Inventory of the Charles McKinney Papers, 1952-1993 and undated
[top]Descriptive Summary
Repository
Rare Book, Manuscript, and Special Collections Library, Duke
University
Creator
McKinney, Charles
Title
Charles McKinney Papers, 1952-1993 and undated
Language of Material
Material in English and German.
Extent
42 Linear Feet
31500 Items
Abstract
31500 Items
Charles C.
"Chick"
McKinney founded and headed the McKinney & Silver (M&S) advertising agency for 22 years, where he held positions of President and Chief Executive Officer. The agency, originally based in Raleigh, N.C., and presently headquartered in Durham, N.C., is one of the largest advertising agencies in the Southeastern U.S.
The Charles McKinney Papers cover the years 1952-1993, with the bulk of materials dating from 1968-1990, the period during which McKinney served as President and CEO of the McKinney & Silver (M&S) advertising agency. The collection primarily consists of correspondence, memoranda, clippings, M&S presentations to clients, proofs, speeches, reports, McKinney's handwritten drafts of advertising campaigns, and numerous brochures from graphic artists and design companies. The collection also includes films of advertising spots, slides for new business presentations, and many periodicals related to advertising and graphic design. Companies represented in the collection include American Drew; Bacardi Corporation; Bahamas; Barnett Banks; Benihana; Beatrice Foods Company; Bigelow-Sanford Carpet Company; Black & Decker Corporation; Braniff Airways; Brown & Forman Inc.; Brown & Williamson; Colours; Del Monte Corporation; Drackett; Dunlop Sport, GoodMark Foods, Inc.; Gravely; Homelite; Kingsdown; Mars, Inc.; North Carolina National Bank; North Carolina Travel and Tourism; Norweigan Cruise Line; PET Dairy; Piedmont Airlines, Inc.; Pillsbury Company; Pine State; Quincy's; Royal Caribbean Cruise Line; Tile Council of America; Travelmation; and USAir Group, Inc.
[top]
Administrative Information
Access RestrictionsCollection is open for research.
However, original audiovisual materials are closed to researchers until use copies can be obtained.
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], Charles McKinney Papers, Rare Book,
Manuscript, and Special Collections Library, Duke University.
Provenance
The Charles McKinney Papers were received by the Rare Book, Manuscript, and Special Collections Library as a gift in 2008.
Processing Information
Processed by Jessica Wood, February 2009
Encoded by Jessica Wood, February 2009
Accessions 2008-0023 and 2008-150 were merged into one collection and described in this finding aid.
Descriptive sources and standards used to create this inventory: DACS, EAD, NCEAD guidelines, and our local Style Guide.
This finding aid is NCEAD compliant.
[top]
Biographical Note
Charles C. "Chick" McKinney was born in 1931 in Newdale, N.C., and raised in Spruce Pine, N.C. Between 1950-1952, he attended the University of Tennessee, where he majored in Industrial Management. He received a degree in Business Administration from the University of North Carolina's School of Business in 1957. McKinney began his career in 1957 at the J.T. Howard advertising agency in Raleigh, N.C.. There, he served as Creative Director and member of the board. In 1968, McKinney founded the McKinney & Silver advertising agency, and he served as President and Chief Executive Officer until 1990. The agency grew to one of the largest advertising agencies in the Southeastern U.S.
McKinney received over 500 major awards from creative and advertising competitions, and some of his work appeared in The One Show exhibit in New York City, the New York Advertising Club Show, the American Television Commercials Festival, and the Communication Arts Show. In 1973, an Ad Daily poll named one of the top creative people in America.
In addition, McKinney also served as a judge in many advertising competitions around the U.S., including for the Communication Arts competition in California. He was frequently asked to speak at business and industry group meetings, including for the Magazine Publishers Association. He also served as a trustee of the North Carolina Symphony, and was a member of the National Trust for Historic Preservation, the Sphinx Club, the Carolina Country Club and the Figure Eight Yacht Club, among others.
McKinney died Sept. 12, 2007 in Raleigh, N.C.
[top]Collection Overview
The Charles McKinney Papers cover the years 1952-1993, with the bulk of materials dating from 1968-1990, the period during which McKinney served as President and CEO of the McKinney & Silver (M&S) advertising agency. The collection primarily consists of correspondence; memoranda; clippings; presentations to clients; proofs; speeches; reports; McKinney's handwritten drafts of advertising campaigns; and brochures from graphic artists and design companies. The collection also includes films and videocassettes of advertising spots, slides for new business presentations, and periodicals related to advertising and graphic design. Companies represented in the collection include American Drew; Bacardi Corporation; Bahamas Tourism; Barnett Banks; Benihana; Beatrice Foods Company; Bigelow-Sanford Carpet Company; Black & Decker Corporation; Braniff Airways; Brown & Forman Inc.; Brown & Williamson; Colours; Del Monte Corporation; Drackett; Dunlop Sport; GoodMark Foods, Inc.; Gravely; Homelite; Kingsdown; Mars, Inc.; North Carolina National Bank; North Carolina Travel and Tourism; Norweigan Cruise Line; PET Dairy; Piedmont Airlines, Inc.; Pillsbury Company; Pine State Dairy; Quincy's; Royal Caribbean Cruise Line; Tile Council of America; Travelmation; and USAir Group, Inc.; among others.
Many of the clippings and presentation drafts and fragments arrived unfoldered and interspersed throughout the collection. Complete presentation drafts were foldered by presentation title; presentation fragments and clippings were foldered as miscellaneous. Many of McKinney's drafts of advertising campaigns appeared in ruled notepads, often with clippings and additional sketched interleaved. Items attached to a particular notepad were foldered together and titled by subject and detached from cardboard backing. Legal sized notes were photocopied and reduced to letter size.
[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.
- Subject Headings
- McKinney, Charles C., 1931-2007.
- Bahamas. Ministry of Tourism.
- Barnett Banks.
- Beatrice Foods Company.
- Bigelow-Sanford Carpet Company.
- Black and Decker Corporation (Towson, Md.)
- Braniff Airways.
- Brown & Williamson.
- Del Monte Corporation.
- Drackett Company.
- Homelite Corporation.
- McKinney & Silver.
