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Guide to the J. Walter Thompson Company. Rena Bartos Papers, 1960-1998 and undated, bulk 1975-1991

Abstract

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.

Descriptive Summary

Repository
David M. Rubenstein Rare Book & Manuscript Library, Duke University
Creator
J. Walter Thompson Company.
Title
J. Walter Thompson Company. Rena Bartos papers 1960-1998 and undated bulk 1975-1991
Language of Material
English
Extent
18.6 Linear Feet, 11625 Items
Location
For current information on the location of these materials, please consult the Library's online catalog.

Collection Overview

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.

TheCorrespondence 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 Seriesincludes 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."

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.

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.

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

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.

1962-1982
(34 folders)
Box 1
1982-1984
(32 folders)
Box 2
1984-1986
(32 folders)
Box 3
1986-1990
(18 folders)
Box 4
1990-1998 and undated
(22 folders)
Box 5
Chronological list of speeches (printed list in folder), 1962-1998 and undated
Box 5
J. Walter Thompson Company executive speeches, 1960-1980s and undated
Box 5

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.

Adult trends, 1985-1987
Box 5
All titles, 1986
Box 5
Baby boomers, 1985-1987
Box 5
Canada, 1984-1987
Box 5
Challenging our assumptions, undated
Box 5
Colorless slides, 1985
Box 5
Consumer opportunities, 1986
Box 5
Credibility, circa 1985
Box 5
Detroit auto dealers, 1987-1990
Box 5
Facts of life, 1990
Box 5
International moving target, 1987
Box 5
Japan, 1980-1986
Box 5
Latin America, 1990
(2 folders)
Box 5
Marketing to women around the world, 1988
Box 5
Media, 1985-1986
(2 folders)
Box 5
Moving target, 1990
Box 5
MRB (Market Research Britain)-Great Britain, 1971-1986
Box 5
New demographics, undated
Box 6
Over 49 market, 1990
Box 6
Women, 1985-1988
(2 folders)
Box 6
General, 1987-1990
Box 6
International, 1987-1991
(2 folders)
Box 6
Verbals/Visuals, undated
Box 6

Newspaper and periodical clippings about Bartos' career. Arranged alphabetically.

Book reviews for Marketing to Women Around the World, 1988-1991
(4 folders)
Box 6
Brazil, 1980, 1989
(2 folders)
Box 6
Effie Awards, 1976-1995
Box 6
Press files, 1966-1973
(7 folders)
Box 6
Press files, 1974-1987
(17 folders)
Box 7
Press files, 1988-1995 and undated
(7 folders)
Box 8

Slides for Bartos' speaking engagements. Dates cannot be accurately determined. Arranged alphabetically.

ARF (Advertising Research Foundation)
Box 8
Media
Box 8
Products
Box 8
Extras
Box 8
Changing face of fashion
Box 8
Credibility
Box 8
Detroit
Box 8
ERA (Equal Rights Ammendment)
(2 folders)
Box 8
None
Box 9
Facts of life
(3 folders)
Box 9
Financial
Box 9
JWT Board Meeting, 5, November 1982
Box 9
Marketing to women around the world
(2 folders)
Box 9
Media
Box 9
Miscomprehension I
Box 9
Miscomprehension II
Box 9
Over forty-nine
(2 folders)
Advertising imagery
Box 9
Extras
(2 folders)
Box 10
Pacific Rim
Box 10
Physical fitness
Box 10
Research and development presentation
Box 10
Scottsdale
Box 10
Weight concern
Box 10
Women
(2 folders)
Box 10
Women and the car market
Box 10
Miscellaneous
(2 folders)
Graphs
Box 10
Updates
Box 10
Verbals
(3 folders)
Box 11
Visuals
(7 folders)
Box 11

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.

1971-1977
(24 folders)
Box 11
1978-1987

Folders 1985-1987 contain information on JWT executive Joseph O'Donnell.

(14 folders)
Box 12
1981-1995 and undated, Correspondence with Tom Sutton

Sutton (1923-1994) was Executive Vice President of JWT until his retirement in 1983.

