Minutes
Presse
Women in Advertising
GWA Ausschuß für verbrauchergerechte Werbung,
1973-1974
Angriffe und Erwiderungen (Attacks and
Responses)
Correspondence
Kinder in der Werbung (Children in
Advertising)
Minutes
Presse
Research
Correspondence, 1972-1974
GIW,1972-1975
Correspondence,1972-1974
Meetings
GWA,1972
GIW,1973
GWA,1973
GIW,1974
GWA,1974
1974-1975
(2 folders)
GIW,1975
GWA,1975
Information Pool, 1975
Regionalgespräche (Regional Conferences),
1975
Markenverband, 1973
Mediaausschuß
AG.MA, 1975
Correspondence, 1973-1974, May
Correspondence, 1974, June-1975
Media Service Agencies, 1974-1975
Outside Advertising, 1974-1975
Press, 1974-1975
Regional Meetings, 1974-1975
TV, Radio, 1974
TV, Radio, 1975
ZAW
Anzeigenausschuß,
1972-1973
Basisdienst,
1972-1974
(2 folders)
Fachausschüße,
1973
Kongreß der Werbung,
1974
Präsidialrat,
1973-1974
UWG-Kurzfassung,
1972
VFÖ,
1972-1974
