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Guide to the O. Milton Gossett Papers, 1951-2004 and undated

Abstract

O. Milton Gossett was an advertising executive with Compton Advertising and Saatchi & Saatchi agencies. He was also a member of the National Advertising Review Board and conducted career workshops for college students in conjunction with the American Advertising Federation.

The O. Milton Gossett Papers span the years 1951-2004 and document Gossett's advertising career with the Compton Advertising (Compton) and Saatchi & Saatchi agencies, along with materials relating to the merger of Compton with Saatchi & Saatchi in 1982, including correspondence with Charles and Maurice Saatchi. The collection includes personal and professional correspondence, writings and speeches, company newsletters, and other printed materials. Also included are advertising proofs and tear sheets, television commercial scripts and storyboards, videocassettes, scrapbooks, clippings, photographs, and cutouts of company employees, as well as artifacts and memorabilia. In addition, there is information on the history of the Procter & Gamble Company and its major advertising campaigns, including a number of advertisements for Ivory Soap.

Descriptive Summary

Repository
David M. Rubenstein Rare Book & Manuscript Library, Duke University
Creator
Gossett, O. Milton
Title
O. Milton Gossett papers 1951-2004 and undated
Language of Material
English
Extent
14 linear feet, 2760 items
Location
For current information on the location of these materials, please consult the Library's online catalog.

Collection Overview

The O. Milton Gossett Papers span the years 1951-2004 and document Gossett's advertising career with the Compton Advertising (Compton) and Saatchi & Saatchi agencies, along with materials relating to the merger of Compton with Saatchi & Saatchi in 1982, including correspondence with Charles and Maurice Saatchi. The collection includes personal and professional correspondence, writings and speeches, company newsletters, and other printed materials. Also included are advertising proofs and tear sheets, television commercial scripts and storyboards, videocassettes, scrapbooks, clippings, photographs, and cutouts of company employees, as well as artifacts and memorabilia. In addition, there is information on the history of the Procter & Gamble Company and its major advertising campaigns, including a number of advertisements for Ivory Soap.

The collection is organized into four series: Personal Files, Administrative Files, Writings and Speeches, and Audiovisual Materials. The Personal Files Series includes personal correspondence, photographs of Gossett and his colleagues, and items relating to Gossett's international travels. Other materials document Gossett's professional life, including early resumes. Also included is a daily diary from 1960-1961. The Administrative Files Series includes corporate publications, photographs, print advertisements, television commercial scripts, storyboards, speeches, subject files, and correspondence that document Gossett's career at Compton Advertising and Saatchi & Saatchi. The Writings and Speeches Series chiefly includes speeches, written and delivered by Gossett, relating to various advertising topics. Many speeches were created as part of Gossett's American Advertising Federation workshops, and were delivered at a number of colleges and universities. Writings include magazine articles written by Gossett, as well as an introduction to an article in the Encyclopedia of Advertising and Marketing. The Audiovisual Materials Series features twenty-seven videocassettes, primarily of television commercials produced by Saatchi & Saatchi.

Large-format print materials have been removed from their original series locations and relocated to Oversize Materials. Restricted materials have also been removed from their original series locations and relocated to Restricted Materials. Relocated items have been replaced in the Detailed Description of the Collection by dummy folders enclosed in brackets.

Administrative Information

A majority of collections are stored off site and must be requested at least 48 business hours in advance for retrieval. Contact Rubenstein Library staff before visiting. Read More »

warning Access Restrictions

Collection is restricted.

Some materials pertaining to Saatchi & Saatchi are closed until 1 January 2011.

Original audiovisual materials are closed to patron use. Some use copies are available in the collection.

Researchers must register and agree to copyright and privacy laws before using this collection.

All or portions of this collection may be housed off-site in Duke University's Library Service Center. There may be a 48-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.

warning 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 David M. Rubenstein Rare Book & Manuscript Library.

Contents of the Collection

Includes personal correspondence, approximately 80 photographs of Gossett and his colleagues, and items relating to Gossett's international travels. Other materials document Gossett's professional life, including early resumes. Also included is a daily diary from 1960-1961. Arranged alphabetically.

Biographical interview, 1985
Box 1
Correspondence, 1963-1994 and undated
Box 1
Diary, 1960-1961
Box 1
Financial materials, 1985-1989
Box 1
Memorabilia, 1967-1973 and undated
Box 1
O. Milton Gossett history, 1963-1998 and undated

[Compiled by Gossett, with original folder title retained; contains an award ceremony program, clipping, magazine profile, and a "good letter file," with correspondence dated 1988-1998.]

