jwthatcher Inventory of the J. Walter Thompson Company. Edgar Hatcher Papers, 1952-1992 Processed by: Phoebe A. Evans; Finding aid completed and edited by Katherine Hufstetler ; machine-readable finding aid created by: Stephen Douglas Miller

1996 Duke University. All Rights Reserved.

This finding aid is NCEAD compliant.

Aleph Number: 003268179

 Machine-readable finding aid derived from Microsoft Word 6.0 files. Date of Source: 1996 Processed by: Phoebe A. Evans; Finding aid completed and edited by Katherine Hufstetler, August, 1996; Finding Aid encoded by Stephen Douglas Miller, David M. Rubenstein Rare Book & Manuscript Library, Duke University. January 24, 1997 Description is in English. 12-31-2005 PUBLIC "-//Duke University::David M. Rubenstein Rare Book & Manuscript Library//TEXT (US::NDD::::Edgar Hatcher Papers)//EN" "jwthatcher.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. June 29, 1998 Updated to EAD Version 1.0 from EAD Beta by Stephen Miller Inventory of the J. Walter Thompson Company. Edgar Hatcher Papers, 1952-1992 The John W. Hartman Center for Sales, Advertising & Marketing HistoryDavid M. Rubenstein Rare Book & Manuscript LibraryDuke UniversityDurham, North Carolina

1996 Duke University. All rights reserved.

 Descriptive Summary J. Walter Thompson Company. Edgar Hatcher Papers, 1952-1992 J. Walter Thompson Company. 4.5 Linear Feet 250 Items Duke University. David M. Rubenstein Rare Book & Manuscript Library For current information on the location of these materials, please consult the Library's online catalog. English. Administrative Information Access Restrictions

Access to some portions of the Edgar Hatcher Papers are 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 the the Edgar Hatcher Papers have not been transferred to Duke University. For further information, see the section on copyright in the Regulations and Procedures of the David M. Rubenstein Rare Book & Manuscript Library.

 Preferred Citation

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

 Provenance

The Edgar Hatcher Papers were transferred to the David M. Rubenstein Rare Book & Manuscript Library in 1992.

Processing Information

Processed by Phoebe A. Evans; Finding aid completed and edited by Katherine Hufstetler

Completed August, 1996

Processing of this collection was supported by gifts from the John and Kelly Hartman Foundation.

Encoded by Stephen Douglas Miller

This finding aid is NCEAD compliant.

 Biographical Note 1927, Jan. 20 Born in High Point, North Carolina 1943 Entered North Carolina State to study engineering 1944 Entered the Navy V-5 program at Duke University, attended pre-flight school in Chapel Hill, NC 1945, Fall Returned to Duke University to study English 1947 Received AB in English, Duke University, Durham, NC 1947-1948 Moved to New York, where he roomed with Duke classmate William Styron who was writing Lie Down in Darkness at the time 1948-1949 Worked at theVick Chemical Company as a sales and advertising trainee selling Vick's VapoRub throughout the Midwest and South 1949-1950 Joined Young and Rubicam in the mail room and later in the research department 1950-1951 Became a Copywriter at Deutsch and Shea 1951, Feb. 22 Married Barbara 1951-1957 Joined G.M. Basford Co. as Creative Group Supervisor,working with the following clients: General Electric, Air Reduction Co., Chemical Manufacturer's Association 1958-1960 Became a Account Supervisor at Benton and Bowles, client: IBM 1960-1966 Joined Ogilvy, Benson, and Mather as Creative Supervisor working on the Shell Oil and Maxim Freeze Dried Coffee accounts 1966-1967 Worked as Creative Group Head at Kenyon and Eckhardt, on the Ford Corporate and Ford Lincoln Mercury Division account 1968-1970 Batten, Barton, Durstine, and Osborn's San Francisco office as Creative Group Manager for the Chevron Oil account 1970-1976 Became Vice President, Associate Creative Director at McCann-Erickson for the following accounts: Exxon/Esso, Campbell's Soup, Ad Council, National Council on Productivity and Quality of Working Life, Savings and Loan Foundation, Bahamas 1976-1981 Became Vice President, Associate Creative Director, Copy Group Head at J. Walter Thompson for the Eastman Kodak, Ford, and STP Corporation accounts 1981-1992 Rejoined McCann-Erickson as Vice President Associate Creative Director for the Beechcraft, Exxon, Texas Instruments accounts 1992, March 1 Retired from McCann-Erickson

Edgar Hatcher and his wife Barbara have two children, Edgar A. Hatcher IV and Liza Hatcher Dawson, both of whom also attended Duke University. The Hatchers live in New York.

