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Guide to the J. Walter Thompson Company. John F. Devine Papers, 1952-1974 and undated, bulk 1956-1970

Collection Overview

The J. Walter Thompson Company. John F. Devine Papers span the years from 1952 to 1974 but primarily contain files from 1956 to 1970 documenting Devine's activities first as administrator of the Radio/Television Department (1954 to 1960) and then as a corporate executive in the New York office (1960 to 1970). As a whole, the collection provides a glimpse into media advertising operations during the period of transition from radio to television as the dominant medium for product-sponsored advertising and programming. In particular, the papers reveal Devine as an adept financial manager on the corporate level. As Department administrator, Devine was responsible for the development of television programming for specific clients, including Eastman Kodak Company (The Adventures of Ozzie and Harriet, Screen Directors Playhouse, and The Ed Sullivan Show), Ford Motor Company (Ford Theatre, Tennessee Ernie Ford, and Suspicion), Kraft Foods Company (Kraft Television Theatre), and Lever Brothers Company (The Lux Show Starring Rosemary Clooney and Lux Video Theatre), among others. Correspondence, memoranda, and reports indicate the rapid acceptance of television as the primary advertising medium and the concurrent development of specialized departments within JWT to serve the expanding needs of clients. The importance of market research to define product consumption patterns and to refine client advertising promotions is illustrated in research requests, correspondence, memoranda, and reports. The inception and growth of organized labor groups, including the American Federation of Musicians (AFM), American Federation of Radio and Television Artists (AFTRA), American Society of Composers, Authors, and Publishers (ASCAP), Screen Actors Guild (SAG), and Writers Guild of America (WGA), are also delineated in correspondence, memoranda, and reports. In addition to his employment at JWT, Devine was an advertising industry representative to negotiations between television networks and organized labor groups during the period from 1956 to 1960.

After Devine moved to corporate administration in 1961, he dealt with larger corporate issues rather than specific client matters. Administrative files from this period in the collection include documentation of corporate policy, financial charts and projections, client research projects, correspondence and reports from various JWT offices in the United States and Canada addressing a range of issues, such as policies regarding employment of minorities, fiscal accounting, management techniques, and development of new advertising services. There is no material in this collection reflecting Devine's early career in the JWT Legal Department or life after retirement in 1974.

The collection is arranged into three series: the Radio/Television Department Series, the Corporate Administration Series (Restricted), and the Personnel Series (Restricted). Large-format items from the Radio/Television Department Series and the Corporate Administration Series (Restricted) have been relocated to Oversize Materials.

The Radio/Television Department Series includes materials pertaining to department organization and administration; advertising campaigns and television programming sponsored by or produced for specific clients; development of television production facilities; advertising research; and the television networks. Clients with the largest amount of program-specific information include Eastman Kodak Company, Ford Motor Company, Kraft Foods Company, and Lever Brothers Company. Correspondence, memoranda, production reports, and reports relating to specific clients and programming are primarily concentrated in the Client Subseries of the Radio/Television Series, but references to some clients can be found in the Office Files Subseries of the Corporate Administration Series (Restricted).

The Corporate Administration Series (Restricted) contains those office files that generally address broader JWT corporate issues. Devine was particularly involved in efforts to reduce JWT cost expenditures and increase corporate profits, and there are numerous files relating to employee compensation, capital expenditures, financial analysis, and client research projects. The research requests include detailed information about the proposed research, its purpose, methodology, and cost and expense projections. Minority relations, both in employment of minorities by advertising agencies and participation of minorities in television programs and commercials, are also documented in both the Offices and Office Files subseries through a variety of corporate and governmental correspondence, charts, and reports. Devine's records from the Review Board meetings from 1953 to 1955 included in this series are generally not found in other JWT collections. Some of the clients included are Ballantine, National Broadcasting Company, and Radio Corporation of America.

The Personnel Series (Restricted) includes correspondence, memoranda, charts, tables, and notes relating to applicants and current and former JWT employees.

Related materials may be found in other collections within the J. Walter Thompson Archives, including the Sidney Ralph Bernstein Company History Files, the Colin Dawkins Papers, and the Review Board Records.

Descriptive Summary

Title
J. Walter Thompson Company. John F. Devine papers 1952-1974 and undated, bulk 1956-1970
Creator
J. Walter Thompson Company.
Extent
22.2 Linear Feet, 13,875 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

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

The Corporate Administration Series and Personnel Series are restricted.

In addition, patrons must sign the Acknowledgement of Legal Responsibility and Privacy Rights form 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

Includes advertisement proofs, correspondence, memoranda, rate cards, reports, tables, questionnaires, telexes, telegrams, charts, and verifaxes documenting Devine's activities as administrator of the Radio/Television Department. The rapid growth in the popularity of television in the 1950's and the adjustments made by J. Walter Thompson and other advertising agencies to the new medium are well-documented. Organized into six subseries: Administrative, Client, Programming, Research, Talent Negotiations, and Television Networks. Arranged alphabetically within each subseries.

Composed of advertisement proofs, correspondence, memoranda, rate cards, reports, and telexes, telegrams, charts, and verifaxes describing the initial organization and personnel assignments of the Radio/Television Department. In addition, the materials document the rapid development of specialized departments within the company to serve the expanding needs of clients. Arranged alphabetically.

Other chronological correspondence relating to Devine's corporate administrative duties can be found in the Correspondence Subseries of the Corporate Administrative Series, (Restricted). Some materials moved to Oversize Materials.