Box 1
Philanthropy, 1995-1999
Box 1
Photographs, undated
(3 folders)
Box 1
Professional documentation, 1951-1992

[Includes early resumes and recommendation letter, recognition in Ad Daily, employment contracts, and business cards.]

Box 1

Materials document Gossett's advertising career at Compton Advertising and Saatchi & Saatchi. Company publications include Compton Digest, Compton People, and Saatchi & Saatchi's Perspectives, as well as a satirical newsletter about Saatchi & Saatchi entitled Eye Eye, and provide a glimpse into the corporate culture of these organizations. The series also features a set of 40 photographic cutouts of Compton employees that were used for client presentations. Although there is no contextual information regarding these figures available in this collection, there are several photographs in the Personal Files Series that feature Gossett surrounded by the figures. In addition, subject files primarily compiled by Gossett, as well as correspondence spanning from 1952-1998, provide background information on companies and colleagues. The series also includes a large body of advertising materials--print advertisements and television commercial scripts and storyboards--for clients including Black & White, Chase & Sanborn, El Producto, Kelly Tires, Knickerbocker Beer, Procter & Gamble, Socony Mobil Oil Company, and Tender Leaf Tea, among others. Ivory Soap is heavily represented through print advertisements, television commercial storyboards for the Ivory Girl campaign, as well as a New York City Department of Health campaign for AIDS awareness. Arranged alphabetically.

Restrictions on access: Some materials pertaining to Saatchi & Saatchi are restricted until 1 January 2011. These materials have been physically removed to Restricted Materials, Box 6, and replaced by dummy folders enclosed in brackets.

[Ivory Soap advertisements, 1951-1978 and undated, removed to Oversize Materials, Box 7]
Box 1
[Portfolios (2) of Gossett's early advertising work, 1951-1966 and undated, removed to Oversize Materials, Boxes 8-9]
Box 1
Television scripts and storyboards, 1953-1969
Box 2
Correspondence and memoranda, 1952-1998 and undated
(2 folders; 1 folder removed to Restricted Materials, Box 6)
Box 2
[Cutout figures, removed to Oversize Materials, Boxes 10-11]

[Consists of cutout images of Gossett's staff that were used for presentations.]

Box 2
[Advertising Age, 1968-1999, removed to Oversize Materials, Box 12]
Box 2
Adweek, 1986
Box 2
Compton, 1959-1993 and undated
(8 folders; 1 folder removed to Oversize Materials, Box 12)
Box 2
Saatchi & Saatchi, 1991-1995 and undated
Box 3
Madison Avenue, 1969, 1978
Box 3

[Speeches pertaining to administrative aspects of Compton Advertising. Other speeches are available in the Writings and Speeches Series]

Compton year-end sales meetings, 1967-1970
(4 folders)
Box 3
Speech for Cincinnati's District and Sales Managers Meeting, 1972
Box 3
Speech topics by Compton personnel, 1973
Box 3
Compton, 1958-1983
Box 3
Internet, 1997-2001
Box 3
Procter & Gamble, 1979-2000 and undated
Box 3
Saatchi & Saatchi, 1982-1999 and undated
Box 3
[Saatchi, Charles, 1985-1995 and undated, removed to Restricted Materials, Box 6]
Box 3
[Saatchi, Maurice, 1985-1991, removed to Restricted Materials, Box 6]
Box 3
Wax, Ed, 1982-1988
Box 3
Workshop materials, 1991-2001 and undated

[Career workshops conducted by Gossett in conjunction with the American Advertising Federation]

Box 3

Includes speeches, written and delivered by Gossett, relating to various advertising topics. Many speeches were created as part of Gossett's American Advertising Federation workshops, and were delivered at a number of colleges and universities. Writings include magazine articles written by Gossett, as well as an introduction to an article in the Encyclopedia of Advertising and Marketing. Preparatory materials such as notes and clippings accompany some of the items in this series. Arranged alphabetically by title.

