DACS

bloedevictor Inventory of the Victor G. Bloede Papers, 1952-1983 and undated Processed by: Richard Collier; machine-readable finding aid created by: Richard Collier The John W. Hartman Center for Sales, Advertising & Marketing HistoryDavid M. Rubenstein Rare Book & Manuscript Library Duke University Durham, N.C., USA

Aleph Number: 003450708

Machine-readable finding aid derived from XML authoring program. Date of source: January 2011Processed by Richard Collier, January 2011; finding aid encoded by Richard Collier, David M. Rubenstein Rare Book & Manuscript Library, Duke University, January 2011 Description is in English Finding aid was prepared using DACS and local Style Guide Inventory of the Victor G. Bloede Papers, 1952-1983 and undated The John W. Hartman Center for Sales, Advertising & Marketing HistoryDavid M. Rubenstein Rare Book & Manuscript LibraryDuke University Durham, North Carolina 27708-0185 USA

Descriptive Summary David M. Rubenstein Rare Book & Manuscript Library, Duke University Bloede, Victor G. Victor G. Bloede Papers, 1952-1983 and undated Material in English 1.0 Linear Feet 700 Items For current information on the location of these materials, please consult the Library's online catalog. Victor Bloede (1920-1999) was an advertising executive who served as President and Chief Executive Officer (1968-1974), and Chairman (1971-1983), of the Benton & Bowles agency. He retired in 1983. The Victor Bloede Papers span the years 1952-1983, with the bulk spanning 1962-1983, and consist primarily of speeches given during Bloede's tenure as President, then Chairman, of Benton & Bowles (B&B), as well as speeches delivered during 1973 when Bloede served as Chairman of the American Association of Advertising Agencies (AAAA or 4-A's). Also included are a portion of the autobiography of Atherton Hobler, one of the co-founders of B&B, and correspondence relating to the anticommunist newsletter Counterattack. Topics included in the speeches include corporate finances and budget performance, television commericials, advertising effectiveness, management and business ethics. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History. Administrative Information Access Restrictions

Collection 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 David M. Rubenstein Rare Book & Manuscript Library to use this collection.

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 David M. Rubenstein Rare Book & Manuscript Library.

Preferred Citation

[Identification of item], Victor G. Bloede Papers, David M. Rubenstein Rare Book & Manuscript Library, Duke University

Provenance

The Victor G. Bloede Papers were received by the David M. Rubenstein Rare Book & Manuscript Library as a gift in 2004.

Processing Information

Processed by Richard Collier, January 2011

Encoded by Richard Collier, January 2011

Accession 2004-0101 is described in this finding aid.

Descriptive sources and standards used to create this inventory: DACS, EAD, NCEAD guidelines, and local Style Guide.

This finding aid is NCEAD compliant.

Biographical Note Chronology List 1920 Jan. 31Born Victor Gustav Bloede, Baltimore, Md. 1941Graduated, University of Maryland 1943-1945Army Air Force, promoted to rank of Captain 1950Copywriter, Benton & Bowles 1955Vice President, Benton & Bowles 1968-1974President and Chief Executive Officer, Benton & Bowles 1971-1983Chairman, Benton & Bowles 1973Chairman, American Association of Advertising Agencies 1983 The Full Service Advertising Agency published Retired from Benton & Bowles 1999 Feb. 10Died, Boca Raton, Fla.

Victor Bloede is said to be the first executive from the creative side of the advertising business to become the Chief Executive Officer of a major advertising agency. He is credited with building Maxwell House coffee, Crest toothpaste, Zest soap, Pampers diapers, and Charmin tissue into major brands. Bloede also served on the Board and the Advisory Committee of the Professional Golfers Association (PGA).

Collection Overview

The Victor Bloede Papers span the years 1952-1983, with the bulk spanning 1962-1983, and consist primarily of speeches given during Bloede's tenure as President, then Chairman, of Benton & Bowles (B&B), as well as speeches delivered during 1973 when Bloede served as Chairman of the American Association of Advertising Agencies (AAAA or 4-A's). Also included are a portion of the autobiography of Atherton Hobler, one of the co-founders of B&B, and correspondence relating to the anticommunist newsletter Counterattack. Topics included in the speeches include corporate finances and budget performance, television commericials, advertising effectiveness, management and business ethics.