Department organization, 1955-1960 and undated
(3 folders)

[Some oversize material relocated to OS Box 1.]

Box 1
House advertising on television, 1956-1958 and undated

[Some oversize material relocated to OS Box 1.]

Box 1
International television advertising, 1956-1958 and undated
Box 1
JWT television firsts, 1959-1958 and undated
Box 1
Legislative issues relating to television advertising, 1958-1960 and undated
Box 1
Media Dept. structure and operation, 1955-1960 and undated
Box 1
Miscellaneous, 1955-1958 and undated
Box 1
New client strategies, 1958

Includes memoranda and statistical information relating to tobacco company program sponsorship, and development of concepts for targeting advertising for specific groups.

Box 1
Pay television research, 1958 and undated
Box 1

Includes correspondence, memoranda, reports, telexes, telegrams, charts, and verifaxes documenting clients and associated programming. The bulk of the materials relate to specific client-sponsored programs and/or commercials, particularly developed for television for Eastman Kodak, Ford Motor Company, Kraft Foods, and Lever Brothers Company, and for radio for P. Ballantine and Sons (New York Yankees and Philadelphia Phillies baseball) and General Cigar, Inc. (New York Yankees baseball).

Although the contents of the files vary according to year and client, they include advertising and marketing strategies, analysis of the cost of production and profitability of the account to JWT, correspondence relating to legal issues regarding talent and/or union involvement in production, and detailed information about particular programs. Major television shows represented from 1956 to 1958 include: The Adventures of Ozzie and Harriet, Screen Directors Playhouse, The Ed Sullivan Show, Ford Theatre, Tennessee Ernie Ford, Suspicion, Kraft Television Theatre, The Lux Show Starring Rosemary Clooney and Lux Video Theatre. Those files related to Eastman Kodak, Ford Motor Company, Kraft Foods, and Lever Brothers Company also contain daily and weekly production progress reports, detailed budget and cost allocation memoranda, and correspondence relating to various difficulties involved in production of the programs.

Arranged chronologically by year, then alphabetically by client name therein, then alphabetically by the program name or topic within client name. Devine's original chronological file structure was retained to the extent possible. Within folders, the materials are in the same order as received with one exception: any documents that were bound on the left side of the original folder have been placed in front of materials found on the right side of the folder and separated from them with a blank sheet of paper.

The absence of any client files after "Ford Motor Company" in 1956 and of any files for 1959 suggest that large numbers of files are missing from the collection. Some materials moved to Oversize Materials.

New York Yankees baseball
Box 2
New York Yankees baseball
Box 2
General, 1954 and undated
Box 2
Foreign Intrigue, 1954 and undated
(2 folders)
Box 2
New York Yankees baseball, 1954 and undated
Box 2
Eddie Cantor Comedy Theatre, 1955 and undated
Box 2
Foreign Intrigue, 1955 and undated
Box 2
General, 1955 and undated
Box 2
New York Yankees baseball, 1954-1955 and undated

[Some oversize material relocated to OS Box 1.]

Box 2
Philadelphia Phillies baseball, 1954-1955 and undated
Box 2
Omnibus, 1956 and undated
Box 3
American Bankers Association
Box 3
Atlantis Sales Corporation
Box 3
Blue Cross Blue Shield
Box 3
It Could Be You, 1956 and undated
Box 3
Buitoni Company
Box 3
Chun King, 1956 and undated
Box 3
Medical Horizons, 1956 and undated
Box 3
Douglas Aircraft
Box 3
Eastman Kodak
(8 folders)
Adventures of Ozzie and Harriet, 1956 and undated
(4 folders)
Box 3
General, 1956 and undated
Box 3
Screen Directors Playhouse, 1956 and undated
(2 folders)
Box 4
Union wage increases, 1956 and undated
Box 4
Ford Dealers Advertising Fund, 1956 and undated
Box 4
Ford Motor Company
(11 folders)
Expenditure recommendations for 1956-1957, 1956 and undated
Box 4
Ford Star Jubilee, 1956 and undated
Box 4
Ford Theatre, 1956 and undated
Box 4
General
(2 folders)
Box 4
I Love Lucy
Box 5
Presentation to Ford, May 1956
Box 5
Programming availabilities and negotiations
Box 5
Television film production reports
Box 5
Tennessee Ernie Ford, 1956 and undated
Box 5
Zane Grey Theatre
Box 5
Ford Theatre, 1956-1957
Box 5
High, Low, 1957 and undated
Box 5
I Love Lucy
Box 5
Project X: The car that went around the world

[Some oversize material relocated to OS Box 1.]

Box 5
Suspicion, 1957 and undated

[Some oversize material relocated to OS Box 1.]

Box 5
Tennessee Ernie Ford, 1956-1957 and undated
Box 6
Zane Grey
Box 6
Johns Manville
Box 6
Johnson Motors, a division of Outboard Marine Corporation
Box 6
Joseph Schlitz Brewing Company, 1957 and undated

[Some oversize material relocated to OS Box 1.]

Box 6
Budget, 1957 and undated
Box 6
General, 1957 and undated
(3 folders)
Box 6
The Eve Arden Show, 1957 and undated
Box 7
Father Knows Best, 1957 and undated
Box 7
The Garry Moore Show, 1957 and undated
Box 7
General, 1957 and undated
Box 7
Gordon MacRae contract dispute, 1957 and undated
Box 7
Have Gun, Will Travel, 1957 and undated
Box 7
The Life of Riley, 1957 and undated
Box 7
The Lux Show Starring Rosemary Clooney, 1957 and undated

[Some oversize material relocated to OS Box 1.]

