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Preliminary Inventory of the J. Walter Thompson Company. Corporation Vertical Files, circa 1915-1999, bulk 1960s-1990s

Collection Overview

Alphabetical files of miscellaneous information about hundreds of mainly U.S. corporations, some of them domestic and many multinational. The fullest documentation tends to be for companies that are or have been JWT clients (notably Kraft, Quaker Oats, Sears, Ford, Northern Telcom, Gerber, Kellogg, Philip Morris, Oscar Mayer, Kemper, S.C. Johnson, McDonnell Douglas, Jos. Schlitz, 7-Up, and others) and several that are or were major competitors of JWT clients (e.g. AT andT;, McDonald's, General Motors, among others). Files contain widely diverse formats of information including internal JWT unpublished reports and memoranda; many articles clipped from magazines (especially trade press) and newspapers; articles printed from computer databases; company publications and annual reports; historical booklets and articles; three vinyl record albums; and miscellaneous items. The richest files tend to be those for major JWT Chicago office accounts, with by far the greatest amount and diversity of information on Kraft. Acquired as part of the John W. Hartman Center for Sales, Advertising, and Marketing History.

Descriptive Summary

Title
J. Walter Thompson Company. Corporation Vertical Files, circa 1915-1999, bulk 1960s-1990s
Creator
J. Walter Thompson Company.
Extent
43.1 Linear Feet, 25,961 Items
Repository
David M. Rubenstein Rare Book & Manuscript Library, Duke University
Location
For current information on the location of these materials, please consult the Library's online catalog.
Language
English.

Series Quick Links

Administrative Information

A majority of collections are stored off site and must be requested at least 24 business hours in advance for retrieval. Contact Rubenstein Library staff before visiting. Read More »

warning Access Restrictions

Collection is open for research. However, some of the materials in this collection are not immediately accessible, because they require further processing before use.

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.

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

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Some of the materials in this collection are not immediately accessible, because they require further processing before use. Technical Services staff need to make use copies of vinyl LPs listed in boxes 16 and 22. Please contact Research Services staff before visiting the David M. Rubenstein Rare Book & Manuscript Library to use this collection.