 Collection Overview

The Edgar Hatcher Papers, 1952-1992, document Hatcher's career as a copywriter and creative director for several major advertising agencies, including G.M. Basford Co.; Benton and Bowles; Ogilvy, Benson, and Mather; Kenyon and Eckhardt; Batten, Barton, Durstine, and Osborn's San Francisco office; McCann-Erickson; and J. Walter Thompson Company. The collection provides an overview into oil company advertising and the development of advertising in several firms from the 1950s through the early 1990s. Materials include reports, correspondence, memoranda, scripts, storyboards, collateral literature, notes, photographs, audio and video tapes, films, and cassette recordings which document the creative development of print, radio and television advertising for various clients. Clients represented include General Electric, Air Reduction Co., Chemical Manufacturer's Association, IBM, Shell Oil, Maxim Freeze Dried Coffee, Ford and Lincoln Mercury, Chevron Oil, Exxon/Esso, Campbell's Soup, Advertising Council, National Council on Productivity and Quality of Working Life, Savings and Loan Foundation, Eastman Kodak, and Beechcraft.

The Clients Series focuses on Hatcher's work on radio and television advertising campaigns, and include many scripts for commercials in various stages of development. Of particular note are materials documenting campaigns for oil companies during the 1960s and 1970s, including Chevon, Shell and Exxon. Included is documentation of the award winning TV commercial for Super Shell Platformate Gasoline entitled Railroad Mileage from 1964 in which a car smashes through a paper sign. Included is significant documentation of advertising from 1968-1970 for Chevron's F-310 gasoline and materials relating to advertising for Exxon during the energy crisis in 1974-1975. Also included in this series are materials relating to Hatcher's creation of the famous Ford has a Better Idea campaign in 1966 and Hatcher's development of the Efficiency of Quality campaign for Beechcraft airplanes in the 1980s.

The Audio Visual Series contains recordings of interviews Hatcher conducted with several noted film makers between 1978-1980 for an Eastman Kodak campaign. Film makers interviewed include Margaret Booth, Joel Chaseman, Mike Cimino, Richard Donner, Blake Edwards, Bill Evans, Bob Gaffney, Art Ornitz, Aaron Spelling, Jimmy Stewart, Grant Tinker, and King Vidor. Also in this series are recordings of radio commercials with which Hatcher was involved such as Campbell's Soup is Good Food campaign for which Hatcher wrote the lyrics and copy. Also included are video tapes and films of television commerials created by Hatcher.

The Advertisements Series contains print advertisements for campaigns on which Hatcher worked. The Chevron F-310 and the Beechcraft Efficiency of Quality campaigns are best represented. A 1955 Chemical Manufacturer's Association ad features the Hatcher family in High Point, NC.

 List of Series in Collection 1-3 Clients 3 Miscellaneous 4 Advertisements 5-7 Audio Visual Series 1 Oversize - Advertisements Contents of Collection Clients, 1952-1992and undated,bulk 1960-1975.

This series consists of reports, memoranda, scripts, storyboards, collateral literature, rough drafts, notes, and photographs related to the creative development of advertising campaigns. An Information Folder found at the beginning of the series contains biographical information on Hatcher and his personal notes of his thoughts and experiences with serveral client's accounts on which he worked.

Arranged alphabetically by client, noting advertising agency. See Advertisements Series for print advertisements and the Audio Visual Series for radio and televion advertisements.