Box 7
Lux Video Theatre, 1957 and undated

[Some oversize material relocated to OS Box 1.]

Box 7
On Trial, 1957 and undated
Box 7
Libby McNeill Libby
Box 7
The Mentholatum Company
Box 7
Murine Co., Inc.
Box 7
Northeast Airlines
Box 7
Oneida Ltd.
Box 7
Pan American, 1957 and undated
Box 7
Quaker Oats Company, 1957 and undated
Box 7
Robert A. Johnston Company
Box 7
Scott Paper Company, 1957 and undated
Box 7
Seven-Up Company, 1957 and undated
Box 7
Standard Brands, 1957 and undated
Box 7
Sylvania Electric Products, Inc., 1957 and undated
Box 7
Weco Products Company, 1957 and undated
Box 7
Aluminum Limited Sales, Incorporated, 1958 and undated
Box 8
Atlantis Sales Corporation
Box 8
Boyle Midway-Aero Shave Experimental Film, 1958 and undated
Box 8
Brillo Manufacturing Company, Inc.
Box 8
Chun King Sales, Inc., 1958 and undated
Box 8
Church and Dwight Tic Tac Dough, 1958 and undated
Box 8
Ciba Pharmaceutical Products, Inc.
Box 8
Continental Airlines
Box 8
Eastman Kodak
(8 folders)
Daily and weekly production reports, 1958 and undated
(2 folders)
Box 8
General, 1958 and undated
Box 8
Beat the Clock
Box 8
Budget, 1958 and undated
Box 8
Commercial work schedule, 1958 and undated
Box 8
General, 1958 and undated
Box 8
The Ed Sullivan Show
Box 8
Elgin
Box 9
Ford Dealers Advertising Fund, 1958 and undated
Box 9
Ford Motor Company
(15 folders)
Buckskin
Box 9
Destiny
Box 9
Ford Road Show, 1958 and undated
Box 9
General, 1958 and undated
Box 9
High, Low
Box 9
Lucille Ball-Desi Arnaz Show, 1958 and undated
Box 9
Project X: The car that went around the world, 1958 and undated
Box 9
Radio/Television Department call reports, 1958 and undated
(3 folders)
Box 9
Suspicion, 1958 and undated

[Some oversize material relocated to OS Box 1.]

Box 10
Television schedules, 1958 and undated
Box 10
Tennessee Ernie Ford, 1958 and undated

[Some oversize material relocated to OS Box 1.]

Box 10
Wagon Train, 1958 and undated

[Some oversize material relocated to OS Box 1.]

Box 10
Zane Grey
Box 10
Johns Manville, 1957-1958
Box 10
Johnson Motors
Box 10
General, 1958 and undated
Box 10
Kraft Television Theatre, 1958 and undated
(3 folders)
Box 10
The Eve Arden Show
Box 10
Father Knows Best
Box 10
The Gale Storm Show, 1958 and undated
Box 10
The Garry Moore Show, 1957-1958
Box 10
General, 1958 and undated
Box 11
Gordon MacRae contract dispute, 1958 and undated
Box 11
Have Gun, Will Travel, 1958 and undated
Box 11
House Party
Box 11
Jackie Gleason, 1958 and undated
Box 11
Keep Talking
Box 11
Lux Playhouse, 1958 and undated
Box 11
The Lux Show Starring Rosemary Clooney, 1958 and undated
Box 11
Lux Video Theatre, 1958 and undated
Box 11
The Price is Right, 1958 and undated
Box 11
Truth or Consequences
Box 11
You Bet Your Life
Box 11
Olympic Committee
Box 11
Futures Unlimited
Box 11
Alberto-Culver
Box 11
Allied Van Lines
Box 11
Blue Cross of Southern California
Box 11
Cheseborough-Pond's, 1961 and undated
Box 11
Crocker Anglo Bank
Box 11
Custom Farms
Box 11
Ford Dealers Advertising Associations, 1961-1962
Box 11
General, 1961 and undated
Box 11
J. Walter Thompson Company Study of Ford Motor Company Advertising, 1961-1962 and undated
(2 folders)
Box 12
Lever Brothers-Lux television commercial dispute arbitration
Box 12
Northeast Airlines
Box 12
Owens-Illinois Glass Company
Box 12
Radio Corporation of America (RCA)
Box 12
Aluminum Ltd., 1962-1963 and undated
Box 12
American Bankers Association
Box 12
American Petroleum Institute, 1962-1963 and undated
Box 12
Atlantic Sales
Box 12
Beecham Products, Inc., 1962 and undated
Box 12
Blue Cross Blue Shield of New York, 1962-1963
Box 12
Brillo Manufacturing Company, 1962 and undated
Box 12
Burroughs Corporation, 1962 and undated
Box 12
Chesebrough-Ponds, Inc., 1962-1963 and undated
Box 12
Champion Spark Plug of Canada
Box 12
Chunky Chocolate Corporation, 1962-1963 and undated
Box 12
Congoleum-Nairn, Inc., 1962-1963
Box 12
Custom Farms, Inc., 1962 and undated
Box 12
Douglas Aircraft Co., Inc.
Box 12
Francis I. duPont and Co., 1962-1963
Box 12
Eastman Kodak Co., 1962-1963 and undated
Box 12
Ford Dealers Advertising Fund, 1962-1963 and undated
Box 12
Ford Motor Company
(10 folders)
Copy research
Box 12
Editorial department, 1962-1963 and undated
Box 12
Financial, 1962 and undated
Box 13
"Ford Study"-Marketing Strategies, 1962-1963 and undated
Box 13
General, 1962-1963 and undated

[Some oversize material relocated to OS Box 1.]

