jwtmetterbertram Inventory of the J. Walter Thompson Company. Bertram Metter Papers, 1908-2000 and undated, bulk 1953-1989 Processed by: Andrea Franzius and Casey A. Jarrin; machine-readable finding aid created by: Andrea Franzius and Casey A. Jarrin The John W. Hartman Center for Sales, Advertising & Marketing HistoryDavid M. Rubenstein Rare Book & Manuscript Library Duke University Durham, N.C., USA

2006 Duke University. All Rights Reserved.

Aleph Number: 003298224

 Machine-readable finding aid derived from XML authoring program. Date of source: November 2005Processed by Andrea Franzius and Casey A. Jarrin, September 8, 2005; Finding Aid encoded by Andrea Franzius and Casey A. Jarrin, David M. Rubenstein Rare Book & Manuscript Library, Duke University, November 2005 Description is in English Finding aid was prepared using DACS and our local Style Guide Inventory of the J. Walter Thompson Company. Bertram Metter Papers, 1908-2000 and undated, bulk 1953-1989 The John W. Hartman Center for Sales, Advertising & Marketing HistoryDavid M. Rubenstein Rare Book & Manuscript Library Duke University Durham, North Carolina 27708-0185 USA

2006 Duke University. All Rights Reserved.

 Descriptive Summary David M. Rubenstein Rare Book & Manuscript Library, Duke University J. Walter Thompson Company. J. Walter Thompson Company. Bertram Metter Papers, 1908-2000 and undated, bulk 1953-1989 Material in English 8.7 Linear Feet 3250 Items For current information on the location of these materials, please consult the Library's online catalog. Bertram Metter worked for over thirty years as an advertising and marketing executive, most notably as a copywriter, creative director, and Vice Chairman at J. Walter Thompson USA (JWT). In in early years at JWT, Metter worked as a direct response specialist for the Ford Motor Company direct marketing operation. He also served as a primary on the Ford account, during which time he directed print and television promotion for Ford and played a key role in the launching of several new car models. The Bertram Metter Papers span 1908 to 2000, with the bulk of the collection dating 1953 through the late 1980s. Collection contains materials in a variety of formats, including correspondence, writings, newspaper and magazine clippings, sheet music, printed materials, photographs, and photostats. In addition to materials for the Ford Motor Company, the collection documents Metter's work for other major clients, including the Pepsi-Cola Company (Mexico) and Liggett & Myers Tobacco Company. Bulk of the collection consists of advertising and marketing research, client reports and correspondence, promotional materials, and other professional files. Also contains materials related to Metter's later work as a consultant and author, including drafts of an unpublished book manuscript entitled Breaking the Rules at J. Walter Thompson, a chronicle of his career at JWT. Administrative Information Access Restrictions

Collection is open for research.

However, collection may contain materials to which the Acknowledgment of Legal Responsibilities and Privacy Rights form applies. Patrons must sign this 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.

 Copyright Notice

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.

 Preferred Citation

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

 Provenance

The Bertram Metter Papers were received by the David M. Rubenstein Rare Book & Manuscript Library as a transfer in 1987.

Additions were received in 2003.

 Processing Information

Processed by Andrea Franzius and Casey A. Jarrin, September 2005

Encoded by Andrea Franzius and Casey A. Jarrin

Completed November 2005

Accessions 2003-0219 and 2003-0242 were merged into one collection, described in this finding aid.

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

 Biographical Note 1927 Aug. 14 Born in New York, NY 1949 B.A. Brooklyn College 1952 M.A. Columbia University 1953-1956 Copy chief, New York Mirror, Advertising Promotion Department 1956-1959 Copy chief, Newsweek Magazine (New York), Circulation Department 1960-1991 Joined the J. Walter Thompson Company (JWT), New York; initially hired as a direct response specialist in charge of the Ford direct mail operation 1965-1973 Vice President, JWT 1969 Creative Supervisor, JWT 1973-1978 Senior Vice President, JWT 1974 Creative Director, JWT 1978 Became Executive Vice President, JWT 1980 Received A.M.P., Harvard University (Advanced Management Program, Harvard Business School) 1980 Board of Directors, JWT USA 1982 Executive Creative Director, JWT USA 1984 Vice Chairman, JWT USA 1986-1987 Chairman, Board of Directors, JWT USA 1987 Resigned from JWT USA Became advertising and marketing consultant, primarily to the Ross Roy Group ( Bloomfield Hills, MI) 1988 Rehired as Chairman, Board of Directors, JWT USA after the company was bought by WPP Group, plc ( Great Britain) 1991 Retired from JWT 1991- Ongoing consultant to JWT

