Inventory of the J. Walter Thompson Company. Edgar Hatcher Papers, 1952-1992
[top]Descriptive Summary
TitleJ. Walter Thompson Company. Edgar Hatcher
Papers,
1952-1992
Creator
J. Walter Thompson Company.
Extent
4.5 Linear Feet
250 Items
Repository
250 Items
Duke University Rare Book, Manuscript, and Special
Collections Library
Language
English.
[top]
Administrative Information
Access RestrictionsAccess to some portions of the Edgar Hatcher Papers are
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 the Edgar Hatcher 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. Edgar Hatcher
Papers, Rare Book, Manuscript, and Special Collections Library, Duke
University.
Provenance
The Edgar Hatcher Papers were transferred to the Rare Book,
Manuscript, and Special Collections Library in 1992.
Processing Information
Processed by Phoebe A. Evans; Finding aid completed and edited by
Katherine Hufstetler
Completed August, 1996
Processing of this collection was supported by gifts from the John
and Kelly Hartman Foundation.
Encoded by Stephen Douglas Miller
This finding aid is NCEAD compliant.
[top]
Biographical Note
| 1927, Jan. 20 | Born in High Point, North Carolina |
| 1943 | Entered North Carolina State to study engineering |
| 1944 | Entered the Navy V-5 program at Duke University, attended pre-flight school in Chapel Hill, NC |
| 1945, Fall | Returned to Duke University to study English |
| 1947 | Received AB in English, Duke University, Durham, NC |
| 1947-1948 | Moved to New York, where he roomed with Duke classmate William Styron who was writing Lie Down in Darkness at the time |
| 1948-1949 | Worked at theVick Chemical Company as a sales and advertising trainee selling Vick's VapoRub throughout the Midwest and South |
| 1949-1950 | Joined Young and Rubicam in the mail room and later in the research department |
| 1950-1951 | Became a Copywriter at Deutsch and Shea |
| 1951, Feb. 22 | Married Barbara |
| 1951-1957 | Joined G.M. Basford Co. as Creative Group Supervisor,working with the following clients: General Electric, Air Reduction Co., Chemical Manufacturer's Association |
| 1958-1960 | Became a Account Supervisor at Benton and Bowles, client: IBM |
| 1960-1966 | Joined Ogilvy, Benson, and Mather as Creative Supervisor working on the Shell Oil and Maxim Freeze Dried Coffee accounts |
| 1966-1967 | Worked as Creative Group Head at Kenyon and Eckhardt, on the Ford Corporate and Ford Lincoln Mercury Division account |
| 1968-1970 | Batten, Barton, Durstine, and Osborn's San Francisco office as Creative Group Manager for the Chevron Oil account |
| 1970-1976 | Became Vice President, Associate Creative Director at McCann-Erickson for the following accounts: Exxon/Esso, Campbell's Soup, Ad Council, National Council on Productivity and Quality of Working Life, Savings and Loan Foundation, Bahamas |
| 1976-1981 | Became Vice President, Associate Creative Director, Copy Group Head at J. Walter Thompson for the Eastman Kodak, Ford, and STP Corporation accounts |
| 1981-1992 | Rejoined McCann-Erickson as Vice President Associate Creative Director for the Beechcraft, Exxon, Texas Instruments accounts |
| 1992, March 1 | Retired from McCann-Erickson |
Edgar Hatcher and his wife Barbara have two children, Edgar A. Hatcher IV and Liza Hatcher Dawson, both of whom also attended Duke University. The Hatchers live in New York.