Advertising Age creative workshop keynote speech, 1973
Box 4
Advertising Age presentation, 1990, 1977
Box 4
Advertising Age workshop speech, 1977
Box 4
Advertising Agency Minority Recruitment Conference (2nd annual), 1975
Box 4
Advertising Club of New York, speech to graduating class of Advertising and Marketing course, 1984
Box 4
Advertising Club seminar speech, The Tightened Belt, 1970
Box 4
Advertising Council, Un-selling Drug Mis-Use: A Total Communications Effort, 1973

[Speech written and delivered by Robert P. Keim, President, Advertising Council]

Box 4
American Advertising Federation Annual Convention, Advertising's Eternal Verities, 1978
Box 4
American Association of Advertising Agencies, Institute of Advanced Studies, 1975
Box 4
Australian Magazine Publishers Association, Women: What Do They Want from Us Now? 1978
Box 4
Book Publishers speech, 1970
Box 4
College of William & Mary, 1997-1998
Box 4
Direct Marketing Day speech, 1980
Box 4
Fisk University, 2001
Box 4
The Importance of Brands, undated
Box 4
Ithaca College, 1991
Box 4
Ithaca (Cornell?), The Brief, 1981
Box 4
Ivory Bar speech material, 1972
Box 4
Lead-in anecdotes, undated
Box 4
Magazine Publishers Association, Women: What Do They Want from Us, 1975
Box 4
McNeil University, Continuity of Advertising, or, How to Deal with 'More of the Same,' 1981
Box 4
National Center for Health Education, various speeches and talks, 1989
Box 4
Proprietary Association presentation, 1990, 1977
Box 4
Southern Methodist University (SMU), 2001
Box 4
Talk about Advertising, undated
Box 4
Trinity College, 1991
Box 4
University of Missouri-Columbia School of Journalism, 2001
Box 5
University of Texas, 1995
Box 5
University of Texas, 2001
Box 5
University of Texas, DeWitt Carter Reddick Award, 2000-2001

[In addition to the speech, the folder contains correspondence between Gossett and the University of Texas, as well as a brief biographical note about Gossett.]

Box 5
Writing Instrument Manufacturers speech, 1973
Box 5
Yale University School of Management, The Development of Advertising: Agency vs. Client, undated
Box 5
Miscellaneous speeches and speech-related materials, 1954-1985 and undated
(3 folders)
Box 5
Advertising about Advertising campaign, Time magazine, 1971
Box 5
Encyclopedia of Advertising and Marketing materials, 1973 and undated
Box 5
Questions that run through my mind when I hear that the recommended advertising budget is 'all in 30-second TV commercials, undated
Box 5
Quotations from Chairman Gossett, undated
Box 5
Selling the Client First, New York Times, 1973
Box 5
Correspondence and memoranda, 1985-1988
Box 6
Saatchi, Charles, 1985-1995 and undated
Box 6
Saatchi, Maurice, 1991-1995 and undated
Box 6
Ivory Soap, 1951-1978 and undated
Box 7
Portfolios of Gossett's early work, 1951-1966 and undated
Box 8-9
Cutout figures, undated
Box 10-11
Advertising Age, 1968-1999
Box 12
Company publications--Compton, 1971-1972
Box 12

Videocassettes primarily feature Saatchi & Saatchi commercials. Also included is a video recording from an event celebrating Gossett's 35th anniversary with Compton; several photographs of this event are available in the Personal Files Series.

Restrictions on access: Original videocassettes are closed to researchers. Use copies are available in the collection.

OR1. Gossett 35th Anniversary, 1984. Format: VHS. Use copy UC1 in Box 16.
Box 13
OR2. Original Saatchi, undated. Format: VHS. Use copy UC2 in Box 16.
Box 13
OR3. Saatchi 1982: 16 Spots, 1982. Format: VHS. Use copy UC3 in Box 16.
Box 13
OR4. Saatchi & Saatchi 2004, 2004. Format: VHS. Use copy UC4 in Box 16.
Box 13
OR5. Saatchi & Saatchi British Airways - Manhattan Landings, undated. Format: VHS. Use copy UC5 in Box 16.
Box 13
OR6. Saatchi & Saatchi Milt Gossett Advertising Hall of Fame, undated. Format: VHS. Use copy UC6 in Box 16.
Box 13
OR7. Saatchi & Saatchi New York Reel, November 2000, 2000. Format: VHS. Use copy UC7 in Box 16.
Box 13
OR8. Saatchi Classics Plus Italian Public Service Tuborg and Danone, 1992. Format: VHS. Use copy UC8 in Box 16.
Box 13
OR9. Saatchi Show Reel, undated. Format: Use copy UC9 in Box 16. Use copy UC in Box 16.
Box 13
OR10. Old Reel: Garland-Compton, undated. Format: U-matic. No use copy available (preservation issues).
Box 13
OR11. Saatchi/Compton merger, 1982. Format: VHS. Use copy UC10 in Box 16.
Box 13
OR12. Saatchi & Saatchi: Agency reel, including public service, 1995-1996. Format: VHS. Use copy UC10 in Box 16.
Box 13
OR13. Saatchi & Saatchi: Agency reel, January 2001. Format: VHS. Use copy UC10 in Box 16.
Box 13
OR14. Saatchi & Saatchi: Agency reel / Worldwide reel, 1998. Format: VHS. Use copy UC10 in Box 16.
Box 13
OR15. Saatchi & Saatchi: Business Communications: new business agency reel, July 1998. Format: VHS. Use copy UC10 in Box 16.
Box 13
OR16. Saatchi & Saatchi: Compilation reel, UK, January 1990. Format: VHS. Use copy UC11 in Box 16.
Box 13
OR17. Saatchi & Saatchi: Compilation reel, UK, September 1990. Format: VHS. Use copy UC11 in Box 16.
Box 13
OR18. Saatchi & Saatchi: International: Old Saatchi, Italy. Format: VHS. Use copy UC11 in Box 16.