Box 13
Project Monaco ("Project M"), 1962 and undated
Box 13
Radio/Television Production Department, 1962 and undated
Box 13
Research Department, 1962-1963 and undated
Box 13
Television Department, 1962-1963 and undated
Box 13
Traffic Department, 1962 and undated
Box 13
Foundation for Commercial Banks, 1962 and undated
Box 13
Helio Aircraft Corp., 1962 and undated
Box 13
Institute of Life Insurance
Box 13
Irving Trust Co.
Box 13
Kingsberry Homes
Box 13
Canada
Box 13
General, 1961-1962 and undated
Box 14
Kraft Mystery Theater
Box 14
Perry Como-Kraft Music Hall, 1962-1963 and undated
Box 14
General, 1962-1963 and undated
(2 folders)
Box 14
On-air testing, 1962 and undated
Box 14
Liebmann Breweries, Inc., 1962-1963 and undated
Box 14
Liggett and myers
(2 folders)
General, 1962-1963 and undated
Box 14
Research authorizations and charges, 1962-1963 and undated
Box 14
Massachusetts Mutual Life Insurance Company, 1962-1963
Box 15
Mentholatum Company, 1962 and undated
Box 15
National Car Rental Systems, Inc., 1962-1963 and undated
Box 15
New Holland Machine Company, 1962-1963 and undated
Box 15
New York World's Fair 1964-1965 Corporation, 1962-1963
Box 15
Northeast Airlines, Inc., 1962-1963 and undated
Box 15
Pan American Grace Airways (Panagra)
Box 15
Pan American World Airways (Pan Am), 1962-1963 and undated
Box 15
Phillips Petroleum Company, 1962-1963 and undated
Box 15
Pittsburgh Plate Glass Company, 1962-1963
Box 15
Planters Peanuts, a division of Standard Brands, 1962-1964
Box 15
Purolator Products, Inc., 1962-1963 and undated
Box 15
General, 1962 and undated
Box 15
Food and Drug Administration (FDA)-Proposed changes to Dietary Foods regulations, 1962 and undated
Box 15
R. T. French Co., 1962-1963 and undated
Box 15
Radio Corporation of America (RCA), 1962-1963 and undated
Box 15
Reader's Digest Association, 1961-1963 and undated
Box 15
Rowntree Co., Ltd.
Box 15
Scott Paper Company, 1962 and undated
Box 15
Seven-Up Company
Box 15
Standard Brands, Incorporated, 1962-1963 and undated
Box 15
U. S. Brewers Association, Inc., 1962-1963 and undated
Box 15
U. S. Lines Company
Box 15
W. F. Young, Inc., 1962 and undated
Box 15
Warner-Lambert, 1962-1963 and undated
Box 15
Alberto-Culver
Box 16
American Electric Power Service Co., 1963 and undated
Box 16
Dean Witter
Box 16
General
(2 folders)
Box 16
Perry Como-Kraft Music Hall
Box 16
Television productions, 1963 and undated
Box 16
Pitney-Bowes
Box 16

Comprises correspondence, memoranda, questionnaires, reports, telexes, telegrams, charts, and verifaxes illustrating proposed programming concepts, the availability of actors and actresses, and the evolution of television production facilities. Also includes materials relating to Chicago, Hollywood, and New York operations; production of local programming in New York; as well as the house production facility in New York City, known as TV Workshop. Some materials have been relocated to Oversize Materials. Arranged alphabetically.

Availabilities, 1955-1960 and undated
(6 folders)
Box 16
General, 1955-1958 and undated
Box 17
Television program availabilities, 1957
Box 17
Client sponsored programs for 1958, 1958 and undated
Box 17
General, 1955-1960 and undated
Box 17

Hollywood office

(7 folders)
Office files, 1956-1958 and undated
(2 folders)
Box 17
Office organization, 1955-1956 and undated
Box 17
Screening and availability reports, 1955-1960 and undated
(4 folders)
Box 17

New York office

(10 folders)
Local television production, 1956-1960 and undated

[Some oversize material relocated to OS Box 1.]

Box 18
Publicity and program exploitation, 1956-1958 and undated
(3 folders)
Box 18
Traffic, 1956-1958 and undated
Box 18
Television art department, 1956-1958 and undated
Box 18
Television commercial production, 1956-1960 and undated
Box 18
TV Workshop, 1955-1960 and undated
(3 folders)
Box 18
Screening reports, 1955-1956 and undated
Box 19
Talent showcase, 1955-1956 and undated
Box 19

Includes correspondence, memoranda, questionnaires, reports, telexes, telegrams, charts, and verifaxes documenting the introduction of formal consumer research into the advertising industry. Shows the development of increasingly sophisticated research services to analyze discrete market groups, project audience reaction to different types of commercial appeals, and to adapt materials to persuade consumers to purchase certain products. Additional materials related to research for specific clients are located in the Office Files Subseries of the Corporate Administration Series (Restricted). Some materials moved to Oversize Materials. Arranged alphabetically by topic.

