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Guide to the J. Walter Thompson Company. Frankfurt Office. Wilfried Henkel Papers, 1957-1987, bulk 1975-1984

Collection Overview

The papers of Wilfried Henkel, former managing director (Geschäftsführer) at the J. Walter Thompson Company (JWT), Frankfurt office, span the years 1957 to 1987, with the bulk of the material dating from 1975 to 1984. The collection consists of articles and presentations (typed or offprints) accompanied by charts and graphs, typed and handwritten correspondence, external and internal memoranda, as well as press clippings and other printed material, and documents Henkel's activities during his tenure at the Frankfurt office, where he was considered the "chief ideologist." Throughout his time in Frankfurt, Henkel worked on individual accounts, but more importantly he was one of the early proponents of corporate advertising, especially in the form of corporate identity and corporate communications. In addition, he worked extensively on JWT's corporate strategy, the T-Plan (target plan).

Specific topics documented in the Wilfried Henkel papers include the philosophy of advertising as evidenced in particular (mostly German) advertising campaigns; analyses of agencies', businessmen's, and customers' attitudes toward advertising; JWT's corporate philosophy as presented in the T-Plan; presentations on the future of advertising; and individual advertising campaigns--including Deutsche Bank, Deutscher Wein, Fichtel and Sachs, Flachglas, Ford Motor Company, Frankfurter Hypothekenbank, Hercules, and Zanders--supervised by Henkel for JWT. While the general files in the Henkel papers document communication between JWT and its clients as well as within JWT, other parts of the collection contain a high percentage of presentations and talks.

Approximately 70% of the collection is in German. Only correspondence with foreign offices and clients, as well as some of the subject material, is in English. The collection is arranged into five series--the General Files Series, the Client Files Series, the New Business Presentations Series, the Subject Files Series, and the Writings and Speeches Series.

The General Files Series documents the day-to-day activities and proceedings in the JWT Frankfurt Office during Henkel's tenure. Most significantly, this series contains Henkel's domestic and foreign correspondence, house memoranda, and internal as well as client reports. Topics include the acquisition and loss of clients (especially Ford); JWT's position in the German advertising industry; organization and administration within JWT Frankfurt (especially internal finances and work in units); the celebration of 30 years of JWT in Frankfurt; the founding of subsidiaries Deltakos; JWT Direct; and Pro:Motion; and the opening of the Düsseldorf and Hamburg offices of JWT.

The Client Files Series reflects Henkel's involvement in the planning and financial aspects of JWT-Frankfurt's relationship with its clients. Most of the series documents the on-going planning and execution of advertising campaigns--through correspondence, presentations, and briefings--as well as general and economic relations between JWT-Frankfurt and its clients. The major accounts in this series include Braun, Commodore, Deutsche Bank, Deutscher Wein, Fichtel and Sachs, Flachglas, Ford Motor Company, Frankfurter Hypothekenbank, Hercules, Knauf, Kraft, PEP, and Zanders. One item of particular interest is the presentation made by JWT Frankfurt to Ford in 1985 in an unsuccessful attempt to keep the Ford account. For several clients--including Braun, Deutsche Bank, Ford and Zanders--Henkel supervised a corporate identity campaign. The files of several accounts also collect press clippings relevant to the client.

The New Business Presentations Series provides information on JWT-Frankfurt's efforts to win new clients or additional accounts. The material on any given presentation usually includes internal correspondence suggesting a new client or account, internal evaluations of that suggestion, first contacts with the prospective client, JWT's preparation for the presentation, the presentation itself, and a subsequent analysis of the company presentation and memoranda (Haus-Mitteilungen) on the success of the presentation and the likelihood of getting the account. These files include a small number of clients which were actually won (e.g., Frankfurter Hypothekenbank), but mostly cover companies which chose other agencies. In some cases, there was direct competition between the various companies to whom JWT was presenting, such as between the department stores, Hertie, Kaufhof, and Karstadt. Well-documented clients include Bridgestone, Hertie, and Philips.