- North Carolina National Bank.
- North Carolina. Travel and Tourism Division.
- Piedmont Airlines.
- Pillsbury Company.
- Royal Caribbean Cruise Line.
- Tile Council of America.
- USAir (Firm)
- Advertising--Periodicals.
- Advertising agencies--Management.
- Advertising agencies--United States.
- Advertising agencies--United States--North Carolina.
- Advertising agencies--United States--History--20th century.
- Advertising agencies--United States--North Carolina--History--20th century.
- Advertising campaigns--United States--History--20th century.
- Advertising campaigns--United States--North Carolina--History--20th century.
- Advertising campaigns--United States--Periodicals.
- Advertising campaigns--United States--North Carolina--Periodicals.
- Advertising executives--United States.
- Advertising executives--United States--North Carolina.
- Graphic arts--United States.
- Graphic arts--United States--Periodicals.
- Graphic design--1960-1980.
- New business enterprises--United States.
- Television advertising--United States.
- Clippings.
- Motion pictures.
- Photographs.
- Proofs.
- Slides.
- Speeches.
- Videocassettes.
- John W. Hartman Center for Sales, Advertising & Marketing History.
Related Material
Related materials may be found in the following Hartman Center collections of the J. Walter Thompson Company Archives: Account Files Collection; Corporation Vertical Files; Advertising Vertical Files; and the Shirley F. Woodell Papers. Additional related material may be located in the Arthur Einstein Papers; the Garrett Orr Papers; Bates Worldwide, Inc. Records; the John Benjamin Harris Papers; the D'Arcy Masius Benton & Bowles Archives; the William E. Phillips Papers; the David B. McCall Papers; and the Warwick Baker O'Neill Records.
top]
Detailed Description of Collection
General Files, 1961-1990 and undated
5 Boxes
Contains files related to the management of the McKinney & Silver office and files related to McKinney's personal and business affairs. Items are divided into four subseries. Administrative Files include office-wide policies, agency profiles, questionnaires, general income reports, press releases, as well as resumes of company employees. Clippings consist of newspaper, magazine and photocopied book excerpts gathered by McKinney and his acquaintances. Correspondence includes correspondence and internal memoranda written by McKinney and other agency employees. Personal Materials include photographs of McKinney, event-related memorabilia, as well as McKinney's business cards and personal stationery.
Administrative Files, 1961-1990 and undated
Primarily includes information related to agency procedures such as billing, everyday operations, workflows, cost estimating, legal reviews, and office arrangement. Includes descriptions of the agency's philosophy and corporate profile. Also contains background information on agency employees, account assignments. Original folder titles were maintained and arranged alphabetically.
Box 1
Account service, operating procedures and systems, 1961-1977
Advertising agency agreement, 1984
Agency employee resumes, undated
Agency income reports, 1983-1987
Agency operating procedures, undated
Agency philosophy on research, 1971
Agency plans of action, 1979
Agency profile, undated
Agency prospectus, undated
Agency questionnaire responses
General, 1981 and undated
BMW questionnaire, 1992
Agency resume, undated
Agency resume, approved quotes, undated
Agency situation summary, undated
Agency workflow, 1975-1984
(3 folders)
Box 2
Billing policy, 1984 and undated
Billing reports, 1979, 1981 and undated
Employee manual, 1979
Estimating procedure, undated
Floorplans, decoration, 1979 and undated
General agency agreement, undated
Legal review procedures, 1985
McKinney resumes, undated
Media department, reorganization and account assignments, 1984
Media reference manual, undated
Promotional reference guide, 1978
(2 folders)
Public relations, press releases, 1969-1990
Team member manual, 1985
Clippings, 1960-1990
Contains newspaper and magazine clippings related to general advertising issues and to particular advertising agencies. Also includes photocopied excerpts of books on marketing, some of which were compiled as reference materials for M&S presentations. Original folder titles were mainatined where available. Items arriving in unfoldered stacks were foldered as miscellaneous.
Box 3
General topics editorials, 1969-1975
Marketing research, 1973-1975 and undated
McKinney, Silver & Rockett, 1974-1975
Miscellaneous, 1966-1990
(3 folders)
Miscellaneous business tips, 1969-1974
Reference
Miscellaneous book excerpts, 1975 and undated
Presentation reference, 1960-1968
Sales and marketing information systems, book excerpts, undated
Correspondence, 1975-1990 and undated
Contains correspondence and memoranda written between McKinney, other agency executives, potential clients, competitive agencies, prospective employees and sales solicitors. Includes McKinney's correspondence with officials in the University of North Carolina-Chapel Hill Business School, and with personal friends. Also includes correspondence related to a 1993 lawsuit involving Braniff Airways. Original folder titles were maintained where available. Items arriving loose were grouped as either
"General correspondence"
or
"Miscellaneous internal memoranda."
Folders arranged alphabetically.
Box 3 (continued)
General, 1975-1979
Box 4
General, 1980-1990
(3 folders)
General financial, 1977-1979 and undated
Braniff versus McKinney & Silver lawsuit, 1993
Lemont consulting, 1990
Tom McElligott, 1978-1981
Miscellaneous internal memoranda, 1979-1990
(1 of 2 folders)
Box 5
Miscellaneous internal memoranda (continued), 1979-1990
(2 of 2 folders)
One Club, 1983-1984
Personal correspondence, 1980-1981 and undated
Prospective employees, 1975-1986
Solicitations
Moskowitz-Jacobs, 1989
Sales solicitations, 1974-1979
UNC Business School correspondence, 1989-1990
Personal Materials, 1972-1973 and undated
Contains photograph portraits of McKinney, McKinney's business cards and letterhead stationery and ephemera related to advertising events.