American Association of Advertising Agencies (4As), TV-Radio Creative Workshop, 1956 and undated
Box 19
A. C. Nielsen ratings, 1956-1958 and undated
(3 folders)
Box 19
Consumer Panel, 1956-1958 and undated

[Some oversize material relocated to OS Box 1.]

Box 19
Methodology and studies, 1954-1960 and undated
(3 folders)
Box 19
Ratings, 1956-1958 and undated
(2 folders)
Box 20

Comprises correspondence, memoranda, reports, telexes, telegrams, charts, and verifaxes evidencing the concerns of advertising agencies, advertisers, and labor representatives regarding the contractual control, practices, and payment of performers and radio and television support personnel. In addition to his employment with JWT, Devine served as an appointed advertising industry representative in negotiations with various unions, particularly the negotiation of the 1958 contract with Screen Actors Guild (SAG). The correspondence, memoranda, and reports in this subseries document the inception and growth of organized labor movements such as the American Federation of Musicians (AFM), American Federation of Radio and Television Artists (AFTRA), American Society of Composers, Authors, and Publishers (ASCAP), Screen Actors Guild (SAG), and Writers Guild of America (WGA) in representing performers and support personnel in radio and television programming. Organized labor significantly affected the business procedures and economic practices of the advertising industry. Arranged alphabetically by topic.

American Association of Advertising Agencies (4As)-Standing Committee on Television and Radio Administration, 1956-1960 and undated
(4 folders)
Box 20
American Federation of Musicians (AFM), 1958 and undated
Box 20
American Federation of Television and Radio Artists (AFTRA), 1958-1960 and undated
(3 folders)
Box 21
American Society of Composers, Authors, and Publishers (ASCAP), 1958
Box 21
Client talent issues, 1953-1960 and undated
Box 21
National Labor Relations Board (NLRB), 1958 and undated
(2 folders)
Box 21
General, 1958 and undated
Box 21
Negotiation of 1958 contract, 1958 and undated
Box 21
Writers Guild of America (WGA), 1958
Box 21

Includes correspondence, charts, rate cards, reports, and programming structures developed by the three networks--American Broadcasting Company (ABC), Columbia Broadcasting System (CBS), and National Broadcasting Company (NBC)--and the advertising industry. Demonstrates the growing influence of the networks in relation to the financial terms and organizational structure of television programs and commercials. Arranged alphabetically by topic.

American Broadcasting Company (ABC), 1956-1960 and undated
Box 22
Columbia Broadcasting System (CBS), 1955-1960 and undated
(2 folders)
Box 22
Federal Communications Commission (FCC) Network Study, 1958 and undated
Box 22
General, 1955-1960 and undated
Box 22
National Broadcasting Company (NBC), 1956-1960 and undated
Box 22

Includes correspondence, memoranda, reports, charts, tables, telexes, telegrams, and verifaxes created or used by Devine as part of his corporate administrative duties regardless of where in JWT he was working at the time. Although the series includes some materials from Devine's early years as the Radio/Television Department administrator, the more significant files arise from Devine's activities as a corporate executive in New York from 1960 to 1970. In contrast to the Radio/Television Department Series, the bulk of this series relates to larger corporate issues rather than to specific client matters. Devine was particularly adept as a financial manager on the corporate level as indicated in his detailed personal charts and notes. Organized into five subseries: Committees/Groups, Correspondence, Office Files, Offices, and Review Board. Arranged alphabetically within each series. Some materials relocated to Oversize Materials.

RESTRICTED: The Review Board Subseries is restricted.

Includes correspondence, memoranda, and reports from different committees or groups within JWT in which Devine participated. The largest amount of materials relate to the activities of the New York Operations Committee from 1960 to 1963. Some materials relocated to Oversize Materials. Arranged alphabetically by topic.

Committee of Representatives, 1960-1961 and undated
Box 22
Communications Committee, 1956-1958 and undated
Box 22
Finance Committee, 1963-1965 and undated
(3 folders)
Box 22
Fiscal Group, 1955-1958 and undated
Box 22
Group 8, 1962-1967 and undated
Box 22
Junior Management Luncheon Group, 1954-1955
Box 22
Management Committee, 1956 and undated
Box 22
Meeting Club, 1966-1970 and undated

[Some oversize material relocated to OS Box 1.]

Box 23
Monday Morning Group, 1955-1956 and undated
Box 23
New York Operations Committee, 1960-1963 and undated
(5 folders)

[Includes an index. Some oversize material relocated to OS Box 1.]

Box 23
Staff Development Committee, 1956
Box 23
Wednesday Group (Production control group), 1956-1958
Box 23

Includes correspondence, memoranda, reports, charts, telegrams, and notes from Devine's tenure as the Radio/Television Department administrator. A portion of Devine's correspondence for the years 1954, 1958, and 1961 was found in chronological order with an index and retained in that order. Additional correspondence for those years and others may be found in the general correspondence and solicitation files. Arranged alphabetically.