A and W International, 1973-1989
Box 1
Ace Hardware, 1979-1992
Box 1
All American Gourmet Co., 1991-1992
Box 1
Alberto Culver, 1960-1992,
(2 folders)
Box 1
Allied Van Lines, 1961-1962
Box 1
Altoids, 1979-1998
Box 1
American Cyanamid, 1969-1987
Box 1
American Express, 1979-1992
Box 1
American Motors, 1959-1985
Box 1
A.T. and T., 1962-1998,
(14 folders)
Box 1
Ameritech, 1970-1997
Box 1
Ameritech, 1970-1997,
(8 folders)
Box 2
Amway, 1968-1983
Box 2
Anchor Brewing, 1977-1990
Box 2
Anheuser Busch, 1980-1990
Box 2
Apple Computer, 1984-1995
Box 2
Arby's Inc., 1976-1990
Box 2
Armour Co., 1962-1980
Box 2
Avon Corp., 1977-1995
Box 2
Banquet Foods, 1974-1980
Box 2
Baskin Robbins, 1978-1989
Box 2
Beatrice, 1969-1989,
(6 folders)
Box 2
Beatrice, 1969-1989
Box 3
Beatrice-Esmark, 1976-1985
Box 3
Beatrice-Tropicana, 1980
Box 3
Beech Nut Foods, 1964-1988
Box 3
Bell South, 1984-1993
Box 3
Ben and Jerry's, 1987-1993
Box 3
Benetton, 1983-1992
Box 3
Bic Corp, 1972-1977
Box 3
Big Boy, 1979-1988
Box 3
Blue Cross and Blue Shield, 1969-1992
Box 3
Booth Fisheries, 1956-1979
Box 3
Borden, 1943-1993,
(5 folders)
Box 3
Braniff Airways, 1965-1992
Box 3
Braun, 1981-1990
Box 3
Bristol Myers, 1983-1996,
(3 folders)
Box 3
Brookfield Zoo, 1989-1991
Box 3
Brunswick Corp., 1973-1982
Box 3
Burger Chef Systems, 1972-1980
Box 3
Burger King, 1974-1994,
(4 folders)
Box 3
Burger King, 1984-1995
Box 4
Cadbury-Schweppes, 1973-1990
Box 4
Campbell Soup Co., 1969-1994,
(5 folders)
Box 4
Campbell-Taggert Inc., 1967-1986
Box 4
Canada Dry, 1967-1990
Box 4
Carnation Co., 1976-1986
Box 4
Centel, 1981-1993
Box 4
Chicago, Milwaukee, St. paul and Pacific R.R. Co., 1950-1981,
(2 folders)
Box 4
Chicago Tribune, 1969-1989
Box 4
Church's Fried Chicken, 1977-1989
Box 4
Church and Dwight Co., 1974-1994
Box 4
Clairol Inc., 1974-1989
Box 4
Coca-Cola, 1960-1996,
(6 folders)
Box 4
Coca-Cola, 1960-1996,
(3 folders)
Box 5
Colgate-Palmolive, 1969-1974,
(2 folders)
Box 5
Coleman Co., 1966-1979
Box 5
Columbia Broadcasting System, Inc., 1976-1987
Box 5
Computerland, 1983-1988
Box 5
Conagra Inc., 1982-1999,
(5 folders)
Box 5
Adolph Coors Co., 1979-1992,
(5 folders)
Box 5
Corning Glass Works, 1976-1991
Box 5
Cotter and Co. (True Value), 1981-1992,
(2 folders)
Box 5
CPC International, 1969-1995,
(3 folders)
Box 5
Helene Curtis, 1974-1988
Box 5
Dayton Hudson, 1979-1995
Box 5
Dean Foods, Inc., 1977-1987
Box 6
Deere and Co., 1971-1993
Box 6
Del Monte Corp., 1975-16987
Box 6
Frances Denny, 1974-1979
Box 6
Walt Disney Co., 1971-1993,
(6 folders)
Box 6
Domino's, 1986-1992
Box 6
Drackett Co., 1972-1993
Box 6
Dr. Pepper Co., 1971-1991
Box 6
Alfred Dunhill Ltd. 1976-1978
Box 6
Dunkin Donuts, Inc., 1974-1992
Box 6
Dunlop Corp., 1982-1984
Box 6
Eastern Airlines, 1975-1991
Box 6
Eastman Kodak, 1976-1994,
(6 folders)
Box 6
Employers Mutuals of Wausau, Wisconsin, 1957-1973
Box 6
Encyclopedia Britannica Inc., 1968-1979
Box 7
Entemann's Inc., 1979-1981
Box 7
EPI Products, 1989-1990
Box 7
Estee Lauder Inc., 1970-1988
Box 7
Exxon, 1974-1990
Box 7
Faberge Inc., 1977-1985
Box 7
Fairmont Foods Co., 1964-1981
Box 7
Falstaff Brewing Corp., 1960-1983
Box 7
Firestone Tire and Rubber Co., 1971
Box 7
First Federal Savings and Loan, 1960-1981
Box 7
FMC Corp., 1972-1974
Box 7
Ford Motor Co., 1950-1995,
(19 folders)
Box 7
Frito-Lay, 1982-1992
Box 8
Fruit of the Loom, 1977-1990
Box 8
