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Guide to the J. Walter Thompson Company. Penney P. Burnett Papers, 1973-1987

Abstract

Founded in 1864, the J. Walter Thompson Company (JWT) is one of the largest and oldest enduring advertising agencies in the United States. Penney P. Burnett held the position of senior consultant for JWT and managed investor relations. The Penney P. Burnett Papers cover the years 1973-1987, with the bulk of material dating 1984-1986, years during which she worked for the J. Walter Thompson Company (JWT) as a consultant for investor relations. The collection primarily consists of memoranda, financial reports, organizational charts, surveys, marketing plans, stock exchange reports, annual meeting agendas, presentation speeches and layouts, news releases, cassette tapes of annual meetings, and newspaper and magazine articles concerning JWT. Materials pertain to investments and acquisitions made by JWT in the United States, Europe, Australia, Asia, and South Africa. The collection also includes material pertaining to JWT subsidiaries as well as other companies, including: Gray and Company; Goldman Sachs; Hill and Knowlton Inc.; Lord, Geller, Federico and Einstein (LGFE); Morgan Stanley; Simmons Market Research Bureau (SMRB); Paine Webber; Shearson Lehman Brothers; and Wertheim Schroder. In addition to these materials are correspondences and files relating to JWT executives including Don Johnson and Joseph O'Donnell. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.

Descriptive Summary

Collection Number
RL.00669
Title
J. Walter Thompson Company. Penney P. Burnett papers
Date
1973-1987
Creator
J. Walter Thompson Company
Extent
10 Linear Feet, 7000 Items
Repository
David M. Rubenstein Rare Book & Manuscript Library
Language
Material in English

Collection Overview

The Penney P. Burnett Papers cover the years 1973-1987, with the bulk of material dating 1984-1986, years during which she worked for the J. Walter Thompson Company (JWT) as a consultant for investor relations. The collection primarily consists of memoranda, financial reports, organizational charts, surveys, marketing plans, stock exchange reports, annual meeting agendas, presentation speeches and layouts, news releases, cassette tapes of annual meetings, and newspaper and magazine articles concerning JWT. Materials pertain to investments and acquisitions made by JWT in the United States, Europe, Australia, Asia, and South Africa. The collection also includes material pertaining to JWT subsidiaries as well as other companies, including: Gray and Company; Goldman Sachs; Hill and Knowlton Inc.; Lord, Geller, Federico and Einstein (LGFE); Morgan Stanley; Simmons Market Research Bureau (SMRB); Paine Webber; Shearson Lehman Brothers; and Wertheim Schroder. In addition to these materials are correspondences and files relating to JWT executives including Don Johnson and Joseph O'Donnell.

Arrangement

The Collection is arranged into eight series: General Office Files; Meetings and Presentations; News Releases; Printed Documents; Binders and Reports; Audio Material; Plaques; and Oversize Material. General Office Documents include correspondences related to financial, organizational and planing aspects of JWT, company mergers, and company and employee stock investments both domestic and international. Also included are materials pertaining to JWT offices and subsidiaries in Europe, Great Britain, South Africa, China and Australia. Meetings and Presentations contain memoranda, reminders, agendas, presentation layouts that include slide documentation, scripts of speeches, notes and other documents relating to meetings of JWT committees, groups, managers and staff. News Releases contain statements published by JWT and subsidiary companies that involved company mergers, executives and other employees, and company quarterly reports. Printed Documents contain published material including magazine covers, articles, slides from presentations, and posters. Binders and Reports include manuals, yearly financial material, and fact books. Audio Material consist of audiocassettes of annual meetings. Plaques contains a plaque from the Pacific Stock Exchange Inc. Oversize Material contains large format items that were removed from previous series.

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 open for research.

However, original audiovisual materials are closed to researchers until Use Copies can be made. Contact Research Services for more information.

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. The library may require up to 48 hours to retrieve these materials for research use.

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. General Office Documents, 1973-1987

6 boxes

Includes correspondence related to financial, organizational and planing aspects of JWT, pertaining to company mergers and company and employee stock investments. Also included are files on JWT international activities in Europe, Great Britain, South Africa, China and Australia.

Ad Age Survey, 1984-1987
(3 folders)
Box 1
Award, 1986
Box 1
Barrons, 1986
Box 1
Broadcasting, 1985
Box 1
Brouillard Communications, 1985-1986
Box 1
Call reports, 1986
(3 folders)
Box 1
China, 1985

[Observations on economics and politics within the Republic of China on JWT companies located in Japan, Hong Kong, Beijing.]

Box 1
JWT Chairman Letter Issues 2-4, 1983
Box 1
Competition, 1985-1986
(3 folders)
Box 1
Distribution lists, 1983-1985
Box 2
EAI release, 1985

[Agreement with management of three agencies remaining in the EAI network to sell their agencies back to them and discontinue the EAI networks.]