The Subject Files Series, the centerpiece of the Henkel collection, covers a variety of topics related to the development and application of JWT's T-Plan: the concept of corporate identity and the idea of corporate communication. In addition, this series contains Henkel's collection of background material on the subject of consumerism. As "chief ideologist" of JWT's Frankfurt office in the 1970s and early 1980s, Henkel was especially involved in these areas. There are a number of different versions of JWT's T-Plan from between 1970 and 1982. Each of the individual topics contains articles and presentations pertaining to its theory, examples of its practice at JWT and in the advertising business at large, as well as research on the topic. Henkel participated in the discussion through presentations such as his frequently revised "Corporate Identity--Mehr Marktanteil im Bewußtsein der Öffentlichkeit" ( "Corporate Identity--A Greater Share of the Market in the Public Consciousness" ) found in Corporate Identity/Presentations/Henkel Lecture 1977-78.

The Writings and Speeches Series collects works by Henkel as well as a number of outsiders to the company. While many articles, presentations, and talks come with author names, there is also a significant number of anonymous contributions. The topics of the writings range from philosophical examinations of particular aspects of advertising to comments on individual advertising campaigns. About half of the articles are in German, the rest in English.

Related materials may also be found in other collections from the J. Walter Thompson Company Frankfurt Office.

Descriptive Summary

Title
J. Walter Thompson Company. Frankfurt Office. Wilfried Henkel papers 1957-1987, bulk 1975-1984
Creator
J. Walter Thompson Company. Frankfurt Office.
Extent
13.5 Linear Feet, 12,150 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

Collection is open for research.

Researchers must register and agree to copyright and privacy laws before using this collection.

In addition, 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

Contains typed and hand-written letters, telexes and telegrams, printed material, notes, memoranda, clippings and articles, minutes, reports, charts and graphs, questionnaires, receipts, contracts, and other documents concerning JWT Frankfurt. Documents chiefly Henkel's communication with staff in management, with other JWT offices in foreign correspondence, and with his co-workers through memoranda. Includes his domestic correspondence with the public as well as memoranda and reports concerning a variety of subjects. Arranged alphabetically by type of record, thereunder chronologically.

See further item level description for this series in the inventory file in Research Services or in the Word document at F:\Specoll\Technical Services Department\Finding Aids\Word Files Created from Web\Henkel, Wilfried.doc.

Domestic, 1972-1973, 1975, 1981-1986
(8 folders)
Box 1
Foreign, 1972-1973, 1975-1977, 1982-1986
(7 folders)
Box 1
Düsseldorf and Hamburg, 1983
Box 1
Electronic Data Processing (EDV), 1984
Box 1
Internal Finances, 1973, 1975, 1985-1986
(3 folders)
Box 1
Job Ads, 1972
Box 1
Alphabetical A-Z, 1971-1980
(2 folders)
Box 1
Free lance, 1971-1980
Box 1
JWT Direct, 1985-1986
Box 1
Market Research, 1985-1986
Box 1
1972, Group Head Meetings
Box 1
1972-1973, Organization
Box 1
1973, Quadrovirate
Box 1
1975-1977, 1981-1986
(6 folders)
Box 1
1984-1986, Organization
Box 1
Miscellaneous, 1972-1973, 1975-1977, 1982
Box 1
Miscellaneous, 1983-1987
Box 2
Personnel, 1972-1986
(3 folders)
Box 2
Press Clippings, 1971-1975
Box 2
Pro:Motion [subsidiary], 1985-1986
Box 2
Reports, 1975-1977, 1983-1986
(6 folders)
Box 2
1975-1977
Box 2
Core group
Box 2
Efficiency
Box 2
General
Box 2
Correspondence
Box 2
English material
Box 2
Background material
Box 2
View-Data (Btx) 1984
Box 2

Typed and handwritten domestic and foreign correspondence, telexes, notes, ad copy, contracts, memoranda (Haus-Mitteilungen), presentations and briefings, reports (Kontaktberichte), and research concerning the accounts with which Henkel was involved. Organized alphabetically by client for the major accounts, followed by a brief series of various clients. Within each account, the files are divided by topic (thereunder chronologically). Additional materials relating to the Ford Motor Company, which were discovered after processing of the collection had been completed, are listed here but are physically located at the end of the collection, and may be found in boxes 11-12.