[top]Collection Overview
The Edgar Hatcher Papers, 1952-1992, document Hatcher's career as a
copywriter and creative director for several major advertising agencies,
including G.M. Basford Co.; Benton and Bowles; Ogilvy, Benson, and Mather;
Kenyon and Eckhardt; Batten, Barton, Durstine, and Osborn's San Francisco
office; McCann-Erickson; and J. Walter Thompson Company. The collection
provides an overview into oil company advertising and the development of
advertising in several firms from the 1950s through the early 1990s. Materials
include reports, correspondence, memoranda, scripts, storyboards, collateral
literature, notes, photographs, audio and video tapes, films, and cassette
recordings which document the creative development of print, radio and
television advertising for various clients. Clients represented include General
Electric, Air Reduction Co., Chemical Manufacturer's Association, IBM, Shell
Oil, Maxim Freeze Dried Coffee, Ford and Lincoln Mercury, Chevron Oil,
Exxon/Esso, Campbell's Soup, Advertising Council, National Council on
Productivity and Quality of Working Life, Savings and Loan Foundation, Eastman
Kodak, and Beechcraft.
The
Clients Series focuses on
Hatcher's work on radio and television advertising campaigns, and include many
scripts for commercials in various stages of development. Of particular note
are materials documenting campaigns for oil companies during the 1960s and
1970s, including Chevon, Shell and Exxon. Included is documentation of the
award winning TV commercial for Super Shell Platformate Gasoline entitled
" Railroad Mileage"
from 1964 in which a car smashes through a paper sign. Included is significant
documentation of advertising from 1968-1970 for Chevron's F-310 gasoline and
materials relating to advertising for Exxon during the energy crisis in
1974-1975. Also included in this series are materials relating to Hatcher's
creation of the famous
" Ford has a Better
Idea"
campaign in 1966 and Hatcher's development of the
" Efficiency of
Quality"
campaign for Beechcraft airplanes in the 1980s.
The
Audio Visual Series contains
recordings of interviews Hatcher conducted with several noted film makers
between 1978-1980 for an Eastman Kodak campaign. Film makers interviewed
include Margaret Booth, Joel Chaseman, Mike Cimino, Richard Donner, Blake
Edwards, Bill Evans, Bob Gaffney, Art Ornitz, Aaron Spelling, Jimmy Stewart,
Grant Tinker, and King Vidor. Also in this series are recordings of radio
commercials with which Hatcher was involved such as Campbell's
"Soup is Good Food"
campaign for which Hatcher wrote the lyrics and copy. Also included are video
tapes and films of television commerials created by Hatcher.
The
Advertisements Series
contains print advertisements for campaigns on which Hatcher worked. The
Chevron F-310 and the Beechcraft
" Efficiency of
Quality"
campaigns are best represented. A 1955 Chemical Manufacturer's
Association ad features the Hatcher family in High Point, NC.
 | List of Series in Collection | |||||||
 |  | Clients, 1952-1992and undated,bulk 1960-1975. | ||||||
| | Miscellaneous Series, 1962-1992. | ||||||
| | Advertisements Series, 1952-1987 | ||||||
| | Audio Visual Series, 1966-1991 | ||||||
 | | Oversize Materials | ||||||
Detailed Description of Collection
Clients, 1952-1992and undated,bulk 1960-1975.
This series consists of reports, memoranda, scripts, storyboards,
collateral literature, rough drafts, notes, and photographs related to the
creative development of advertising campaigns. An Information Folder found at
the beginning of the series contains biographical information on Hatcher and
his personal notes of his thoughts and experiences with serveral client's
accounts on which he worked.