Box 2
Electric media updates, 1985
Box 2
JWT Europe, 1986-1986
Box 2
Europe Commercial Paper Program, 1986
Box 2
Executive committee, 1986
Box 2
Financial Fact Book, 1984
Box 2
First Manhattan Capital Management, 1986
Box 2
Germany, 1985

[Charts indicating the development of German offices in Hamburg.]

Box 2
Gray and Company, 1985-1986
(2 folders)
Box 2
Golden Sachs, 1986-1987
Box 2
Hill and Knowlton, 1985-1987
(2 folders)
Box 2
Investment proposals, Group board of Directors, 1984-1985
Box 2
Investment proposals, Group executive committee, 1985
Box 2
Investor relations, 1986
Box 2
Investor relations, Executive committee, 1986
Box 2
Investor relation plans, 1985
Box 2
Investor relation programs, 1984-1985
Box 2
J. Walter Thompson annual reports, 1986
Box 2
J. Walter Thompson board of directors meeting minuets, 1986
Box 2
J. Walter Thompson Company, 1986
Box 2
J. Walter Thompson communications background, 1978-1979
Box 2
J. Walter Thompson communication guidelines, 1973-1979
(2 folders)
Box 2
J. Walter Thompson Group, 1986-1987

[Includes research briefs and photocopied articles.]

Box 2
J. Walter Thompson Group disclosure policy, 1981
Box 2
J. Walter Thompson stocks, 1983
Box 3
J. Walter Thompson USA, 1984-1985

[Includes photocopied news paper articles, and financial reports for JWT companies within the United States.]

Box 3
Laidlaw Adams and Peck Inc., 1985
Box 3
London Stock Exchange, 1981-1983
(3 folders)
Box 3
Lord, Geller, Federico, Einstein, Inc., 1984-1986
Box 3
Management assessment, 1986
Box 3
Morgan Stanley, 1986
Box 4
MRB Group, 1986-1987
(2 folders)
Box 4
Management news, 1985
Box 4
New American consumer, 1986
Box 4
New business, 1985-1987
(3 folders)

[Includes book of succession of new managers, clients, account, markets, gains and losses and changes within company. Also includes photocopied news paper articles and annual reviews.]

Box 4
New York Stock Exchange, 1986-1987
Box 4
O'Donnell, Joseph, 1987
(4 folders; 1 folder removed to Oversize Materials)
Box 4
Offices, 1985
Box 4
Pacific Stock Exchange, 1985
Box 4
Paine Webber news letter, 1986
Box 4
Policy, 1985
Box 4
Professional Incentive Plan (PIP), 1985
Box 5
Press clippings, 1984-1985
Box 5
Press relations, 1985
Box 5
Procedures, 1986
Box 5
Professional developments, 1985
Box 5
Shearson Lehman Brothers, 1987
Box 5
Simmons Market Research Bureau (SMRB), 1986
Box 5
Security and Exchange, 1979-1986
(1-8 of 11 folders)

[Contains analyst reports, recommendations and concerns, stock reviews, memoranda, media billing break downs, notes of discussions, surveys, progress reports, industry notes, permissions requests, and brokerage reports from JWT and subsidiary companies. All previously listed items are in chronological order by year and month.]

Box 5
Security and Exchange, 1986-1987, (continued)
(9-11 of 11 folders)
Box 6
South Africa, 1984-1986
(3 folders)

[Includes booklet with JWT statement of principles regarding Apartheid in South Africa. Also included is a photocopy of a poster for advertising in South Africa (both poster and statement of principles are located with Oversized Material) and newspaper articles with both positive and negative reactions to advertising in South Africa during Apartheid.]

Box 6
Stock review, 1985
Box 6
Thompson Recruitment, 1985
Box 6
Wertheim Schroder, 1985-1986
Box 6
Wood Gundy, 1986
Box 6
Wall Street transcripts, 1980-1981
Box 6

2. Meetings and Presentations, 1985-1987

3 boxes

Includes memoranda, reminders, agendas, presentation layouts that include slide documentation, scripts of speeches, notes and other documents relating to meetings of JWT committees, groups, managers and staff.

Analysts meeting, 1986
Box 7
Annual stock holders meeting, 1986
Box 7
Atlanta security analysts meeting, 1985
(2 folders)
Box 7
Boston security analysts meeting, 1985
Box 7
Boston analysts meeting, 1984
Box 7
California meeting/presentation, 1985
Box 7
Chicago financial analysts presentation, 1985
Box 7
Gray and Company stock holders meeting, 1986
Box 7
Growing Through Leadership Presentation, 1986
Box 8
JWT annual meeting, 1986
Box 8
JWT annual meeting notice, 1980-1984
Box 8
JWT annual meeting presentation, 1984
Box 8
JWT annual stock holders meeting, 1984-1985
(2 folders)
Box 8
JWT stock holders and clients meeting, 1986
Box 8
JWT New York analyst meeting, 1987
Box 8
JWT annual meeting, 1987
Box 8
New York analysts meeting, 1986
Box 8
New York City security analysts meetings, 1982-1985
(5 folders)
Box 8
Paine Webber conference, 1985
Box 8
Paine Webber Inc. Year of Transition presentation, 1986
Box 9
Paine Webber Inc. research analysts, 1986
(4 folders)
Box 9
Security analyst meeting, 1983
Box 9
Wertheim breakfast, 1985
Box 9
Warner-Lambert presentation, 1985
Box 9

3. News Releases, 1986-1987

1 box

Includes statements made by JWT and subsidiary companies that involve company mergers, executives and other employees, and company quarterly reports.