Box 12
1988-1991
(6 folders)
Box 12
1992-1995 and undated
(3 folders)
Box 13

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.

Drafts, undated
Interview transcripts, undated
(2 folders)
J. Walter Thompson Company reports, 1967-1986
(2 folders)
1973-1984
(11 folders)
1985-1995 and undated
(8 folders)
Box 14
Annual reports, 1970-1979
Box 14
Articles relating to company history, 1966-1987

Includes articles on the attempted takeover of the J. Walter Thompson Company by Joseph O'Donnell in 1986.

Box 14
Newsletters, 1966-1986
(3 folders)
Box 14
Photographs, undated
(2 folders)
Box 14

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.

AAAA (American Association of Advertising Agencies) advertising careers, 1960 and undated
Box 15
Advertising and women, 1978-1995 and undated
(2 folders)
Box 15
Aging, 1978-1980 and undated
Box 15
American consumers, 1977-1982
Box 15
Attitudes towards advertisers, undated
Box 15
General, 1975-1990
Box 15
Backups, 1975-1990
Box 15
Illustrations, 1975-1989 and undated
Box 15
Barbara Bryant, 1983 and undated

Includes articles written by marketer Barbara Bryant, of the Heritage Society.

(2 folders)
Box 15
General, 1979-1980
(2 folders)
Box 15
Phenomenon of women's work, 1979-1981
Box 15
Types of women's work, 1979-1981
(4 folders)
Box 16
Why women work, 1979-1981
Box 16
Will it continue, 1980-1981
Box 16
Children, 1977-1980
Box 16
Cohabitation and other alternatives to marriage, 1977-1980
Box 16
Corporate women, 1983-1988 and undated
(2 folders)
Box 16
Divorce, 1977-1980
Box 16
Doyle Dane study, 1979
Box 16
ERA (Equal Rights Ammendment), 1980-1981 and undated
(3 folders)
Box 16
Ethnic markets, 1983-1988 and undated
Box 17
General, 1977-1980
Box 17
American family, 1985-1990
Box 17
Family and work, 1988-1990
(2 folders)
Box 17
Food habits of Far Eastern children, undated
Box 17
Glass ceiling, circa 1985-1993
(2 folders)
Box 17
Hispanic marketing, 1989 and undated
Box 17
Ideal lifestyle questions, 1983
Box 17
Impact of working women, 1986-1989 and undated
Box 17
Marriage, 1977-1980 and undated
Box 17
Men, 1987-1992 and undated
Box 17
Miscomprehension, 1980-1987 and undated
(2 folders)
Box 18
Book proposal, undated
Box 18
Page proofs, notes, chapters 1-16 and afterword, undated
Box 18
Beyond demographics, 1984
Box 19
New demographic questions, 1984
Box 19
Understanding the New Demographics, 1984
Box 19
Illustrations, undated
Box 19
Media analysis, 1976-1991
Box 19
Partnership adjustments, 1977-1980 and undated
Box 20
Partnership husbands, undated
Box 20
Pre-Testing, undated
Box 20
Professional women and men, 1993
Box 20
Sex role: stereotypes, 1988-1992
(2 folders)
Box 20
Social class: husband attitudes, undated
Box 20
Status of women, 1989-1994 and undated
(4 folders)
Box 20
Teens, 1988-1992 and undated
Box 20
Advertising trends, 1987-1995
Box 20
Australia, undated
Box 20
International consumer trends, 1985-1995
Box 20
Social trends, 1985-1995
Box 20
Women, 1974
Box 21
Women in Latin America, 1988-1989
(2 folders)
Box 21
What it means to marketers, 1976-1981 and undated
(6 folders)
Box 21
Why women work, 1978-1981 and undated
Box 21
Women and advertising, 1978-1982
(3 folders)
Box 22
Women and media, 1985-1992
(2 folders)
Box 22
Women and politics, 1985-1992
Box 22
Authority figures, 1977-1980
Box 22
Corporate, 1978-1980
Box 22
Currently unassigned, 1977-1981
Box 22
Future, 1977-1980
Box 22
How they see their lives, 1980
Box 22
Life cycle, 1977-1980
Box 22
Media, 1980
Box 22
Politics, 1978-1980
(2 folders)
Box 22
Women at work, 1974
(3 folders)
Box 22
Women entrepreneurs, 1986-1992
Box 23
Women industry, 1977-1981
Box 23
Afghanistan, undated
Box 23
Africa, undated
Box 23
Canada, 1988-1993
Box 23
China, 1992
Box 23
Great Britain, 1976-1990
Box 23
Italy, 1987
Box 23
Ireland, 1990-1993
Box 23
Japan, 1988-1995
Box 23
Latin America, 1986-1988
Box 23
Russia, 1989
Box 23
Scandinavia, 1985-1991
Box 23
Spain, 1989
Box 23
Women's aspirations, undated
Box 23
Women's City Club of New York, 1988-1993
Box 23
Women's market, 1986-1989
Box 23
Women's movement, 1985-1989
Box 23
Women's role, 1974
Box 23
Australia, 1974
Box 24
Austria, 1974
Box 24
Belgium, 1974
Box 24
Brazil, 1970s
Box 24
Correspondence, 1970
Box 24
Denmark, 1974
Box 24
General, 1970s-1990s
(2 folders)
Box 24
International Overview, 1974 and undated
Box 24
Italy, 1973-1974
Box 24
Japan, 1968-1974
Box 24
Product Use, 1970s
Box 24
South Africa, 1974
Box 24
Sweden, 1974
Box 24
United Kingdom, 1974
Box 24
Miscellaneous, 1970s-1990s
Box 24
Miscellaneous, 1970-1992
(1-2 of 9 folders)
Box 24
Miscellaneous, 1970-1992
(3-9 of 9 folders)
Box 25