Fuller Brush Co., 1974-1987
Box 8
Ernest and Julio Gallo Winery, 1976-1987
Box 8
The Gap Stores, 1987-1992
Box 8
Gateway 2000, 1996-2000
Box 8
General Electric Co., 1980-1992
Box 8
General Foods, 1950-1992,
(5 folders)
Box 8
General Mills, 1954-1996,
(7 folders)
Box 8
General Motors, 1915-1995,
(6 folders)
Box 8
General Motors, 1915-1995,
(2 folders)
Box 9
Gerber, 1971-1996,
(16 folders)
Box 9
Gillette, 1948-1996,
(4 folders)
Box 9
Gino's, 1976
Box 9
Godfather's Pizza, 1981-1987
Box 9
B.F. Goodrich Co., 1973-1989
Box 9
Goodyear Tire and Rubber Co., 1955-1997,
(4 folders)
Box 10
Gould Inc., 1976-1987
Box 10
Goya Foods Inc., 1982-1991
Box 10
W.R. Grace and Co., 1977-1985
Box 10
Grand Metropolitan, 1984-1997,
(3 folders)
Box 10
The Great Atlantic and Pacific Tea Co., 1949-1990,
(2 folders)
Box 10
Green Giant Co., 1956-1991
Box 10
Greyhound Corp., 1958-1989,
(2 folders)
Box 10
Hallmark Card Co., 1970-1987
Box 10
Hamburger Hamlet, 1977
Box 10
Theodore Hamm Co., 1968-1972,
(2 folders)
Box 10
Hammond Organ Co., 1966-1975
Box 10
Hanes, 1972-1980
Box 10
Hardee's Food Systems Inc., 1973-1993
Box 10
Harley-Davidson Motor Co., 1972-1999
Box 10
Harris Bankcorp, 1973-1993
Box 11
Hartmarx, 1974-1992,
(2 folders)
Box 11
Hartz Mountain Pet Foods Inc., 1972-1983
Box 11
Health and Tennis Corp., 1976-1988
Box 11
G. Heileman Brewing Co., 1975-1982,
(2 folders)
Box 11
Heineken, 1988-1993
Box 11
Heinz, 1964-1997,
(6 folders)
Box 11
Hershey Foods Co., 1948-1993
Box 11
Hertz Corp., 1960-1992
Box 11
Heublein Inc., 1970-1982
Box 11
Hilton Hotels Corp., 1963-1991
Box 11
Charles E. Hires Co., 1951-1961
Box 11
Hoffman-LaRoche Inc., 1976-1980
Box 11
Holiday Inns of America Inc., 1963-1992
Box 11
The Hoover Co., 1954-1993
Box 11
Hormel and Co., 1947-1999,
(4 folders)
Box 11
Howard Johnson Co., 1963-1989
Box 12
Huber Brewing Co., 1973-1983
Box 12
Hunt-Wesson Foods, Inc., 1971-1984
Box 12
E.F. Hutton, 1977-1988
Box 12
Hyatt Hotels, 1977-1994,
(8 folders)
Box 12
Hyatt International Corp., 1978-1991
Box 12
IBM, 1976-1993,
(5 folders)
Box 12
Ideal Toy Corp., 1978
Box 12
IGA, 1976-1986
Box 12
IMG, 1990-1999
Box 12
Inland Steel Co., 1969-1976
Box 12
Institute for Health Maintenance, 1982-1983
Box 12
Intel Corp., 1993-1997
Box 12
Interbrand, 1983
Box 12
Inter-Continental Hotels, 1984-1987
Box 12
International Dairy Queen, 1974-1982
Box 12
International Spike Corp., 1973-1983
Box 12
Interstate Bakeries Corp., 1964-1982
Box 12
Jacob Leinenkugel Brewing Co., 1978-1992
Box 12
Jay Foods Co., 1975-1986
Box 12
Jenny Craig, 1992
Box 12
Jeno's Inc., 1976-1984
Box 12
Jewel Companies, 1969-1992
Box 12
Jockey International Inc., 1974-1988
Box 12
Johnson and Johnson, 1977-1990
Box 12
Johnson Products Co., Inc., 1974-1990,
(2 folders)
Box 13
Johnson Publishing Co., 1975-1990
Box 13
S.C. Johnson and Sons, Inc., 1984-1989,
(9 folders)
Box 13
Jordache, 1988-1992
Box 13
Jovan Co., 1975-1982,
(3 folders)
Box 13
K Mart Co., 1977-1992,
(3 folders)
Box 13
Keebler Co., 1969-1992
Box 13
Kellogg Co., 1942-1991,
(4 folders)
Box 13
Kellogg Co., 1942-1991,
(8 folders)
Box 14
Kemper, 1969-1995,
(10 folders)
Box 14
Kentucky Fried Chicken, 1970-1991
Box 14
Kimberly-Clark, 1971-1992
Box 14
King's World / King's Island, 1974-1976
Box 14
Knudsen Corp., 1981-1988
Box 14
E.J. Korvette, 1974-1981
Box 14
Kraft, 1920-1999,
(24 folders)
Box 15
Kraft, 1920-1999,
(21 folders)

