Guide to the J. Walter Thompson Company. Edgar Hatcher Papers, 1952-1992
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.
- Collection Number
- J. Walter Thompson Company. Edgar Hatcher papers
- J. Walter Thompson Company
- 4.5 Linear Feet, 250 Items
- David M. Rubenstein Rare Book & Manuscript Library
Access to some portions of the Edgar Hatcher Papers are restricted.
Researchers must register and agree to copyright and privacy laws 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.
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.
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.
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.
Series contains print advertisements and oversize collateral literature.
Arranged alphabetically by client.
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.
Access is RESTRICTED to film and non-VHS video formats.
|1927, Jan. 20||
Born in High Point, North Carolina
Entered North Carolina State to study engineering
Entered the Navy V-5 program at Duke University, attended pre-flight school in Chapel Hill, NC
Returned to Duke University to study English
Received AB in English, Duke University, Durham, NC
Moved to New York, where he roomed with Duke classmate William Styron who was writing Lie Down in Darkness at the time
Worked at theVick Chemical Company as a sales and advertising trainee selling Vick's VapoRub throughout the Midwest and South
Joined Young and Rubicam in the mail room and later in the research department
Became a Copywriter at Deutsch and Shea
|1951, Feb. 22||
Joined G.M. Basford Co. as Creative Group Supervisor,working with the following clients: General Electric, Air Reduction Co., Chemical Manufacturer's Association
Became a Account Supervisor at Benton and Bowles, client: IBM
Joined Ogilvy, Benson, and Mather as Creative Supervisor working on the Shell Oil and Maxim Freeze Dried Coffee accounts
Worked as Creative Group Head at Kenyon and Eckhardt, on the Ford Corporate and Ford Lincoln Mercury Division account
Batten, Barton, Durstine, and Osborn's San Francisco office as Creative Group Manager for the Chevron Oil account
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
Became Vice President, Associate Creative Director, Copy Group Head at J. Walter Thompson for the Eastman Kodak, Ford, and STP Corporation accounts
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.
[Identification of item], J. Walter Thompson Company. Edgar Hatcher Papers, David M. Rubenstein Rare Book & Manuscript Library, Duke University.
The Edgar Hatcher Papers were transferred to the David M. Rubenstein Rare Book & Manuscript Library in 1992.
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