Inventory of the J. Walter Thompson Company. Bertram Metter Papers, 1908-2000 and undated, bulk 1953-1989
[top]Descriptive Summary
Repository
Rare Book, Manuscript, and Special Collections Library, Duke
University
Creator
J. Walter Thompson Company.
Title
J. Walter Thompson Company.
Bertram Metter Papers,
1908-2000 and
undated, bulk
1953-1989
Language of Material
Material
in English
Extent
8.7 Linear Feet
3250 Items
Abstract
3250 Items
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.
The Bertram Metter Papers span 1908 to
2000, with the bulk of the collection dating 1953 through the late 1980s.
Collection contains materials in a variety of formats, including
correspondence, writings, newspaper and magazine clippings, sheet music,
printed materials, photographs, and photostats. In addition to materials for
the Ford Motor Company, the collection documents Metter's work for other major
clients, including the Pepsi-Cola Company (Mexico) and Liggett & Myers
Tobacco Company. Bulk of the collection consists of advertising and marketing
research, client reports and correspondence, promotional materials, and other
professional files. 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consultant and author, including drafts of an unpublished book manuscript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.
[top]
Administrative Information
Access RestrictionsCollection is open for research.
However, collection may contain materials to which the
Acknowledgment of Legal Responsibilities and Privacy Rights form applies.
Patrons must sign this 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.
Copyright Notice
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. Bertram Metter
Papers, Rare Book, Manuscript, and Special Collections Library, Duke
University.
Provenance
The Bertram Metter Papers were received by the Rare Book,
Manuscript, and Special Collections Library as a transfer in 1987.
Additions were received in 2003.
Processing Information
Processed by Andrea Franzius and Casey A. Jarrin, September 2005
Encoded by Andrea Franzius and Casey A. Jarrin
Completed November 2005
Accessions 2003-0219 and 2003-0242 were merged into one collection,
described in this finding aid.
Descriptive sources and standards used to create this inventory:
DACS, EAD, NCEAD guidelines, and our
local
Style Guide.
[top]
Biographical Note
| 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 |
Resigned from
JWT USA
Became advertising and marketing consultant, primarily to
the
Ross Roy Group (
Bloomfield Hills, MI)
|
| 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.
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.
[top]Collection Overview
The Bertram Metter Papers span 1908 to 2000, with the bulk of the
collection dating 1953 through the late 1980s. The collection includes
materials in a variety of formats, including correspondence, writings,
newspaper and magazine clippings, sheet music, printed materials, photographs,
and photostats, that document Metter's thirty years in advertising and
marketing, with a focus on his career as a copywriter, creative director, and
Vice Chairman at J. Walter Thompson USA (JWT). The collection provides a record
of Metter's early work as a
"direct response
specialist"
for the Ford Motor Company direct marketing operation, and
other roles on the Ford account (Metter directed print and television promotion
for Ford and played a key role in the launching of several new car models). In
addition to Ford materials, the collection documents Metter's work for other
major clients, including the Pepsi-Cola Company (Mexico) and Liggett &
Myers Tobacco Company. While the bulk of the collection consists of advertising
and marketing research, client reports and correspondence, promotional
materials, and other professional files, 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.
The collection is organized into four series: Professional Files, Writings,
Ford Motor Company Account Files, and
Other Clients.
The Professional Files Series contains JWT
office (non-client) files, memoranda, and publications; industry publications
and press clippings; overviews of Metter's professional biography; and limited
files on Metter's consulting work for
Ross Roy Advertising. The Writings Series contains Metter's writings on the
advertising industry; bulk of series is composed of an unpublished book
manuscript entitled
"Breaking the Rules at J. Walter
Thompson,"
comprised primarily of chapter drafts and research. The
Ford Series, the largest series in the collection,
includes materials relating to the launch and promotion of new models (Escort,
Maverick, Mustang, Olympic, Pinto, Thunderbird, and Torino); marketing research
and strategic reports; Ford direct mail materials and newsletters; television
commercial scripts and storyboards; advertisement clippings and headlines;
reproduction prints of early photographs of the Model T from the Ford Archives,
Henry Ford Museum; photostats promoting the Ford Erika; and photocopies of
sheet music of Ford songs from the early twentieth century. The
Other Clients Series includes materials relating to
general marketing research; new business acquisition; and promotional campaigns
for clients other than Ford, including Firestone, Liggett & Myers, and
Pepsi-Cola (Mexico). Large-format materials have been removed from their
original series location and relocated to Oversize
Materials.
[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.
- Metter, Bertram, 1927-
- J. Walter Thompson Company.
- J. Walter Thompson Company. New York office.
- J. Walter Thompson Company. North America.
- Advertising--United States.
- Advertising--Automobiles--United States.
- Advertising--Brand name products.
- Advertising--Cigarettes.
- Advertising--History.
- Advertising--Research.
- Advertising agencies--Management.
- Advertising agencies--United States.
- Advertising executives--United States.
- Copy writers--United States.
- Marketing research--United States.
- Ford Motor Company.
- Ford Motor Company--Marketing.
- Liggett & Myers Tobacco Company.
- Pepsi-Cola Company--Mexico.
