Inventory of the J. Walter Thompson Company. W. Lee Preschel Papers, 1964-2001 and undated
[top]Descriptive Summary
Repository
Rare Book, Manuscript, and Special Collections Library, Duke
University
Creator
J. Walter Thompson
Company
Title
J. Walter Thompson Company.
W. Lee Preschel Papers,
1964-2001 and
undated
Language of Material
Material
is in English and Spanish
Extent
6.6 Linear Feet
About 4950 Items
Abstract
About 4950 Items
The J. Walter Thompson
Company (JWT), founded in 1864, is one of the largest and oldest enduring
advertising agencies in the United States. W. Lee Preschel founded JWT
Venezuela in 1964 and served as President of JWT Latin America from 1980-1987.
Preschel also acted as Interim Director-Manager of JWT Italy in 1968, served on
the JWT Board of Directors beginning in 1980, and became the chairman of the
Latin America-Asia Pacific region in 1987. He was named Advertising Personality of the Year in 1987 by the
Venezuelan Federation of Advertising Agencies.
The W. Lee Preschel Papers span the years
1964-2001 and document Preschel's career as president of the J. Walter Thompson
Company's Latin American operations. The collection includes correspondence,
memoranda, speeches, presentations, reports, newsletters, clippings, photographs, conference
programs and agendas, awards, publications, scrapbooks, memorabilia, and
audiovisual materials. Major correspondents include Denis Lanigan and Don
Johnston, among others within the company. Clients mentioned include Ford,
Kellogg's, Kodak, Draft, Lever, Pond's, Warner-Lambert, R.J. Reynolds/Nabisco,
Burger King, and Banco Mercantil y Corpoven. The collection contains materials
in English and Spanish, with the majority of the materials in
Spanish.
[top]
Administrative Information
Access RestrictionsCollection is open for research.
However, original audiovisual materials are closed to researchers. Use
copies are available in the collection.
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.
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. W. Lee
Preschel Papers, Rare Book, Manuscript, and Special Collections Library, Duke
University.
Provenance
The J. Walter Thompson Company. W. Lee Preschel Papers were received
by the Rare Book, Manuscript, and Special Collections Library as a gift in
1993.
Processing Information
Processed by Angela McClendon, Rita Johnston, January 2008
Encoded by Angela McClendon, Rita Johnston
Completed January 2008
Accession 1993-0006 is 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
| 1933 Oct. 7 | Born Wolf Lee Preschel, Kovno, Lithuania |
| 1956 | Received Bachelor of Arts degree in political science, Cornell University |
| 1957 June | Joined J. Walter Thompson Company (JWT) |
| 1964 | Founded JWT Venezuela |
| 1968 | Interim Director-Manager, JWT Italy |
| 1969 | Vice President, JWT International |
| 1977 | Nationalized as Venezuelan citizen |
| 1980 | Executive Vice President, JWT Latin America; member, JWT Board of Directors |
| 1980-1987 | President, JWT Latin America |
| 1986 | President, JWT Central Pacific |
| 1987 | Named Advertising Personality of the Year by Venezuelan Federation of Advertising Agencies (FEVAP) |
| 1987 May | Dismissed from JWT |
| 1987 | Returned to JWT as chairman of Latin America-Asia Pacific region |
| 1990 Oct. | Retired from JWT |
| 2003 Jan. | Published Rebel with a Cause: The Successful Management of Global Advertising Agencies |
Collection Overview
The W. Lee Preschel Papers span the years 1964-2001 and document
Preschel's career as president of the
J. Walter Thompson Company's
Latin
American operations. The collection includes
correspondence,
memoranda,
speeches,
presentations,
reports, clippings, photographs,
conference programs
and agendas,
awards,
publications,
scrapbooks,
memorabilia, and
audiovisual
materials. Major correspondents include
Denis Lanigan and
Don Johnston, among
others within the company. Clients mentioned include
Ford,
Kellogg's,
Kodak,
Draft,
Lever,
Pond's,
Warner-Lambert,
R.J. Reynolds/
Nabisco,
Burger King, and
Banco
Mercantil y Corpoven. The collection contains materials in English and Spanish,
with the majority of the materials in Spanish.