See further item level description for this series in the inventory file in Research Services or in the Word document at F:\Specoll\Technical Services Department\Finding Aids\Word Files Created from Web\Henkel, Wilfried.doc.

Ad Copy, 1975-1977
Box 2
Contact Reports, 1975-1977
Box 2
Corporate Identity, 1976-1977
Box 2
Correspondence, 1975-1978
Box 2
Memoranda, 1975-1978
Box 2
Miscellaneous, 1975-1977
Box 2
Ad Copy, 1984-1985
Box 2
Contract, 1982-1984
Box 2
Correspondence, 1983-1986
Box 2
International, 1983
Box 2
Memoranda, 1983-1986
Box 3
Miscellaneous, 1983-1986
Box 3
Presentations and Briefings, 1983-1985
Box 3
Background Material, 1986
Box 3
Correspondence, 1986
Box 3
Ad Copy, 1983
Box 3
Corporate Campaign, 1983-1985
Box 3
Correspondence, 1976-1985
(2 folders)
Box 3
Job Search, 1984
Box 3
Memoranda, 1981-1985
(2 folders)
Box 3
Miscellaneous, 1976-1978, 1981-1985
(3 folders)
Box 3
Presentations and Briefings, 1981-1985
(6 folders)
Box 3
Press Clippings, 1981-1985
Box 3
Reports, 1981-1985
Box 3
Organization, 1983-1984
Box 3
Presentations, 1983
Box 3
- Kronberg, 1984
Box 3
Ad Copy, 1983-1987
Box 4
Correspondence, 1982-1987
(5 folders)
Box 4
Memoranda, 1983-1987
(2 folders)
Box 4
Miscellaneous, 1977, 1983-1987
(6 folders)
Box 4
Presentations and Briefings, 1984-1987
(4 folders)
Box 4
Reports, 1982-1987
(2 folders)
Box 4
Ad Copy, 1976
Box 4
Correspondence, 1976-1978
Box 4
Memoranda, 1976
Box 4
Miscellaneous, 1976-1977
Box 4
Presentations, 1976
Box 4
Reports, 1977
Box 4
Ad Copy, 1976-1977
(2 folders)
Box 4
Background Material, 1976-1977
Box 4
Correspondence, 1976-1977
Box 4
Memoranda, 1976-1977
Box 4
Miscellaneous, 1976-1977
Box 4
Presentations and Briefings, 1976-1977
Box 4
Reports, 1976-1977
Box 4
Research, 1976-1977
Box 4
Correspondence, 1981-1986
Box 4
Memoranda, 1982-1985
Box 4
Miscellaneous, 1982-1984
Box 4
Presentations and Briefings, 1982
Box 4
Press Clippings, 1982-1983
Box 4
Reports, 1982-1985
Box 4
Research, 1982
Box 5

[Additional materials are located in boxes 11-12.]