Box 5 (continued)
McKinney business cards and stationery, undated
Memorabilia, 1972-1973 and undated
Photographs, undated
Account Files, 1968-1990 and undated
17 Boxes
Contains files related to M&S's active accounts, as well as some general files and presentations containing sales reports for multiple accounts, market research, and miscellaneous clippings relating to M&S accounts. The bulk of the materials contain presentation scripts, advertising proofs, creative development plans and correspondence tailored to specific clients, including companies specializing in clothing, food, tobacco, liquor and travel. Contains especially extensive materials for Bacardi Corporation; Barnett Banks; Benihana; Braniff Airways; Brown & Forman Inc.; Brown & Williamson; Colours (clothing); GoodMark Foods, Inc. (including the Slim Jim line of products); Gravely (tractors); Kingsdown (mattresses); Mars, Inc.; North Carolina National Bank; Norweigan Cruise Line; PET Dairy; Piedmont Airlines; Pillsbury; Pine State Dairy; Royal Caribbean Cruise Line; Tile Council of America; and USAir Group, Inc.
Also includes some presentations composed by competitive advertising agencies, including Daisy Outdoor Products (Bloom Agency); Jim Dandy Chunx Dog Food, Hanes; Orkin Exterminating Co.; Savannah Sugar Refining Co. (Cargill, Wilson & Acree); Leader Savings & Loan (McDonald & Little). Items arrived foldered. Original folder titles were maintained where available. Unfoldered or unlabeled items were foldered or labeled by account and type of material. Large format proofs were separated into the Oversize series.
Box 6
General
Banking accounts, 1973 and undated
Client status reports, 1976, 1980, 1982 and undated
Creative briefs, 1989 and undated
Local markets report, undated
Miscellaneous proofs and tearsheets, 1982-1989
Services schedule, 1982-1983 and undated
Slide presentations, undated
Snack market accounts presentation, undated
Table of sales, 1968-1979
(Some items removed to Oversize Materials)
1984 accounts, 1984
American Drew
Current marketing concept, 1974
Media programs, 1978
Memos and correspondence, 1972-1978
Sales meetings, 1974-1975
Sales presentation, 1976
American Olean Tile Company
Presentation, 1975
Box 7
Bacardi
Añejo presentation, 1989
Creative development presentation, 1989
Creative development presentation draft, undated
New product creative presentation, 1989
Proofs, undated
(2 folders)
Bahamas
Creative presentation, 1987
Memos and correspondence, 1985-1986
Proofs, undated
Barnett Banks
Agency position summary, undated
Creative input report, 1977 program, 1976
Creative presentation, undated
Creative recommendation, 1973
Marketing direction, 1975
Memos and correspondence, 1972-1984
Newspaper ad campaign, 1976-1977
Box 8
Presentation cards, undated
Presentation drafts, undated
Program for deposit acquisition, 1976-1977
Proofs, undated
Strategic planning meetings, 1981-1982
Beatrice Foods
Advertising agency agreement, 1973, 1976
Benihana
Advertising agency agreement, 1984
Creative options, undated
Creative presentation, 1983
"Laying Down the Tracks"
presentation, 1983
Packaging photos, undated
Scripts, 1984
Bigelow-Sanford Carpet Company
Creative presentation, 1977
Black & Decker
Confidential briefing report, undated
Memos and correspondence, 1981-1987
Box 9
New business conference reports, 1986
Proofs, undated
Storyboards, undated
Bost Breads
Creative presentations, undated
Positioning strategy, 1986
Braniff Airlines
Commuter map changes, 1989
Flight attendant ad, 1989
Inaugural certificates, 2 versions, 1989
Kansas City Chiefs outdoor campaign, 1989
"Kids Fly Free"
campaign, 1989
Leisure fares,
"Pin Down a Low Fare,"
1989
Orlando outdoor, 1989
Print ad authorizations, 1989
Proof book, 1989
September Spotlight magazine ad, 1989
Telephone call reports, 1989
Travel agent spread, Middle of America, 1989
Wilford Brimley, travel agent, television campgain, 1989
Brown-Forman Spirits
Agency presentation, 1981, 1984
(2 folders)
Presentation,
"How We Would Approach An Assignment for Brown-Forman,"
1981
Proposal, 1984
Box 10
Brown & Williamson
Aries
Flip charts, undated
Marketing research, 1985
Outdoor boards, 1984
Presentation script, version 1, 1984
Presentation script, version 2, 1984
Proofs, undated
Copy direction, undated
Flip charts, undated
Marketing charts, undated
Memos and correspondence, 1979-1985
New chewing tobaccos positioning strategy, 1980
New Moist positioning strategy, 1980
Novelas target audience, undated
Presentation, general, 1978
Presentation,
"Managing the Smokeless Tobacco Business,"
undated
Presentation outline, 1985
Casa Gallardo
Statement of M&S billing policy and services, 1979
Cellular One
Advertising agency briefing plan, 1987
Central National Bank
Final presentation, 1975
Presentation script, 1975
Box 11
Ceramic Tile
Presentation notes, undated
Chattem Laboratories
Skin type surveys, 1976 and undated
Chick-Fil-A
Presentation notes, undated
Chloride, Inc.
Capabilities presentation, 1976
CIBA-GEIGY
Proposal, 1985
Clark
Proofs, undated (Some items removed to Oversize Materials)
Colours
General files, 1984 and undated
Charts for marketing presentation, 1984
Cluett, Peabody & Co. presentation, 1984
Marketing presentation script draft, 1984
Positioning paper, undated
Positioning strategy sketches, undated
Presentation notes, undated
Presentation script, 1984
Presentation script draft, undated
Proofs, undated
Conwood Corporation
Presentation, 1975
Daisy Outdoor Products, Air Guns
Bloom Agency, marketing strategy recommendations, 1972
DeLorean Motor Company
Presentation, 1979
Del Monte Corporation
Presentation, 1986
[Proofs removed to Oversize Materials]
Drackett
New product proposal draft, undated
"New Solid Diet Product Concept for Weight Reduction,"
undated
Box 12
Presentation, 1976
Dunlop Sport
Preliminary 1980-1981 media program, 1980
Presentation script, 1980
Econocar International
Presentation, undated
Farm Best Dairy
Presentation, 1975
GoodMark Foods, Inc.
