jwtchicagorecords Preliminary Inventory of the J. Walter Thompson Company. Chicago Office. Records, 1908-2000 and undated Processed by: Rubenstein Library staff; Joshua Kaiser; machine-readable finding aid created by: Joshua Kaiser; Ruth E. Bryan; Richard Collier

(C) 2004 Duke University. All Rights Reserved.

This finding aid is NCEAD compliant.

Aleph Number: 002878445

 Machine-readable finding aid derived from automated markup system. Date of source: September 9, 2002 Processed by Rubenstein Library staff; Joshua Kaiser September 9, 2002; Finding Aid encoded by Joshua Kaiser; Ruth E. Bryan; Richard Collier, David M. Rubenstein Rare Book & Manuscript Library, Duke University, August 12, 2004 Description is in English. 12-31-2005 PUBLIC "-//David M. Rubenstein Rare Book & Manuscript Library//TEXT (US::NDD::::J. Walter Thompson Company. Chicago Office Records)//EN" "jwtchicagorecords.xml" converted from EAD 1.0 to 2002 by v1to02.xsl (sy2003-10-15). Also, the top level of the finding aid (above the dsc) changed to conform to current Rubenstein Library and NC EAD standards as laid out in the Inventory Style Guide and in the NCEAD Best Practice Guidelines. Within the dsc, dates for series were normalized. These changes were made by Michelle Belden. Also, container TYPE and LABEL attribute values were standardized according to the Rubenstein Library EAD 2002 manual and the NCEAD eadlocal.ent by Ruth E. Bryan. The tag list inside index was changed to indexentry by Ruth E. Bryan. August 12, 2004 Addition (1994-0110) made to electronic finding aid. Materials received as gift, August 12, 1994. Minimally processed at box level and encoded by Richard Collier on August 12, 2004. Date span changed from 1970-2000 to 1908-2000. Linear feet noted at 161. Item count changed from 8911 to 50,000. Preliminary Inventory of the J. Walter Thompson Company. Chicago Office. Records, 1908-2000 and undated The John W. Hartman Center for Sales, Advertising & Marketing HistoryDavid M. Rubenstein Rare Book & Manuscript Library Duke University Durham, North Carolina 27708-0185 USA

(C) 2004 Duke University. All Rights Reserved.

 Descriptive Summary J. Walter Thompson Company. Chicago Office. Records, 1908-2000 and undated J. Walter Thompson Company. Chicago Office. 50,000 Items, 161 Linear Feet David M. Rubenstein Rare Book & Manuscript Library, Duke University For current information on the location of these materials, please consult the Library's online catalog. English. Administrative Information Access Restrictions

Collection is restricted.

In addition, patrons must sign the Acknowledgment of Legal Responsibility and Privacy Rights form before using this collection.

Also, all or portions of this collection may be housed off-site in Duke University's Library Service Center. Consequently, there may be a 24-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 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.

 Preferred Citation

[Identification of item], J. Walter Thompson Company. Chicago Office. Records, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

 Provenance

The J. Walter Thompson Company. Chicago Office. Records was received by the David M. Rubenstein Rare Book & Manuscript Library as a gift in 1994-2002.

 Processing Information

Processed by Rubenstein Library staff; Joshua Kaiser

Completed September 9, 2002

Additions minimally processed by Richard Collier

Last updated August 26, 2004

Encoded by Joshua Kaiser, Ruth E. Bryan, and Richard Collier

This finding aid is NCEAD compliant.

This collection is unprocessed: materials may not have been ordered and described beyond their original condition.

 Historical Note

Company founded in NY in 1864. The J. Walter Thompson company is one of the world's oldest and largest advertising firms.

 Collection Overview

This collection (94-110) (27,000 items, 50 linear feet, dated 1908-1989) consists mostly of vertical files, including office newsletters, speeches and writings, publications, training and planning documents from Chicago and other JWT offices. There are also 78 reels of microfilm of Chicago office ads prior to 1970, as well as significant collections of proof files especially pertaining to major clients like Kraft, Quaker Oats, and Schlitz. In addition, the collection holds several hundred "Aber Reports" dating between 1950-1971, which were market research summations of various product categories. A container list for this accession follows below.

Subsequent additions (96-169, 99-130, 99-239) (8514 items; dated 1970-1998) contain an item-level index to the massive library of research reports maintained by JWT's Chicago Office. Materials are arranged in alphabetical order; the largest alphabetical run is by company name. There are also cards for X and AV reports, general research reports, and an index to JWT People Profiles. Also included are printed proceedings from international symposia on magazine readership research for 1981, 1983, 1985, 1988, and 1991, including copies of some of the previously unpublished papers and related printed material (1998). These materials reveal the lengths to which advertisers go to gain insight into consumer thinking. Acquired as part of the John W. Hartman Center for Sales, Advertising and Marketing History. A container list for accession 99-130 follows below.