Capri, 1971, 1977
(2 folders)
Box 5
Consul, 1970-1971
Box 5
Escort, 1977
Box 5
Eva, 1977
Box 5
Fiesta, 1977
Box 5
Granada, 1970-1971, 1977
(2 folders)
Box 5
MH Project, 1970-1971
Box 5
Miscellaneous, 1977
Box 5
Taunus, 1977
Box 5
Trade Pamphlet, 1971
Box 5
Transit, 1971, 1977
(2 folders)
Box 5
Briefings, 1977-1978
(2 folders)
Box 5
Car Orders, 1975-1983
Box 5
Ad Copy, 1981-1982
Box 5
Background Material, 1980-1981
Box 5
Correspondence, 1981-1983
Box 5
Miscellaneous, 1980-1981
Box 5
Presentations and Briefings, 1981
Box 5
Research, 1981
Box 5
Domestic, 1977-1978, 1983-1987
(3 folders)
Box 5
Foreign, 1973-1975, 1977-1978
(3 folders)
Box 5
Memoranda, 1977-1978
(2 folders)
Box 5
Miscellaneous, 1976-1978
(2 folders)
Box 5
Advertising, 1977-1978
(3 folders)
Box 5
New Registrations, 1977-1978
(2 folders)
Box 5
- English, 1985-1986
Box 6
- German, 1985-1986
(2 folders)
Box 6
Press Clippings, 1974-1975, 1977-1978, 1983-1986
(3 folders)
Box 6
Reports, 1977-1978
(2 folders)
Box 6
Research, 1974-1975
Box 6
Ad Copy, 1985-1986
(2 folders)
Box 6
Correspondence, 1985-1986
(2 folders)
Box 6
Budget, 1985-1986
(3 folders)
Box 6
Client Bills, 1985-1986
Box 6
Estimates, 1985-1986
(2 folders)
Box 6
Media, 1985
Box 6
Memoranda, 1985-1986
Box 6
Miscellaneous, 1985 Jan. - June
Box 6
Miscellaneous, 1985 Jul. - Dec.
Box 7
Miscellaneous, 1986
Box 7
Press Clippings, 1985-1986
Box 7
Reports, 1985-1986
(2 folders)
Box 7
Research, 1985
Box 7
Trade Mark Registration, 1985-1986
(3 folders)
Box 7
Ad Copy, 1976-1977
Box 7
Correspondence, 1975-1977
Box 7
Memoranda, 1976-1977
Box 7
Miscellaneous, 1974-1977
Box 7
Presentations and Briefings, 1976-1977
(2 folders)
Box 7
Press Clippings, 1976
Box 7
Reports, 1976-1977
Box 7
Ad Copy, 1976
Box 7
Background Material, 1976
Box 7
Correspondence, 1976-1985
Box 7
Memoranda, 1976-1977
Box 7
Miscellaneous, 1976-1977
Box 7
Reports, 1976
Box 7
Ad Copy, 1976-1977
Box 7
Correspondence, 1976-1977
Box 7
Memoranda, 1976
Box 7
Miscellaneous, 1976
Box 7
Presentations, 1976
Box 7
Reports, 1976
Box 7
Ad Copy, 1981
Box 7
Miscellaneous, 1981
Box 7
Presentations and Briefings, 1981-1982
Box 7
Correspondence, 1975-1985
Box 7
Ad Copy, 1982
Box 7
Correspondence, 1982
Box 7
Miscellaneous, 1981
Box 7
Presentations and Briefings, 1981
Box 7
Reports, 1981-1982
Box 7
Ad Copy, 1983-1985
Box 7
Annual Report, 1983-1984
Box 7
Corporate Communication, 1984-1985
Box 7
Corporate Image, 1984-1985
Box 7
Correspondence, 1982-1985
Box 7
Finances, 1983-1984
Box 7
Media, 1983-1984
Box 7
Memoranda, 1983-1984
Box 7
Press Clippings, 1983-1984
Box 7
Reports, 1982-1983
Box 7
A-C, 1974-1987
Box 7
De Beers, 1982-1986
(2 folders)
Box 7
E-H, 1974-1987
Box 7
Elida-Gibbs-Lever-Sunlicht, 1974-1976
Box 7
Elida-Gibbs-Lever-Sunlicht, 1977-1987
(2 folders)
Box 8
GEFA, 1984-1987
Box 8
IZE, 1981-1982
Box 8
Jacobs, 1975-1987
Box 8
L-P, 1974-1987
Box 8
R-W, 1974-1987
Box 8
Tefal, 1983-1987
(3 folders)
Box 8
Wick, 1975-1987
Box 8
Background Material, 1982-1986
(2 folders)
Box 8

[Files in boxes 11-12 were discovered after full processing was completed and physically placed at the end of the collection.]