 1 Information Folder, 1977, 1992 Ad Council, National Center for Productivity and Quality of Working Life ( McCann-Erickson): Photoboard of commercial written by Nelson Rockefeller, 1976 Beechcraft ( McCann-Erickson): Campaign development, 1991-1992 Collateral literature, 1983-1987and undated (two folders) Houston meetings with Beechcraft executives, 1983-1990 King Air Fact Book, (reference for account people), 1982, Nov. 19 Chevron ( Batten, Barton, Durstine, and Osborn - San Francisco): F-310, campaign development, 1968-1970 Radio Scripts, 1969 Storyboards for F-310 ads, 1968-1970 Four Focus Group Interviews on a Positioning Concept for a New Anti-Pollutant Additive, 1969, Feb. 21 2 Chevron (Batten, Barton, Durstine, and Osborn - San Francisco): Top-Line Summary of Results of F-310 Study, 1969, April 28 A Study to Determine the Most Effective Creative Approach for Advertising F-310, 1969, May 8 Program Planning Guide for F-310, 1969 A Study of the Effectiveness of the 1970 F-310 Campaign, 1970, April 30 Vol. I, “Tracking the F-310 Campaign in Southern California” Vol. II, “ Public Reactions to Specific Television Commercials” Vol. III, “Tracking the F-310 Campaign in Five Major WOI Markets: San Francisco, Sacramento, Seattle, Portland, and Phoenix” Exxon/Esso ( McCann-Erickson): Copy for print ads, 1974-1975 Draft of proposed booklet about oil well off Florida coast, 1974 Public relations campaign during energy crisis, 1974 Storyboards, undated 2 Exxon/Esso (McCann-Erickson): Translations of Japanese Esso commercials, 1973-1975 TV scripts, 1974-1975 Fairmont Railway Motors First draft of 120 second commercial, undated 3 Ford (Kenyon and Eckhardt): “ Ford Has a Better Idea” campaign development, 1966-1968 Mercury, rough ads and copy, 1966-1967 Ford (J. Walter Thompson Company): Philippines, 1980 Ford (unidentified agency): Compilation of Ford car photos from earliest to 1971 Mustang, undated General Electric ( G.M. Basford Co.): Defense Campaign, 1953-1955 Collateral Literature, 1952-1954 Subcontracting Campaign, 1952-1953 A Report on What Official Washington Thinks about the General Electric Small Business Advertising Program, 1953, Aug. 10 G.M. Basford Co. House ad featuring Hatcher, undated IBM (Benton and Bowles): “Product Image for TINY,” 1959 Maxim Freeze Dried Coffee (Ogilvy, Benson, and Mather) Test Marketing scripts, 1965 Shell ( Ogilvy, Benson, and Mather): Campaign development, 1960-1965 Radio scripts, 1964and undated TV scripts and storyboards, 1960-1965 Railroad Mileage commercial, 2nd prize Cannes International Advertising Film Festival, The Flagbearer newsletter, 1965 Composition of Shell Gasoline for Motor Cars, undated Texas Instruments ( McCann-Erickson): Disk, Design For Test, Demo, 1990 Miscellaneous Series, 1962-1992.

Materials include a report, a letter to and one from David Ogilvy commenting on a speech Ogilvy gave to the American Association of Advertising Agencies, two speeches Hatcher gave to two universities as a representative of the Advertising Education Foundation, and writings on telegraphic copy style and copy practices at McCann Erickson.

Arranged alphabetically by subject.

 3 Copy Research Methods Utilized at Ogilvy, Benson, and Mather, 1962 Correspondence with David Ogilvy, 1991-1992 Speeches and Comments on Copywriting, 1987-1991 Advertisements Series, 1952-1987

Series contains print advertisements and oversize collateral literature.

Arranged alphabetically by client.

 4 Air Reduction Company (G.M. Basford Co.), Corporate Campaign, 1950s Beechcraft (McCann-Erickson), 1983-1987 Chevron (BBDO- San Francisco), 1968-1970 Exxon/Esso (McCann-Erickson), 1975, undated Ford (Kenyon and Eckhardt), original “ Ford Has a Better Idea” ad, 1966 General Electric (G.M. Basford Co.) Defense campaign, collateral literature, 1952-1954 Apparatus, electrical equipment, 1955-1957 Subcontracting campaign, 1952-1953 Subcontracting campaign, collateral literature, 1952-1953 IBM (Benton and Bowles), 1958-1960 Shell (Ogilvy, Benson, and Mather), 1960-1965 Audio Visual Series, 1966-1991

Access is RESTRICTED to film and non-VHS video formats.