After Burton J. Manning, Metter became only the second creative director at JWT to rise to the level of Chairman, Board of Directors. In the midst of a management crisis that hit the financially ailing company, Metter resigned in 1987. Metter was rehired as Chairman in 1988; his primary tasks were to coordinate new business efforts for JWT USA, provide additional strategic advice for ongoing accounts, and focus on general management and creative troubleshooting.

During his time with JWT, Metter won numerous creative awards, including Clios, Cannes Film Festival awards, Advertising Age 100 Best TV Commercials, and others. He published several articles about the advertising business in Advertising Age and other industry publications.

 Collection Overview

The Bertram Metter Papers span 1908 to 2000, with the bulk of the collection dating 1953 through the late 1980s. The collection includes materials in a variety of formats, including correspondence, writings, newspaper and magazine clippings, sheet music, printed materials, photographs, and photostats, that document Metter's thirty years in advertising and marketing, with a focus on his career as a copywriter, creative director, and Vice Chairman at J. Walter Thompson USA (JWT). The collection provides a record of Metter's early work as a direct response specialist for the Ford Motor Company direct marketing operation, and other roles on the Ford account (Metter directed print and television promotion for Ford and played a key role in the launching of several new car models). In addition to Ford materials, the collection documents Metter's work for other major clients, including the Pepsi-Cola Company (Mexico) and Liggett & Myers Tobacco Company. While the bulk of the collection consists of advertising and marketing research, client reports and correspondence, promotional materials, and other professional files, the collection also contains materials related to Metter's later work as a consultant and author, including drafts of an unpublished book manuscript entitled Breaking the Rules at J. Walter Thompson, a chronicle of his career at JWT.

The collection is organized into four series: Professional Files, Writings, Ford Motor Company Account Files, and Other Clients.

The Professional Files Series contains JWT office (non-client) files, memoranda, and publications; industry publications and press clippings; overviews of Metter's professional biography; and limited files on Metter's consulting work for Ross Roy Advertising. The Writings Series contains Metter's writings on the advertising industry; bulk of series is composed of an unpublished book manuscript entitled Breaking the Rules at J. Walter Thompson, comprised primarily of chapter drafts and research. The Ford Series, the largest series in the collection, includes materials relating to the launch and promotion of new models (Escort, Maverick, Mustang, Olympic, Pinto, Thunderbird, and Torino); marketing research and strategic reports; Ford direct mail materials and newsletters; television commercial scripts and storyboards; advertisement clippings and headlines; reproduction prints of early photographs of the Model T from the Ford Archives, Henry Ford Museum; photostats promoting the Ford Erika; and photocopies of sheet music of Ford songs from the early twentieth century. The Other Clients Series includes materials relating to general marketing research; new business acquisition; and promotional campaigns for clients other than Ford, including Firestone, Liggett & Myers, and Pepsi-Cola (Mexico). Large-format materials have been removed from their original series location and relocated to Oversize Materials.

 Related Material

Other materials related to this collection may be found elsewhere in the J. Walter Thompson Company Archives, including: Account Files; Competitive Advertisements Collection; Domestic Advertisements Collection; Corporation Vertical Files; and Review Board Records.

 Subject Headings

These are searchable subject entries for this collection. Performing a search on these subjects in the Duke University Libraries online catalog will bring up other related research materials.