Correspondence
Box 11
Briefings
Box 11
Memoranda (Haus-Mitteilungen)
Box 11
Contact Reports (KontactBerichte)
Box 11
Minutes (Protokolle)
Box 11
Miscellaneous (Verschiedenes)
Box 11
Monthly Reports
Box 11
Konzeption: Händler-Werks-Kampagne
Box 11
Kommunikationsstrategie Ford H-Serie Escort RS
Box 11
1977 Bobcat Program Advertising Agency Briefing, 1975 May 21
Box 11
Ford Taunus
Box 11
Was Wir Kommunizieren Wollen: Leitgedanken
Box 12
Das Wichlitgste Aufeinen Blick: Ford Granada
Box 12
New Ford Taunus
Box 12
Einfünrung Taunus Escort 1975, 1974 Oct. 24
Box 12
Der Neue Ford Granada
Box 12
Der Ford Taunus '75
Box 12
Die Vernünfltige Serienausstattung, 1974 Sept. 10
Box 12
Die Neue Ford Escort
Box 12
Überlegungen Zur Mediaplanung Für die Ford-Werbung 1976, 1975 Aug.
Box 12
Bobcat Deutschland
Box 12
Ford Taunus
Box 12
Positionierungs-Überlegungen Taunus '76 ½
Box 12
1976-½ Taunus Program
Box 12
New Ford Taunus
Box 12
Bobcat
Box 12
Taunus
Box 12
Ford-JWT Meeting, 1974 Mar. 11
Box 12

Reports (Texte)

(3 folders)
Capri-Taunus
Box 12
Escort-Granada-Consul
Box 12
LKW-Transit-Händler-Allgem-Bobcat
Box 12

Correspondence, reports, memoranda (Haus-Mitteilungen), reports (Kontaktberichte), market analysis drafts, notes, printed material, clippings and presentation material including photographs and storyboards. Arranged alphabetically by client's name, thereunder chronologically.

See further item level description for this series in the inventory file in Research Services or in the Word document at F:\Specoll\Technical Services Department\Finding Aids\Word Files Created from Web\Henkel, Wilfried.doc.

A, 1974-1987
Box 8
Apollo, 1977
Box 8
B, 1974-1987
Box 8
BASF, 1978-1986
Box 8
Bridgestone, 1978-1983
Box 8
C-G, 1974-1987
(5 folders)
Box 8
Gödecke, 1977-1978
Box 8
Gruppe 21, 1975-1977
Box 8
H, 1974-1987
Box 8
Hertie, 1974-1975
Box 8
I-P, 1974-1987
(4 folders)
Box 8
Philips, 1978-1983
Box 9
R-Z, 1974-1987
(5 folders)
Box 9
Uni-Cardan, 1977-1978
Box 9
Miscellaneous, 1981-1987
Box 9

Typed and annotated presentations and memos, photocopied articles, clippings from newspapers and journals, other materials involved in presentations (transparencies, flashcards), research reports, and typed and hand-written correspondence and telexes. Organized by overarching subject, thereunder by topical and formal subheadings, then chronological.

See further item level description for this series in the inventory file in Research Services or in the Word document at F:\Specoll\Technical Services Department\Finding Aids\Word Files Created from Web\Henkel, Wilfried.doc.

