Preliminary Inventory of the Warwick Baker O'Neill Records, 1931-2001, bulk 1985-2000
[top]Descriptive Summary
TitleWarwick Baker O'Neill Records,
1931-2001, bulk 1985-2000
Creator
Warwick Baker O'Neill
Extent
103.6 Linear Feet
39,221 Items
Repository
39,221 Items
Rare Book, Manuscript, and Special Collections Library, Duke
University
Language
English.
[top]
Administrative Information
Access RestrictionsCollection is restricted. Consult container list for details.
Collection also contains sensitive information. Patrons must sign a
waiver concerning privacy rights.
In addition some of the materials in this collection are not
immediately accessible, because they require further processing before use.
Also, all or portions of this collection may be housed off-site in
Duke University's Library Service Center. Consequently, there may be a 24-hour
delay in obtaining these materials.
Please contact Research Services staff before visiting the Rare
Book, Manuscript, and Special Collections Library to use this collection.
Use Restrictions
The copyright interests in 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], Warwick Baker O'Neill Records, Rare Book,
Manuscript, and Special Collections Library, Duke University.
Provenance
The Warwick Baker O'Neill Records were received by the Rare Book,
Manuscript, and Special Collections Library as a gift in 2001.
Processing Information
Processed by Ruth E. Bryan; Kate Crassons; Ann Langford; Brad Sharp;
Katy Wischow
Completed September 28, 2001
Encoded by Ruth E. Bryan
This finding aid is NCEAD compliant.
This collection is unprocessed: materials may not have been ordered
and described beyond their original condition.
[top]
Biographical Note
Advertising agency founded by John P. Warwick in 1939 in New York, N.Y. Before its closing in August 2001, the agency operated under several other names, including: Warwick and Legler (1939-1972), Warwick, Welsh and Miller (1972-1982); Warwick Advertising (1982-1988); and Warwick Baker Fiore (1988-1996).
[top]Collection Overview
New business documents and pitches (esp. 1990s-2001); case studies and
qualitative research; account planning; employee office files; memoranda,
correspondence; audio and video tapes of and storyboards for radio and
television commercials; print ads for a range of clients; and public relations
materials documenting primarily the work of Warwick Baker Fiore and Warwick
Baker O'Neill. The major campaign represented is Crafted With Pride in the USA.
Other products and clients include Driver's Mart, Westpoint Pepperell, Benjamin
Moore Paint, US Tobacco (Skoal and Copenhagen brands), Panasonic, Fruit of the
Loom, Bausch and Lomb, Bacardi, Heineken, Amstel Light, and Van Munching. Few
records survive for the company's major client, Seagram's. There are also
scrapbooks (1931-1970s), including those (1931-1938) for company precursors
Cecil, Warwick and Cecil and Cecil, Warwick and Legler; financial records
(1938-1980); 340 electronic computer documents; 176 color prints; 1
black-and-white contact sheet; 17 black-and-white prints; 189 color slides; 7
color transparencies; 14 color negative strips; 72 audiocassettes; 2 16-mm film
reels; 92 Betacam and 53 VHS videocassettes. Company executives John P. and H.
Paul Warwick are both well represented in the papers. Acquired as part of the
John W. Hartman Center for Sales, Advertising & Marketing History.
[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.
- Warwick Baker O'Neill.
- Fruit of the Loom (Firm)
- Heineken's Bierbrouwerij Maatschappij.
- Advertising agencies.
- Advertising agencies--United States.
- Advertising campaigns.
- Advertising executives--United States.
- Brand name products.
- Brand choice.
- Advertising--Brand name products.
- Brand name products--Marketing.
- Television advertising.
- Radio advertising.
- Scrapbooks.
- Machine-readable records.
- Color photographs.
- Contact sheet.
- Black-and-white photographs.
- Color slides.
- Transparencies.
- Negatives.
- Audiocassettes.
- Video cassettes.
- Motion pictures.
- John W. Hartman Center for Sales, Advertising & Marketing History.
 | List of Series in Collection | |||||||
 |  | Accession 2001-0167 | ||||||
Preliminary Description of Unprocessed Collection
Accession 2001-0167
Collection is restricted. Internal, unplublished records 15 years
old or less are closed to all researchers except former WBO'N employees or by
permission of the Director of the Hartman Center.
