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Guide to the J. Walter Thompson Company. Edgar Hatcher Papers, 1952-1992

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.

Descriptive Summary

Title
J. Walter Thompson Company. Edgar Hatcher papers 1952-1992
Creator
J. Walter Thompson Company.
Extent
4.5 Linear Feet, 250 Items
Repository
Duke University. David M. Rubenstein Rare Book & Manuscript Library
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

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.

warning 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.

Contents of the Collection

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.

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

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.

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

Series contains print advertisements and oversize collateral literature.

Arranged alphabetically by client.

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

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.

Eastman Kodak (J. Walter Thompson Company)
Box 5
Interviews by Edgar Hatcher with noted film makers for Eastman Kodak producers campaign, 1978-1980
Box 5
Booth, Margaret, movie editor, 1978, Dec. 6
Box 5
Chaseman, Joel, Washington Post TV station, 1978, Nov. 6
Box 5
Cimino, Mike, 1980, Feb. 14(2 tapes)
Box 5
Donner, Richard, 1979, June 27
Box 5
Edwards, Blake, 1978, Sept. 26
Box 5
Evans, Bill, Clio Awards, 1978, March 1
Box 5
Gaffney, Bob, 1979, Jan. 24
Box 5
Spelling, Aaron, 1978, Dec. 4
Box 5
Stewart, Jimmy. undated
Box 5
Tinker, Grant, 1980, March 14(two tapes)
Box 5
Ornitz, Art, 1979, Feb. 23[side a of second Tinker tape]
Box 5
Vidor, King, 1978, May 8
Box 5
Campbell's Soup, (McCann-Erickson)“Soup is Good Food” and “Comin' Home” commercials, 1975, Dec. 4
Box 6
Exxon/Esso (McCann-Erickson)
Box 6
Esso Caribbean, “The Tiger Never Sleeps,” English and Spanish commercials, undated
Box 6
8 Esso spots, undated
Box 6
Esso “Hesitation” radio jingle, undated
Box 6
Exxon, “A Couple of Fairy Tales on Behalf of Exxon,” “Princess” and “Knight,” with Peter Thomas and Paul Evans, 1973, March 28
Box 6
Ford (Kenyon and Eckhardt)
Box 6
30 second radio spots, 1966, May 20
Box 6
Ad Council, National Council on Productivity and Quality of Working Life (McCann-Erickson), “Sign Your Work,” 1976
Box 6
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]
Box 6
U-matic video tape, television commercials
Box 7
Ford Granada, “Pretty Face” and “Rough Roads”
Box 7
Campbell's Soup, “Soup is Good Food”
Box 7
Ad Council, National Council on Productivity
Box 7
Kodak, “Baby Face”
Box 7
Absorbine, “Rote”
Box 7
Exxon, “American Worker,” 1976
Box 7
Ford, 3 original “Ford Has a Better Idea” 20 second spots
Box 7
Esso jingle
Box 7
Shell, first demo of car going through sign, 120 seconds
Box 7
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]
Box 7
Video tape, Exxon, (McCann-Erickson, Houston) “ Exxon- 75 Years of Achievement,” undated
Box 7
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]
Box 7
8mm, Savings and Loan Foundation, (McCann-Erickson) “IRA Watch,” “Young Family,” “Social Security,” undated,(3 films)
Box 7
16mm, unidentified
Box 7
Beechcraft (McCann-Erickson), 1983-1987
Oversize Box 1
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

Historical Note

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

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.