- Clippings.
- Sheet music.
- Photographs.
- Photostats.
- John W. Hartman Center for Sales, Advertising & Marketing History.
Related Material
Other materials related to this collection may be found elsewhere in
the J. Walter Thompson Company Archives, including:
Account Files; Competitive
Advertisements Collection; Domestic Advertisements
Collection; Corporation Vertical Files; and
Review Board Records.
top]
Detailed Description of Collection
Professional Files Series, 1922-1990 and undated, bulk 1960-1990
(2 boxes)
Contains industry publications, press clippings, correspondence
and memoranda, photographs, and non-client files relating to Metter's work at
J. Walter Thompson and
Ross Roy Advertising. Also includes materials
documenting Metter's professional biography. Arranged alphabetically.
Box 1
Industry publications
ad day/u.s.a (National
Newsletter of Advertising and Marketing),
1983 Apr.
Advertising Age
Except for
"Top 100 Agencies By Gross
Income"
article, all folders removed to Oversize Materials, Box OV1.
Article:
"Top 100 Agencies By Gross
Income,"
1980-1987
Gross income of Ross Roy Advertising is highlighted in each
table.
Clippings,
1966-1985 and
undated
Issues:
1980 Sept. 1;
1988 Apr. 4;
1989 Nov.
27
(3 folders)
Includes leading article on WPP sale of Lord, Geller,
Federico, Einstein:
"'Conspiracy': Sorrell claims
breakaway is a plot to force LGFE sale."
Supplements/Special issues
Twentieth Century Advertising and
the Economy of Abundance: A Review of 50 Years of American Advertising, its
Economic and Social Importance, and Its Contribution to the American Standard
of Living,
1980 Apr.
30
U.S. Advertising Agency Profiles:
1988 Edition,
1988 Mar.
30
ADWEEK
Clippings,
1983-1990
Issues,
1984-1989
(4 folders)
Includes
"Agency Report Card: Grading the
Performances"
inserts for 1983 and 1984.
Automotive News,
1980 and 1983
Folder removed to Oversize Materials, Box OV1.
Back Stage: The complete service
weekly for the commuications and entertainment industry,
1984 Oct. 19
Includes articles on Creative Directors in top management
positions and Metter's appointment to Vice Chairman of JWT USA.
Folder removed to Oversize Materials, Box OV1.
Credits: Current Advertising and
Who Created It (Vol. 2, No. 4),
1984 Nov.
Metter photo and brief essay,
"Future Advertising: Great
Expectations,"
pages 8-9.
Forbes:
"Thoughts on the Business of
Life,"
1988-1989
Includes circled quote from Bertolt Brecht.
Grey Matter: Newsletter
of Grey Advertising Inc. (Vol. 39, No. 4),
1968 Apr.
Madison Avenue,
1973
Includes article
"Building Believability into TV
Commercials."
New York Magazine,
1982 Mar. and 1985
Apr.
March 1982 issue includes article,
"The Strange Case of Marie
Luisi,"
on JWT executive Luisi and financial scandals.
The New York Times--Various,
1985 and 1988
Includes articles on JWT Direct
Network(direct marketing) and WPP takeover of Lord, Geller, Federico,
Einstein in 1988.
Folder removed to Oversize Box OV1.
Newsweek:
"Tuning Out TV Ads: Pepsi Pulls Its
Too-Hot-To-Handle Madonna Spot..."
1989 Apr. 17
The Power Newsletter: Analysis, News,
and Commentary on the Automotive Market,
1983-1984
Printers' Ink: The Magazine of
Advertising and Marketing Management,
1966
See page 41, Outstanding Ads--1965 Newspaper,
Ford Campaign by J. Walter
Thompson.
Shooting Commercials: Music page
(Vol. 6, No. 5),
1983 May
Contains blurb on Metter's son:
"J.
Walter Thompson's creative director Bert Metter's son is a graduate of the Hart
School of Music (Hartford Conservatory) and a professional musician."
Folder removed to Oversize Materials, Box OV1.
Television/Radio Age,
1984 Sept. 17
Werbe-Woche,
1985 Oct.
German-language advertising and marketing journal.
J. Walter Thompson Company (JWT)
Advertising campaigns (JWT promotion)
Advertisement clippings,
1983, 1985 and
undated
Includes advertisements from
The New York Times and
Wall Street Journal:
"How come a big, conservative ad
agency is creating America's most outstanding advertising?"
and
"Main Street ranks Madison
Avenue."
Folder removed to Oversize Materials, Box OV1.
Promotional materials (March 4th advertisement, JWT
mailings/booklets),
1987 and
undated
Brochures/Presentation Reports
"A Brief Profile of J. Walter
Thompson"
brochures
JWT New York, circa early 1980s
Prepared for Mr. Tony Cox (President HBO Network),
1983 June
Prepared for the Port Authority of New York and
New Jersey, circa 1980s
Conference brochures
JWT Through the Looking
Glass (World Advertising Forum, Epcot),
1984 May
"People You Are Meeting
Today"
: JWT/Florida Grapefruit staff, undated
Features photo insert of Metter as Executive VP.