Advertising planning guidelines, 1975
Consumer communications, 1974-1978
Consumer program, 1977-1978
Correspondence, 1973-1980
Divisional presidents' meeting, undated
Jesse Jones
"City Slickers Guide to Selling Country Sausage,"
undated
Presentation, undated
Sales figures, 1974-1976
Marketing plan, 1977-1978
Miscellaneous presentations, 1975 and undated
New products, 1974
New product proposal, 1976, copy 1
(1-2 of 4 folders)
Box 13
New product proposal (continued), 1976
(3-4 of folders)
Pemican Beef Jerky
Name and positioning recommendation, 1977
Notes, undated
Printed materials, 1975-1977 and undated
Proposed relationship, 1973
Review of Roper Reports, 1975-1978
Slim Jim
Marketing plan, 1976-1977
Priority problem evaluation, undated
Proofs and sketches, undated
Strategic planning model, undated
Gravely
General files, 1979 and undated
Agency evaluation system, 1975
Lawn and garden marketing magazine reports, 1974-1975
Positioning strategy, 1976, undated
Presentation, undated
Presentation notes, undated
Situation summary, undated
Strategy overview, undated
Three year marketing plan, 1975-1977
Trade media program, undated
Box 14
Hallmark
New products proposal, undated
Hanes, Cargill, Willson & Acree, Inc.
Marketing plan for new hosiery brand, undated
New business, 1966-1967
Harcourt Brace Jovanovich
Florida Parks, general presentation, 1987
Heinz
Presentation, 1976
Holly Farms
Clippings, 1977 and undated
Correspondence, 1977
Presentation, 1977
Presentation appendix, undated
Homelite
Clippings, 1975
Correspondence, 1975, 1983
Flip chart presentation, undated
Presentation, M&S introduction, undated
Presentation notes, undated
Presentation,
"Why Homelite Corporation Should Retain M&S,"
undated
Proposal, undated
(3 folders)
Box 15
Jim Dandy Chunx Dog Food, Cargill, Wilson & Acree, Inc.
Presentation, 1967
Karastan-Bigelow Carpets
Presentation, undated
[Proofs removed to Oversize Materials)
Kingsdown
Ad scripts, 1976
Advertising program recommendations, 1973
"Guidelines for Establishing Kingsdown Brand Name,"
1976
Memos and Correspondence, 1975-1978
(2 folders)
Presentation, undated
Presentation notes, undated
Proofs and tearsheets, undated
Reference materials, 1973-1974
Summary analysis and 1975 advertising recommendation, 1974
Leader Savings & Loan, McDonald & Little
Presentation, 1975
Mars, Inc.
Flip chart, undated
Presentation,
"Competing with the Giants,"
1983
Box 16
Presentation,
"Survival in the Sea of Video Tape,"
1976
Mastercharge
Market summary, undated
McDonald's
Presentation, 1976
Monk-Austin Holding Company
Name development, undated
Nitrex
Proofs, undated
North Carolina National Bank
General files, 1983 and undated
Brand positioning, 1988
Briefing report, undated
Campaign sketches and drafts, undated
Communications plan, 1988
Creative marketing concept, undated
Introductory presentation, 1974
Promotional booklet, undated
Proposals, 1989-1990
Proposed marketing direction, 1971
North Carolina Travel and Tourism
Proofs, undated (Some items removed to Oversize Materials)
Box 17
Norweigan Cruise Line
Agency agreement, 1986
Brand review, 1989
Brochures, 1988
Creative brief, 1989
Creative presentation, 1988
Proofs, undated
Orkin Extermination, Cargill, Wilson & Acree, Inc.
Marketing proposal, 1967
(2 folders)
PET Dairy
Agency presentation, 1985
Annual report, 1970
Proposals, undated
Reference, 1968-1970
Picadilly Circles
Proposal, undated
Box 18
Piedmont Airlines
Brochures, undated
Compiled data, 1984
Competitive
Espley & Espley presentation, 1986
Miscellaneous tearsheets, undated
Conference reports, 1980-1985
Correspondence, 1979-1983
Frequent flyer bonus program, 1985
Market share growth charts, 1981
Meetings
Business traveler media discussion, 1986
Miscellaneous meetings, 1985 and undated
Photographs, undated
Presentations
"How to Make Your Employees Care About Your Airline,"
undated
Media proposals,
"Launch and Follow-up campaign,"
London-Charlotte route, undated
Miscellaneous presentations, 1984 and undated
Orlando managers meeting, undated
Box 19
"Piedmont: The Up and Coming Airline,"
1980
Planning: 1985 and Beyond, 1986
1986 Presentation, 1986
Press, 1979-1990 and undated (Some items removed to Oversize Materials)
(2 folders)
Printed material, 1979 and undated
Proof book
Table of contents for all volumes, undated
Vol. XXVIII, 1987
(2 folders)
Vol. XXIX, undated
Proposals: Baltimore-Washington international hub, undated
Response to questionnaire, 1979
Box 20
Selected operating data, 1980-1982
Status report, 1982
Pillsbury
Consumer brands presentation, undated
"Hidden Dimension of Attitudes,"
undated
"Introduction to the American Beauty Division of the Pillsbury Company,"
undated
Miscellaneous notes, undated
"People and Food: The Shaping of a Market,"
undated
Pine State
General files, 1975 and undated
Client case history, undated
Proofs, undated
(Some items removed to Oversize Materials)
Precision Tune
Introductory presentation, 1988
Quincy's
Agency questionnaire, 1982
Presentation,
"How We Would Approach An Assignment for Quincy's,"
undated
Restaurant prospects, 1986
Raleigh-Belair
Presentation,
"Rebuilding the Raleigh-Belair Franchises,"
undated
Ralston Purina
Meeting materials, 1988 and undated
Red Band
General presentation, undated
Red Lobster
Presentation, 1979
Royal Caribbean Cruise Line
Case history, undated
Case study, 1987
Copy direction, 1982
Crab mailer, undated
Media plan, 1984
Memos and correspondence, 1982-1984 and undated
Presentations
Charts, undated
General presentation, undated
"Making RCCL the Number One Cruise Line,"
undated
"Structure of the Cruise Market,"
undated
Production estimates for 1983 program, 1982
Box 21
Proofs, 1982 and undated (Some items removed to Oversize Materials)
Proposal, 1982
Status report, 1982
Ryder Truck
Presentation, 1986
Memos and correspondence, 1986
Savannah Sugar Refining Company, Cargill, Wilson & Acree
Presentation, undated
Sea World
Presentation, 1987
South Carolina National Bank
Introductory presentation, 1974
Preliminary marketing proposal, 1979
Sperry & Hutchinson Co. Furnishings Division, Mel Richman Inc.
