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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

Collection Number
RL.00664
Title
J. Walter Thompson Company. Rena Bartos papers
Date
1960-2003 and undated bulk 1975-1991
Creator
J. Walter Thompson Company
Extent
28.0 linear feet, 11625 Items
Repository
David M. Rubenstein Rare Book & Manuscript Library
Language
Material in English

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.

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.

Restrictions on Access & Use

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

1. Speech and Presentation Series, 1960-1998 and undated

11 boxes

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.

Speeches Subseries, 1960-1998 and undated

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.

Chronological file of speeches
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

Supporting Materials Subseries, 1966-1995 and undated

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.

Graphics, 1971-1990 and undated

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
Miscellaneous
General, 1987-1990
Box 6
International, 1987-1991
(2 folders)
Box 6
Verbals/Visuals, undated
Box 6

Press files, 1966-1995 and undated

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, undated

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

ARF (Advertising Research Foundation)
Box 8
Baby boomers
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
box 9
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

2. Correspondence Series, 1971-1995 and undated

3 boxes

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
(14 folders)

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

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

3. Publications Series, 1966-1995 and undated

2 boxes

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.

Personal Publications Subseries, 1967-1995 and undated

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
Box 13
Interview transcripts, undated
(2 folders)
Box 13
J. Walter Thompson Company reports, 1967-1986
(2 folders)
Box 13
Publications, 1973-1995 and undated
1973-1984
(11 folders)
Box 13
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

4. Research Series, circa 1960-1996 and undated

14 boxes

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.

Clippings and Documents Subseries, circa 1960-1995 and undated

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
Baby boomers, 1975-1990 and undated
General, 1975-1990
Box 15
Backups, 1975-1990
Box 15
Illustrations, 1975-1989 and undated
Box 15
Barbara Bryant, 1983 and undated
(2 folders)

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

Box 15
Changes in womens lives, 1979-1981
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
Family, 1977-1990 and undated
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
Moving Target, 1976-1977
Book proposal, undated
Box 18
Page proofs, notes, chapters 1-16 and afterword, undated
Box 18
New demographics, 1976
(6 folders)
Box 19
Beyond demographics, 1984
Box 19
New demographic questions, 1984
Box 19
Understanding the New Demographics, 1984
Box 19
Over forty-nine, 1976-1991 and undated
(6 folders)
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
Trends, 1987-1995 and undated
Advertising trends, 1987-1995
Box 20
Australia, undated
Box 20
International consumer trends, 1985-1995
Box 20
Social trends, 1985-1995
Box 20
United Nations (UN)
Box 21
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
Women and society,
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
Women in:
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
Working women
Box 24
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

Published Materials subseries, 1970s-1996 and undated

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
AWNY Report
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
J. Walter Thompson Reports
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
Whirlpool Foundation Study:, 1995-1996
Box 28
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

5. Audiovisual Materials Series, 1977-1990 and undated

3 boxes

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.

Conditions Governing Access note

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
Video materials

Format: BetacamSP. Created: 2006.

Box 30
MC1-MC6, MC8
Box 30
Audio materials

Format: Audio cassette. Created: 2006.

MC9-MC10
Box 30
Video materials

Format: DVD. Created: 2006.