The collection is organized into three series: Personal Files,
Administrative Files, and
Audiovisual Materials.
The Personal Files Series documents the
personal and professional achievements of Preschel, and provide secondary
biographical information through a number of industry publications. The series
also includes two scrapbooks, compiled by Preschel, documenting his dismissal
from and subsequent return to JWT in 1987.
The Administrative Files Series documents
various aspects of Preschel's career with JWT and includes correspondence,
memoranda, speeches, presentations, reports, clippings, photographs, conference
programs and agendas, company newsletters and other publications, and
memorabilia.
The Audiovisual Materials Series includes
audiocassettes and VHS videocassettes. Audiocassettes contain recordings of
presentations at two conferences attended by Preschel.
Large-format materials have been removed from their original series
locations and relocated to Oversize Materials.
Relocated items have been replaced in the Detailed Description of the
Collection by dummy folders enclosed in brackets.
[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.
- Preschel, Lee.
- Johnston, Don, 1927-
- Lanigan, Denis, 1926-
- J. Walter Thompson Company.
- J. Walter Thompson Company. Caracas Office.
- Burger King Corporation.
- Chesebrough-Pond's.
- Eastman Kodak Company.
- Ford Motor Company.
- Kellogg Company.
- Lever Brothers and Unilever, ltd.
- R.J. Reynolds Industries.
- Warner-Lambert Company.
- Advertising--Awards.
- Advertising--History--20th century.
- Advertising--Venezuela.
- Advertising agencies.
- Advertising agencies--Latin America.
- Advertising agencies--Management.
- Advertising agencies--Venezuela.
- Advertising executives.
- Advertising executives--History--20th century.
- Audiocassettes. [AAT]
- Clippings. [AAT]
- Memorabilia. [AAT]
- Memoranda. [AAT]
- Newsletters. [AAT]
- Photographs. [AAT]
- Scrapbooks. [AAT]
- Speeches. [AAT]
- Videocassettes. [AAT]
- John W. Hartman Center for Sales, Advertising & Marketing History.
Related Material
Materials related to this collection may be found in other Hartman
Center collections that comprise the J. Walter Thompson Company Archives, including the Newsletter Collection, the Account Files Collection, the Review Board Records, the Shirley Woodell Papers
, the Harry Clark
Papers, the Don Johnston Papers, the
Denis Lanigan Papers, and the Thomas Sutton Papers.
 | List of Series in Collection | |||||||
 |  | Personal Files Series, 1968-2001 and undated | ||||||
| | Administrative Files Series, 1964-1995 and undated | ||||||
| | Audiovisual Materials Series, 1986-1992 and undated | ||||||
 | | Oversize Materials | ||||||
Detailed Description of Collection
Personal Files Series, 1968-2001 and undated
3 Boxes
Materials document the personal and professional
achievements of Preschel, and provide secondary biographical information
through a number of industry publications. The series also includes two
scrapbooks, compiled by Preschel, documenting his dismissal from and subsequent
return to JWT in 1987.
Arranged into three subseries: General Files, Publications,
and Scrapbooks.
General Files Subseries, 1968-1991 and undated
Contains various biographical
information about Preschel, focusing predominantly on his achievements.
Achievements include Preschel's condecoración
(decoration) by Venezuelan president Carlos Andreas Perez in 1977, as well as
advertising industry awards. Arranged alphabetically.
Box 1
Awards and honors,
1968-1991 and undated
[Contains photographs of awards and award ceremonies.]
Biographical data,
1980-1991 and undated
Clippings,
1982-1990
JWT Group stock certificates,
1980-1983
Publications Subseries, 1982-2001 and undated
Includes publications, chiefly Spanish-language
industry magazines, that contain articles about Lee Preschel.
Arranged chronologically.