[This video is a duplicate copy of OR27]

Box 13
OR19. Saatchi & Saatchi: International reel. Format: VHS. Use copy UC12 in Box 16.
Box 13
OR20. Saatchi & Saatchi: Original Saatchi. Format: VHS. Use copy UC11 in Box 16.
Box 13
OR21. Saatchi & Saatchi: Original Saatchi work: Thatcher material and show reel, 1975-1982. Format: VHS. Use copy UC13 in Box 16.
Box 13
OR22. Saatchi & Saatchi: Saatchi commercials, 1982. Format: U-matic. Use copy UC13 in Box 16.
Box 13
OR23. Saatchi & Saatchi: Saatchi reel, shown at Wake Forest, 2003-2004. Format: VHS. Use copy UC13 in Box 16.
Box 13
OR24. Saatchi & Saatchi: 'Shimmer' plus 10 good ones. Format: VHS. Use copy UC13 in Box 16.
Box 13
OR25. Saatchi & Saatchi: Staples Comm. Format: VHS. Use copy UC13 in Box 16.
Box 13
OR26. Saatchi & Saatchi Compton: New York City AIDS project/PSA, April 1987. Format: VHS. Use copy UC12 in Box 16.
Box 13
OR27. University of Illinois, March 1992. Format: U-matic. Use copy UC12 in Box 16.
Box 13
MC1-MC8. Format: Betacam SP. Created: 2007-2008.
Box 14
MC9-MC13. Format: Betacam SP. Created: 2007-2008.
Box 15
UC1-UC13. Format: DVD. Created: 2007-2008
Box 16

Historical Note

DateEvent(s)
1925 May 27Born Oscar Milton Gossett, New York, N.Y.
1943-1946Officer, United States Naval Reserve
1944Degree in mechanical engineering, Stevens Institute of Technology
1946-1947Attended Columbia University
1947-1948Attended Northwestern University Midshipman School
1949Joined Compton Advertising
1949 May 29Married Anna C. Scheid
1961Vice President, Associate Creative Director, Compton Advertising
1968President, Member of the Board of Directors, Compton Advertising
1975Chief Executive Officer, Compton Advertising
1977Chairman, Compton Advertising
1982Chairman and Chief Executive Officer, Saatchi & Saatchi Compton Worldwide, upon the merger of Compton Communications and Saatchi & Saatchi
1998Inducted into American Advertising Federation Hall of Fame
2001Received the DeWitt Carter Reddick Award
2006 Mar. 1Died, Mt. Kisco, N.Y.

Gossett was also a member of the National Advertising Review Board and conducted career workshops for college students in conjunction with the American Advertising Federation.

Subject Headings

Related Material

Related Material

Materials related to this collection may be found in other Hartman Center collections, including the Bates Worldwide Inc. Records and the J. Walter Thompson Company Advertising Vertical File. For materials relating to Procter & Gamble, see also the D'Arcy Masius Benton & Bowles Archives, the J. Walter Thompson Company Archives--Account Files Collection; Domestic Advertising Collection; and Review Board Records--and the Sheldon Sosna Papers.

Preferred Citation

[Identification of item], O. Milton Gossett Papers, David M. Rubenstein Rare Book & Manuscript Library, Duke University

Provenance

The O. Milton Gossett Papers were received by the David M. Rubenstein Rare Book & Manuscript Library as gifts in 2005 and 2007.

Processing Information

Processed by Angela McClendon, September 2006 and May 2007. Additional processing by Richard Collier, March 2008.

Encoded by Angela McClendon and Richard Collier.

Completed March 2008.

Accessions 2006-0018 and 2007-0054 are described in this finding aid.

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