Addition (01-110) (70 items, .2 lin. ft.; dated [1980s]) consists of about 70 color slides depicting people, events, and locations within the company's Chicago offices.

Addition (02-0188) (397 items, 8.7 linear feet; dated 1980-2000 and undated) comprises primarily information on and examples of Thompson Total Branding (TTB), including in the US, England, Jamaica, and Asia. TTB began in 1996 and is JWT's method for addressing client marketing needs. Also includes copies of earlier methodologies, the T-Plan and Thompson Way; employee manuals; training material; J. Walter University intern/trainee manual (2000); information about the Lintas, McCann-Erickson, and Ogilvy and Mather agencies; material from JWT's World Partners Council meetings (Italy, 1995; Mexico, 1997) and marketing seminars held in the agency's Asia-Pacific region; six 3/4" U-matic SP and 11 VHS videocassettes, mainly of presentations and training material (1980s-1990s); 1 audiocassette; 47 color slides; and 208 electronic documents on 2 CD-ROMs. A container list for this accession follows below.

Several accessions of the JWT Chicago Office Records were completely or partially deaccessioned at the request of the JWT Chicago and returned to the JWT Record Center. These involved proprietary research in which the clients still retained an interest. The accessions involved were: 95-016 (10 boxes); 95-015 (7 boxes); 95-018 (2 boxes); 95-017 (1 box); and 99-0130 (28 boxes). For further information, contact Research Services.

Subject Headings

These are searchable subject entries for this collection. Performing a search on these subjects in the Duke University Libraries online catalog will bring up other related research materials.

J. Walter Thompson Company. J. Walter Thompson Company. Chicago Office. Advertising--Management. Advertising--Research. Advertising agencies--Management. Brand name products--Marketing--Management. Employees--Training of. Marketing--Asia. Marketing--Pacific Area. Marketing research--United States. Advertising agencies--History. Advertising--History. Advertising campaigns. Periodicals--Circulation. Readership surveys. Audio cassette. CD-ROMs. Color slides. Machine-readable records. Videocassettes. John W. Hartman Center for Sales, Advertising & Marketing History. Contents of Collection Accession 1994-0110

Please contact Research Services staff before visiting the Rare Book, Manuscript, and Special Collections Library to use this collection.

Unpublished materials less than 15 years old are closed to non-JWT researchers.

 1 Market Research Department, NYO, Aber Reports, 1950-1963

[Research reports on product categories, evidently named for a chief author, Caroline E. Aber]

 2 Market Research Department, New York Office, Aber Reports, 1964-1969 3 Market Research Department, NYO, Aber Reports, 1970-1971

[Now produced by the JWT Reference Unit]

 4 New York Office Newsletters (unbound), 1945-1965 5 New York Office Newsletters (unbound), 1965-1983 6 JWT Media Publications, Various, 1973-1981 7 JWT News, 1984-1986 JWT London Information Center Book News, 1982-1987

[Compiled by Bryan Way]

 8 JWT Media Publications, Various, [1980s]

[Includes Cable Capsules, and Network Notes (Chicago)]

 9 Writings and Speeches of JWT Personnel, 1956-1962

[Mostly by N. Strouse and A. Johnson]

 10 Writings and Speeches of JWT Personnel, 1963-1975

[Includes clippings about JWT and JWT personnel]

 11 Writings and Speeches of JWT Personnel, 1976-1979 12 Chicago Office Microfilm, Nos. AD31-AD78, undated 13 Chicago Office Microfilm, Nos. AD1-AD21, AD24-AD30, undated 14 Aunt Jemima Ads, ca. 1989

[Includes Packaging, mechanicals, layouts and oversize]

 15 Old Binders, [1984]

[Includes records and contents of Chicago proof books; detailed lists of items filmed in reels AD1-AD78. Also includes some promotional materials, such as coupons for Kraft products.]

 16 Color Slides, [1980s]

[Includes images of ads from Chicago proof books from the early 1900s on for multiple clients. Arranged by client/date per books. Also a binder relating to the records center storage of profs in the 1980s.]

