Guide to the J. Walter Thompson Company. Rena Bartos Papers, 1960-1998 and undated, bulk 1975-1991
Rena Bartos worked as a marketing researcher, advertising executive, and consultant from 1960 to 1998. She directed research at the McCann Erickson advertising agency and held the position of Senior Vice President at the J. Walter Thompson Company before forming her own marketing consulting firm, The Rena Bartos Company. A pioneer in the field of marketing to women and an advocate for older adult consumers, Bartos was the recipient of numerous prestigous marketing and advertising industry awards, including the Matrix and Effie Awards. The Rena Bartos Papers consists of speeches and presentations, publications, research, and correspondence related to Bartos' career in the marketing research divisions of McCann Erickson and the J. Walter Thompson Company, spanning the years 1960-1998, with the bulk of the contents from 1975-1991. Other items in the collection include video and audio copies of speeches and presentations by Bartos, a brief history of the J. Walter Thompson Company, as well as drafts of articles and manuscripts.
- Collection Number
- J. Walter Thompson Company. Rena Bartos papers
- 1960-2003 and undated bulk 1975-1991
- J. Walter Thompson Company
- 28 Linear Feet, 11625 Items
- David M. Rubenstein Rare Book & Manuscript Library
- Material in English
The Rena Bartos Papers span the years 1960-1998, with the bulk of the material dating from 1975 to 1991. The collection documents Bartos' career through speeches and presentations, publications, correspondence, research files, slides, photographs and videotapes, while in positions at McCann Erickson, the J. Walter Thompson Company (JWT), and The Rena Bartos Company. Major topics include marketing to under-represented groups, the role of women in advertising, and Bartos' efforts to promote marketing towards women and “over forty-nine” adults. The collection is organized into five series and two indexes: Speeches and Presentations; Correspondence; Publications; Research Files; Audiovisual Materials; an Alphabetical List of Publications; and an Alphabetical List of Speech Titles
The Speeches and Presentations Series includes reading copies or scripts from speeches and presentations given by Bartos during her career. Dominant themes include the role of women in advertising, marketing to underrepresented groups such as women and people in Latin America and India, and the psychological aspects of advertising. In addition, the series includes the slides and graphics Bartos used in her speeches, as well as press clippings from her various speaking engagements.
The Correspondence Series includes business correspondence, mailings and solicitations from Bartos' career in marketing research, as well as correspondence with JWT executives, including Don Johnston and Thomas Sutton. The series also contains correspondence between Bartos and the various publishers of her written works.
The Publications Series includes copies of the articles written by Bartos for scholarly and trade publications such as The Harvard Business Review, the Journal of Advertising Research, Marketing Review, and Marketing and Research Today, either from the original periodical or in pre-print form.
The Research Series includes an extensive collection of newspaper and periodical clippings and other resources used by Bartos as supporting materials for her speaking engagements, articles, and books.
The Audiovisual Materials Series includes audio and visual recordings of promotional works for marketing campaigns, including The Moving Target. In addition, this series also includes tapes of speeches and interviews given by Bartos, some of which relate to the published article The Founding Fathers of Advertising Research.
Access to the Collection
Collection is restricted.
Original audiovisual materials are closed to patron use. 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.
Use & Permissions
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.
How to Cite
[Identification of item], J. Walter Thompson Company. Rena Bartos Papers, David M. Rubenstein Rare Book & Manuscript Library, Duke University.
Consists of copies of speeches and some working scripts (where available) for presentations and addresses delivered by Bartos between 1962 and 1998. In addition, the series also includes speeches from various JWT executives, slides and graphics used by Bartos during her presentations, and clippings and ephemera from her speaking engagements and career milestones. Series is organized into two subseries: Speeches and Supporting Materials.
Includes speeches and presentations given by Bartos during her career. A chronological list of speeches is located in Box 5. The speeches are arranged chronologically to preserve their original order; an alphabetical listing of speech titles appears at the end of the finding aid.
Includes graphics, slides, and press files from Bartos' speaking engagements. Some of the files relate to various projects and presentations that Bartos produced, but actual dates cannot be determined for many items.
Primarily statistical charts and drafts of data presentations. Arranged alphabetically.
Newspaper and periodical clippings about Bartos' career. Arranged alphabetically.
Slides for Bartos' speaking engagements. Dates cannot be accurately determined. Arranged alphabetically.