Box 2
1982 Sept.-1984 Mar.
[Contents: 1982 Sept. 11
Pandora: Revista de El Nacional,
"Un Buho Dorado de la Bienvenida en
una Publicidad: Las oficinas de Walter Thompson"
; 1983 Aug.
Producto,
"No hipoteca el futuro"
(column
by Lee Preschel); 1983 Sept.
P&M: Publicidad y Mercadeo,
Drawing of Lee Preschel on cover, with caption
"Lee Preschel en nuestra portada
simboliza la seriedad y la profundidad del Congreso XXV Aniversario
FEVAP"
; 1984 Mar. 20
Numero: Revista de Economia y
Negocias,
"Comó obtener lo peor de una
agencia."
]
1985 Jan.-1987
[Contents: 1985 Jan.
P&M: Publicidad y Mercadeo,
"El Hombre JWT"
(interview);
1985 Mar. 18
Bohemia,
"Lee Preschel: Productividad es Clave
para la Recuperación de la Economía"
(interview); 1985 June 2
Numero: Revista de Economia y
Negocias,
"Lee Preschel: cómo anunciar en la
crisis"
(cover story); 1986 Aug.
P&M: Publicidad y Mercadeo,
"Cabeza, Corazón, y Coraje"
(interview); 1987
IAA (International Advertising
Association, Capitulo de Venezuela)
"El hombre universo"
(interview): includes congratulatory notices from Quaker, Ford, Nabisco, Oscar
Mayer to Lee Preschel on being named Hombre del Año de la Publicidad 1987.]
1987 May-June
[Contents: 1987 May
Publicidad y Mercadeo Especial,
"Preschel: dinamismo
professional"
and
"se van los grandes."
Special
cover story and articles bound around regular issue; 1987 June
Producto:
Publicidad/Mercadeo/Comunicacion,
"El despido de Lee Preschel"
(interview); 1987? June
Data Advertising: Revista Especializada en
Publicidad y Mercadeo,
"Lee Preschel: I Will Come
Back"
(interview); 1987 June 15
Bohemia,
"El Lee Iacocca Venezolano"
(interview accompanied by draft version of interview).]
1987 Aug.-Nov.
[Contents: 1987 Aug.
P&M: Publicidad y Mercadeo,
"El retorno de Preschel"
; 1987
Aug. 15
Autentico,
"Lee Preschel retorna a su
imperio"
; 1987 Nov.
Hombre de Mundo,
"W. Lee Preschel"
; 1987
Nov. 10
Elite,
"La Publicidad es una
Necesidad."
]
1987 Dec.-1989 Feb.
[Contents: 1987 Dec. 6
Numero: Revista de Economia y
Negocias,
"El Hombre de la Publicidad: Por
Primera vez a una misma persona de es otorgado este titulo por la FEVAP y la
IAA durante el mismo año"
(interview); 1988 Mar.
Gerente,
"¿Que Pasa en la casa de
Thompson?"
(interview); 1988 Jan.
Data Advertising: Revista Especializada en
Publicidad y Mercadeo,
"Los Agencias de Publicidad...Mirando
Hacia el futuro"
; 1989
Revista de Publicidad,
"Lee Preschel, Gerente Regional J. W.
Thompson: Regreso con Gloria"
(interview, clipping only); 1989 Feb.
6
Adweek,
"JWT's Lee Preschel Walks Tall as
Reanointed 'Señor Advertising'"
(one full copy, one clipping).]
1990 Oct.
[Contents: 1990 Oct. 22
Adweek,
"JWT's Lee Preschel: Severing Ties to
Advertising's Illustrious Past."
]
1990 Nov.-1991 Aug.
[Contents: 1990 Nov.
Producto,
"Lee hace mutis"
; 1991 Aug.
Producto (Edición Octavo
Aniversario),
"Mr. Walter Thompson."
]
1992 Oct.-1996 June
[Contents: 1992 Oct.
Producto,
"Buena gente"
(interview); 1992
Oct.