Chronological, 1954-1961
(folder 1 of 11 folders)
Box 23
Chronological, 1954-1961 (con't.)
(folders 2-10 of 11 folders)
Box 24
Chronological, 1954-1961 (con't.)
(folder 11 of 11 folders)
Box 25
General, 1956-1960
(3 folders)
Box 25
Solicitations, 1956-1960
Box 25

Includes correspondence, memoranda, reports, charts, and notes from Devine's activities as a corporate executive between 1961 and 1974. Devine was particularly involved in efforts to reduce JWT cost expenditures and increase corporate profit, and there are numerous files relating to employee compensation, capital expenditures, financial analysis, and research requests (including information about the proposed research project, its purpose, methodology, costs, and expenses). Devine was one of the corporate officers with authority to approve research cost expenditures, and he retained a significant number of requests that he approved. Additional materials involving client research can also be found in the Research Subseries of the Corporate Administrative Series. Other topics include minority relations, both in employment of minorities by advertising agencies and participation of minorities in television programs and commercials. Additional materials involving JWT's efforts to comply with corporate and governmental regulation of minority employment and retention can also be found in the Detroit and Hollywood files in the Offices Subseries of the Corporate Administrative Series.

Arranged chronologically by year, then alphabetically by topic therein. Devine's original file structure was retained to the extent possible and the chronological grouping may include materials from more than one year. The researcher should review all years to ascertain the existence of all materials in the subseries. Some materials relocated to Oversize Materials.

Breed, Abbott and Morgan-Corporate Counsel, 1961 and undated
Box 25
Broadcast Advertisers Reports, Inc.
Box 25
Corporate structure, 1961 and undated
Box 25
Electronic data processing (computer processing), 1961 and undated
Box 25
Employee transfer expense reimbursement, 1961 and undated
Box 25
Expense authorizations, 1961 and undated
Box 25
Federal Communications Commission (FCC), 1961 and undated
Box 25
Federal Trade Commission (FTC)
Box 25
Finance Dept., 1961 and undated
(2 folders)
Box 25
Industrial and Professional Dept.
Box 25
General
Box 25
Meeting agendas
Box 25
Marketing Research Dept., 1961 and undated
Box 26
Media Dept., 1961 and undated
Box 26
New product development, 1961 and undated
Box 26
New York office, 1961 and undated
Box 26
Salaries, 1961 and undated
Box 26
Speeches
Box 26
Spot Contracts, 1961 and undated
Box 26
Taxes, 1959-1961 and undated
Box 26
Traffic Dept., 1959-1962 and undated
Box 26
United States Dept. of Navy security clearances
Box 26
Western Union Telegraph Company claim
Box 26
Ford Motor Company, 1961-1963 and undated
Box 26
Employee issues, 1962-1963 and undated
Box 26
General, 1962-1963 and undated
Box 26
Uris office lease, 1962 and undated
Box 26
Marketing Research Dept., 1961-1963 and undated
Box 27
New client strategies, 1962-1963 and undated
Box 27
Norman H. Strouse
(6 folders)
"Buff Papers," 1962-1963

Reprints of published articles that Strouse distributed to key management personnel and known as "buff papers" because of the beige paper on which they were printed.

Box 27
General, 1962 and undated
(3 folders)

[Some oversize material relocated to OS Box 1.]

Box 27
J. Walter Thompson executives, 1962-1963 and undated
Box 27
Norman H. Strouse, 1962-1963
Box 27
Public Relations Dept., 1962 and undated
Box 28
Research Dept.
(3 folders)
Analysis of 1961 costs and allocation, 1962 and undated
Box 28
Cost Projections
Box 28
General, 1962 and undated
Box 28
Scott Paper Company
Box 28
Traffic Dept., 1962-1963 and undated
Box 28
Minority relations
Box 28
Employee recruitment, 1964 and undated
Box 28
European Managers Meeting, 1964 and undated
(2 folders)
Box 28
JWT 100th Anniversary, 1964 and undated

[Some oversize material relocated to OS Box 1.]

Box 28
International managers meeting (February, March, and July), 1965 and undated
(2 folders)
Box 28
International managers meetings (March and July 1965), 1965 and undated
Box 28
Financial expenditure comparisons, 1966-1968 and undated
(2 folders)
Box 28
Corporate titles
Box 29
Pupil dialation project, 1967 and undated
Box 29
Speech, E. G. Wilson, JWT-1966 and Beyond
Box 29
Client listing 1886-1968
Box 29
Minority relations, 1964-1968 and undated
(2 folders)

[Some oversize material relocated to OS Box 1.]