Presentation, 1977
Taco Bueno
General files, 1986
Texize Chemicals
Introductory presentation, 1975
Tile Council of America
Advertising plan for 1978, 1977
Advertising schedules, 1978
Long range marketing study, 1974
Long range marketing study, research conclusions, 1974
Presentation to Board of Directors, 1976
Tile contractors survey, undated
Box 22
Travelmation
Agency profile, 1986
Memos and correspondence, 1985
Presentation, 1986
United Virginia Bank
Marketing planning commentary, 1977
Strategic development plan, 1977
USAir Group, Inc.
Presentations
Piedmont-USAir Group, Inc. merger, 1988
Rough draft, undated
President's Night address, Edwin Colodny, 1988
Proofs, undated (Some items removed to Oversize Materials)
Sketches, undated
(Some items removed to Oversize Materials)
Valley National Bank
Copy direction, 1986 and undated
Virginia National Bank
Planning steps, phase one, undated
Competitive Files, 1967-1989
2 boxes
Contains correspondence, printed materials, proofs and clippings related to competitive advertising agencies. Includes resumes, company profiles and brochures prepared by agencies, as well as presentations and pamphlets prepared on general marketing issues. Represented agencies include Ted Bates Agency; Howard Agency; Gold Greelees Trott; Doyle Dane Bernbach; Delehanty, Kurnit & Geller, Inc.; Campbell-Mithun, Inc.; Cargill, Wilson & Acree; Norman, Craig & Kummel; Ogilvy & Mather; John Rockwell & Associates; Scali, McCabe, Sloves; and Wells, Rich, Greene, Inc., among others. Items arrived loose and were grouped by agency and arranged alphabetically.
Box 23
Bates Agency (Ted Bates), printed matter, undated
Campbell-Mithun, Inc.,
"Managing New Products, Marketing Development,"
1973
Cargill, Wilson and Acree, Inc.
Correspondence, 1967-1969
New business program, 1967-1968
Resume, c. 1970
Collett, Dickensen, Pearce & Partners, Ltd., brochure, undated
CFG, presentation,
"Improving Marketing Communications Through Positioning Development,"
1979
Delehanty, Kurnit & Geller, Inc., booklet, undated
Doyle Dane Bernbach, general files, 1978
Gold Greenlees Trott, brochures, undated
Howard Agency
Company profile, undated
Situation summary, undated
Mammoth Pervasive & Bland, brochure, undated
Miscellaneous agencies
Brochures, undated
(2 folders)
Box 24
Brochures, undated
Clippings, 1972-1977 and undated
Correspondence, 1975-1986
"Out of Towners"
Exhibit, New York City, undated
(includes some McKinney & Silver materials)
Proofs and tearsheets, 1977-1989 and undated
Norman, Craig & Kummel, questionnaire response, 1976
NH&S, strategic planning guide, 1981
Ogilvy & Mather, annual report, 1973
Rockwell & Associates (John Rockwell), company profile, 1979
Scali, McCabe, Sloves, company profile, undated
Wells, Rich, Greene, Inc., Prospective on the Future, 1977
New Business, 1969-1990
6 boxes
Contains materials related to M&S's attempts to acquire new accounts. The bulk of the materials include drafts and scripts of general agency presentations designed for prospective clients. Also includes reference materials relating to these presentations and research reports relating to particular markets, such as cold relief, snack food, diet food, travel and tourism. Some materials document the agency's general strategies for acquiring new business. Also contains correspondence relating to specific accounts targetted by the agency, such as Porsche and Smith Airlines. Items arrived foldered and original folder titles were maintained.
Development, 1972-1987
Subseries includes materials documenting the agency's approach to gaining new business, primarily including market research, strategy statements.
Box 25
General files, 1972-1979
(2 folders)
Brand Analysis manuscript, undated
British advertising, 1981
Brochures, undated
Cough-Cold-Allergy Relief market, 1987
Diet market research, 1973-1976 and undated
Direct mail proposal, undated
Marketing strategy, 1973, undated
Media plans, 1974-1978
New business development plan, 1978
New business list, 1986
Box 26
New business tactics, 1973
New product development, 1972-1978
New product schematic outline, undated
North Carolina travel and tourism analysis, 1987
Porsche, 1984
Positioning strategy, 1984
Prospect List, undated
Public Broadcasting System, 1983-1984
Smith Airlines, 1982 and undated
Snack market, undated
Strategic and tactical plans, 1981
Strategy
Chart, undated
Selection of types, undated
Drafts, 1972-1979 and undated
Contains drafts of general agency presentations and advertisements. Bulk of materials include McKinney's handwritten notes in which he experimented with agency slogans and general campaign concepts, particularly those which became the basis for the agency's
"flip chart"
presentations. Contains extensive materials related to the agency's
"Anatomy of Selling an Idea"
campaign, which referenced the life and work of artist Leonardo da Vinci. Most of the items arrived as ruled note pads, with reference materials and additional drafts interleaved. Perforated pages from legal pads were detached. Legal sized items were photocopied and reduced to letter size. Original order of notebook pages and interleaved items was maintained. Items were grouped into folders according to the notepad to which they were attached. The presentation's title was used as the folder title; where no title was available, the presentation's first words were used as folder title. Notepads containing sketches for multiple or unidentifiable presentations were detached, paperclipped and foldered as
"miscellaneous flip chart drafts"
or
"miscellaneous presentation drafts."
Folders arranged alphabetically.
Box 26 (continued)
Agency copy direction, undated
Agency flip chart script revisions, undated
Agency positioning,
"Talent Goes Where the Money Flows,"
undated
Agency recruitment ads, 1976-1979 and undated
Agency resume, 1972-1973 and undated
Box 27
"Anatomy of Selling an Idea,"
undated
(2 folders)
"Attention Getting Originality,"
undated
Banking client presentations, undated
Company model and diagram, undated
Company profile drafts, undated
General presentation flip chart draft, undated
Market research presentation, undated
Miscellaneous flip chart drafts, undated
Box 28
Miscellaneous presentation drafts, undated
(4 folders)
Presentations, 1969-1990 and undated
Contains primarily typewritten scripts of general agency presentations given to prospective clients. Also contains slides relating to a general agency presentation. Where provided, original folder titles were maintained. Many items arrived loose and interspersed throughout the collection. These items were grouped either according to presentation title or according to the first few words of the title, and arranged alphabetically.