Includes publications related to Bartos' own work, but not written by her. Arranged alphabetically.

1990s and Beyond, 1990
Box 25
1977 Yankelovich Special Report, 1977
Box 25
Advertising for Women Under 49: Six TV Commercials, 1983
Box 25
American Women in International Women's Year, 1975
Box 25
Arab as Consumer: Arab Attitudes on Trade and the Advertising Media, undated
Box 25
A Study of Women and Men in the Advertising/Communications Industry, 1993
Box 25
Press Coverage on The AWNY Report as of June 7,1993, 1993
Box 25
Cleo Three S Report on Self, Status and Sexuality, undated
Box 26
Cosmopolitan Report on the Changing Life Course of American Women, (vol. 1-3), 1985-1987
Box 26
Creative Approach Test, undated
Box 26
Decade of Women: A Ms. History of the Seventies in Words and Pictures, 1980
Box 26
Esquire: A Celebration of the New American Woman, 1984
Box 26
Gallup Study of Attitudes Towards Advertising, 1978
Box 26
Global Dynamics-Glass Ceiling: Perception or Reality, undated
Box 26
J.D. Power and Associates 1996 Media Power Report, 1996
Box 26
Ladies Home Journal American Woman Survey, 1992
Box 27
Advertising in Black America, 1970s
Box 27
Advertising to Women: The Impact of Employment and Life-Style on the Media Behavior of Women, 1970s
Box 27
Creative Development Program, 1970s
Box 27
Crisis in Branding, 1978
Box 27
Communications Capability of J. Walter Thompson Company, 1970s
Box 27
Communications Research Viewpoint on Concept Testing, 1970s
Box 27
Do-It-Yourself Workbook for Developing a Moving Target Presentation, 1970s
Box 27
Exploration of the Attitudes of Marine Wives Towards the Marine Wives Retention Booklet, 1973
Box 27
Special Markets Group, circa 1971
Box 27
Roper Reports Index, 1973-1986, 1986
Box 27
Virginia Slims American Women's Opinion Poll, 1980-1990
Box 27
Women, New Priorities, 1995
Box 28
Women, New Providers, 1996
Box 28
Woman's Place: Changing Place of Women in Britain, 1986
Box 28
Women, Work, and Markets of the 80's, 1979
Box 28
Women's Campaign Research Fund: Women Leaders for a Change, 1970s
Box 28
Working Women 1980-1985: An Emerging Market, circa 1980
Box 28
Working Women, April 1972, 1972
Box 28
Working Women, Social Values Perspectives, 1980
Box 28
Working Woman Study, 1985
Box 28
Working Woman Study: Cities Edition, undated
Box 28

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.