Collection also contains sensitive information in boxes 17-19 and
63-64. Patrons must sign a waiver concerning privacy rights.
Some of the materials in this collection are not immediately
accessible, because they require further processing or preservation before use.
Please contact Research Services staff before visiting the Rare Book,
Manuscript, and Special Collections Library to use this collection.
Processing note: box ranges denote the entire contents of original
transfer boxes. Brackets surrounding box contents denote archivist-supplied
titles. Non-bracketed titles denote either an archivist-imposed narrative
description of the contents of each box or a title given the box by Warwick
Baker O'Neill.
Box 1-3
Account planning,
1991-2000
Mainly Panasonic (massage lounger, razors and electric shavers),
hair removal products, Knorr, and PR strategy on the Internet.
Box 3-7
[Account planning,] ca. 1990s
Mainly BVD men's and boy's underwear (Fruit of the Loom), but
also RidX, Tennis Industry Association, and Amstel Light, Ogilvie, Bausch and
Lomb (Moisture Drop), and inter-office memoranda.
Box 7-14
[videotapes of TV ads],
1987-1992
(29 tapes)
Includes Filenes, Miss America Pageant, and Crafted with
Pride.
Needs more processing before use: Make use copies of
videotape.
Box 14-15
Marketing Binder; status reports,
1993-1997,materials from Marketing Forum,
1998-1999
Includes black-and-white contact sheet and 14 color
photographs.
Needs more processing before use: Sleeve photographs.
Box 15-16
Case studies and account planning; WBO'N and Chapman
Warwick agency profile and brochure;
Ad Age agency questionnaire,
report, report card, and directory,
1993-2000;
Includes Driver's Mart Used Car Mega-Stores and The Private Bank
at Bank of Boston.
Box 16
[Account planning and presentations,]
1999-2001
Includes 8 O'clock Coffee, 9 Lives, AAMCO, Avid Technology, Best
Selections.com, and Budget Rent-A-Car.
Box 17-19
Interoffice memoranda, announcements, and news releases,
1956-1980s; stock information; incorporation documents for Warwick Welsh and
Miller and Lopex Limited; legal contracts with clients, 1980s, and relating to
the acquisition by Warwick Advertising of The Thompson-Koch Co.,
1985; leases.
Contains sensitive information. User must sign release form.
Box 19-21
[Account planning and presentations] for Amstel Light,
1994-1995
Disk 001 was removed from the TV Production folder in box 19 and
its contents migrated to the Special Collections server. A disk directories log
exists. Contact a Reference Archivist.
Needs more processing before use: Resleeve black-and-white
photograph in box 21.
Box 22
[Accounts:] Van Munching and Co. and Lysol Direct,
1994-1995;and other accounts in alphabetical order
from Cayman Islands to Lexmark,
1999-2001 [continuation of box 16]
Box 23-25
[Accounts:] agreements and contracts and correspondence,
ca. 1978-1994
Includes Seagram, Western Publishing.
Interoffice binder regarding employee savings plans,
1988
Box 25-29
New Business: clients, A-N,
1998-2000
Including luxury items like liquors, Bacardi and Gran Marnier.
[Files continued in boxes 58-60.]
Disk 014 removed from Best Selections folder and migrated to the
Special Collections server. A disk directories log exists. Contact a Reference
Archivist for assistance.
Box 29-30
Warwick Advertising, Inc. Questionnaire responses
[seeking new business?],
1980-1987
Box 30-34
Crafted with Pride campaign,
ca. 1987-1992
Box 34-36
Cathy Segansky Files,
1990-1997
Mainly client files, including UST Global, Fruit of the Loom,
and rug cleaner studies.
Disks 002-013 were removed from box 34 and their contents
migrated to the Special Collections server. A disk directories log exists.
Contact a Reference Archivist for assistance.
Needs more processing before use: Make use copies of 3 video
tapes in boxes 34-35.
Box 37-39
New Business L-Y,
1998-2001
Includes NORA, Panasonic, Pilot Pen, Raynal and Cie, Teleglobe,
and Yankee Candle.
Box 39-42
Heineken Files,
1994-1995
Box 42-45
Account Planning,
1997-2000
Includes Lexmark, Bausch and Lomb, Panasonic, Amaretto, and
Knorr.
Box 46-51
New Business, L-S,
1996-1998
Includes Telingent, SNET, Project T (air travel), Reily Foods,
Prodigy, Panasonic, MSG Network, Merck, and Lightner Pharmaceuticals.