Various
Consumer Panel: Strategic Services Report,
1987
"Creative Uprising,"
circa 1987
"Inside JWT"
: JWT London,
1985-1986
"J. Walter Thompson: A Legend in
His Own Time"
presentation (Marion Howington, Senior VP),
1988 May
19
"Main Street Ranks Madison
Avenue"
/
"Annual Report of America's
Leading Agencies,"
circa 1985-1986
"The New American Consumers: A
Study of Dramatic Changes in the American Market,"
1985
A Special JWT Study: How Much Do
Remote Control Devices Increase Flipping? (On television habits,
channel flipping, and the future of television),
1985-1987 and
undated
"Survey of Advertising
Professionals"
/American Marketing Awards,
1986
Correspondence
Ford management presentation,
1979 and
undated
Letters of congratulations--Metter apppointment to
Vice Chairman,
1984
Memoranda
Account Planning,
1987 and
undated
From Don Johnston (Chairman),
1983
Memoranda on Ryder, Goodyear, and Hertz accounts.
From Burt Manning,
1982-1984
Memoranda on Toys
"R"
Us,
HBO, and Ryder accounts.
From Metter
Advertising Age memo (with
responses),
1986
Nov.
"Ad Year in
Review"
ad memo (with responses),
1986-1987
Various,
1983-1986
From Page Procter,
1960
On success of Ford direct mail.
Various,
1983-1988
Includes memoranda on Goodyear and Sears client accounts;
also on
"JWT House Ad"
and
"Business Week article."
Drexel Burnham Lambert: Research abstracts (on WPP
Group),
1988-1989
Executive Career Documentation Binders (Henderson
Files)
James Webb Young Documents Since
1922
James Webb Young (1886-1973) was an advertising professor,
consultant, and executive associated with JWT for over fifty years; he also
served as Chairman of the War Advertising Council from 1945-1947 and advocated
for its post-war transition to The Advertising Council.
Volume I: Clips,
1922-1968 and
undated
Volume II: Personal letters,
1964-1974 and
undated
Includes biographical timeline detailing Webb's
career.
Norman H. Strouse with JWT Clips After
His Retirement, 1968,
1964-1977
Strouse served as the third CEO of JWT from 1960-1967, and
Chairman of the Board from 1967 until his retirement in 1968, the culmination
of over forty years at JWT.
Box 2
Financial reports
Annual reports,
1979,
1985-1986
(3 folders)
First Quarter Report,
1987 Mar.
31
Operating Review (graphs, charts),
1987 and undated
Management/Administration files,
1987 and
undated
"New Business
Department"
notes, undated
Newsletters
J. Walter Thompson Company
News,
1966-1971
J. Walter Thompson News,
1982-1985
Includes articles on Multinationality and Mexico; JWT
Frankfurt/Pepsi; Dan Seymour (fourth president of JWT); Madison Avenue's Super
Bowl.
Management News (internal
circulation),
1984 Nov.
New York: J. Walter Thompson Company
New York News,
1970-1971
The New York Thompson (Vol.
III, No. 3),
1980 May 1
Folder removed to Oversize Materials, Box OV1.
Press clippings (weekly memos),
1989
Compilations of articles from
Advertising Age,
ADWEEK,
The Economist,
The New York Times, and
The Wall Street Journal; most
notably, cover article from
The New York Times Magazine,
"Brits Buy Up the Ad
Business."
Press releases
"Bert Metter Appointed Vice
Chairman of J. Walter Thompson USA,"
1984 Oct.
10
"Bert Metter Named Executive
Creative Director At JWT,"
1982 Mar.
22
"J. Walter Thompson Launches
Working Scholarship Awards for Creative People,"
1983 Mar.
30
"Two Directors Named At J. Walter
Thompson Company"
(Metter and Steve Bowen appointments),
1985 May 9
Stockholder materials
Letters to Stockholders--WPP tender offer,
1987 June
"Notice of Annual Meeting of
Stockholders,"
1978-1979,
1983
Owl Group/WPP tender offer,
1987 June 29
Prospectus
"1969, 1973 and 1977 Stock
Incentive Plans,"
1977-1980
"U.S. Employees' Retirement
Trust,"
1979 July
13
Photographs and Negatives
Awards reception, undated (negative and photographic
enlargement)
"Television Commercial, 1st
Place Winner: Burger King,"
(Metter at podium), undated
Professional biography
Career biography, circa early 1980s
JWT promotions
Promotions listed chronologically.
Promotion to Vice President:
New York Times photo/blurb,
1966
Promotion to Executive Vice President:
Graphics article, circa
1978
Promotion to Executive Creative Director
(press/memos),
1982
Promotion to Vice Chairman JWT (press/radio),
1984
Ross Roy Advertising
Automotive advertising brochure, circa
1980s
Writings Series, 1953-1989 and undated
(4 boxes)
Contains writings by Metter on the advertising industry, along
with and one speech by JWT executive Burt Manning. Bulk of series is composed
of drafts and research for an unpublished book manuscript, working title
"Breaking the Rules at J. Walter
Thompson,"
an account of JWT's transformations throughout the late 1970s
and 1980s. Of particular research value are several folders of sources for
Chapter 2 of this manuscript (reports outlining the history of JWT; a
New York Times article announcing the
original JWT donation to Duke University) and chapter drafts/press clippings
documenting the WPP takeover of JWT in 1987. Book manuscript arranged by
chapter, therein alphabetically.