OR1. Aging Project, 1983. VHS.

Use Copy UC1 in Box 31.

Box 29
OR2. Rio de Janeiro, 1980. VHS.

Use Copy UC2 in Box 31.

Box 29
OR3. Founding Fathers of Research, undated. VHS.

Use Copy UC3 in Box 31.

Box 29
OR4. The Moving Target, 1977. VHS.

Use Copy UC4 in Box 31.

Box 29
OR5. Women Say the Darndest Things, 1983. VHS.

Use Copy UC5 in Box 31.

Box 29
OR6. Breakfast Speaker, 1990. VHS.

Use Copy UC6 in Box 31.

Box 29
OR7. Images of Women in Advertising, 1989. VHS-M.

No Use Copy available.

Box 29
OR8. WPP Group Plc, undated. VHS.

Use Copy UC8 in Box 31.

Box 29
OR9. Women Talk Business, 1990. Cassette.

Use Copy UC9 in Box 31.

Box 29
OR10. Marketing to Women Around the World, 1989. Cassette.

Use Copy UC10 in Box 31.

Box 29

Format: BetacamSP. Created: 2006.

MC1-MC6, MC8
Box 30

Format: Audio cassette. Created: 2006.

MC9-MC10
Box 30

Format: DVD. Created: 2006.

UC1-UC6, UC8
Box 31

Format: Audio cassette. Created: 2006

UC9-UC10
Box 31
Ads That Irritate May Erode Trust in Advertised Brands, 1981,
Box 13
Beyond Derived Status, 1986,
Box 14
Beyond the Cookie Cutters, 1981,
Box 13
Challenging Our Assumptions, 1986,
Box 14
Cinq tendences qui détermineront le marketing et la publicité dans les années 90, 1989,
Box 14
Consumer View of Advertising--1974, 1975,
Box 13
Exploring Mysterious Markets, 1979,
Box 13
Founding Fathers of Advertising Research (with Arthur S. Pearson), 1977,
Box 13
Founding Fathers of Advertising Research, 1986,
Box 14
Future of the Advertising Agency Research Function, 1974,
Box 13
How to Advertise to Women, 1995,
Box 14
Insight on Selling the Working Woman, 1976,
Box 13
International Advertising: Consumers, the Moving Target, 1984,
Box 13
International Demographic Data? Incomparable! 1989,
Box 14
Keeping Up With Changing Life Cycles, 1978,
Box 13
Marketing Research: The Moving Target, 1976,
Box 13
Moving Target, circa 1974,
Box 13
Moving Target: Customer for Life Insurance, 1976,
Box 13
Moving Target: The American Consumer 1970-1990, circa 1978,
Box 13
Moving Target: The Impact of Women's Employment on Consumer Behavior, 1977,
Box 13
New Woman, 1985,
Box 14
Over 49: The Invisible Consumer Market, 1980, 1983,
Box 13
Over 49: The Invisible Consumer Market, 1993,
Box 14
Qualitative Research: What It Is and Where It Came From, 1985-1986,
Box 14
Quiet Revolution, 1989,
Box 14
Report of a Study Conducted on the Image of Women in Advertising, undated,
Box 13
Research, Creativity, and Tunnel Vision, undated,
Box 14
Target is Moving, 1975,
Box 13
Target is Moving: The Changing Bank Customer, 1978,
Box 13
Target: Latin America--The Changing Consumer Marketplace, undated,
Box 13
What About the Consumer Who Brushes His Teeth With Shampoo? 1984,
Box 13
What Every Marketer Should Know About Women, 1978, 1983,
Box 13
What Women Like, and Don't Like, In Ads, 1982,
Box 13
Why Do You Work? 1979,
Box 13
Women and Advertising, 1983,
Box 13
Women and Travel, 1982,
Box 13
Women As a Moving Target: Will It Continue? undated,
Box 14
Women: A Missed Mega Market? 1989,
Box 14
Women's Forum, Inc.: The First 15 Years, 1990,
Box 14