Box 29
Capital expenditures, 1968-1970 and undated
Box 29
Corporate policy notebook, 1962-1969 and undated
Box 29
Dillon, Agnew and Marton, Inc., possible acquisition, 1969 and undated
Box 29
Financial expenditure comparisons, 1969 and undated
(2 folders)
Box 29
New York office remodeling
Box 29
Taxation, 1962-1969 and undated
Box 29
Astronaut special, 1970 and undated
Box 30
Digisonics teleproof system for coding commercials, 1970 and undated
Box 30
Electronics and Alloys, Inc., 1967-1970 and undated
Box 30
Financial expenditure comparisons, 1970-1971 and undated
Box 30
Insurance, 1965-1970 and undated
Box 30
Management consultants, 1968-1970 and undated
Box 30
MPO Videotronics Inc., 1968-1971 and undated
Box 30
New York office dining room, 1966-1970 and undated
Box 30
Tipperary Land and Exploration Corp.
Box 30
Advertising awards policy
Box 30
Aspens Systems Corporation, 1968-1972 and undated
Box 30
Employee loans, 1970-1971 and undated
Box 30
Federal Trade Commission (FTC), 1971 and undated
Box 30
Gillette Company Toni products, 1971 and undated
Box 30
Investments, 1971 and undated
Box 30
Long-term planning
Box 30
Tassaway, Inc., 1971 and undated
Box 30
Compensation study, 1971-1972 and undated
Box 30
Data processing report (computer processing)
(2 folders)
Box 31
Employee loans, 1972 and undated
Box 31
Executive compensation study, 1972 and undated
Box 31
Insurance, 1972 and undated
Box 31
Salary budgets
Box 31
Stock plan, 1971-1972 and undated
Box 31
Employee loans, 1973 and undated
Box 31
Investments
Box 31
JWT Management Luncheon Program
Box 31
Employee loans, 1974 and undated
Box 31
Financial, 1973-1974 and undated
Box 31
Insurance, 1974 and undated
Box 31
Lord, Geller, Federico, Peterson agency acquisition, 1973-1974 and undated
Box 31
Management bonus plan, 1970-1974 and undated
(2 folders)
Box 31
Salary budgets, 1973-1974 and undated
Box 31
Stock incentive plan, 1971-1974 and undated
Box 31

Comprises correspondence, memoranda, telegrams, reports, charts, architectural drawings, and notes relating to the operations of JWT offices, primarily in Canada, Chicago, and Hollywood. There is a significant amount of correspondence, memoranda, and reports focusing on the Montreal office and the difficulty of establishing and sustaining profitable accounts in Canada. In addition, minority relations, especially the employment and retention of minority employees in JWT offices, are documented in the Detroit and Hollywood Offices Files, particularly statistics recording JWT's efforts to comply with corporate and governmental regulation of minority employment and retention. Additional materials involving minority relations, both in employment of minorities by advertising agencies and participation of minorities in television programs and commercials, may be found in the Office Files Subseries of the Corporate Administration Series.

Arranged alphabetically by location, then chronologically by year therein, then alphabetically. Devine's original file structure was retained to the extent possible and a chronological file may include materials from more than one year. The researcher should review all years to ascertain the existence of all materials in the subseries. Some materials moved to Oversize Materials.

Budget, 1966 and undated
Box 32
Budget, 1967 and undated
Box 32
General, 1967 and undated
(2 folders)
Box 32
Budget, 1968 and undated
(2 folders)
Box 32
General, 1968 and undated

[Some oversize material relocated to OS Box 1.]

Box 32
Montreal office relocation, 1967-1970 and undated

[Some oversize material relocated to OS Box 1.]

Box 32
Pension plan, 1967-1968 and undated
Box 33
Clients, 1969 and undated
Box 33
Financial, 1969 and undated
Box 33
General, 1969 and undated
Box 33
Vancouver property
Box 33
Financial, 1970 and undated
Box 33
General, 1970 and undated
Box 33
Insurance
Box 33
New business, 1970 and undated
Box 33
Public relations, 1970 and undated
Box 33
General, 1962-1963 and undated
Box 33
Personnel administration changes for Chicago and Detroit offices, 1962 and undated
Box 33
General, 1965-1966 and undated
Box 34
General, 1967 and undated
Box 34
Financial, 1968 and undated
Box 34
General, 1968 and undated
Box 34
General, 1969 and undated
Box 34
John Hancock building move, 1968-1969 and undated
(2 folders)
Box 34
General, 1970 and undated
Box 34
General, 1962 and undated
Box 34
Financial, 1973 and undated
Box 34
General, 1973 and undated
Box 34
Financial, 1974 and undated
Box 34
General
Box 34
General, 1962 and undated
Box 35
General, 1963 and undated
Box 35
General, 1966 and undated
Box 35
General, 1967 and undated
Box 35
Eastman Kodak-Richard Harris contract, 1968 and undated
Box 35
General, 1958 and undated
Box 35
General, 1969 and undated
Box 35
General, 1970 and undated
Box 35
Salary budgets, 1970 and undated
Box 35
International operations
Box 35
General, 1962 and undated
Box 35
General, 1962-1963 and undated
Box 35
General, 1965 and undated
Box 35
General, 1966 and undated
Box 35
General, 1967 and undated
Box 35
General, 1968 and undated
Box 35
General, 1969-1970 and undated
Box 35
General, 1963-1970 and undated
Box 35

Contains meeting minutes, account summaries, correspondence, and Devine's personal notes pertaining to Review Board meetings. The minutes generally include a list of the Review Board members on the client account, the purpose of the meeting, marketing information, analysis of the advertising campaign, and recommendations and conclusions for the client. To maintain quality control, the Review Board assessed individual campaigns at specified intervals with client representatives to ascertain the effectiveness of the campaign and negotiate any changes to the client's advertising program. Account representatives, senior creative staff, and selected management members served on a Review Board for an individual client. The bulk of the Review Board materials found in this collection are not contained in J. Walter Thompson Co. Archives: Review Board Records, 1947 and 1953-1976. Arranged alphabetically by client.

RESTRICTED: Photocopying from the Review Board Records is prohibited. For further information, consult a reference archivist.

Ballantine, 1953-1955 and undated
Box 36
Florida Citrus Commission, 1953-1955 and undated
Box 36
National Broadcasting Company, 1953 and undated
Box 36
Penick and Ford, Ltd., Inc., 1954 and undated
Box 36
Radio Corporation of America, 1953 and undated
Box 36

Comprises correspondence, memoranda, charts, tables, and notes relating to applicants and current, and former JWT employees. Most materials relate to routine business operations such as vacation schedules, job position changes, and salary increase requests, but some describe individual job performance, employment severance, and employee loans. Arranged chronologically.