 17 Booklet, The Many Worlds of Sam Meek, undated 18 Vertical Files on JWT Offices, [1930s-1980s]

[Includes, New York, San Francisco, Australia, Belgium, Germany, India, London, and others; miscellaneous newsletters]

 19 Vertical Files on Chicago Office, from 1924 on

[Includes data and plan forms for advertising; files on Chicago office seminars [1970s]; TGI materials]

 20 JWT Speeches and Articles, 1971-1978 Chicago Client Summaries, 1969 Communications Plan, 1975-1976 Axiom materials, [ca. 1980] 21 Vertical Files, [ca. 1954-1975]

[Includes Chicago office files; Communispond; Consumer Panel; Deltakos and other subsidiaries; financial records; compensation]

 22 Writings and Speeches, 1958-1970 23 Publications and Speeches, [1960s-1970s]

[JWT London, BMRB, South Africa]

 JWT Junior Forum Talks, 1951-1952 Media Reports (Chicago office), 1970 24 Chicago Office Account Files, undated

[Includes research materials, ca. 1950s-1960s]

 Personnel Lists, undated Training Manual, 1921 Kraft-Phenix Press Releases, [1930s] 25 Writings and Speeches, 1908-1957 26 Kraft Food Proofs, 1952-1956

[Includes trade, newsprint, outdoor, and consumer advertisements]

 27 Kraft Food Proofs, 1950-1952 28 Salada Tea Proofs, 1978 Schlitz Proofs, 1956-1980 29 Kraft, 1950, 1959 Chicago Economic Development Commission, 1977-1979 Chicago Health Club, 1977 Vic Tanny, undated Quaker Oats, 1954-1959 30 Kraft Proofs, 1944-1946

[3 proof boxes]

 31 Kraft Proofs, 1955-1958

[2 books in a proof box]

 32 Kraft Proofs, 1957-1958

[3 proof books]

 33 Kraft Proofs, 1947-1951

[3 proof boxes]

 Accession 99-130

Please contact Research Services staff before visiting the Rare Book, Manuscript, and Special Collections Library to use this collection.

Unpublished materials less than 15 years old are closed to non-JWT researchers.

 1 X Reports RCB 8126 2 X Reports RCB 8127 3 X Reports RCB 8128 4 X Reports RCB 8129 5 X Reports RCB 8130 6 X Reports RCB 8132 7 X Reports RCB 8133 8 X Reports RCB 8134 9 X Reports RCB 8135 10 X Reports RCB 8136 11 X Reports RCB 8137 12 X Reports RCB 8138 13 X Reports RCB 9363 14 X Reports RCB 9364 15 X Reports RCB 9365 16 X Reports RCB 9366 17 X Reports RCB 9367 18 X Reports RCB 9368 19 X Reports RCB 9369 20 X Reports RCB 9370 21 X Reports RCB 9371 22 X Reports RCB 9372 23 X Reports RCB 9373 24 X Reports RCB 9374 25 X Reports RCB 9375 26 Research Reports RCB 9327 27 Research Reports: Oscar Meyer RCB 9023 28 Research Reports: Oscar Meyer RCB 9024 29 Research Reports: Schlitz RCB 3718 30 Research Reports: Schlitz RCB 4327 31 Research Reports: Schlitz RCB 7209 32 New Business RCB 5996 33 New Business RCB 8569 34 New Business RCB 8608 35 New Business RCB 8609 36 New Business RCB 9454 37 Personnel RCB 8883 38 Personnel RCB 8901 39 Ameritech RCB 7424 40 Ameritech RCB 7425 41 Accounts RCB 2854 42 Research Reports: Kraft RCB 5509 43 Research Reports: Kraft RCB 6967 44 Research Reports: Kraft RCB 7322 45 Research Reports: Kraft RCB 7828 46 Research Reports: Kraft RCB 7836 47 Research Reports: Kraft RCB 8014 48 Research Reports: Kraft RCB 8015 49 Research Reports: Sears Hispanic RCB 8570 50 Research Reports: Sears Hispanic RCB 8575 51 Employee Handbooks no RCB # 52 RCB 8181 Accession 2002-0188

Processing note: Any original titles for folder and binders have been reproduced in quotes.

Some of the materials in this accession are not immediately accessible because they require further processing before use. Please contact Research Services staff before visiting the David M. Rubenstein Rare Book & Manuscript Library to use this collection.

Unpublished materials less than 15 years old are closed to non-JWT researchers.

 1 Contents of Box 1:

[Technical Services staff need to format for use copies of videocassette tapes before use.]

 Sesame Steet Promotional Items

[Technical Services staff may need to process material in envelopes before use.]

 DSN-Ads, DeBeers Diamond [Solitare] case-see white box also

[2 VHS videocassettes removed to Box 7.]

 Ford Truck-DM

[2, 3/4" U-Matic sp videocassettes removed to Box 7.]

[Oversized material removed to Box 10 and 12.]