Box 31
UC1-UC6, UC8
Box 31
Audio materials

Format: Audio cassette. Created: 2006

UC9-UC10
Box 31
Al Stridsberg (JWT), 1985-1992
Box A1
Apres- speech thank yous, 1964-1996
Box A1
Book/ R.B. events, 1982
Box A1
C200 Council (Consortium of businesswomen founded by Katherine Graham and Christie Hefner), 1993-1995
Box A1
Congratulatory notes, 1981-1996
(3.0 folders)
Box A1
Correspondence London, Milan, France, 1980-1987
Box A1
Correspondence with Japanese women, 1978
Box A2
Cover quotes, 1988
Box A2
Do-it-yourself/Distribution, 1981
Box A2
Eli Acimen, 1995
Box A2
Family Gap articles, 1992
Box A2
Faxes sent, 1989
Box A2
The Final Word, 1987-1988
Box A2
General correspondence, 1975-1992
(3.0 folders)
Box A2
General correspondence, 1975-1992
(5.0 folders)
Box A3
Gordon Heald (Gallup), 1986
Box A3
International corresponence, 1987-1996
Box A3
International corresponence, 1987-1996
(3.0 folders)
Box A4
Jean Arachtingi (media consultant in Europe), 1990
Box A4
John McArthur (Dean, Harvard Business School), 1984
Box A4
JWT correspondence, 1975-1994
Box A4
Lamont (Monty) Greene (Wanamaker Associates), 1992
Box A4
New York Woman, 1986
Box A4
Operations Committee, 1983
Box A4
Paul Lazarsfeld Fund, 1981-1983
Box A4
Prospects, 1983-1990
Box A4
RB Book/Congratulations, 1982
Box A4
Robert Martin (Spencer Stuart and Associates), 1978
Box A5
Seminar in Mexico, 1979
Box A5
South America correspondence, 1980
Box A5
Stephen Buck (AGB Research, London), 1988-1990
Box A5
Steven Osterweis (New York University Institute of Retail Management), 1978-1984
Box A5
Ted Wilson (JWT), 1974
Box A5
WAPOR Women's Committee (World Association for Public Opinion Research), 1989-1991
(2.0 folders)
Box A5
Women's Forum, 1992
Box A5
Ad Forum, 1982
Box A5
Ad Week, 1982
Box A5
Ads that Irritate, 1981
Box A5
Advertising Age, 1982
Box A5
Advertising Research Foundation, 1985-1986
Box A5
Advertising Research Yesterday, Today, Tomorrow, 1986
Box A5
Aging in America: Current Trends & Future Directions, 1988
Box A6
AMA Journal of Marketing, 1977
Box A6
American Women Today and Tomorrow, 1977
Box A6
Anny, 1978
Box A6
Audience, 1981
Box A6
Bank Marketing, 1978
Box A6
Campbell Soup, 1989
Box A6
Carnegie Hill News, 1986
Box A6
Christian Science Monitor, 1978-1980
Box A6
Comprehension & Miscompression of Print Communications, 1987
Box A6
Esomar, 1989
Box A6
Exploring Mysterious Markets, 1979
Box A6
Focus Groups: Issues and approaches-ARF, 1985
Box A6
Harry O'Neil (Editor, Marketing Research), 1988-1991
Box A6
HBS Press on book Marketing to Women, undated
Box A6
How Consumers over Forty-nine Respond to Advertising, undated
Box A6
International Herald Tribune, 1984
Box A6
International Journal of Advertising, 1983
Box A6
Italian Youth Today, 1988
Box A6
Life Advertiser, 1976
Box A6
Marketing Communications, 1986
Box A6
Marketing Insights, 1989
Box A6
Marketing Review, 1976-1994
Box A6
Marketing Times, 1976
Box A7
Maurine Weiner Greenwald (Professor, University of Pittsburgh), essay on The Moving Target, 1997
Box A7
MORI Project: Women the New Providers (Whirlpool Foundation), 1995
(2.0 folders)
Box A7
New Demographics, undated
Box A7
New Demographics Databases, 1988
Box A7
Over 49: The Invisible Market, 1980
Box A7
Photo Review, 1989
Box A7
Point of View: Bartos Responds, 1994
Box A7
Public relations, 1980-1989
Box A7
Qualitative Research ARF 50th Anniversary, 1986
Box A7
Report- Study on Image of Women in Advertising, undated
Box A7
Revlon, demographics forecast, 1996
Box A8
Revue Francaise du Marketing, 1989
Box A8
Roper Center, 1989
Box A8
Schizophrenia article, undated
Box A8