Acceptance Speech, Market Research Council, 1989,
Box 4
Advertisers and Consumers--New Perspectives, 1977,
Box 1
Advertising and Credibility, 1984,
Box 2
Advertising and Credibility, 1986,
Box 3
Advertising and the Economy, 1975,
Box 1
Advertising Research... What Should Be Measured? 1981,
Box 1
Advertising: What...Why... How..., 1986,
Box 3
Attitude of Mothers and Young Children Toward Toy Purchases and Toy TV Commercials, 1962,
Box 1
Beyond the Cookie Cutter, 1984,
Box 3
Beyond the Cookie Cutter, II, 1988,
Box 4
Beyond the Rocking Chair, 1981,
Box 1
Beyond the Rocking Chair, 1988,
Box 4
Challenge of Change, 1986, 1988,
Box 4
Challenging Our Assumption, 1986,
Box 3
Challenging Our Assumptions About the Marketplace, 1990, 1992,
Box 5
Changes and Challenges, 1985, 1986,
Box 3
Changing Consumer Marketplace: Five Trends That Will Redefine Marketing and Advertising, 1987, 1988,
Box 4
Consumer Behavior During Inflationary Times: Panel Discussion, 1981,
Box 1
Consumer Profile of the 1980s, 1980,
Box 1
Consumer Trends in the United States, 1989,
Box 4
Customer for Life Insurance: A Moving Target, 1976,
Box 1
Demographic and Social Trends in North America, 1990,
Box 4
Demographics of Older Shoppers, 1982,
Box 2
Do We Really Have to Make Them Mad to Sell Them? 1980,
Box 1
Does Social Research Have Real Value in Marketing Decsions? 1982,
Box 2
Effect of Changing Population Demographics on the Data Collection Profession, 1979,
Box 1
Excellence in Advertising: Today and Tomorrow, 1984,
Box 3
Exploration of Food Habits and Attitudes of Far Eastern Students, 1972,
Box 1
Facts of Life, 1982, 1984,
Box 2
Facts of Life: The Changing Consumer Marketplace, 1985,
Box 3
Facts of Life: The Changing Consumer Marketplace, 1986, 1987,
Box 4
Facts of Life: The Changing Supermarket Shopper, 1985,
Box 3
Facts of Life: The Changing Supermarket Shopper, 1986,
Box 4
Home Economics, 1977,
Box 1
Honoring Women's Impact on the Economy: Yesterday and Today, 1998,
Box 5
International Moving Target: The Changing Role of Women Around the World, 1987,
Box 4
Keeping Pace with the Changing Women's Market Around the World, 1990,
Box 4
Marketing Financial Services to Changing Customers, 1985,
Box 3
Marketing the ERA, undated,
Box 5
Marketing to the Pacific Rim, 1985,
Box 3
Marketing to Women Around the World, 1988-1990,
Box 4
Marketing to Women in Canada and the United States, 1990,
Box 4
Marketing Yourself, 1989,
Box 4
Matrix Award Acceptance Speech, 1986,
Box 3
Meeting the Cosmetic Needs of Tomorrow's Consumers: Changing Demographics and Changing Attitudes, 1983,
Box 2
Moving Target, 1978-1980,
Box 1
Moving Target, 1982-1983,
Box 2
Moving Target: A New Look at the Consumer Marketplace, 1983,
Box 2
Moving Target: A New Look at the Consumer Marketplace, 1984-1985,
Box 3
Moving Target: Consumer Trends in the 1980s, 1983-1984,
Box 2
Moving Target: The Changing Customer for Financial Services, 1985,
Box 3
Moving Target: The Changing Women's Market, 1978,
Box 1
Moving Target: The Changing Women's Market, 1982,
Box 2
Moving Target: The Influence of Women's Employment on Consumer Behavior, 1977,
Box 1
Moving Target: The Women's Car Market, 1987,
Box 4
Moving Target: What Every Marketer Should Know About Women, 1989,
Box 4
Moving Target--Changing Demographics--Changing Attitudes, 1983-1984,
Box 2
Opportunites, 1982,
Box 2
Opportunities and How to Capitalize on Them, 1976,
Box 1
Over 49, 1984,
Box 3
Over 49: The Invisible Consumer Market, 1986,
Box 3
Overview: Setting the Context, 1989,
Box 4
Perspectives on Women in Their Consuming Roles: The Moving Target, 1990,
Box 4
Presentation of Market Research Hall of Fame to Henry Brenner, 1992,
Box 5
Qualitative Research: What It Is and Where It Came From, 1985,
Box 3
Reaching The Moving Target, 1992,
Box 5
Reaching the Young Customer: A Strategy for Success in the Nineties, 1989,
Box 4
Remarks at Memorial Service to Honor Dr. Ernest Dichter, 1992,
Box 5
Research Creativity and Tunnel Vision, 1973,
Box 1
Savings Market, undated,
Box 5
Seminar on Marketing to Women Around the World, 1989,
Box 4
Social Change and the Travel Marketer, 1976,
Box 1
Social Change Means New Marketing Opportunities, 1981,
Box 1
Social Trends of the 80s, 1980,
Box 1
Solving the Communications Puzzle, 1984,
Box 2
Some Observations on Gender in Advertising, 1990,
Box 4
Systems Approach to Research, 1964,
Box 1
Target is Moving--The Changing Bank Customer, 1978,
Box 1
Targeting the Top, 1984,
Box 2
Trends in American Advertising, 1972,
Box 1
Tribute to Ruth Whitney, 1993,
Box 5
Use of Qualitative Evaluation: Problems, Pitfalls, and Potentials, 1983,
Box 2
Use of the 1976 Survey of Income and Education, 1978,
Box 1
Using Census Data, 1979,
Box 1
Welcome from the Chairwoman, 1977,
Box 1
Who Pipes, Who Pays, and Who Calls the Tune--The Agency Viewpoint, 1973,
Box 1
Who Pipes, Who Pays, Who Calls the Tune? 1974,
Box 1
Why a Full Service Industry? 1973,
Box 1
Woman's Place (And Yours): A Changing Market, 1973,
Box 1
Women as a Moving Target, 1978,
Box 1
Women's Car Market: A Moving Target, 1990,
Box 4
Working Woman Audience: The Moving Target, 1976,
Box 1
Working Women: The Invisible Consumer Travel Market, 1973,
Box 1