Metter, Bertram, 1927- J. Walter Thompson Company. J. Walter Thompson Company. New York office. J. Walter Thompson Company. North America. Advertising--United States. Advertising--Automobiles--United States. Advertising--Brand name products. Advertising--Cigarettes. Advertising--History. Advertising--Research. Advertising agencies--Management. Advertising agencies--United States. Advertising executives--United States. Copy writers--United States. Marketing research--United States. Ford Motor Company. Ford Motor Company--Marketing. Liggett & Myers Tobacco Company. Pepsi-Cola Company--Mexico. Clippings. Sheet music. Photographs. Photostats. John W. Hartman Center for Sales, Advertising & Marketing History. List of Series in Collection 1-2 Professional Files Series, 1922-1990 and undated, bulk 1960-1990 2-5 Writings Series, 1953-1989 and undated 5-11 Ford Motor Company Account Files Series, 1908-1980s and undated, bulk 1961-1980s 11-12 Other Clients Series, 1969-2000 and undated, bulk 1969-1972 OV1 Oversize Materials Contents of Collection Professional Files Series, 1922-1990 and undated, bulk 1960-1990 (2 boxes)

Contains industry publications, press clippings, correspondence and memoranda, photographs, and non-client files relating to Metter's work at J. Walter Thompson and Ross Roy Advertising. Also includes materials documenting Metter's professional biography. Arranged alphabetically.

 1 Industry publications ad day/u.s.a (National Newsletter of Advertising and Marketing), 1983 Apr. Advertising Age

Except for Top 100 Agencies By Gross Income article, all folders removed to Oversize Materials, Box OV1.

 Article: Top 100 Agencies By Gross Income, 1980-1987

Gross income of Ross Roy Advertising is highlighted in each table.

 Clippings, 1966-1985 and undated Issues: 1980 Sept. 1; 1988 Apr. 4; 1989 Nov. 27 (3 folders)

Includes leading article on WPP sale of Lord, Geller, Federico, Einstein: 'Conspiracy': Sorrell claims breakaway is a plot to force LGFE sale.

 Supplements/Special issues Twentieth Century Advertising and the Economy of Abundance: A Review of 50 Years of American Advertising, its Economic and Social Importance, and Its Contribution to the American Standard of Living, 1980 Apr. 30 U.S. Advertising Agency Profiles: 1988 Edition, 1988 Mar. 30 ADWEEK Clippings, 1983-1990 Issues, 1984-1989 (4 folders)

Includes Agency Report Card: Grading the Performances inserts for 1983 and 1984.

 Automotive News, 1980 and 1983

Folder removed to Oversize Materials, Box OV1.

 Back Stage: The complete service weekly for the commuications and entertainment industry, 1984 Oct. 19

Includes articles on Creative Directors in top management positions and Metter's appointment to Vice Chairman of JWT USA.

Folder removed to Oversize Materials, Box OV1.

 Credits: Current Advertising and Who Created It (Vol. 2, No. 4), 1984 Nov.

Metter photo and brief essay, Future Advertising: Great Expectations, pages 8-9.

 Forbes: Thoughts on the Business of Life, 1988-1989

Includes circled quote from Bertolt Brecht.

 Grey Matter: Newsletter of Grey Advertising Inc. (Vol. 39, No. 4), 1968 Apr. Madison Avenue, 1973

Includes article Building Believability into TV Commercials.

 New York Magazine, 1982 Mar. and 1985 Apr.

March 1982 issue includes article, The Strange Case of Marie Luisi, on JWT executive Luisi and financial scandals.

 The New York Times--Various, 1985 and 1988

Includes articles on JWT Direct Network(direct marketing) and WPP takeover of Lord, Geller, Federico, Einstein in 1988.

Folder removed to Oversize Box OV1.

 Newsweek: Tuning Out TV Ads: Pepsi Pulls Its Too-Hot-To-Handle Madonna Spot... 1989 Apr. 17 The Power Newsletter: Analysis, News, and Commentary on the Automotive Market, 1983-1984 Printers' Ink: The Magazine of Advertising and Marketing Management, 1966

See page 41, Outstanding Ads--1965 Newspaper, Ford Campaign by J. Walter Thompson.

 Shooting Commercials: Music page (Vol. 6, No. 5), 1983 May

Contains blurb on Metter's son: J. Walter Thompson's creative director Bert Metter's son is a graduate of the Hart School of Music (Hartford Conservatory) and a professional musician.