Talking to Women, 1995
Box A8
Target: Latin America, undated
Box A8
The Travel Agent, 1982
Box A8
Valerie Free (Editor, Marketing Insights), 1991
Box A8
What Every Marketer Should Know about Women, 1978
Box A8
Women and travel, 1982
Box A8
Workin Woman Magazine, 1979
Box A8
Action implications from book, undated
Box A8
Advertising nostalgia, 1999
Box A8
Advertising Woman of the Year, 1998
Box A8
AMA (American Marketing Association), 1986-1987
Box A8
American Association of Advertising Agencies, 1987-1988
Box A8
Anna Dehavenon (activist and homeless advocate), 1994-1998
(3.0 folders)
Box A9
Anna Dehavenon publications, 1993-1994
(2.0 folders)
Box A9
Biographies of Bartos, undated
Box A9
Bob Worcester Project (MORI/Whirlpool Foundation), 1995-1996
Box A9
Butterworth Heineman (British publisher), 1989-1993
Box A10
Chapter 7: Women as Target, 1998
Box A10
Citymeals-on-Wheels the Power Lunch, 2001
Box A10
Computers/Tech, 1999
Box A10
Contracts, 1979-1993
Box A10
Deciding Vote '96, 1995
Box A10
Derived status (research), 1989
(2.0 folders)
Box A10
Diane Casper (Young/Casper Advertising), 1987-1988
Box A10
Distributed articles/speeches (digital objects), 1988
Box A10
Duke University JWT Archives, 1990
Box A10
Elayn Bernay (book collaboration proposal), 1974
Box A11
First College Graduating Class of New Millenium (Harris poll), 2001
Box A11
The Globalization of Consumer Markets Ch 9, 1991
Box A11
Health Letters, 1994-1999
(4.0 folders)
Box A11
Health Letters, 1994-1999
Box A12
Heifer Project International Wild, 2001
Box A12
Information sources, 1987 and undated
Box A12
Jane Creel (Society of Consumer Affairs), 1987-1988
Box A12
Like/dislike questions, undated
Box A12
Market Research Council, 1991-1992
Box A12
The Moving Target, undated
Box A12
New York Office telephone directory, 1987
Box A12
Paul Lazarsfeld: Qualitative Analysis, undated
Box A12
Photo prints, undated
Box A12
Research quality, 1991
Box A13
Rob Worcester articles, 1989-1991
Box A13
Scrapbook, 1987
Box A20
Senior Network, 1996-1997
Box A13
Sketch, 1982
Box A20
Telefax, 1994
Box A13
Traffic Audit Bureau, 1986
Box A13
Wapor Task Force, 1990-1994
Box A13
Women's Campaign Research Fund, 1993-1995, undated
Box A13
World Gold Council, 1990
Box A13
Advertising and Consumer: New Perspectives (speech to ACA), 1977
Box A13
Advertising and Credibility, 1984-1986
Box A13
Advertising and the Economy, 1975
Box A13
Advertising: What, why, how, 1986
Box A13
ARF Financial Research Council, 1992
Box A13
Association for Consumer Research, 1990
Box A14
Auto Industry Cleveland, 1980
Box A14
Barnard Summit-Women, Leadership and the Future, 2001
Box A14
Beyond the Cookie Cutter II, 1988
Box A14
Beyond the Cookie Cutter NYC, 1982-1984
Box A14
Beyond the Rocking Chair, 1981-1988
Box A14
Bonnie Sherk (Living Library), 1987-1996
Box A14
Car Market Dearborn, 1987
Box A14
Case history (talk on agency credibility), undated
Box A14
Challenge of Change, 1986-1988
Box A14
Challenging Our Assumptions About Marketplace, 1991
Box A14
Challenging Our Assumptions San Diego, 1986
Box A14
Challenging Our Assumptions Toronto, 1986
Box A14
Changes and Challenges, Wharton Conf, 1985-1986
Box A14
Changing Consumer, 1987-1989
Box A14
Changing Markets, 1983
Box A14
Changing Population Demographics, 1979
Box A14
Consumer Trends in the 80's, 1983
Box A15
Customer for Life Insurance, 1976
Box A15
Demographics of Older Shoppers 1 and 2 persons, 1982
Box A15
Do-it-yourself Workbook, undated
Box A15
Do we really have to make them mad to sell?, 1980
Box A15
Eric Mafuna (Black viewpoint on U.S. business presence in South Africa), 1985