Hill and Knowlton acquisition completion, 1986, (2 folders)
Box 9
Hill and Knowlton merger with Carl Byoir, 1986
Box 9
Hill and Knowlton merger with Gray and Co., 1986
(2 folders)
Box 9
Hill and Knowlton operations, 1986
Box 9
Hill and Knowlton reorganization, 1986
Box 9
JWT first quarter, 1986-1987
(3 folders)
Box 9
JWT second quarter, 1986
Box 9
JWT third quarter, 1986
Box 9
JWT Burt Manning, 1986
Box 9
JWT associates acquisition of Carl Byoir, 1986
Box 9
JWT corrects dividend, 1986
Box 9
JWT dividend, 1986
(2 folders)
Box 9
JWT earning drop, 1987
Box 9
JWT Glen A. Dell, 1986
Box 9
JWT and Gray and Co. amendment, 1986
Box 9
JWT merger with Gray and Co., 1986
Box 9
JWT group reports, 1987
Box 9
JWT major international research, 1986
Box 9
JWT Martin Sorrell, 1987
(2 folders)
Box 9
JWT new directors, 1986
Box 9
JWT new TV guide, 1986
Box 9
JWT stock re-purchase, 1986
Box 9
JWT Terence Martin, 1986
Box 9
JWT Winona, 1986
Box 9

4. Printed Material, 1981-1987

1 box

Includes magazine covers, articles, slides from presentations, and posters.

Video storyboard, 1981-1984
Box 9
Hill and Knowlton directory, 1983
Box 9
New York City security analysts annual report, 1984
Box 9
JWT UK, 1984-1985
Box 9
Boston security analysts annual report, 1985
Box 9
Share holders annual meeting, 1985
Box 9
Chicago analyst meeting, 1985
Box 10
MBL Group, 1986
Box 10
JWT Europe, 1985-1986
Box 10
JWT flippers, 1986

[Laminated booklet on Changes in the way Americans watch TV.]

Box 10
JWT annual report, 1986
Box 10
Hispania poster, 1986
Box 10
JWT quarterly pamphlets, 1970-1987
Box 10

5. Reports and Binders, 1980-1986

2 boxes

Series contain material that were held in large binders; includes manuals, yearly financial material,and fact books. Organized alphabetically.

Advertising Industry Overview, 1986
Box 10
Hill and Knowlton Source Book, 1986
(2 folders)
Box 10
Investment Research, 1986
Box 10
JWT Files, 1980-1986
(4 folders)
Box 10
JWT Financial Fact Book, 1985
Box 10
JWT Increase Effectiveness, 1985
(2 folders)
Box 11
JWT master list, 1986
(2 folders)
Box 11
JWT memos and files, 1986
(4 folders)
Box 11
JWT security analysis, 1984-1985
(3 folders)
Box 11
Prudential Bache, 1986
Box 11
Annual meeting tapes, 1985-1987
(7 audiocasssettes)
Box 12

7. Plaques, 1985

1 box
Pacific Stock Exchange plaque, 1985
Box 13

8. Oversized Material, 1980-1987

1 box

Contains large format documents, primarily posters, photo-copied new paper and magazine articles that were removed from previous series. Arrangement is in order of series.

Joseph O'Donnell, 1987

[Fourth folder of a four folder series. Contains photocopied news articles.]

Box 14
South Africa, 1984-1986

[Third folder of a three folder series. Contains photocopied news articles and advertisement posters.]

Box 14
Wall Street transcripts, 1980-1981
Box 14
Annual report poster, 1985
Box 14

Historical Note

Chronology List

Date Event(s)
1965 BA, Economics, Vanderbilt University
1965-1968 Security Analyst, Chase Manhattan Bank
1968-1972 Investment Analyst, Ford Foundation
1972-1979 Senior Investment Analyst, General Electric Company
1979-1981 Director and Manager of Investor Relations, Avon Products, Inc.
1981-circa 1984 Senior Consultant and Manager of Investor Relations, General Electric Company
circa 1984-1987 Senior Consultant and Manager of Investor Relations, J. Walter Thompson Company

Subject Headings

Related Material

Preferred Citation

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

Provenance

The J. Walter Thompson Company. Penney P. Burnett Papers were received by the David M. Rubenstein Rare Book & Manuscript Library as a gift in 1993.

Processing Information

Processed by Alexandra Bickel, June 2010

Encoded by Alexandra Bickel, June 2010

Accession 93-007 is described in this finding aid.