Folder removed to Oversize Materials, Box OV1.

 Television/Radio Age, 1984 Sept. 17 Werbe-Woche, 1985 Oct.

German-language advertising and marketing journal.

 J. Walter Thompson Company (JWT) Advertising campaigns (JWT promotion) Advertisement clippings, 1983, 1985 and undated

Includes advertisements from The New York Times and Wall Street Journal: How come a big, conservative ad agency is creating America's most outstanding advertising? and Main Street ranks Madison Avenue.

Folder removed to Oversize Materials, Box OV1.

 Promotional materials (March 4th advertisement, JWT mailings/booklets), 1987 and undated Brochures/Presentation Reports A Brief Profile of J. Walter Thompson brochures JWT New York, circa early 1980s Prepared for Mr. Tony Cox (President HBO Network), 1983 June Prepared for the Port Authority of New York and New Jersey, circa 1980s Conference brochures JWT Through the Looking Glass (World Advertising Forum, Epcot), 1984 May People You Are Meeting Today: JWT/Florida Grapefruit staff, undated

Features photo insert of Metter as Executive VP.

 Various Consumer Panel: Strategic Services Report, 1987 Creative Uprising, circa 1987 Inside JWT: JWT London, 1985-1986 J. Walter Thompson: A Legend in His Own Time presentation (Marion Howington, Senior VP), 1988 May 19 Main Street Ranks Madison Avenue/ Annual Report of America's Leading Agencies, circa 1985-1986 The New American Consumers: A Study of Dramatic Changes in the American Market, 1985 A Special JWT Study: How Much Do Remote Control Devices Increase Flipping? (On television habits, channel flipping, and the future of television), 1985-1987 and undated Survey of Advertising Professionals/American Marketing Awards, 1986 Correspondence Ford management presentation, 1979 and undated Letters of congratulations--Metter apppointment to Vice Chairman, 1984 Memoranda Account Planning, 1987 and undated From Don Johnston (Chairman), 1983

Memoranda on Ryder, Goodyear, and Hertz accounts.

 From Burt Manning, 1982-1984

Memoranda on Toys R Us, HBO, and Ryder accounts.

 From Metter Advertising Age memo (with responses), 1986 Nov. Ad Year in Review ad memo (with responses), 1986-1987 Various, 1983-1986 From Page Procter, 1960

On success of Ford direct mail.

 Various, 1983-1988

Includes memoranda on Goodyear and Sears client accounts; also on JWT House Ad and Business Week article.

 Drexel Burnham Lambert: Research abstracts (on WPP Group), 1988-1989 Executive Career Documentation Binders (Henderson Files) James Webb Young Documents Since 1922

James Webb Young (1886-1973) was an advertising professor, consultant, and executive associated with JWT for over fifty years; he also served as Chairman of the War Advertising Council from 1945-1947 and advocated for its post-war transition to The Advertising Council.

 Volume I: Clips, 1922-1968 and undated Volume II: Personal letters, 1964-1974 and undated

Includes biographical timeline detailing Webb's career.

 Norman H. Strouse with JWT Clips After His Retirement, 1968, 1964-1977

Strouse served as the third CEO of JWT from 1960-1967, and Chairman of the Board from 1967 until his retirement in 1968, the culmination of over forty years at JWT.

 2 Financial reports Annual reports, 1979, 1985-1986 (3 folders) First Quarter Report, 1987 Mar. 31 Operating Review (graphs, charts), 1987 and undated Management/Administration files, 1987 and undated New Business Department notes, undated Newsletters J. Walter Thompson Company News, 1966-1971 J. Walter Thompson News, 1982-1985

Includes articles on Multinationality and Mexico; JWT Frankfurt/Pepsi; Dan Seymour (fourth president of JWT); Madison Avenue's Super Bowl.

 Management News (internal circulation), 1984 Nov. New York: J. Walter Thompson Company New York News, 1970-1971 The New York Thompson (Vol. III, No. 3), 1980 May 1

Folder removed to Oversize Materials, Box OV1.