Box 2
Article:
"Clio and Beyond,"
Backstage,
1982 June 18
Book manuscript:
"Breaking the Rules at J. Walter
Thompson"
Chapter drafts
Introduction:
"The Idea"
and Chapter 1:
"Shot Out of a Cannon,"
Notes and research, undated
Chapter 2:
"The University of
Advertising"
Draft, undated
Notes, undated
Sources
"A 5-Minute History of the
World's Most Experienced Advertising Agency,"
1983
"J. Walter Thompson
Company"
(23-page article in unidentified magazine/journal), circa
1947
J. Walter Thompson News:
"The Resor Years,"
1984
Feb.
(Stanley Resor was the CEO of JWT from 1916 until he
retired in 1961.)
Madison Avenue:
"JWT: A New Approach to
Creativity,"
1966 Sept.
See page 24.
Madison Avenue, U.S.A.:
"How To Run A Great Big
Agency: Mostly J. Walter Thompson,"
1957
Photocopied chapter from published book. Metter's notes
in margin indicate this book was
"a best seller
published in 1957."
The Many Worlds of Meek: A Legacy
of Leadership (published by JWT),
1981
New York Times:
"J. Walter Thompson Donates
Its Archives"
(
"Advertising"
column by
Philip H. Dougherty),
1987 Dec.
1
Blurb on the original donation of JWT archives to Duke
University.
Some Basic Roots of the J. Walter
Thompson Company: A Starting Point for Future Growth, Howard Henderson,
1953 and 1959
Nov.
Box 3
Chapter 3:
"Least Likely to
Succeed"
Draft, undated
Notes and sources,
1956, 1959 and
undated
Chapter 4:
"The Iacocca
Years"
Drafts, undated
Notes and clippings, 1967-1988 and
undated
Some clippings removed to Oversize Box OV1.
Sources
J. Walter Thompson Company
News,
1969 June
2
Notes from 1971 Advance Advertising Planning
Meeting,
1969
July
Pinto:
"1971 Ford TV
Commercial"
: video/audio script,
1970 June
1
"Review of 1971 Competitive
Introductory Advertising"
presentation report,
1970 Oct.
26
Subchapters
4A:
"First
Blood"
Draft, undated
Notes and sources, undated
4B:
"The Fixer"
Alternate chapter titles:
"The Me and Only"
and
"Mr. Fixit."
Draft, undated
Notes and sources,
1971-1975 and
undated
4C:
"The Small Cans and the
Whopper,"
undated
Chapter 5:
"Scandal"
(Ford,
1978)
Draft, undated
Sources
Madison Avenue:
"Industry Feature: Imported
Car Advertising"
issue,
1978
Jan.
Various, 1978-1988 and undated
Some clippings removed to Oversize Box OV1.
Subchapters
5A:
"The Golden Boy and the
Kamikaze Kid"
: draft, undated
5B:
"Thompson Reborn"
: draft/sources, 1979-1980 and
undated
Chapter 6:
"Scandal Again"
(December
1982)
Draft, undated
Research (notes, clippings),
1976, 1982-1988 and
undated
Chapter 7:
"Turnaround"
Draft, undated
Research (notes, clippings),
1983-1984 and
undated
Sources,
1983-1987 and
undated
Some items removed to Oversize Box OV1.
Chapter 8:
"Succession Obsession,"
research,
1986-1987 and
undated
Chapter 9:
"The Not So Obvious
Choice,"
1985, 1987 and
undated
Chapter 10:
"Fallout"
(August 1986),
1986 and
undated
Some items removed to Oversize Box OV1.
Box 4
Chapter 11:
"Conflict,"
1986-1988 and
undated
Some items removed to Oversize Box OV1.
Chapter 12:
"The Plot"
(December 1986),
1987 and
undated
Some items removed to Oversize Box OV1.
Chapter 13:
"Explosion"
(January 1987),
1983-1988 and
undated
Some items removed to Oversize Box OV1.
Chapter 14:
"Picking Up the Pieces"
(February/March 1987),
1986-1987 and
undated
Includes
Directors Report on Coverage of
Events,
February 1987.
Some items removed to Oversize Box OV1.
Chapter 15:
"I Want Your Job"
/
"Shot Out Of A Cannon"
(April 1987),
1986-1987 and
undated
Includes clippings and memoranda on Metter's resignation
from JWT.
Some items removed to Oversize Box OV1.
Chapter 16:
"Capt. Queequeg"
(May/June
1987),
1987-1988 and
undated
Contains
Harvard Business Review issue,
including essay
"The Dark Side of CEO
Succession,"
by Manfred F.R. Kets De Vries.
Some items removed to Oversize Box OV1.
Chapter 17:
"In Play"
(June/July 1987),
1987-1988 and
undated
Some items removed to Oversize Box OV1.
Chapter 18:
"The Battle"
(June 1987),
research and clippings,
1987-1988 and
undated
Includes news clippings on the WPP takeover of JWT.