 DeBeers Client Mailer regarding drug campaign

[Contains 1 VHS videocassette and 1 compact disk (Disk 002). The contents of Disk 002 have been migrated to the electronic records server. A disk directories log exists. Contact Research Services staff. The physical Disk 002 (kept in the collection) may not be used by patrons.]

 2 Contents of Box 2:

[Attention: Contains pictorial materials.]

 [Presentations done by James Walker and others in London, 1996] Case studies and presentations (3 folders) Early TTB training Presentations developed by J. Furr, D. Baker and others JWT Asia training Program Presentations by Grace Atkinson JWT License plate New Buisiness mailers and promptional pieces from JWT Hong Kong, 1997 Ford Focus Lanch press list

[Contains 3 color slides.]

 TTB case study for JWT affiliate agency in Jamaica

[1 VHS videocassette removed to Box 7.]

 Thompson Total Branding: Kraft Work done by JWT Specialized, 1998 3 Contents of Box 3: Material from JWT world council, 1995 (3 folders, 3 binders) Ogilvy and Mather manual 4 Contents of Box 4: Welcome box for 1995 world council meeting Expertise and Experience binder

[Disk 001 removed and its contents migrated to the Special Collections Server. A disk directories log exists. Contact a Reference Archivist.]

 Welcome box material for attendees at JWT Partners World Council in 1997 (2 folders)

[Welcome box removed to Box 13.]

 JWT informational material (2 folders, 1 binder) 5 Contents of Box 5: Presentation and printed material Material from JWT seminar in Malaysia Japanese Version 2 TTB materials O and M Printed material JWT employee benefits booklet Material used for Asia-Pacific region workshops (4 spiral binders) 6 Contents of Box 6:

[Technical Services staff need to format for use copies of videocassette tapes before use.]

[Attention: Contains pictorial materials.]

 Board speech and slides Kraft Media Seminar Employee Handbook Workshop material 7 Contents of Box 7:

[Technical Services staff need to format for use copies of videocassette tapes before use.]

 TTB Case Histories (2, 3/4"U-matic SP videocassettes) Tough Brand Cluster video (1, 3/4" U-matic SP videocassette)

[Removed from Box 1.]

 1997 F-Series Spots (1, 3/4" U-matic SP videocassette)

[Removed from Box 1.]

 Diamond Solitaire Product Trend (1 VHS videocassette)

[Removed from Box 1.]

 The Real Thing DSN Compilation Tape (1 VHS videocassette)

[Removed from Box 1.]

 Dunlop Corbin Communications (1 VHS videocassette)

[Removed from Box 2.]

 Ford Focus Press Conference (1 VHS videocassette) Thompson Total Branding (2 VHS videocassettes) Einson Freeman (1 VHS videocassette) Kelloggs Rome Presentation (1 VHS videocassette) Nestle (1 VHS videocassette) 8 Contents of Box 8:

[Technical Services staff need to format for use copies of videocassette tapes before use.]

 Thompson Total Branding (1 VHS videocassete, 1 audio cassette)

[Removed from Oversized Box 12.]

 Total Branding cases (1, 3/4" U-matic SP videocassette) Kellogg (1, 3/4" U-matic SP videocassette) Nestle (1, 3/4" U-matic SP videocassette) Worldwide Happy Birthday (1, 3/4" U-matic SP videocassette) Account videos from 1995 World council meeting (1, 3/4" U-matic SP videocassette) Bill Thompson (3, 3/4"U-matic SP videocassettes) 9 Contents of Box 9:

[Technical Services staff need to format for use copies of videocassette tapes before use.]

 JWTV Asia Pacific 10EA Round Up, In Rome (1, 3/4" U-matic SP videocassette) Bill Thompson, Eyes On Thompson, JWT, A Worldwide Powerhouse (1, 3/4" U-matic SP videocassette) John Furr Presentations (3, 3/4"U-matic SP videocassettes) JWT World Partners Council, 1995 (1, 3/4" U-matic SP videocassette) Eyes On Thompson Presentation (1, 3/4" U-matic SP videocassette) James Webb Young Workshop, Manila (1, 3/4" U-matic SP videocassette) 10 Contents of Oversized Box 10: Ford packing tube

[Removed from Box 1.]

 Kraft Recruitment Kelloggs Training Program (2 binders) John Furr's basic training workshop presentation 1997 Ford Expedition Launch 11 Contents of Oversized Box 11: J. Walter University intern/trainee manual, 2000 Ford Recruitment Advertising manual 12 Contents of Oversized Box 12: Thompson Total Branding

[1 videocassette and 1 audio cassette tape removed to Box 8.]

 Ford Calendar

[Removed from Box 1.]

 13 Contents of Oversized Box 13: Welcome box from 1997 Partners World Council

[Removed from box 4.]