Box A15
Excellence in Advertising, 1984
Box A15
Facts of Life, 1984-1987
(3.0 folders)
Box A15
Food Commodities Promotion Symposium, 1985
Box A15
Food Marketing Institute Chicago, 1985
Box A15
Fragrance Foundation Summit 2000, 1990
Box A15
The International Moving Target, 1989
Box A15
International Women's Forum, 2002-2003
Box A15
Inventory of Speeches, 1987-1989
Box A15
Kraft Montreal, 1984
Box A16
Lecture on Women and the Law, 2001
(2.0 folders)
Box A16
Marcio Moreiro: Save the Brands!, 1992
Box A16
Marketing Financial Services to Changing Customers, 1985
Box A16
Marketing Modeling Speech, 1990
Box A16
Marketing to the Pacific Rim, 1985
Box A16
Marketing to Women Around the World, 1990
Box A16
Marketing Yourself, 1989
Box A16
Media NYC, 1976
Box A16
Meeting the Cosmetic Needs of Tomorrow, 1983
Box A16
MINTS and the Savings Target (National Association of Mutual Savings Banks), undated
Box A16
Moving Markets: Trends in the 80s, 1984
Box A16
Moving Target, 1978-1989, undated
Box A16
Moving Target, 1978-1989, undated
(4.0 folders)
Box A17
Newspaper Research Council, Toronto, 1990
Box A17
Opportunities and How to Capitalize, 1976
Box A17
Over 49: The Invisible Consumer Market, 1986
Box A17
Peter Georgescu (Young & Rubicam): Back to School--Advertising as a Productivity Force, 1988
Box A17
Pre-1993 Speaking Arrangements, 1988-1989
Box A17
Proceedings "Welcome Speech," 1977
Box A17
Produce Marketing Association, 1986
Box A17
Qualitative Evaluation, 1983
Box A18
Qualitative Research, 1985
Box A18
RB Guide to Speeches/Articles, undated
Box A18
Reaching the Young Customer, 1989
Box A18
Research, Creativity and Tunnel Vision, 1973
Box A18
Searle Sales Speech, 1979
Box A18
Segmenting for Success London, 1994
Box A18
Social Change- New Markeing Opportunities, 1981
Box A18
Social Change and the Travel Marketer, 1976
Box A18
Solving the Communications Puzzle, 1984
Box A18
Speech to Hygrade FDS Ltd Montreal, 1984
Box A18
Target is Moving- The Changing Bank Customer, 1979
Box A18
Targeting the Top, 1984
Box A18
The Untapped Goldmine, 1989
Box A18
Using Census Data, 1979
Box A18
Values and Aspirations of Women in L.A., 1991
Box A18
Wharton, 1992
Box A18
Wharton Internationl Forum, 1990
Box A18
Who pipes, whp pays, who calls the tune?, 1974
Box A18
Why full-service agency?, 1973
Box A18
Women and Cars, 1976-1977
Box A18
Women's Economic Roundatble, 1998
Box A18
Women's Forum Member Research, 2000
Box A18
Women's Place (And Yours), 1973
Box A18
Working Women: The Invisible Cosumer Travel Market, 1973
Box A18
Rena Bartos, Die Rolle der Frau als Konsumentin. Harvard Business School (German version), 1991
Box A19
Rena Bartos, Marketing to Women Around the World. Uncorrected Proof. Harvard Business School Press, 1989
Box A19
Rena Bartos. The Moving Target (signed copies). Free Press, 1982
Box A19
Rena Bartos. Marketing to Women Around the World (signed copies). Harvard Business School Press, 1989
Box A19
Rena Bartos. Marketing to Women: A Global Perspective (British version). Harvard Business School/Heinemann, 1989
Box A19
Rena Bartos and Theodore F. Dunn. Advertising and Consumers: New Perspectives. American Association of Advertising Agencies, undated
Box A19
RL.00664-VHS-001. Market Research Council 75th Anniversary. Video-cassette, 2002
Box A19
RL.00664-VHS-002. Women's Economic Round Table's 20th Anniversary Business Enterprise Awards. Video-cassette., 1998
Box A19
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

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

Subject Headings

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.