Some items removed to Oversize Box OV1.
Chapter 19:
"Full Circle,"
1986-1988 and
undated
Some items removed to Oversize Box OV1.
Chapter 20:
"Tomorrow,"
research notes
and clippings,
1987-1989 and
undated
Some items removed to Oversize Box OV1.
"The Cast"
(JWT
executives),
1987-1988 and
undated
Contains materials on JWT executives Don Johnston, Jack
Peters, and Burt Manning, among others.
Chapter outline, undated
Some items removed to Oversize Box OV1.
Interviews,
1987-1988 and
undated
Manuscript draft (typed with editorial notes),
undated
Box 5
Research materials (notes, clippings)
Duke Special Collections Library (RBMSCL) research:
photocopies and notes,
1943-1988 and
undated
(2 folders)
Includes original correspondence with Rare Book, Manuscript,
and Special Collections Library, Duke University, related to manuscript
research and original 1987 JWT donation.
Various,
1968-1989 and
undated
Speeches
Burt Manning:
"Human Attitudes and Human
Emotions,"
undated
Ford Motor Company Account Files Series, 1908-1980s and undated, bulk 1961-1980s
(7 boxes)
Contains advertising concepts (for Ford in general and particular
car models), advertising and marketing research, Ford direct mail materials and
newsletters, television commercial scripts/storyboards, photographic materials,
one folder of historical sheet music (for Ford songs from the 1910s and 1920s),
and limited advertisement proofs and headlines. Series is divided into three
main categories--car models, marketing research, and photographic materials -
and comprises the largest series in the collection. Includes materials on the
Ford Escort/Erika, Maverick, Mustang, Olympic,
Pinto, Thunderbird, and Torino, arranged alphabetically by model. General
marketing research contains Blue Books,
Ford Blue Books, marketing/advertising
research and strategy, budgeting policies,
Ford advertising brochures, and some technical
data on cars; arranged chronologically by model year, alphabetically therein.
Also includes reprints of historical photographs of the Model T Ford (from the
Ford Archives, Henry Ford Museum) and photostats of the Ford Erika (original
name for the Ford Escort; by the late 1980s, the Erika/Escort became the
best-selling small car in the United States).
Box 5
Car models
Erika (early name for Escort)
Draft report and competitive
advertisements/statistics,
1979 and
undated
Mitsubishi competitive advertisement removed to Oversize Box
OV1.
"Erika: Where We Are,"
1979 Nov.
2
"Erika Concepts: Focus Group
Research, Phase II,"
undated
"Introducing the New World Car:
Ford Erika"
report,
1979
Includes one draft along with final report.
Meeting agenda,
1979 Dec.
11
Escort
Escort OCE Presentation (bound
report),
1980 Mar. 7
Expo
Featured advertisement in
Art Direction,
1981
Falcon
"About Your New Falcon"
brochure, undated
Features Charlie Brown characters.
A Scrapbook About Your Falcon,
Prepared By Charlie Brown and His Friends, undated
Galaxie
1970 model:
"Galaxie 500"
headlines,
1969
Maverick
1969 Price Product Summary,
1969 Aug.
19
"Exploratory Study of Introductory
Maverick Advertising,"
1968 Dec.
5
"Maverick X"
: Advertising
timetable for 1975,
1974
Includes Metter's handwritten notes.
Production information/competitive reports,
1969-1970
"Special Maverick"
research/strategy,
1970
Box 6
Mustang
1970 headlines,
1969
Olympic
"1981 Olympic Concept
Exploration"
(Goldfarb Consultants),
1979 Apr.
Pinto
1971 Pinto Pre-Announcement Campaign, circa
1970
1972 Marketing strategy, circa 1971-1972
(2 folders)
London marketing,
1971 Sept.
Pinto/Maverick: Information sheets,
1964-1970 and
undated
1 item (advertisement proof for Ford Mustang, with Metter's
notes about their respective magazine accounts) removed to Oversize Materials,
Box OV1.
"Price/Product Advertising Concept
Study,"
1971 Mar.
26
"Research report on 1972 Pinto
Print Campaign,"
1971
Schedule, undated
Thunderbird
1970 model
Headlines,
1969-1970
Production information,
1969
Torino
1970 model: Production information,
1968-1970
(2 folders)
Other
Advertising Strategy: Maverick/Tempo/Cortina, circa
late 1960s
Research memorandum: Thunderbird vs. Sport Luxury
Cars,
1968 Feb.
14
Box 7
Clippings
Advertisements
Folders removed to Oversize Materials, Box OV1.
"Exploring inner space: Small
spaceman makes big discoveries about Ford interiors"
(2-page
advertisement spread), circa 1963
Various, circa late 1960s
Includes advertisements for 1967 Ford and 1968 Thunderbird,
and mock
"Gord"
advertisement featuring Gordon
MacKenzie.
Advertising Age:
"Ford's New World Car Typifies
What's New in Auto Marketing"
(Section 2),
1980 Sept. 29
Folder removed to Oversize Materials, Box OV1.