[Additional oversoze materials found in Box 29 and Box 30 at the end of this series. Kraft Radio Special recording moved to Phonograph Storage Box. Technical Services staff need to make use copies. Contact a Reference Archivist for assistance.]

Box 16
Kraft, 1920-1999,
(8 folders)
Box 17
La Quinta, 1986-1994
Box 17
Lever Bros., 1956-1992
Box 17
Libby, McNeill and Libby, 1959-1983,
(2 folders)
Box 17
Thomas J. Lipton Co., 1963-1992
Box 17
Loblaw, 1989-1994
Box 17
Lorillard, 1960-1981
Box 17
Lowe's Companies, 1980-1995
Box 17
Lowenbrau, 1980-1991,
(2 folders)
Box 17
McDonald's Corp., 1960-1996,
(4 folders)
Box 17
McDonald's Corp., 1960-1996,
(5 folders)
Box 18
McDonnell Douglas, 1970-1994,
(9 folders)
Box 18
Marriott Corp., 1978-1992
Box 18
Mars Inc., 1977-1991
Box 18
Marshall Field and Co., 1958-1982
Box 18
Mattell Inc., 1971-1994
Box 18
MCI Communications, 1985-1998,
(3 folders)
Box 19
Meijer, 1990-1992
Box 19
Mercedes Benz of North America, 1979-1987
Box 19
Merck and Co., 1969
Box 19
Meredith Corp., 1970-1985
Box 19
Merrill Lynch, 1977-1988
Box 19
Metropolitan Life, 1989-1995
Box 19
MFS Communications Co., 1994
Box 19
Midas International Corp., 1970-1995
Box 19
Midway Airlines 1981-1991
Box 19
Miller Brewing Co., 1956-1993,
(3 folders)
Box 19
Mitsubishi, 1982-1992
Box 19
Mobil Corp., 1975-1990,
(4 folders)
Box 19
Montgomery Wards, 1969-1991,
(2 folders)
Box 19
Morton-Thiokol, 1965-1988
Box 19
Motorola, Inc., 1969-1995,
(4 folders)
Box 19
Mrs. Smith's Pie Co., 1965-1981
Box 19
Munsingwear, 1981-1983
Box 19
Navistar, 1981-1988
Box 19
Neiman-Marcus, 1974-1988
Box 20
Nestle, 1966-1998,
(4 folders)
Box 20
Nike Corp., 1983-1994
Box 20
Nintendo, 1989-1996,
(2 folders)
Box 20
Nissan, 1981-1990
Box 20
Northern Telecom (Nortel), 1979-1994,
(12 folders)
Box 20
Northern Telecom (Nortel), 1974-1994,
(4 folders)
Box 21
Northern Trust Co., 1984-1993
Box 21
Northwest Airlines, 1990-1992
Box 21
Northwestern Mutual Life, 1958-1998,
(5 folders)
Box 21
Nutrasweet, 1987-1992
Box 21
Ocean Spray Cranberries Inc., 1978-1983
Box 21
Oscar Mayer, 1958-1996,
(9 folders)
Box 21
Oscar Mayer

[Additional oversize materials found in Box 30 at the end of this series. Sound recording "Meatpacker Suite" located in Phonograph Storage Box. Technical Services staff need to make use copies. Contact a Reference Archivist for assistance.]