Box 52-55
New Business,
1998-1999
Includes Bermuda, Trammer Crow, Triton, Driver's Mart, expenses,
binder of all new business ads (box 53) including color slides, and Marketing
Forum material, 1998-1999.
Needs more processing before use: Resleeve color slides.
Box 55-57
New Business,
1999
Mainly Bacardi, but also Interpartners and Prodigy.
Box 58-60
New Business, O-Z,
1998-2000
Including Olsten Corporation, Pfizer, RandMcNally, Republic Bank
of New York, Sara Lee, Seagrams, Smallworld.com, and Triton. [continuation of
boxes 25-29]
Oversize clippings of advertisements moved to oversize box
148.
Box 60-65
Crafted With Pride Box #3, C. J. Brecher,
1990-1994
Includes Miss America Pageant contracts, correspondence, and
other materials.
Boxes 63 and 64 include sensitive legal materials. Patrons must
sign release form before use.
Needs further processing before use: Resleeve color and
black-and-white photographs in boxes 61 and 62 (in box 62 inside one of the red
folders).
Box 65-68
M. Lewis Files, CWP [Crafted With Pride] and WPP
[Westpoint Pepperell],
1985-1994
Also includes Fruit of the Loom.
Needs more processing before use: Resleeve color slides in box
66.
Box 69-76
Audio/video tapes: qualitative research,
1996-1998
Requires further processing before use: Make use copies of 42
VHS videotapes, 20 betacam-SP videotapes, and 52 audio cassette tapes.
Driver's Mart IDI's (Dr. Sam Cohen),
1996 June
Driver's Mart new/used cars (Winston-Salem),
1996 May
Driver's mart new cars (Minneapolis),
1996 July
Driver's Mart Auto Nation shoppers,
1997 May
Driver's Mart shoppers/buyers (Birmingham),
1997 November
Driver's Mart adv. comm. checks,
1997 November
MFS investors/advisors,
1996 June
Gleneagles: golf apparel,
1997 June
Panasonic: linear shaver,
1998 March-April
Selfcare: soy/menopause,
1998 March
Box 77-79
TV and radio advertisement storyboards,
1973-1987
Includes Benjamin Moore Paint, D-Con, Glenbrook, Stridex, and US
Tobacco smokeless tobacco brands Skoal and Copenhagen and House of Windsor
Cigars.
Box 80-83
New Business,
1997-1999
Includes clients Bausch and Lomb as well as others and other
materials including Red Book listing (1997-1998), Advertising Agency Register,
Advertising Information Services, Fact Book (1996), and Interpartners
listing.
Needs further processing before use: Reformat newspaper
clippings and make use copies of video tape in box 72.
Box 83-87
Account Planning,
1997
Includes clients BVD, Driver's Mart, Bausch and Lomb, Southern
New England Telephone, and Bacardi.
Box 87-90
Amstel and Heineken,
1993-1994
Box 90-93
Interoffice memoranda, correspondence, and expenses,
1992-1994; public relations and press releases,
Website, and active new business files,
ca. 1993-1995;and miscellaneous printed material,
1996-1997.
Box 93-98
Qualitative research, tracking studies, and advertising
planning, and billboard and radio copy tests,
1993-1998
For clients including East Coast Energy Council, Amstel Light,
Heineken, and MFS.
Also includes two 16 mm film reels:
"Red Rose Hist. Reel/Brooke Bond"
and
"Red Rose/Slim King/Artra/Torch/Steam
Room/Pool."
Film reels were removed to oversize box 171.
Box 98-103
Crafted with Pride Files [#2?],
1989-1994
Box 104-106
Heineken, Amstel Light, Van Munching and Co.,
1994-1995
Box 106-108
[Account Planning:], ad copy, qualitative research,
correspondence,
1987-1992
Includes clients American Mental Health Foundation, Benjamin
Moore Paints, Amstel Light, Heineken, and Van Munching and Co.
Box 109-112
Crafted with Pride Files, M. Monaghan,
1993-1994
Needs more processing before use: Resleeve 83 color and 8
black-and-white prints and 9 color slides in boxes 111.
Box 113-117
New Business,
1996-1998
Includes clients Fruit of the Loom, ESC Medical Systems, Au Bon
Pain, Canadian Club, Cabletron Systems, AAR,
Needs more processing before use: Resleeve 46 color prints in
box 113 and 20 color prints in box 117.