 Press clippings (weekly memos), 1989

Compilations of articles from Advertising Age, ADWEEK, The Economist, The New York Times, and The Wall Street Journal; most notably, cover article from The New York Times Magazine, Brits Buy Up the Ad Business.

 Press releases Bert Metter Appointed Vice Chairman of J. Walter Thompson USA, 1984 Oct. 10 Bert Metter Named Executive Creative Director At JWT, 1982 Mar. 22 J. Walter Thompson Launches Working Scholarship Awards for Creative People, 1983 Mar. 30 Two Directors Named At J. Walter Thompson Company (Metter and Steve Bowen appointments), 1985 May 9 Stockholder materials Letters to Stockholders--WPP tender offer, 1987 June Notice of Annual Meeting of Stockholders, 1978-1979, 1983 Owl Group/WPP tender offer, 1987 June 29 Prospectus 1969, 1973 and 1977 Stock Incentive Plans, 1977-1980 U.S. Employees' Retirement Trust, 1979 July 13 Photographs and Negatives Awards reception, undated (negative and photographic enlargement) Television Commercial, 1st Place Winner: Burger King,(Metter at podium), undated Professional biography Career biography, circa early 1980s JWT promotions

Promotions listed chronologically.

 Promotion to Vice President: New York Times photo/blurb, 1966 Promotion to Executive Vice President: Graphics article, circa 1978 Promotion to Executive Creative Director (press/memos), 1982 Promotion to Vice Chairman JWT (press/radio), 1984 Ross Roy Advertising Automotive advertising brochure, circa 1980s Writings Series, 1953-1989 and undated (4 boxes)

Contains writings by Metter on the advertising industry, along with and one speech by JWT executive Burt Manning. Bulk of series is composed of drafts and research for an unpublished book manuscript, working title Breaking the Rules at J. Walter Thompson, an account of JWT's transformations throughout the late 1970s and 1980s. Of particular research value are several folders of sources for Chapter 2 of this manuscript (reports outlining the history of JWT; a New York Times article announcing the original JWT donation to Duke University) and chapter drafts/press clippings documenting the WPP takeover of JWT in 1987. Book manuscript arranged by chapter, therein alphabetically.

 2 Article: Clio and Beyond, Backstage, 1982 June 18 Book manuscript: Breaking the Rules at J. Walter Thompson Chapter drafts Introduction: The Idea and Chapter 1: Shot Out of a Cannon, Notes and research, undated Chapter 2: The University of Advertising Draft, undated Notes, undated Sources A 5-Minute History of the World's Most Experienced Advertising Agency, 1983 J. Walter Thompson Company(23-page article in unidentified magazine/journal), circa 1947 J. Walter Thompson News: The Resor Years, 1984 Feb.

(Stanley Resor was the CEO of JWT from 1916 until he retired in 1961.)

 Madison Avenue: JWT: A New Approach to Creativity, 1966 Sept.

See page 24.

 Madison Avenue, U.S.A.: How To Run A Great Big Agency: Mostly J. Walter Thompson, 1957

Photocopied chapter from published book. Metter's notes in margin indicate this book was a best seller published in 1957.

 The Many Worlds of Meek: A Legacy of Leadership (published by JWT), 1981 New York Times: J. Walter Thompson Donates Its Archives (Advertising column by Philip H. Dougherty), 1987 Dec. 1

Blurb on the original donation of JWT archives to Duke University.

 Some Basic Roots of the J. Walter Thompson Company: A Starting Point for Future Growth, Howard Henderson, 1953 and 1959 Nov. 3 Chapter 3: Least Likely to Succeed Draft, undated Notes and sources, 1956, 1959 and undated Chapter 4: The Iacocca Years Drafts, undated Notes and clippings, 1967-1988 and undated

Some clippings removed to Oversize Box OV1.

 Sources J. Walter Thompson Company News, 1969 June 2 Notes from 1971 Advance Advertising Planning Meeting, 1969 July Pinto: 1971 Ford TV Commercial: video/audio script, 1970 June 1 Review of 1971 Competitive Introductory Advertising presentation report, 1970 Oct. 26 Subchapters 4A: First Blood Draft, undated Notes and sources, undated 4B: The Fixer

Alternate chapter titles: The Me and Only and Mr. Fixit.