Series contains cassette tapes, reel to reel tapes, VHS and other video formats, 8 and 16 mm films.

Arranged by format, then alphabetically by client within formats.

5 Audio cassette tapes: Eastman Kodak (J. Walter Thompson Company) Interviews by Edgar Hatcher with noted film makers for Eastman Kodak producers campaign, 1978-1980 Booth, Margaret, movie editor, 1978, Dec. 6 5 Chaseman, Joel, Washington Post TV station, 1978, Nov. 6 Cimino, Mike, 1980, Feb. 14(2 tapes) Donner, Richard, 1979, June 27 Edwards, Blake, 1978, Sept. 26 Evans, Bill, Clio Awards, 1978, March 1 Gaffney, Bob, 1979, Jan. 24 Spelling, Aaron, 1978, Dec. 4 Stewart, Jimmy. undated Tinker, Grant, 1980, March 14(two tapes) Ornitz, Art, 1979, Feb. 23[side a of second Tinker tape] Vidor, King, 1978, May 8 6 Audio reel to reel tapes: Campbell's Soup, (McCann-Erickson)“Soup is Good Food” and “Comin' Home” commercials, 1975, Dec. 4 Exxon/Esso (McCann-Erickson) Esso Caribbean, “The Tiger Never Sleeps,” English and Spanish commercials, undated 8 Esso spots, undated Esso “Hesitation” radio jingle, undated Exxon, “A Couple of Fairy Tales on Behalf of Exxon,” “Princess” and “Knight,” with Peter Thomas and Paul Evans, 1973, March 28 Ford (Kenyon and Eckhardt) 30 second radio spots, 1966, May 20 Video Tapes - VHS Format Ad Council, National Council on Productivity and Quality of Working Life (McCann-Erickson), “Sign Your Work,” 1976 19 commercials, mostly McCann-Erickson for Advertising Education Foundation presentation, Franklin and Marshall, 1990, Nov. 12,clients include: SOS, Tipanillo, Kleenex, Jello, Coca-Cola, Esso, Nescafe, Oreo, Freia, ATandT, PGandE, Isuzu, Milk, Johnson and Johnson [see list in tape box for names of commercials] 7 Video Tapes for which access is restricted: U-matic video tape, television commercials Ford Granada, “Pretty Face” and “Rough Roads” Campbell's Soup, “Soup is Good Food” Ad Council, National Council on Productivity Kodak, “Baby Face” Absorbine, “Rote” Exxon, “American Worker,” 1976 Ford, 3 original “Ford Has a Better Idea” 20 second spots 7 Esso jingle Shell, first demo of car going through sign, 120 seconds Video tape, commercials by Ed Hatcher, 34 spots, clients include: Exxon/Esso, Ad Council's National Council on Productivity, Shell, Chevron, OIC, Campbell's Soup, and Ford, 1960-1976[see list inside tape] Video tape, Exxon, (McCann-Erickson, Houston) “ Exxon- 75 Years of Achievement,” undated Video tape, McCann-Erickson international show reel, clients include: SOS, Wells Fargo, Hamburger Bendblatt, R-Kisoki, Levi's, Quilmes Beer, Goodyear, Friends of Earth, Nescafe, Maggi, GM, Banco Lottery, Isuzu, Coca-Cola, Johnson and Johnson, Raymond, Nestles, Nipi, Comtech, 1991, Dec.[see list inside tape] Films, access is restricted 8mm, Savings and Loan Foundation, (McCann-Erickson) “IRA Watch,” “Young Family,” “Social Security,” undated,(3 films) 16mm, unidentified Oversize Materials Advertisements Series 1 Beechcraft (McCann-Erickson), 1983-1987 Chemical Manufacturer's Association (G.M. Basford Co.), 1955 IBM (Benton and Bowles), 1958-1960 Air Reduction Company (G.M. Basford), 1950s Chevron (BBDO- San Francisco), 1968-1970 Ford Lincoln Mercury (Kenyon and Eckhardt), 1967 General Electric (G.M. Basford), 1952-1957