Includes correspondence and memoranda that document Bartos' involvement in a range of market research activities, including JWT's Special Markets project, marketing to women and minorities, and Bartos' own “Moving Target” project. Also included is correspondence that details the career of Joseph O'Donnell. The series is organized into two subseries: J. Walter Thompson Company Subseries and The Rena Bartos Company Subseries and chronologically therein.
Folders 1985-1987 contain information on JWT executive Joseph O'Donnell.
Sutton (1923-1994) was Executive Vice President of JWT until his retirement in 1983.
Consists of copies of newspaper and periodical articles written by Bartos during her career and various internal reports Bartos created for the J. Walter Thompson Company, including What Every Marketer Should Know About Women for The Harvard Business Review and Qualitative Research: What Is It and Where Did It Come From? for The Journal of Advertising Research. In addition, the series contains articles from various JWT Company publications documenting the history of the company, including the attempted takeover of the company by Joseph O'Donnell in 1986, and transcripts of two interviews with Bartos. The series is organized into two subseries: Personal Publications and J. Walter Thompson Company History.
Includes articles, reports and drafts written by Bartos. Arranged alphabetically. An alphabetical index of Bartos' publications appears at the end of the finding aid.
Includes articles on the attempted takeover of the J. Walter Thompson Company by Joseph O'Donnell in 1986.
Consists of newspaper clippings, periodical articles, interview transcripts, and papers published by other marketing researchers which were used by Bartos during her career. Includes page proofs and research for books and articles, including The Moving Target, Marketing to Women Around the World, Over 49: The Invisible Consumer Market and What Every Marketer Should Know About Women from The Harvard Business Review. Organized into two subseries: Clippings and Documents and Published Materials.
Newspaper clippings, magazine articles, typed reports, trade brochures and drafts of reports collected to oprovide background and context for Bartos' writings. Arranged alphabetically.
Includes articles written by marketer Barbara Bryant, of the Heritage Society.
Includes publications related to Bartos' own work, but not written by her. Arranged alphabetically.
Consists of audio and visual copies of presentations or interviews given by Bartos. Includes tape recordings of interviews from Bartos' work on The Founding Fathers of Advertising Research, promotional work and interviews, and videotaped copies of speeches given by Bartos.
Restriction Note: Originals and Reference Master copies are closed to patron use. Patrons should consult Use Copies available in collection.
Graduated Cum Laude from Rutgers University
Director of Research, McCann Erickson
Joined J. Walter Thompson as Head of Creative Research
New York Chapter of Women in Communications Matrix Award
YWCA Salute to Women in Business Award
Advertising and Consumers: New Perspectives published
The Founding Fathers of Advertising Research: A Tribute by the Advertising Research Foundation published in the Journal of Advertising Research
Named Senior Vice President at J. Walter Thompson Company
What Every Marketer Should Know About Women from the Harvard Business Review selected as a finalist for 1979 National Magazine Award
Named Advertising Woman of the Year by Advertising Women of New York
Named one of the 100 Most Important Women by Ladies Home Journal
The Moving Target: What Every Marketer Should Know About Women published
First female Chairperson of the Advertising Research Council
Named Boston Professional Chapter of Women in Communications Matrix Award
Inducted into the Market Research Hall of Fame
Retired from J. Walter Thompson to form The Rena Bartos Company
Named President of the Market Research Council
Marketing to Women Around the World published in the United States. It would later be published in Germany and Great Britain
Related materials may be found in these collections in the JWT Archives: the Albert B. Stridsberg Papers, the Thomas Sutton Papers, the Don Johnston Papers, and the Joseph O'Donnell Papers.
Click to find related materials at Duke University Libraries.
- Bartos, Rena
- Bartos, Rena. Moving target
- J. Walter Thompson Company
- J. Walter Thompson Company
- Johnston, Don
- John W. Hartman Center for Sales, Advertising & Marketing History
- McCann-Erickson Worldwide
- Sutton, Thomas (Thomas Francis)
- Advertising executives
- Aged consumers -- United States
- Advertising -- Awards
- Advertising -- Psychological aspects
- Minorities in advertising
- Marketing -- Latin America
- Market research
- Marketing -- India
- Rena Bartos Company
- Women in advertising
- Women consumers -- United States
The Rena Bartos Papers were received by the David M. Rubenstein Rare Book & Manuscript Library as a gift in 1985-1997.
Processed by Greg Johnson, February 15, 2006
Encoded by Greg Johnson
Completed March 10, 2006
Accessions 1985-1010, 1987-115, 1997-202, 1998-554 were merged into one collection, described in this finding aid.