 Draft, undated Notes and sources, 1971-1975 and undated 4C: The Small Cans and the Whopper, undated Chapter 5: Scandal (Ford, 1978) Draft, undated Sources Madison Avenue: Industry Feature: Imported Car Advertising issue, 1978 Jan. Various, 1978-1988 and undated

Some clippings removed to Oversize Box OV1.

 Subchapters 5A: The Golden Boy and the Kamikaze Kid: draft, undated 5B: Thompson Reborn : draft/sources, 1979-1980 and undated Chapter 6: Scandal Again (December 1982) Draft, undated Research (notes, clippings), 1976, 1982-1988 and undated Chapter 7: Turnaround Draft, undated Research (notes, clippings), 1983-1984 and undated Sources, 1983-1987 and undated

Some items removed to Oversize Box OV1.

 Chapter 8: Succession Obsession, research, 1986-1987 and undated Chapter 9: The Not So Obvious Choice, 1985, 1987 and undated Chapter 10: Fallout (August 1986), 1986 and undated

Some items removed to Oversize Box OV1.

 4 Chapter 11: Conflict, 1986-1988 and undated

Some items removed to Oversize Box OV1.

 Chapter 12: The Plot (December 1986), 1987 and undated

Some items removed to Oversize Box OV1.

 Chapter 13: Explosion (January 1987), 1983-1988 and undated

Some items removed to Oversize Box OV1.

 Chapter 14: Picking Up the Pieces (February/March 1987), 1986-1987 and undated

Includes Directors Report on Coverage of Events, February 1987.

Some items removed to Oversize Box OV1.

 Chapter 15: I Want Your Job/ Shot Out Of A Cannon (April 1987), 1986-1987 and undated

Includes clippings and memoranda on Metter's resignation from JWT.

Some items removed to Oversize Box OV1.

 Chapter 16: Capt. Queequeg (May/June 1987), 1987-1988 and undated

Contains Harvard Business Review issue, including essay The Dark Side of CEO Succession, by Manfred F.R. Kets De Vries.

Some items removed to Oversize Box OV1.

 Chapter 17: In Play (June/July 1987), 1987-1988 and undated

Some items removed to Oversize Box OV1.

 Chapter 18: The Battle (June 1987), research and clippings, 1987-1988 and undated

Includes news clippings on the WPP takeover of JWT.

Some items removed to Oversize Box OV1.

 Chapter 19: Full Circle, 1986-1988 and undated

Some items removed to Oversize Box OV1.

 Chapter 20: Tomorrow, research notes and clippings, 1987-1989 and undated

Some items removed to Oversize Box OV1.

 The Cast (JWT executives), 1987-1988 and undated

Contains materials on JWT executives Don Johnston, Jack Peters, and Burt Manning, among others.

 Chapter outline, undated

Some items removed to Oversize Box OV1.

 Interviews, 1987-1988 and undated Manuscript draft (typed with editorial notes), undated 5 Research materials (notes, clippings) Duke Special Collections Library (RBMSCL) research: photocopies and notes, 1943-1988 and undated (2 folders)

Includes original correspondence with Rare Book, Manuscript, and Special Collections Library, Duke University, related to manuscript research and original 1987 JWT donation.

 Various, 1968-1989 and undated Speeches Burt Manning: Human Attitudes and Human Emotions, undated Ford Motor Company Account Files Series, 1908-1980s and undated, bulk 1961-1980s (7 boxes)

Contains advertising concepts (for Ford in general and particular car models), advertising and marketing research, Ford direct mail materials and newsletters, television commercial scripts/storyboards, photographic materials, one folder of historical sheet music (for Ford songs from the 1910s and 1920s), and limited advertisement proofs and headlines. Series is divided into three main categories--car models, marketing research, and photographic materials - and comprises the largest series in the collection. Includes materials on the Ford Escort/Erika, Maverick, Mustang, Olympic, Pinto, Thunderbird, and Torino, arranged alphabetically by model. General marketing research contains Blue Books, Ford Blue Books, marketing/advertising research and strategy, budgeting policies, Ford advertising brochures, and some technical data on cars; arranged chronologically by model year, alphabetically therein. Also includes reprints of historical photographs of the Model T Ford (from the Ford Archives, Henry Ford Museum) and photostats of the Ford Erika (original name for the Ford Escort; by the late 1980s, the Erika/Escort became the best-selling small car in the United States).