RESTRICTED: This series are closed to non-JWT employees for 75 years after 1971, the latest established date in the series. Current JWT employees may view these materials.

1955
Box 37
1956, 1956 and undated
(2 folders)
Box 37
1957, 1957 and undated
Box 37
1958, 1958 and undated
Box 37
1961, 1961 and undated
Box 37
1962, 1962-1963 and undated
Box 37
1971, 1971 and undated
Box 37
Hollywood office, 1956 Feb. 15
Los Angeles office, 1956 Feb. 15
New York office 12th floor North wing, 1956 Jan. 11
Handwritten charts of Radio/Television Department organization (3) and group responsibilities
House ads depicting TV Workshop, Kraft Television Theatre, and JWT client shows for 1957
Oversize Folder 1
Ballantine, Map of eastern United States with annotations
Oversize Folder 1
Project X: The car that went around the world(1958 Ford)
Oversize Folder 2
Diary for Death, undated
(2 advertisements)
Four O'Clock, produced by Alfred Hitchcock, 1957 Sept. 30
Schlitz TV News, Vol. 2, No. 3, October 1957
Oversize Folder 2
The Lux Show Starring Rosemary Clooney, (1957 advertising plans), undated
Oversize Folder 2
Advertisement for A Place in the Sun with Ronald Reagan as host, 1954 Jan. 28
Promotional photo of Reagan, undated
Oct. 2 including smaller sections depicting other Ford Motor Company shows
Oct. 9 including smaller sections depicting other Ford Motor Company shows
Oct. 9 including program with Ann Blythe
Oct. 16 including program with Ernie Kovacs
Oct. 23 including program with William (Bill) Bendix
Nov. 6 including program with Jane Wyman advertisement
Nov. 13 including program with Charlie Weaver (Cliff Arquette)
"NBC's Audience Building Plans," undated
Heartbeat, Feb. 3
Four O'Clock,produced by Alfred Hitchcock, Sept. 30
Around the Horn, Oct. 1
(two advertisements)
The Jennifer Churchill Story, Oct. 15
The Tobias Jones Story, Oct. 22
Sweepstakes advertisement (1962 Ford Galaxie 500 convertible), undated
Oversize Folder 2
House advertising for "Live Local TV Group," Aug. and Sept. 1956
Oversize Folder 2
March 1955
January and March 1955
Architectural rendering of employee cocktail club bar at 420 Lexington, New York, New York, undated
Oversize Folder 3
Ad for New York Telephone, 1963 June 26
Oversize Folder 3
Advertisements promoting purchase of U. S. Savings bonds, undated
(three advertisements)
Oversize Folder 3
Sunset magazine ad in Advertising Age, Special Section, J. Walter Thompson Centennial Issue, 1964 Dec. 7
Oversize Folder 3
RCA color television magazine advertisement featuring actor Bill Cosby in Ebony magazine, 1968 Mar.
Oversize Folder 3
Proposed layout sketch for JWT office in Place Bonaventure in Montreal, Canada, 1968 Aug. 1
Oversize Folder 3
Architectural drawings depicting revisions to office at 23 Ranchmore Road, Ontario, 1968 Apr. 2

Historical Note

DateEvent(s)
1916 Oct. 18Born, New York, N.Y.
1933Graduated, Horace Mann School for Boys (Riverdale, N.Y.)
1937PhB (Bachelor of Philosophy), College of the Holy Cross (Worcester, Mass.)
1940LLB, Columbia Law School (N.Y.); entered private practice (New York, N.Y.)
1942Joined U.S. Navy Reserve with rank of Ensign
1946Discharged from Navy Reserve at rank of Lieutenant
Joined J. Walter Thompson Company (JWT) legal department
1953Review Board Executive at JWT
1953-1959Chairman, Committee for Radio and Television Administration, American Association of Advertising Agencies (AAAA)
1954-1961Vice-President, JWT Radio and Television Department
1960-1963Consultant to the Committee for Radio and Television Administration, AAAA
1960-1965General Counsel, JWT
1964Trustee of JWT Profit-Sharing Trust
1964-1967Director, National Better Business Bureaus
1965Vice-President of Administration, JWT
1966JWT Board of Directors and Executive Committee member
1969Executive Vice-President of Corporate Administration, JWT
1973Chairman of JWT-Affiliated Companies
1974Retired from JWT
1974-1976Senior consultant to JWT
1983 Oct. 26Died, Port Chester, N.Y.

Subject Headings

Preferred Citation

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

Provenance

The J. Walter Thompson Company. John F. Devine Papers were received by the David M. Rubenstein Rare Book & Manuscript Library as a transfer in 1987.

Processing Information

Re-processed by Barbara Heck

Encoded by Barbara Heck

Last updated August 3, 2005

Originally processed by Richard Collier, Kate Crassons, Lisa Stark

Processing of this collection was supported in part by gifts from the J. Walter Thompson Company Fund and the John and Kelly Hartman Foundation.

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

JWT Accessions 790807, 790809, 791026, 810422, 821110, 821202, 830203, 830516, 830803, and 831019 were merged into one collection, described in this finding aid.

This finding aid is NCEAD compliant.