Producto Light, 1995
Analisis F&E,
"Es major encender las velas que
maldecir la obscuridad"
(feature article); 1995 Aug., miscellaneous
newspaper articles; 1996 June 10,
Tribuna de actualidad
hispano-americana,
"W. Lee Preschel: los secretos del
Sr. Publicidad"
(interview).]
1997 Apr.-1998 Jan.
[Contents: 1997 Apr.
Producto,
"El arte de retirarse"
; 1997
Apr. 1
P&M: Publicidad y Mercadeo,
"Conversación con Lee Preschel: 'No
hay ideas poderosas en la publicidad venezolana'"
; 1998 Jan. 19
Bohemia,
"Lee Preschel: Mister
Publicidad"
.]
Box 3
2001 October
[Contents: 2001 Oct.
P&M: Publicidad y Mercadeo,
several articles.]
Undated
[Contents:
Etiqueta,
"Emotivo cocktail de despedida en
honor a Lee Preschel"
(pictures and captions).]
Scrapbooks Subseries, 1987
Scrapbooks compiled by Preschel document his 1987
dismissal from J. Walter Thompson and his subsequent return to the company in
the same year. Items, chiefly photocopies, include
correspondence between Preschel and supervisor Don Johnston; newspaper
clippings about the dismissal and other JWT actions; letters of support from
colleagues and clients; and photographs.
Box 1(continued)
"La Botadera (The Firing),"
1987
"El Regreso (The Return to
JWT),"
1987
(2 folders)
Administrative Files Series, 1964-1995 and undated
5 Boxes
Documents various aspects of Preschel's career with
JWT and includes correspondence, memoranda, speeches, presentations, reports,
clippings, photographs, conference programs and agendas, company newsletters
and other publications, and memorabilia. Arranged into six subseries: Conference Files, Correspondence, Photographs,
Publications, Writings and
Speeches, and Other Materials.
Conference Files Subseries, 1967-1991
Materials document Preschel's involvement in
various JWT conferences, seminars, and workshops and chiefly include conference
programs and agendas. Several photographs of events are available in the
Photographs Subseries. Arranged alphabetically by conference title.
Box 4
James Webb Young Seminar,
1981-1990
Latin American Managers Meeting,
1967-1989
(3 folders)
[An audio recording from the 1982 meeting is available in the
Audiovisual Materials Series (OR1).]
Nestlé conferences,
1990-1991
1er (Primer) Workshop Latinoamericano de Medios,
1985 (1 item removed to Oversize
Materials, box 11)
Sam Meek Seminar,
1985
[South and East Asia Managers Conference,
1989, removed to Oversize Materials, box
11]
[Includes a board game entitled
"Swamps and Alligators: The Big Game
Hunt for Ad Agency Managers of All Ages."
]
Unilever Supervisors' Conference,
1984
Correspondence Subseries, 1977-1991
Correspondence with Denis Lanigan, Don Johnston, and others. One
folder of memoranda pertains to the establishment of two JWT awards: the J.
Walter Thompson Company Achivement Awards Program (TAAP) and the Premio Rodolfo
Otero. Arranged alphabetically by category and chronologically therein.
General correspondence,
1977-1991
Memoranda relating to JWT awards,
1983
Memoranda to Latin American managers from Preschel,
1983-1990
Photographs Subseries, 1966-1989 and undated
Includes several dry-mounted photograph portraits of various
advertising executives, including JWT employees. Other photographs document
various conferences attended by Preschel, as well as other aspects of JWT.
Further documentation of the conferences is available in the
Conference Files Subseries.
Arranged alphabetically.
Employee Portraits, undated
[Includes dry-mounted photograph portraits of
Grace Atkinson,
Mario Azócar,
Patricio Bonta,
Hiran Castello Branco,
J. J. Calero,
Roberto Ceruzzi,
Edwin Chan,
Juan Chocano,
Lilamani Dias,
Alan Fairnington,
John Florida,
Marcos Golfari,
Tim Hamilton-Russell,
John Holmes,
Ricardo Inzunza,
Mike Khanna,
Roberto Leal,
Norm MacMaster,
Enrique Marti,
Rodolfo Martin,
Rafael Miolan,
Fernando Otero,
Greg Reilly,
Michael C. Sampietro,
Miguel Garcia Taboada, and
Charuvarn Vanasin. Arranged alphabetically by surname.]