Information Folder, 1977, 1992
Ad Council, National Center for Productivity and Quality of Working Life ( McCann-Erickson):
Photoboard of commercial written by
Nelson Rockefeller,
1976
Beechcraft ( McCann-Erickson):
Campaign development,
1991-1992
Collateral literature,
1983-1987and
undated
(two folders)
Houston meetings with
Beechcraft executives,
1983-1990
King Air Fact Book, (reference for account
people),
1982, Nov. 19
Chevron ( Batten, Barton, Durstine, and Osborn - San Francisco):
F-310, campaign development,
1968-1970
Radio Scripts,
1969
Storyboards for F-310 ads,
1968-1970
Four Focus Group
Interviews on a Positioning Concept for a New Anti-Pollutant Additive,
1969, Feb. 21
Box 2
Chevron (Batten, Barton, Durstine, and Osborn - San Francisco):
Top-Line Summary of
Results of F-310 Study,
1969, April 28
A Study to Determine
the Most Effective Creative Approach for Advertising F-310,
1969, May 8
Program Planning Guide
for F-310, 1969
A Study of the
Effectiveness of the 1970 F-310 Campaign,
1970, April 30
Vol. I, “Tracking the F-310 Campaign in
Southern California”
Vol. II, “
Public Reactions to Specific Television
Commercials”
Vol. III, “Tracking the
F-310 Campaign in Five Major WOI Markets:
San Francisco,
Sacramento,
Seattle,
Portland, and
Phoenix”
Exxon/Esso ( McCann-Erickson):
Copy for print ads,
1974-1975
Draft of proposed booklet about oil well off
Florida coast,
1974
Public relations campaign during energy crisis,
1974
Storyboards,
undated
Box 2
Exxon/Esso (McCann-Erickson):
Translations of Japanese
Esso commercials,
1973-1975
TV scripts,
1974-1975
Fairmont Railway Motors
First draft of 120 second commercial,
undated
Box 3
Ford (Kenyon and Eckhardt):
“
Ford Has a Better Idea” campaign
development,
1966-1968
Mercury, rough ads and copy,
1966-1967
Ford (J. Walter Thompson Company):
Philippines,
1980
Ford (unidentified agency):
Compilation of
Ford car photos from earliest to 1971
Mustang,
undated
General Electric ( G.M. Basford Co.):
Defense Campaign,
1953-1955
Collateral Literature,
1952-1954
Subcontracting Campaign,
1952-1953
A Report on What
Official Washington Thinks about the General Electric Small Business
Advertising Program,
1953, Aug. 10
G.M. Basford Co.
House ad featuring
Hatcher,
undated
IBM (Benton and Bowles):
“Product Image for TINY,”
1959
Maxim Freeze Dried Coffee
(Ogilvy, Benson, and Mather)
Test Marketing scripts,
1965
Shell ( Ogilvy, Benson, and Mather):
Campaign development,
1960-1965
Radio scripts,
1964and
undated
TV scripts and storyboards,
1960-1965
Railroad Mileage commercial, 2nd prize
Cannes International Advertising Film
Festival,
The
Flagbearer newsletter,
1965
Composition of Shell
Gasoline for Motor Cars,
undated
Texas Instruments ( McCann-Erickson):
Disk, Design For Test, Demo,
1990
Miscellaneous Series, 1962-1992.
Materials include a report, a letter to and one from
David Ogilvy commenting on a speech
Ogilvy gave to the
American Association of Advertising Agencies,
two speeches
Hatcher gave to two universities as a
representative of the
Advertising Education Foundation, and
writings on telegraphic copy style and copy practices at
McCann Erickson.
Copy Research Methods
Utilized at Ogilvy, Benson, and Mather, 1962
Correspondence with
David Ogilvy,
1991-1992
Speeches and Comments on Copywriting,
1987-1991
Advertisements Series, 1952-1987
Series contains print advertisements and oversize collateral
literature.
Air Reduction Company
(G.M. Basford Co.), Corporate Campaign,
1950s
Beechcraft
(McCann-Erickson),
1983-1987
Chevron
(BBDO-
San Francisco),
1968-1970
Exxon/Esso (McCann-Erickson),
1975,
undated
Ford
(Kenyon and Eckhardt), original “
Ford Has a Better Idea” ad,
1966
General Electric
(G.M. Basford Co.)
Defense campaign, collateral literature,
1952-1954
Apparatus, electrical equipment,
1955-1957
Subcontracting campaign,
1952-1953
Subcontracting campaign, collateral literature,
1952-1953
IBM
(Benton and Bowles),
1958-1960
Shell
(Ogilvy, Benson, and Mather),
1960-1965
Audio Visual Series, 1966-1991
Access is RESTRICTED to film and non-VHS video formats.
Series contains cassette tapes, reel to reel tapes, VHS and other
video formats, 8 and 16 mm films.