Agencies, 1957-1983
Box 9
Consumers, 1973-1983
(2 folders)
Box 9
Counteradvertising, 1974-1976
Box 9
Criticism, 1974-1981
Box 9
Economy, 1974-1982
(2 folders)
Box 9
GWA, 1973-1977
Box 9
JWT, 1973-1975
Box 9
Management, 1974-1975, 1978-1983
(2 folders)
Box 9
Marketing, 1975-1983
Box 9
Miscellaneous, 1973-1983
(3 folders)
Box 9
New Media, 1980-1983
Box 9
Organization, 1974-1977
Box 9
Policy, 1974-1975
Box 9
Research, 1971-1983
(2 folders)
Box 9
Rules of Competition, 1974-1980
Box 9
Sales Promotion, 1980-1982
Box 9
Theses, 1974-1981
Box 9
Philips, 1984-1985
Box 9
Zahnradfabrik, 1984-1985
Box 10
Zanders, 1981-1985
Box 10
Addresses, 1977
Box 10
Correspondence, 1977-1980
Box 10
Background Material, 1976-1980
Box 10
- English, 1969-1977
Box 10
- German, 1977-1982
Box 10
Management, 1976-1981
Box 10
Miscellaneous, 1976-1980
Box 10
Research, 1977-1981
Box 10
Social Marketing, 1977-1978
Box 10
Correspondence, 1976-1978
(2 folders)
Box 10
Organization, 1977
Box 10
Pamphlet, 1977
Box 10
Presentations, 1976-1977
Box 10
Cases, 1977-1986
Box 10
Henkel Lecture, 1977-1978
Box 10
Karstadt, 1977-1980
Box 10
Press Clippings, 1976-1979
Box 10
Research, 1979-1987
Box 10
Mittwochsreport, 1975-1979
(5 folders)
Box 10
Annual Report, 1980
Box 10
Basisresearch, 1979-1980
Box 10
Correspondence, 1973-1982
Box 10
Documentation, 1972-1974
Box 10
A-Z, 1969-1982
Box 10
Campari; CD, 1980s
Box 10
Ford, 1969-1980
Box 10
Korall; Lux, 1969-1980
Box 10
English, 1973-1978
Box 10
German, 1970-1982
(4 folders)
Box 11
Kontakter, 1979
Box 11

Type-written and photocopied articles, talks, and presentations, occasionally annotated by the author or reader; also some offprints of articles. Organized by author (where known), thereunder chronologically.

See further item level description for this series in the inventory file in Research Services or in the Word document at F:\Specoll\Technical Services Department\Finding Aids\Word Files Created from Web\Henkel, Wilfried.doc.

Anonymous, 1972-1985
(5 folders)
Box 11
Basisresearch, 1975
Box 11
Henkel, 1974-1984
Box 11
Osierski, 1976-1978
(2 folders)
Box 11
Schützendorf, 1984
Box 11
Miscellaneous A-Z, 1972-1985
(7 folders)
Box 11

Historical Note

DateEvent(s)
1927 July 23Born
1950sStudied German Language and Literature and History at the University of Marburg
1955-1959Worked as junior editor of a family-type magazine
1959 May 1Began work for JWT Frankfurt as a copy-writer
1960Creative Group Head; worked on S.C. Johnson account (launch of Pronto, etc.)
1968-1970Creative Director, JWT Frankfurt; responsible for the Target Plan
1971 July 6Director, JWT Frankfurt, deputy to George Black; responsible (with him) for design department (Gestaltungs-Abteilung) and assisting in organizational and personnel matters
1974Unit Leader, JWT Frankfurt (clients included Ford, Braun, Kellogg's, Dunlop, BBC, Chevron, Hoffmanns, Pepsi, Unilever)
1977Geschäftsführer/Managing Director and member of the Board of Directors; responsible for clients Deutsche Bank, Stabilisierungsfond Deutscher Wein, Commodore Computer, TEFAL and new business presentations
1987Left JWT on July 31

Subject Headings

Preferred Citation

[Identification of item], J. Walter Thompson Company. Frankfurt Office. Wilfried Henkel Papers, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

Provenance

The J. Walter Thompson Company. Frankfurt Office. Wilfried Henkel Papers were received by the David M. Rubenstein Rare Book & Manuscript Library as a gift in 1995.

Processing Information

Processed by Norbert Schurer, Richard Collier

Completed December 31, 2002

Encoded by Michael Shumate

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

This finding aid is NCEAD compliant.