[A set of labels accompanies the photographs, but were not
matched to individual portraits. Three employees were unidentified directly,
but may be
Hai-Hyung Cho,
Rene De la Cruz, and
Walter Guelfi.]
Atkinson-Chan
(3 folders)
Box 5
Chocano-Vanasin and unidentified
(8 folders)
Box 6
Employee portrait labels
(2 folders)
JWT Asia Pacific Managers Meeting,
1989
JWT James Webb Young Seminar,
1983-1988
JWT Latin American Managers Meeting,
1966-1989
(5 folders)
[Photographs are available for 1966-1967, 1973, 1980-1982, and
1989.]
[JWT Thailand offices, 1989 and undated, removed to
Oversize Materials, box 11]
(2 folders)
Miscellaneous photographs,
1974-1986 and undated (Items removed to
Oversize Materials, box 11)
[Includes candid as well as formal photographs, chiefly
depicting various colleagues.]
Publications Subseries, 1964-1992 and undated
Includes newsletters, both
JWT-wide and for various JWT subdivisions in Latin America and Asia, as well as
a variety of other publications by JWT and other organizations and people.
Arranged alphabetically.
JWT newsletters,
1964-1991
[Includes company-wide JWT newsletters as well as newsletters
of various JWT subdivisions, including Latin America, Brazil, Chile, Hindustan,
Mexico, Peru, and Venezuela. Generally includes between one and three issues of
each title.]
J. Walter Thompson Company
News,
1964
J. Walter Thompson News,
1983 and
1986
JWT América Latina-JWT Venezuela,
1970-1984
(2 folders)
[Titles include:
Qué Pasa en JWT América Latina
(1982),
Tudo Bem na JWT Brasil (1982 and
1984),
Jotadoblevete (Chile; 1990),
HTA Today (Hindustan; 1991),
Temas Thompson (Mexico; 1982),
Qué Hay de Nuevo en JWT México
(1983 and 1985),
Qué Pasa en JWT Perú
(1983-1984),
Que Pasa en JWT Venezuela
(1983), and
Entre nosotros: bolétin informativo
interno (internal bulletin, JWT Venezuela, 1970).]
JWT News,
1975-1979
Non-JWT publications
1971-1992
John Monsarrat (retired JWT executive),
"The Case for the Full Service
Agency,"
1971; and Ogilvy & Mather advertising recruitment materials, 1972 and undated.
[Antonio Olivieri,
Apuntes para la historia de la
publicidad en Venezuela. Caracas: Ediciones Fundación Neumann,
1992, removed to Oversize Materials, box
11]
Box 7
Other JWT publications,
1981-1991
(2 folders)
[Includes
"The Many Worlds of Sam Meek: A Legacy
of Leadership"
(1981);
"It Was a Very Good Year"
(1982);
"Una técnica para producir
ideas"
(booklet by James Webb Young, originally published in 1940;
Edición Especial 1983 for the 40th anniversary of JWT Mexico);
"J. Walter Thompson Company"
(promotional material about JWT Worldwide, 1984);
"Nuestros Comienzos"
(JWT
Venezuela office brochure, including clients, founder, and symbol, circa 1984);
"JWT Venezuela 25"
(25th
anniversary publication, 1989);
"J. Walter Thompson Kellogg Company
Worldwide Creative Planning Guidelines"
and related memo, 1989;
Januarius (informal newsletter
with article
"A Look at Lee"
, 1991); and
"J. Walter Thompson: 45 Años in
Chile"
(1989).]
Writings and Speeches Subseries, 1969-1995
Includes reports, presentations, and speeches.
Arranged chronologically into two categories: work by Preschel, and work by
others.