Audio cassette tapes:
Eastman Kodak
(J. Walter Thompson Company)
Interviews by
Edgar Hatcher with noted film makers for
Eastman Kodak producers campaign,
1978-1980
Booth, Margaret, movie editor,
1978, Dec. 6
Box 5
Chaseman, Joel,
Washington Post TV station,
1978, Nov. 6
Cimino, Mike,
1980, Feb. 14(2 tapes)
Donner, Richard,
1979, June 27
Edwards, Blake,
1978, Sept. 26
Evans, Bill, Clio Awards,
1978, March 1
Gaffney, Bob,
1979, Jan. 24
Spelling, Aaron,
1978, Dec. 4
Stewart, Jimmy.
undated
Tinker, Grant,
1980, March 14(two tapes)
Ornitz, Art,
1979, Feb. 23[side a of second Tinker
tape]
Vidor, King,
1978, May 8
Box 6
Audio reel to reel tapes:
Campbell's Soup,
(McCann-Erickson)“Soup is Good Food” and
“Comin' Home” commercials,
1975, Dec. 4
Exxon/Esso
(McCann-Erickson)
Esso Caribbean, “The Tiger Never Sleeps,”
English and Spanish commercials,
undated
8
Esso spots,
undated
Esso “Hesitation” radio jingle,
undated
Exxon, “A Couple of Fairy Tales on Behalf
of
Exxon,” “Princess” and “Knight,” with
Peter Thomas and
Paul Evans,
1973, March 28
Ford
(Kenyon and Eckhardt)
30 second radio spots,
1966, May 20
Video Tapes - VHS Format
Ad Council,
National Council on Productivity and Quality of
Working Life
(McCann-Erickson), “Sign Your Work,”
1976
19 commercials, mostly
McCann-Erickson for
Advertising Education Foundation
presentation,
Franklin and Marshall,
1990, Nov. 12,clients include:
SOS,
Tipanillo,
Kleenex,
Jello,
Coca-Cola,
Esso,
Nescafe,
Oreo,
Freia,
ATandT,
PGandE,
Isuzu, Milk,
Johnson and Johnson [see list in tape box
for names of commercials]
Box 7
Video Tapes for which access is restricted:
U-matic video tape, television commercials
Ford Granada, “Pretty Face” and “Rough
Roads”
Campbell's Soup, “Soup is Good
Food”
Ad Council, National Council on
Productivity
Kodak, “Baby Face”
Absorbine, “Rote”
Exxon, “American Worker,”
1976
Ford, 3 original “Ford Has a Better Idea”
20 second spots
Box 7
Esso jingle
Shell, first demo of car going through
sign, 120 seconds
Video tape, commercials by
Ed Hatcher, 34 spots, clients include:
Exxon/Esso,
Ad Council's National Council on Productivity,
Shell,
Chevron,
OIC,
Campbell's Soup, and
Ford,
1960-1976[see list inside
tape]
Video tape,
Exxon,
(McCann-Erickson,
Houston) “
Exxon- 75 Years of Achievement,”
undated
Video tape,
McCann-Erickson international show reel,
clients include:
SOS,
Wells Fargo,
Hamburger Bendblatt,
R-Kisoki,
Levi's,
Quilmes Beer,
Goodyear,
Friends of Earth,
Nescafe,
Maggi,
GM,
Banco Lottery,
Isuzu,
Coca-Cola,
Johnson and Johnson,
Raymond,
Nestles,
Nipi,
Comtech,
1991, Dec.[see list inside tape]
Films, access is restricted
8mm,
Savings and Loan Foundation,
(McCann-Erickson) “IRA Watch,” “Young
Family,” “Social Security,”
undated,(3 films)
16mm, unidentified
Oversize Materials
Advertisements Series
Beechcraft
(McCann-Erickson),
1983-1987
Chemical Manufacturer's Association
(G.M. Basford Co.),
1955
IBM
(Benton and Bowles),
1958-1960
Air Reduction Company
(G.M. Basford),
1950s
Chevron
(BBDO-
San Francisco),
1968-1970
Ford Lincoln Mercury
(Kenyon and Eckhardt),
1967
General Electric
(G.M. Basford),
1952-1957