Historical Note

DateEvent(s)
1939Graduated Cum Laude from Rutgers University
1964-1966Director of Research, McCann Erickson
1966Joined J. Walter Thompson as Head of Creative Research
1975YWCA Salute to Women in Business Award
New York Chapter of Women in Communications Matrix Award
1976Advertising and Consumers: New Perspectives published
1977Named Senior Vice President at J. Walter Thompson Company
The Founding Fathers of Advertising Research: A Tribute by the Advertising Research Foundation published in the Journal of Advertising Research
1978What Every Marketer Should Know About Women from the Harvard Business Review selected as a finalist for 1979 National Magazine Award
1979Named Advertising Woman of the Year by Advertising Women of New York
1982The Moving Target: What Every Marketer Should Know About Women published
Named one of the 100 Most Important Women by Ladies Home Journal
1983First female Chairperson of the Advertising Research Council
1985Named Boston Professional Chapter of Women in Communications Matrix Award
1987Inducted into the Market Research Hall of Fame
Retired from J. Walter Thompson to form The Rena Bartos Company
1989Marketing to Women Around the World published in the United States. It would later be published in Germany and Great Britain
Named President of the Market Research Council

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Related Material

Related Material

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.

Preferred Citation

[Identification of item], J. Walter Thompson Company. Rena Bartos Papers, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

Provenance

The Rena Bartos Papers were received by the David M. Rubenstein Rare Book & Manuscript Library as a gift in 1985-1997.

Processing Information

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.

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