Writings and speeches by Lee Preschel,
1964-1995
1969,
"Report on JWT Italy and Some
Suggested Courses of Action"
1981 January-1983 July,
"Ten Tried-and-Trusted Methods of
Getting the Least from Your Advertising Agency"
1983 September,
"La Publicidad Miranda Hacia el
Futuro"
1983 September-1984 June,
"Las Agencias de
Publicidad...Mirando Hacia el Futuro"
1986,
"La Revolución
Visual"
1991 April,
"America Latina Unida como la Soño
Bolivar: Marchando Unidos Hacia una Vida Mejor"
1995 August, FEVAP seminar,
"Publicidad en Tiempos de Crisis
Economica"
and
"Publicidad Gráfica Impresa 'El
Estilo Gráfico Brasileño'"
Writings and speeches by others,
circa 1980-1991
[Except where noted, these documents contain no author
information.]
circa 1980,
"JWT-Future,"
by
Burkhard Schwarz
1981,
"Agency Acquisition Plan: JWT
America Latina 1981-1983"
1981,
"JWT Meeting with Mr. Robert
Graham on Bonifications and Letter of Terms"
circa 1982,
"Report on JWT
Worldwide"
1990,
"Worldwide Operations
Group"
1991, JWT Group annual
report
Other Materials Subseries, 1978-1988 and undated
Other materials that chiefly document
Preschel's professional life. Includes ephemera, pamphlets, t-shirts,
puzzles, and clippings. Arranged into two categories: miscellaneous
papers and memorabilia, and chronologically therein.
[Calendar, J. Walter Thompson Venezuela,
"Imágenes de Venezuela: Venezolanos
que habitan la Selva,"
1985, removed to Oversize Materials, box
11]
Miscellaneous papers,
1980-1988 and undated
Box 8
Memorabilia, undated
[Contains t-shirt from Latin American Creative Forum (Rio de
Janeiro, Brazil, 1982) and a matchbook inscribed
"Lee
Preschel."
(1 item, a jigsaw puzzle from JWT Spain, 1978, removed to
Oversize Materials, box 11.)]
Audiovisual Materials Series, 1986-1992 and undated
2 Boxes
Audiocassettes and VHS videocassettes, featuring or collected by
Preschel. Audiocassettes contain recordings of presentations at two conferences
attended by Preschel; other documentation of these conferences is located in
the Conference Files Subseries and
Photographs Subseries of the Administrative Files Series.
Restrictions on access: Original
videocassettes are closed to researchers. Use copies are available in the
collection.
Original Recordings (CLOSED)
Audiocassettes
OR1.
"Latin American Managers Meeting,
Santiago, Chile,"
1982 November.
OR2.
"Recuerdo Cena Clausura Unilever -
Conference - Chile 1986."
Videocassettes
OR3.
"Mundo Economico: Lee Preschel.
Venezolana de Television,"
1992 September 23. Format:
VHS.
OR4.
"Sr. Lee Preschel - Hombre del
Año,"
1987. Format: VHS.
Production Masters (Not for Reference Use)
Videocassettes
PM1-PM2: Masters for OR3-OR4; created 2007. Format: Betacam SP.
Use Copies
UC1-UC2: Use copies for OR1-OR2; created 2008. Format: Audiocassette.
UC3-UC4: Use copies for OR3-OR4; created 2007. Format: DVD.
Oversize Materials
1 Box
Administrative Files Series, 1964-1995 and undated
Conference Files Subseries, 1967-1991
1er (Primer) Workshop Latinoamericano de Medias
Buenos Aires: empty portfolio, 1985.
South and East Asia Managers Conference: board game,
"Swamps and Alligators: The Big
Game Hunt for Ad Agency Managers of All Ages,"
1989.
Photographs Subseries, 1966-1989 and undated
JWT Thailand offices, 1989 and undated
Publications Subseries, 1964-1992 and undated
Publications by Others
Antonio Olivieri,
Apuntes para la historia de la
publicidad en Venezuela. Caracas: Ediciones Fundación Neumann,
1992.
Other Materials Subseries, 1979-1988 and undated
Puzzle, New Year 1979. From JWT Spain,
1978.