Chicago Tribune:
"The Big Change in Ford, The Big
Change in Chicago"
supplement,
1963 Apr. 14
Folder removed to Oversize Materials, Box OV1.
Monthly Detroit:
"Can Ford Put It Back Together:
Portrait of a Company In Trouble,"
1980 Apr.
New York Times Magazine:
"Ford: At Ford Everyone Knows Who Is
The Boss"
cover story,
1969 Oct. 19
Folder removed to Oversize Materials, Box OV1.
Wall Street Journal:
"Sales of Import Cars Boomed in
November; 21% Rise Dismays Some Analysts in Detroit,"
1969 Dec. 5
WARD'S Auto World:
"Psychographics: Poking Buyers
Personalities,"
1981 Apr.
Direct mail
Car models
Falcon
1964 model:
"Since You Bought Your
Falcon"
and other mailings,
1963 and
undated
Galaxie
"About Your New Galaxie,"
circa early 1960s
Thunderbird
1963 model catalog, circa 1962
Limited Edition Landau,
1963 Feb.
Various mailings
1961 model brochure:
"Ripley's Believe It or Not: Some
Amazing Facts About Your '61 Ford,"
undated
1963 model:
"Why Ford officials don't always
drive Fords,"
circa 1962
1964 passenger car campaign:
"What Made These Plymouth Owners
Change Their Minds?"
1964 Mar.
"Free Silver Dollar"
campaign,
1961 and
undated
"Meet the Lively Ones"
and
"Is One Stop Enough When You're
Buying A Car?"
mailings, circa 1961-1962
New York District F.D.A.F. Owner
Loyalty Program: A Direct Mail Campaign to New Ford Buyers,
undated
"Special Report to Women Car
Owners on the New '64s,"
1963
Station wagon promotion:
"Living It Up: A Story of Fun,
Fads...,"
undated
To showroom visitors:
"Why We Called the Police on the
Carpet..."
and
"For Second Lookers Only,"
circa 1962-1963
(2 folders)
Ford Owner Newsletter,
1961-1964 and
undated
(15 folders)
Includes
Buyer's Digest of New Car Facts For
1964, originally mailed with January 1964 newsletter and included in
that folder.
Ford Times,
1972 Jan.-Feb.
Headlines,
1969-1970
Marketing research
1968 model year
Competitive Evaluation (Ford, Mustang, Falcon,
Thunderbird, Wagons),
1967 Oct.
24
Creative Strategy for 1968 Ford Division
Advertising,
1967 Apr.
27
Forward Planning (New Concept Falcon and Escort),
circa 1967-1968
Introduction Day Study (Ford Division) and
Competitive Make Cars,
1967 Sept.
Survey of the 1968 model year's first day introduction at
dealers.
"1968 Ford Car Product
Review"
(report by Jim Whipple),
1967 June
22
Sales and Advertising Presentation,
1966 Dec.
13
1969 model year
Forward Planning, circa 1968
Box 8
1970 model year
Forward Planning,
1969 and
undated
(3 folders)
One table of comparative/competitive slogans, 1965-1968,
removed to Oversize Box OV1.
Research and development/advertising timetables,
1968-1969
1971 model year
Blue Books
1971 Cars,
1970 Jan.
21
1971 Mustang Competition (including
Camaro and Barracuda),
1971
Leadership '71: The Challenge of
Change,
1971
A Spokesman for Ford
Division,
1970 Jan.
26
Suggested Marketing and Advertising
Strategy: January Through June 1971,
1971
Report drafted to address anticipated Ford and/or General
Motors strike.
Summary: 1971 Concept
Studies,
1971 Feb.
15
Ford Blue Books
1971 Ford Cars (marketing
ideas),
1970 Jan.
26
(2 folders)
1971 Ford Division
Advertising,
1970 Jan.
30
1971 Ford Division Car Line,
Presentation to J. Walter Thompson Co.,
1969 Aug. 28
1971 Ford Division Theme,
1969-1970
(2 folders)
Advertising Strategy for
1971,
1969-1970
Ford Division: 1971 Preliminary Car
Advertising Strategy,
1969 Oct.
9
January–August Advertising
Program,
1969-1970
Box 9
Marketing Ideas,
1969-1970
Recommended Advertising and
Merchandising Strategy/Meeting,
1969-1970
Suggested Marketing &
Advertising Strategy (January-June 1971), circa 1970
Forward Planning,
1969-1970
(3 folders)
1971-1972 model year
Market research reports,
1970-1971
Includes reports:
"Automobile Market Segment
Percentages, 1957-1970,"
"1971 Model Early Buyer
Study,"
"4-Door Pinto and Vega,"
"Consumer Reactions to Three
Alternative Maverick (Print & TV) Campaigns."