Disk 015 was removed from box 116, folder AAR Meeting on 3/5/98
and its contents migrated to the Special Collections server. A disk directories
log exists. Contact a Reference Archivist.
Folder AAR Finance October 23, 1996 was removed to oversize box
148.
Box 117
New York Business Mailing
"Walk Thru Booklet, "
1979 February
Needs more processing before use: Reformat newspaper.
Box 118-121
Red leather binders for firms Warwick and Legler,
1938-1972 and Warwick, Welsh and Miller,
1973-1980
Includes certificate of incorporation for Warwick and Legler
(1938), minutes of meetings of the Board of Directors, and contracts with
stockholders.
Box 121-132
Crafted with Pride Historical: videotapes and audio
cassette tapes,
1985-1994
Includes Miss America pageant.
Needs more processing before use: Make use copies of 40
betacam-SP and 10 VHS video tapes and 19 audio cassette tapes.
Box 133
Legal size box
375 Park Avenue Leases,
1957-1969
Berkshire Hotel and 605 Park Avenue Leases,
1971-1980
Acquisitions of stock, AA and AB,
1980
Correspondence and contracts regarding stock,
ca. 1976-1978
Benjamin Moore paint,
1973
Bausch and Lomb, undated
[From box 83]
Qualitative--Crafted With Pride, undated
[From boxes 98-103]
Beer tracking,
1995
Disaronno Amaretto,
1998
Oversize materials
Box 134
Proof books: Reguto 1 and Food from
Britain
Box 135
Proof books: Benjamin Moore/West Pt. Pepperell and
unidentified
Box 136
Proof books: Benjamin Moore and IL Ford
Crossland
Box 137
Proof books: Maybelline and Warwick
Box 138
Crafted with Pride loose ads
Needs more processing before use: Sleeve three color print
photographs.
Box 139
Color guides
Box 140
Proof book: Knorr Rit
Box 141
Proof book: Economics Lab
Box 142
Proof book: Burlington Industries
Box 143
Miscellaneous ads and pages from a proof
book
Box 144
Miscellaneous ads and an unidentified proof
book
Box 145
Proof books: CPC Interat and Chef Boyardee
Box 146
Proof books: BVD/Van Munching and Parade
1992
Box 147
Proof books: Plough and Children's Book of
Month
Box 148
Stock certificates, financial documents, and ledger
for Warwick and Legler,
1966-1973;clippings of
advertisements from box 60,
1988-2000;AAR Finance October
23, 1996 from box 116
Box 149
Proof books: Ad Council/Calvin Cooler and
Seagrams
Box 150
Proof books: Securities Group,
1980/Marta Olives and King
Cola/Coty/Prince
Box 151
Proof books: SVO (Seagram) and Seagram's 7 Crown,
1974
Box 152
Proof book and company scrapbook
Box 153
Proof books: Made in the USA and
Smithsonian
Box 154
Proof books: Parade,
1979and Berio Olive Oil/Drake America,
1980
Box 155
Proof book: Plough
Box 156
Proof book: Seagram
Box 157
Proof books: Schomacher and Tie
Box 158
Proof books: Tables Warwick and
Jockey/Rocco
Box 159
Proof book: Parade
Box 160-163
Six Warwick scrapbooks,
ca. 1950-1970
Mainly newspaper clippings.
Needs more processing before use: Scrapbooks are falling apart
and their contents are spilling out.
Box 164
Proof book: Electrasol,
1978
Box 165
Proof book: Dorothy Gray
Box 166
Proof book: Smithsonian
Box 167
Proof book: Burlington and Pagg
Box 168
John Chervoka's Press Clippings,
1980-1984
Includes WWandM profile and clippings from
1970.
Needs more processing before use: Reformat newspaper.
Box 169
1972Press clippings; Agency publicity clippings,
1931-1938
Needs more processing before use: Reformat newspaper.
Box 170
1960Press clippings;
1966-1967Press
clippings
Needs more processing before use: Reformat newspaper.
Box 171
Two 16 mm film reels:
"Red
Rose Hist. Reel/Brooke Bond"
and
"Red Rose/Slim
King/Artra/Torch/Steam Room/Pool."
[Removed from box 98]
Needs more processing before use: Make use copies.