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.

Bloede, Victor G. (Victor Gustave), 1920-1999. American Association of Advertising Agencies. Benton & Bowles. Advertising agencies. Advertising agencies--Management. Advertising agencies--United States. Advertising agencies--United States--History. Advertising executives. Advertising executives--United States. Hobler, Atherton. John W. Hartman Center for Sales, Advertising & Marketing History. Related Material

Related material may be found in the following Hartman Center collections:

D'Arcy Masius Benton & Bowles Archives

Contents of Collection General Files, 1952 and undated 1 Atherton Hobler autobiography, Ch. 1-4, undated Counterattack newsletter and correspondence, 1952 Speeches, 1962-1983 General 1 (continued) 1962-1969(2 folders) 1962 Aug. 29, Effective Advertising. Air Express presentation 1962 June 8, Speech to Waldorf graduates 1962, Savings Bank talk 1963 July 18, Ad Age workshop 1964 Nov. 11, Experiences in Evaluating the Cumulative Effects of Advertising Campaigns. Speech to American Association of Advertising Agencies meeting 1964 Feb. 28, Speech to Southwest Council of 4-A's 1967 Mar. 23, Association of National Advertisers (ANA) TV Workshop 1967 Nov. 16, Today's Message for Tomorrow's TV Commercials. Television Bureau of Advertising talk 1968 Aug. 2, The One Thing I Would Most Like Creative People to Know. Ad Age Creative Workshop 1968 Sept. 5, Where Do We Go from Here? Pet Food Institute 1967 Sept. 12, Association of National Advertisers (ANA) 1968 Oct. 17, If I Were the Client...Getting Agency Help in Implementing Marketing Programs. National Industrial Conference Board 1969 Jan. 8, S.C. Johnson talk 1969 May 7, The Creative Scene--1969 and Beyond. Association of Canadian Advertisers 1969 May 27, The Advertising Agency of the Future. International Conference of Sales Promotion Executives 1969 Dec. 7-10, How the Agencies Look at Agency Evaluation Procedures. Association of National Advertisers 1970-1983, 1970 Apr. 15, Is There An Ad Agency in My Future? Association of National Advertisers Seminar on Television Advertising Management 1970 May 12, The Look of Advertising in the 70s. S.C. Johnson & Son International Meeting 1970 June 30, Dentsu talk 1970 Sept. 23, Advertising Business Trends. ANA Advanced Advertising Management Seminar 1970 Oct. 21, 4-A's Eastern Annual Conference 1971 Mar. 18, Interchange of Information Regarding Availability of Partial Agency Services Among 70 Larger AAAA Agencies. ANA Workshop 1971 June 7, Johnson Wax International Product Management Conference 1971 Oct. 26, Texaco Circle talk 1972 Mar. 18, The Copy Crisis: A New Look at an Old Problem. AAAA Annual Meeting 1972 May 25, Texaco Round Table 1972 Sept. 12, Talk to London clients 1974 May 17, AAAA Annual Meeting 1975 Apr. 29, Color Marketing Group 1976 June 7, International Advertising in the Mid-Seventies. American Marketing Associaton Conference 1983 Nov. 22, The Advertising Man and His Social Responsibility Benton & Bowles Shareholder Meetings 1967 Apr. 10, Untitled 1967 Aug. 21, Account Management and the Creative Process 1968 Oct. 25, Management Leadership 1969-1983, Untitled speeches Benton & Bowles Annual International Conference 1969-1982, Untitled speeches(1 of 2 folders) 2 1969-1982, Untitled speeches (continued)(2 of 2 folders) Speeches made as Chairman of AAAA 1973 Apr. 24, The Freedom to Advertise. American Newspaper Publishers Association 1973 May 30, Institute of Advertising Studies 1973 June 11, The Maturing of Madison Avenue. Association of National Advertisers 1973 Sept. 19, AAAA Financial Management Group 1973 Sept. 20, Pharmaceutical Advertising Club 1973 Oct. 2, Premium Advertising Association 1973 Oct. 15, AAAA Western Region Annual Meeting 1973 Oct. 31, AAAA Central Region Annual Meeting