Box 22
Otis Elevator
Box 22
Pacific Telesis
Box 22
Payless Shoe Source
Box 22
J.C. Penney Co.
Box 22
Pepsico
Box 22
Perrier
Box 22
Pfizer
Box 22
Philip Morris
Box 22
Pier 1 Imports
Box 22
Pillsbury Inc.
Box 22
Pillsbury Inc., 1963-1992,
(2 folders)
Box 23
Pizza Hut, 1975-1991
Box 23
Premier, 1990-1992
Box 23
Princess Cruises, 1988-1998
Box 23
Procter and Gamble, 1946-1994,
(8 folders)
Box 23
Prudential Life Insurance Co., 1963-1994
Box 23
Quaker Oats, 1960-1995,
(11 folders)
Box 23
Quaker Oats, 1960-1995,
(14 folders)
Box 24
Radio Corporation of America (RCA), 1974-1990
Box 24
Radisson Hotel Corp., 1989-1992
Box 24
Reebok, 1986-1991
Box 24
Revlon Inc., 1970-1993
Box 24
RJR Nabisco, 1968-1991,
(4 folders)
Box 24
Sara Lee Corp., 1958-1991
Box 24
Sara Lee Corp., 1958-1991,
(2 folders)
Box 25
Jos. Schlitz Brewing Co., 1956-1982,
(9 folders)
Box 25
Scholl Mfg. Co., 1958-1982
Box 25
Schwinn Bicycle Co., 1970-1981
Box 25
Sears Roebuck and Co., 1960-1992,
(7 folders)
Box 25
Sears Roebuck and Co., 1960-1992,
(17 folders)
Box 26
Seven-Up Co., 1963-1988,
(5 folders)
Box 27
Sherwin-Williams, 1972-1993,
(3 folders)
Box 27
Smirnoff, 1987
Box 27
J.M. Smucker Co., 1972-1997
Box 27
Southland Corp., 1980-1997,
(3 folders)
Box 27
Spiegel Inc., 1983-1992
Box 27
Sprint Corp., 1986-1993,
(3 folders)
Box 27
Std. Brands, 1974-1979
Box 27
Sterling Brewers, Inc., 1963-1969
Box 27
Stokely-Van Camp, 1958-1980
Box 27
Stouffer Foods, 1971-1992
Box 27
Levi Strauss and Co., 1979-1992,
(2 folders)
Box 27
Stroh Brewery Co., 1968-1988
Box 27
Sunbeam Corp., 1976-1981
Box 28
Sun-Maid, 1986-1989
Box 28
Supercuts, 1983-1990
Box 28
TCBY, 1989-1992
Box 28
Taco Bell, 1978-1991
Box 28
Teledyne Water Pik, 1967-1981
Box 28
Terson Co., 1974-1981
Box 28
Texas Instruments, 1976-1983
Box 28
Tootsie Roll, 1970-1984
Box 28
Toys R Us, 1975-1992
Box 28
Tropicana, 1991-1993
Box 28
Turtle Wax, Inc., 1967-1986
Box 28
UAL (United Airlines), 1972-1992,
(2 folders)
Box 28
Uncle Ben's Inc., 1974-1984
Box 28
Unilever, 1989-1995
Box 28
United Dairy Industry Assn., 1984-1993
Box 28
United Parcel Service, 1982-1991
Box 28
U.S. Air, 1974-1992
Box 28
Video Storyboard Tests, 1982-1992
Box 28
Vienna Sausage Mfg. Co., 1978-1982
Box 28
Volkswagen of America, 1970-1992
Box 28
Walgreen Co., 1975-1990,
(2 folders)

[Additional oversize materials found in box 30.]

Box 28
Wal Mart, 1981-1993,
(2 folders)
Box 28
Warner Lambert, 1967-1992
Box 28
F.M. Woolworth Co., 1961-1990,
(2 folders)
Box 28
World Book - Childcraft Int'l., 1965-1978
Box 28
Wm. Wrigley Jr. Co., 1970-1990,
(2 folders)
Box 28
Xerox Corp., 1972-1994
Box 28
Zenith Radio Corp., 1976-1992
Box 28
Kraft Research Report card file.
Box 29
Kraft
(2 folders)
Box 30
Oscar Mayer
Box 30
Walgreen Co.
Box 30

[Filed with other LPs in Phonograph Storage Box. Technical Services staff need to make use copies. Contact a Reference Archivist for assistance.]

Kraft: 75th Anniversary Radio Special, 1978
Box 30
Oscar Mayer: Meatpacker Suite, 1980
Box 30
Oscar Mayer: Meatpacker Suite, 1980
Box 30

Historical Note

One of a series of vertical files maintained by JWT Information Center in Chicago Office over many decades.

Subject Headings

Preferred Citation

[Identification of item], J. Walter Thompson Company. Corporation Vertical Files, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

Provenance

The J. Walter Thompson Company. Corporation Vertical Files was received by the David M. Rubenstein Rare Book & Manuscript Library as a transfer in 2000.

Processing Information

Processed by Kristen Kramer

Completed July 5, 2001

Encoded by Kristen Kramer and Ruth E. Bryan

This finding aid is NCEAD compliant.

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