1972 model year
1972 Ford Division cars (meetings with Naughton,
Zimmerman, Fisher),
1971 June
(3 folders)
Models/Scripts,
1971
1980 model year
Forward Product Plans: report and clippings,
1979-1980 and
undated
1983 model year
Positioning the 1983 Fords,
circa early 1980s
General reports
America's Baby Boom and the Automotive
Market: 1983 Report by J.D. Power & Associates,
1983-1984
Analysis of Consumer Reactions to the Use of Cartoon
Characters in the Advertising Strategy for Ford Maverick,
1971 Apr.
Analysis of Starch Readership Data Automobile
Advertising,
1968 Jan.
Box 10
Brazil Ford,
1972 and
1977
Brief Fact Sheets: TV Commercial Testing Services,
1970 May
Budgeting Policies for Ford,
1965
Consumer Reactions to Five 1972 Animatic Television
Commercials (Prepared by Rogers National Research),
1971 June
25
Consumer Response to Two Print Approaches for Ford
Advertising,
1971 May
Continuing Attitude Study of Car Owners (conducted
February 1971),
1971 May 11
Dealer calls,
1967 Sept.
Ford Advertising Concept Study: Consumer Attitudes
Toward Size in a Car,
1968 Feb. 19
Ford vs Chevrolet Division Owner Loyalty By Car
Line,
1970 July
23
General Motors Major Features Summary--1968 models,
1967 Sept.
1
Group Sessions Conducted on Preliminary 1968
Advertising Approaches,
1967 Mar.
17
Implications of the Young, Upwardly Mobile
Professional Market for Ford Division Marketing Strategy,
1983 Oct.
4
Information concerning Quiet Theme,
1971 Feb.
16
Market Pulse study,
1983-1984
"NAAO Assignment: 'Focusing the
Spotlight on Ford,'"
1984 Apr.
4
NFL (National Football League)
Sponsorship
1968 Promotion, undated
Radio Promotion concepts, undated
Network and Engineering Comments,
1970
The New Consumer Opinion on Ford’s Quality and the
Relevance of Quality in the Purchase Decision,
1967 May 10
Refocusing the Spotlight on Ford: A
Market Research Review of Car Owner Attitudes (U.S. and Canada),
1984 Feb.
Full report included in the appendix to
"NAAO Assignment: 'Focusing the
Spotlight on Ford'"
(folder in Box 10).
Research Results of the 1963 Spending Level
Experiment,
1967 June
26
Sound Level Noise Tests (conducted by Edward
Schott),
1967
Sept.-Oct.
Starch Reports,
1969-1970 and
undated
Study of Two Introductory 1968 Ford
Print Ads (prepared by Brand, Gruber and Company),
1967 Apr.
Ten Day Reports,
1968 and
1970
Time As A Commodity (Time
Saver),
1971 Apr.
20
Uniform Procedure for pre-testing (research summary
for four Ford commercials), circa late 1960s
White Sale (Special value vehicles),
1969-1970
Box 11
Report:
"Washington calls for the 'Can Do'
men,"
undated
Research memoranda,
1970-1971
Strategy/Image (Bonus Plan, NAAO Assignment,
Warranty),
1983-1984 and
undated
Includes
Warranty Information booklets.
Photographic materials
Photographs
Historical photographs,
1911, 1915 and
undated
Includes photographs reprinted from the Ford Archives, Henry
Ford Museum in Dearborn, Michigan. Features the Model T in particular, many
photographs included in the
Ford Times.
Photostats
Erika: Commercial storyboards for 1981 model,
1979 and
undated
Sheet music,
1908-1923 and
undated
Photocopies of sheet music for popular songs promoting early
Ford cars:
"The Ford: March Two-Step,"
"On the Old Back Seat Of The Henry
Ford,"
"The Little Ford Rambled Right
Along,"
"Hurrah For Henry That Builds the Famous
Ford,"
and
"Henry Ford."
Music from the Ford
Archives, Henry Ford Museum in Dearborn, Michigan.
Other Clients Series, 1969-2000 and undated, bulk 1969-1972
(2 boxes)
Contains materials in a variety of formats--headlines, press
clippings, television commerical scripts and storyboards, marketing research
and notes--relating to JWT clients other than Ford, most notably Pepsi-Cola
(Mexico) and Liggett & Myers. Other clients represented by fewer materials
are Bristol Myers, Firestone, Hertz, Lever, and Listerine. Also includes
general marketing research and new business materials Metter generated at JWT
and as a consultant. Of particular interest is a memorandum outlining procedure
for the use of musical compositions in radio and television productions.
Arranged into three categories--general marketing research, JWT clients, and
new business--and alphabetically therein.
Box 11
General marketing research
Financial research: Regional trends graph,
undated
"Major Multinational Client
Profitability"
report, circa 1987
Preliminary Report on New York Research Department,
1970 July 16
"Procedure to be Followed for Use of
Musical Compositions in Television and Radio Commercials,"
1971 Jan. 14
JWT clients
Firestone,
1969-1971 and
undated
(2 folders)
Lever: Laundry Problems/Solutions and
Fabric Softeners,
1972 and
undated
Liggett & Myers: Eve
Cigarettes
Advertisements: Headlines and concepts/proofs,
undated
Bound reports
A Copt Test of Two Print Ads for Eve
Cigarettes,
1970 Oct.
Creative Development Program for Eve
Cigarettes,
1970
Sept.