Box 28 (continued)
Account planning module script, 1990
Agency flip chart presentation script,
"I Know You've Got Better Things,"
1983
Agency introductory presentation script,
"Before We Get Started,"
1980-1988
Box 29
Agency introductory presentation,
"Perhaps the Best Way,"
undated
Creative presentation script,
"Is Anyone Out There Listening,"
1979-1980
Creative workshop speech, extra slides, 1983-1984
Credentials presentation script, 1990
Generic new product proposal, undated
"Give Yourself a Presentation,"
undated
House info presentation, undated
Glassware market, undated
"Introduction to M&S, Full Service In Depth Marketing,"
undated
Introductory agency flipcard presentation, undated
Introductory new business presentation,
"On Our Way Down Here,"
1988
Introductory presentation script,
"I'd Like to Tell You,"
1990
Miscellaneous introductory presentation scripts, 1987 and undated
Box 30
Miscellaneous presentations, undated
"More Creative-Aggressive Approach to Advertising, Merchandizing and Sales Promotion,"
undated
"Most Agencies Introduce Themselves with Samples of their Work,"
undated
New business presentation,
"Last Evening I Was Looking,"
1989
New business slide presentation, 1969
New business strategy,
"How We Would Function On Your Behalf,"
undated
Slide presentation script,
"Picking An Agency,"
undated
"Success Is More Than A Signed Contract,"
undated
"Success, Like An Iceberg,"
undated
"What Makes A Great Client,"
1985
Reports, 1977-1990
Subseries includes reports of new business conferences, status and production. Original folder titles were maintained and items were arranged alphabetically.
Box 30 (continued)
New business conference reports, 1981-1986
New business status report, 1990
Production status review, 1977-1979
Printed Material, 1954-1990 and undated
15 Boxes
Includes newsletters, promotional materials, periodicals, reports, and typographic manuals. Items were arranged alphabetically by title.
Box 31
Association of National Advertisers, Current Advertiser Practices in Compensating Their Agencies, 1976
Ad Business Report, 1986-1989
Ad Daily Reprints, undated
Ad Day newsletter, 1978-1979, 1985
Ad Hoc magazine, 1986 and undated
Arizona Portfolio, 1986
Art Directors Club of Charlotte, programs, undated
Banking brochures, undated
Carolina Art Directors' Annual Exhibition, programs, undated
Chicago One Show, programs, 1967
Cleveland Society of Communicating Arts, 17th Annual Exhibition, catalog, 1965
Communication Graphics Exhibition, American Institute of Graphic Arts, 1967
Dover Publications catalogues, undated
Event programs, 1987-1989
Findings newsletter, 1966-1973
Gallagher Report newsletter, 1975-1986
Kiplinger Washington newsletter, 1972
Management strategies, 1976-1977, 1985 and undated
Marketing research, 1956-1974
Box 32
Miscellaneous business tips, 1970-1974
Miscellaneous printed matter, 1970-1990
Periodicals, 1961-1990
Contains periodicals related to advertising, marketing, commercial photography and graphic design. Items arrived loose and interspersed throughout the collection. Where multiple issues of publication were present, items were grouped and foldered by title. Single issues were foldered by subject category.
Box 32 (continued)
Ad Art Techniques, 1968 Nov.
Ads, 1983 Sept.-1985 Aug.
Box 33
Adweek, 1981 Aug.-1990 Oct.
Adweek Creative Services Directory, 1982
Adweek's Winners, 1987-1989
American Artists, 1961 Mar.
Archive: Ads, T.V. & Posters Worldwide, 1985
Art Direction: The Magazine of Creative Advertising
Box 34
1961 Jan.-1969 July
Box 35
1972 June-1979 Sept.
Box 36
1980 Apr.-1985 Dec.
Box 37
1986 Jan.-1987 Dec.
Box 38
1988 Jan.-1989 Dec.
Box 39
1990 Jan.-1990 Dec.
Box 40
Gebrauchsgraphik International Advertising Art, 1964 July-1969 Apr.
Box 41
Miscellaneous advertising trade magazine issues, 1972-1978
Omni, collector's edition, 1978 Oct.
Photo design periodicals, 1967, 1980, 1987
Southern Advertising Markets, 1972 Jan.; 1974 Aug.; 1976 Feb.
Vista: Magazine of the United Nations Association, 1972 Sept.-Oct.
Promotional materials, 1969-1987
Contains promotional pamphlets, brochures and take-away-cards sent by particular companies and graphic artists hoping to gain the business of M&S. Items arrived loose and interspersed throughout the collection. In cases where multiple brochures were present from a particular company, items were foldered by company. All other items were foldered as miscellaneous promotional material.
Box 41 (continued)
CBS News, 1973 and undated
Diagnostic Research, Inc., undated
Fortune Magazine,
"Rhyme of the Ancient Manager,"
1969
Four by Five stock photography, 1978-1982
Hammermill Paper Parlor, undated
(2 folders)
Miscellaneous promotional material, undated
(5 folders)
Box 42
Miscellaneous promotional material, undated
(6 folders)
Box 43
Miscellaneous promotional material, undated
(6 folders)
Box 44
Miscellaneous promotional material, undated
Sotheby's International Realty, Portfolio of Distinctive Properties, 1987
Psychology Today, Dictionary of Advertising Terms, undated
Rubel Service, 1962-1989
Show, The, 1982
South Carolina National Corporation, Annual Report, 1976
Tax-related printed material, 1954-1979
Typography, 1983 and undated
Box 45
Alphatype Corporation, 1983
Letraset, undated
Photo-Headlines, undated
Techni-Process, Inc., undated
Box 46
"Out of Towners"
Advertising Exhibit, 1986
Cardboard book
Photocopy of cardboard packaging
Writings and Speeches, 1952-1990 and undated
3 boxes
Contains speeches given by McKinney and other advertising executives at various events. Also includes reports prepared by outside agencies on general advertising and business-related topics which McKinney used as reference. Items were foldered and labelled according to speech title and arranged alphabetically.