A Diagnostic Study of Two Print Ads
for Eve Cigarettes,
1971 Aug.
Filter Brand Smoker Images: Part II
--Competing Brands (Liggett & Myers Market Research Department),
circa 1971
Box 12
"Lark"
cigarettes:
Test Marketing Plan/Focus Groups,
1970
Memoranda and reports--Various,
1970-1971 and
undated
(2 folders)
Listerine (cold tablets): television advertising
concepts and consumer reports,
1969-1970 and
undated
Pepsi-Cola (Mexico)
Materials primarily in English.
Advertising campaigns
"Connoisseurs,"
1971
"Insisters/No Excuses"
(Don't give me any Jazz, give me a Pepsi),
1971
"Our Taste"
,
1970-1971 and
undated
"Sí"
(Say Yes),
1971-1972
Storyboards moved to Oversize Materials, Box OV1.
"You Deserve,"
1971
Various (General campaign objectives/miscellaneous
concepts),
1971
General research and reports
1972 Advertising Campaign
(South America Recommendation),
1971 Oct.
Exploration of Motivations of
Consumers in Six Countries Toward Pepsi-Cola: Addendum on Mexico,
1969 July
Pepsi-Cola in Mexico report
(overview of 4 campaigns),
1971
Pepsi Copy Strategy report,
1971
New business
JWT
Bristol-Myers,
1970-1971
Emery:
"Emery: Some Thoughts"
memorandum,
1984
Hertz,
1971-1973 and
undated
Watches,
1973
Metter
Affinity (Internet company):
correspondence/concepts,
2000 and
undated
Includes
Newsweek direct mail materials
as part of Metter's client portfolio.
Oversize Materials, 1963-1989 and undated
(1 box)
Primarily includes oversize clippings from the Professional Files Series and Writings
Series; also contains large-format materials from the
Ford Motor Company Account Files Series and
Other Clients Series. Arranged within original
series, therein alphabetically.
Box OV1
Professional Files
Series
Industry publications
Advertising
Age
Clippings--Various,
1966-1985 and
undated
Issues:
1980 Sept. 1;
1988 Apr. 4;
1989 Nov.
27
(3 folders)
Includes leading article on WPP sale of Lord, Geller,
Federico, Einstein:
"'Conspiracy': Sorrell claims
breakaway is a plot to force LGFE sale."
Supplements/Special issues
Twentieth Century Advertising and
the Economy of Abundance: A Review of 50 Years of American Advertising, its
Economic and Social Importance, and its Contribution to the American Standard
of Living,
1980 Apr.
30
U.S. Advertising Agency Profiles:
1988 Edition,
1988 Mar.
30
Automotive News,
1980 and
1983
Back Stage: The complete
service weekly for the communications and entertainment industry,
1984 Oct.
19
Includes articles on Creative Directors in top management
positions and Metter's appointment to Vice Chairman of JWT USA.
The New York Times,
1985 and
1988
Includes articles on JWT Direct
Network(direct marketing) and WPP takeover of Lord, Geller, Federico,
Einstein in 1988.
Shooting Commercials: Music
page (Vol. 6, No. 5),
1983 May
Contains blurb on Metter's son:
"J. Walter Thompson's creative director Bert Metter's son
is a graduate of the Hart School of Music (Hartford Conservatory) and a
professional musician."
JWT
Advertisement clippings:
New York Times and
Wall Street Journal,
1983, 1985 and
undated
Advertisements on best-liked TV campaigns, taglines include:
"How come a big, conservative ad
agency is creating America's most outstanding advertising?"
and
"Main Street ranks Madison
Avenue."
Newsletters:
The New York Thompson (Vol.
III, No. 3),
1980 May 1
Box OV1
Writings Series
Chapter drafts: Research/clippings
Chapters 4-5 and 7,
1967-1987 and
undated
Chapters 10-17,
1986-1988 and
undated
Chapters 18-20,
1987-1989 and
undated
Chapter outline/cover pages,
1987 and
undated
Research clippings--Miscellaneous
Advertising Age,
1987-1989
Various (The New York
Times, Wall Street Journal),
1987-1988 and
undated
Box OV1
Ford Motor Company Account Files
Series
Car models
Erika (Mitsubishi competitive advertisement),
1979
Pinto/Maverick information sheets: Advertisement
proof for Ford Mustang (includes Metter's notes about Pinto vs. Mustang
magazine accounts),
1964
Clippings
Advertisements
"Exploring inner space: Small
spaceman makes big discoveries about Ford interiors"
(2-page
advertisement spread), circa 1963
Various, circa late 1960s
Includes advertisements for 1967 Ford and 1968
Thunderbird, and mock
"Gord"
advertisement
featuring Gordon MacKenzie.
Advertising Age:
"Ford's New World Car Typifies
What's New in Auto Marketing"
(Section 2),
1980 Sept.
29
Chicago Tribune:
"The Big Change in Ford, The Big
Change in Chicago"
supplement,
1963 Apr.
14
New York Times Magazine:
"At Ford Everyone Knows Who Is The
Boss"
cover story,
1969 Oct.
19
Marketing research
1970 model: Forward Planning--Competitive slogan
chart, undated
Box OV1
Other Clients
Series
Pepsi-Cola (Mexico): Advertising Campaigns--
"Sí"
(Say Yes) storyboards,
circa 1971