Box 47
Speeches by McKinney,
1952-1987 and undated
"Advertising's Moment of Truth,"
1974
(2 folders)
"Celebrities "
speech, undated
"Competing With The Giants,"
1983
"Even a Pope Can Be a Bad Client,"
undated
"Issue Advertising,"
undated
Magazine Advertising Representatives of the South speech materials, 1975
Magazine Day speech, 1987
Magazine Publisher's Association Award speech, 1987
Manager's speech, 1987
Miscellaneous short speeches, undated
"Power of Print,"
undated
Sales speech reference materials, 1952-1975 and undated
Reports by others, 1966-1988 and undated
Agency-Client Reports, Executive Communications, undated
Concept Testing, undated
Box 48
Contemporary Planning Methodology for Toro, undated
Corporate Analysis: A General Framework for Diagnosis, McKinsey & Co., 1972
Cost Control and Profit Responsibility, 1966
Effective Marketing Management, 1973
Evaluating New Product Proposals, Conference Board, 1973
Handbook of Independent Advertising and Marketing Services, 1973
How to Value a Service Business, 1988 and undated
Marketing: How Many Dimensions, American Bankers Association, 1971
Marketing Studies, Executive Communications, Inc., undated
Multivariate Procedures in Marketing, L. Percy, undated
Print and Broadcast Traffic System, Humphrey Browining MacDougal, 1981
Box 49
Profile of Compensation Programs for Marketing Personnel, H. Heery, 1990
Sales Promotions: A Reference Book to Aid in Promotion Planning, Ketchum, MacLeod & Grove, undated
Sequential Analysis: Framework for Determining Marketing Strategy, McKinsey & Col, 1972
Survey of Advertiser-Agency Relations, Nancy Salz Consulting, 1990
Testing T.V. Commercials, Henderson Agency, 1972
U.S. Economy in 1990, Conference Board, 1972
Speeches by others, 1961-1985 and undated
AAAA convention speeches, 1961
Bank Marketing Association Conference speech, T. Renand, undated
"Does It Pay for Agencies to Advertise,"
R. Christian, 1967
"Eleven Ways to Waste Your Advertising Appropriation,"
H. Sawyer, 1971
"How to Recruit and Keep Good People,"
C. Meade, 1985
"Importance of Finding Decision Maker for Retail Services,"
R.J. Baran, 1975
"Importance of Finding Decision Maker for Retail Services,"
R.J. Baran, 1975
"Multi-Dimensional Scaling: An Overview,"
L. Percy, 1972
New South, G.H. Brown, 1970
"Why I Wish to be Chancellor of North Carolina State University,"
B.C. Talley, Jr., 1981
Audiovisual Materials, 1972-1990 and undated
7 boxes
Contains various formats primarily of M&S advertising spots; promotional films; and presentation reels prepared by competitive agencies, including Angotti Thomas & Hedge, Bartle Bogle Hegarty Ltd., Boase Massimi Pollitt, Chiat Day, Fallon McElligott Rice, Goodby Berlin & Silverstein, and J. Walter Thompson. Includes two videos related to the 1988
"Out of Towners"
Exhibition in New York City.
M&S clients represented include Barnett Banks, Carolina Power & Light, GoodMark Foods, Inc., Kingsdown, Pine State, North Carolina National Bank, South Carolina National Bank, Mastercard, Royal Caribbean, Bahamas, Piedmont, Benihana, Brown & Williamson, and North Carolina DWI.
Items were grouped by format and arranged alphabetically by title.
Box 50
16 mm films, 1972-1977 and undated
1.-5. Barnett Banks,
"Baker,"
1977
(5 copies)
6.-8. Barnett Banks,
"High Roller,"
1975
(3 copies)
9. Barnett Banks,
"Interest on the Spot,"
"Sisters,"
undated
10.-16. Barnett Banks,
"Shrimp,"
1977
(7 copies)
17.-21. Barnett Banks,
"Sleeper,"
1977
(5 copies)
22.-24. Barnett Banks,
"Waitress,"
1977
(3 copies)
25.-27. Carolina Power & Light,
"Weatherman,"
1977
28.-29. D.L. Clark Company television commercial,
"Bars,"
1977
(2 copies)
30.-32. GoodMark Foods, Inc., Jesse Jones Meats,
"Airplane,"
undated
(3 copies)
33.-36. GoodMark Foods, Inc., Jesse Jones Meats,
"Country Store,"
1974
(4 copies)
37. Kingsdown Mattress, 1972
38.-41. North Carolina National Bank,
"Marriage License,"
undated
(4 copies)
42. Pine State,
"Chef,"
undated
43.-47. Pine State,
"Milk Trek,"
undated
(5 copies)
48. South Carolina National Bank,
"Dock,"
1977
49.-51. South Carolina National Bank,
"Homes,"
1977
(3 copies)
Box 51
VHS, 1986-1989 and undated
52. Bartle Bogle Hegarty compilation, 1987
"Crash,"
Time magazine story, 1987
54. Mastercard,
"Spendthrift,"
undated
McKinney & Silver
55. Bahamas, Ministry of Tourism,
"Just Maybe,"
undated
56.-58.
"Last 20 Years,"
undated
(3 copies)
59.-60. Presentation reel, 1986
(3 copies)
61.-62. Royal Caribbean Cruise Line, undated
(2 copies)
63.
"Print's Best International Commercials,"
1989
Box 52
"64. Termites and Men,"
undated
Umatic, 1988-1989 and undated
65. Angotti Thomas & Hedge, BMPP Showreel, 1987-1988
66. Bartle Bogle Hegarty Ltd., presentation reel, 1988
[Includes spots for Audi, Pretty Polly, British Telecom, Puma, K Shoes, Allied Dunbar, Moosehead Manufacturing Co. and Levi Strauss & Co.]
67. Boase Massimi Pollitt,
"All Time Greats,"
undated
68. Chiat Day Inc. Advertising, agency reel, undated
[Includes spots for Oral-B, 3M Company, California Cooler, Worlds of Wonder's
"Teddy Ruxpin,"
and Apple]
69. Chiat Day Inc. Advertising, presentation reel, undated
[Includes spots for Home Savings & Loan and Foster Farms]
Box 53
70. D & AD, TV & Cinema, 1980
71. Fallon McElligott Rice, U.S. West,
"The Dream,"
undated
72. Fisher Advertising, 1987
73. Goodby, Berlin & Silverstein, agency reel, 1988
74. Reeves Communications, Issue No. 2, 1982
[Includes American Bell: O&M's Winning Presentation, Special Events Sponsorship: Extending Your Advertising Dollar]
75. Reeves Communications, Preview Issue, 1982
Box 54
76. J. Walter Thompson,
"Zap Proof,"
undated
77. Livingston & Co., Alaska Airlines historical reel, undated
McKinney & Silver
78. Mastercard,
"Spendthrift,"
1990
79. Presentation reel, 1987
[Includes spots for Piedmont Airlines, NCNB, North Carolina DWI Campaign, Benihana]
80. Presentation reel, 1988
[Includes spots for Benihana, Norweigan Cruise Line, NCNB, Piedmont, GoodMark Foods, Inc., North Carolina DWI, Carolina Power & Light]
Box 55
81.-82. Presentation reel, 1988
(2 tapes)
[Includes spots for Benihana, Norweigan Cruise Line, NCNB, Piedmont, GoodMark Foods, Inc., North Carolina DWI, Carolina Power & Light]
83. Presentation reel, undated
[Includes spots for Piedmont, Carolina Power & Light, NCNB, SCNB]
84. Presentation reel, undated
[Includes spots for Piedmont, Tom's, NCNB, Carolina Power & Light]
85. Presentation reel, undated
[Includes spots for Pine State, Kingsdown, NCNB, Barnett Banks, GoodMark Foods, Inc. Jesse Jones Meats]
86. Ralston Purina,
"Tough Morning,"
undated
87. Television sample reel, 1985
[Includes spots for Piedmont, Benihana, South Carolina National Bank, Pine State, NCNB, Brown & Williamson, Carolina Power & Light]
88. Time Pieces, 1989
Box 56
89. Unidentified, undated
"Out of Towner's"
Exhibit, 1986
90. Martin Agency
91. Miscellaneous agencies
[Includes Fallon McElligott, Leonard Monahan Saabye, Livingston & Co., Martin Agency, M&S, Richards Group]
92. Wieden & Kennedy, radio spots, undated
[Includes spot for Nike, Inc.]
93. WRAL-TV 5, Live at Noon segment on M&S, 1987 Jul. 30
McKinney home videos, 1988
Box 57
94.-95. Tape 1
96.-97. Tape 2
98. Tape 3
99. Tape 4
Oversize Materials, 1964-1990 and undated
13 boxes
Medium boxes , 1968-1990 and undated
Box OV1
General
Administrative files
Agency floorplans, undated
Agency organizational structure, undated
Clippings
Advertising Age, marketing studies, 1975-1978
Financial reference, 1972-1977
General topics editorials, 1968-1977
Marketing research clippings, 1974-1977
Miscellaneous Advertising Age clippings, 1971-1978
Miscellaneous, 1976, 1990, n.d
Miscellaneous business tips, 1972
Presentation reference, Rising Cost of T.V. Commercials, 1968
Memorabilia
Art Directors Club of Richmond, commemorative poster for Charles McKinney, 1968
Accounts
General accounts
Clippings, 1971, 1975
Production status review, 1978
Box OV2
Benihana, proofs, undated
Carlyle, proofs, undated
Coke, brochure, undated
Del Monte Corporation, proofs, undated
GoodMark Foods, Inc., Slim Jim
Proofs, undated
Table of sales, 1979
Gravely, proofs, undated
Jiffy Lube, strategic analysis and development, undated
Karastan, proofs, undated
Leader Federal Savings & Loan, proofs, undated
Monk & Co., proofs, undated
North Carolina Travel & Tourism, proofs, undated
Norweigan Cruise Line, brand review and strategic implications, undated
Box OV3
Piedmont
Press, 1983
Sketches, undated
(3 folders)
Pizza Hut, proofs, undated
Riceland Rice, proofs, undated
Royal Caribbean Cruise Line, brand review and strategic implications, undated
South Carolina Division of Tourism, proofs, undated
South Carolina National Bank, proofs, undated
Sterling Automotive, Strategic analysis and development, undated
Xerox, proofs, undated
Box OV4
Competitive
Connecticut Williams, proofs, undated
Ketchum Communications, general, undated
Miscellaneous brochures, undated
Unidentified agencies, proofs, undated
New Business
Agency presentation, undated
Clippings, 1988, undated
Presentation charts, undated
Printed Material
Lithographed Bordered Blanks and Certificates, undated
Box OV5
Promotional material
CBS, 1964, 1972, undated
Miscellaneous promotional, undated
(2 folders)
Box OV6
Periodicals
Advertising Age: 20th Century Advertising and the Economy of Abundance, 1980
Upper and Lowercase
1977-1978
(2 folders)
Box OV7
1979-1980
(2 folders)
Box OV8
1981-1983
(3 folders)
Large boxes, 1979, 1982 and undated
Box OV9
Accounts
American Drew, proofs, undated
Barnett Banks, proofs, undated
Clark, proofs, undated
Box OV10
Fannie Mae, proofs, undated
Hahn Tigers, proofs, 1979
North Carolina National Bank, proofs, undated
Norweigan Cruise Line, proofs, undated
Box OV11
Piedmont, proofs, undated
Pine State, proofs, undated
Royal Caribbean Cruise Line, proofs, undated
Trim Milk, proofs, undated
USAir Group, Inc., proofs, undated
Box OV12
Competitive
Scali, McCabe, Sloves, Inc., proofs, undated
New Business
Agency proofs, undated
Presentation booklet, undated
Printed material
Creative newspaper, 1982
Decision model, undated
Media charts, undated
Miscellaneous promotional material, undated
Box OV13
Piedmont Airlines model airplane, undated
[Plastic model airplane on pedestal printed with Piedmont logo, kept in McKinney's office.]