 5 Car models Erika (early name for Escort) Draft report and competitive advertisements/statistics, 1979 and undated

Mitsubishi competitive advertisement removed to Oversize Box OV1.

 Erika: Where We Are, 1979 Nov. 2 Erika Concepts: Focus Group Research, Phase II, undated Introducing the New World Car: Ford Erika report, 1979

Includes one draft along with final report.

 Meeting agenda, 1979 Dec. 11 Escort Escort OCE Presentation (bound report), 1980 Mar. 7 Expo Featured advertisement in Art Direction, 1981 Falcon About Your New Falcon brochure, undated

Features Charlie Brown characters.

 A Scrapbook About Your Falcon, Prepared By Charlie Brown and His Friends, undated Galaxie 1970 model: Galaxie 500 headlines, 1969 Maverick 1969 Price Product Summary, 1969 Aug. 19 Exploratory Study of Introductory Maverick Advertising, 1968 Dec. 5 Maverick X: Advertising timetable for 1975, 1974

Includes Metter's handwritten notes.

 Production information/competitive reports, 1969-1970 Special Maverick research/strategy, 1970 6 Mustang 1970 headlines, 1969 Olympic 1981 Olympic Concept Exploration (Goldfarb Consultants), 1979 Apr. Pinto 1971 Pinto Pre-Announcement Campaign, circa 1970 1972 Marketing strategy, circa 1971-1972 (2 folders) London marketing, 1971 Sept. Pinto/Maverick: Information sheets, 1964-1970 and undated

1 item (advertisement proof for Ford Mustang, with Metter's notes about their respective magazine accounts) removed to Oversize Materials, Box OV1.

 Price/Product Advertising Concept Study, 1971 Mar. 26 Research report on 1972 Pinto Print Campaign, 1971 Schedule, undated Thunderbird 1970 model Headlines, 1969-1970 Production information, 1969 Torino 1970 model: Production information, 1968-1970 (2 folders) Other Advertising Strategy: Maverick/Tempo/Cortina, circa late 1960s Research memorandum: Thunderbird vs. Sport Luxury Cars, 1968 Feb. 14 7 Clippings Advertisements

Folders removed to Oversize Materials, Box OV1.

 Exploring inner space: Small spaceman makes big discoveries about Ford interiors (2-page advertisement spread), circa 1963 Various, circa late 1960s

Includes advertisements for 1967 Ford and 1968 Thunderbird, and mock Gord advertisement featuring Gordon MacKenzie.

 Advertising Age: Ford's New World Car Typifies What's New in Auto Marketing (Section 2), 1980 Sept. 29

Folder removed to Oversize Materials, Box OV1.

 Chicago Tribune: The Big Change in Ford, The Big Change in Chicago supplement, 1963 Apr. 14

Folder removed to Oversize Materials, Box OV1.

 Monthly Detroit: Can Ford Put It Back Together: Portrait of a Company In Trouble, 1980 Apr. New York Times Magazine: Ford: At Ford Everyone Knows Who Is The Boss cover story, 1969 Oct. 19

Folder removed to Oversize Materials, Box OV1.

 Wall Street Journal: Sales of Import Cars Boomed in November; 21% Rise Dismays Some Analysts in Detroit, 1969 Dec. 5 WARD'S Auto World: Psychographics: Poking Buyers Personalities, 1981 Apr. Direct mail Car models Falcon 1964 model: Since You Bought Your Falcon and other mailings, 1963 and undated Galaxie About Your New Galaxie, circa early 1960s Thunderbird 1963 model catalog, circa 1962 Limited Edition Landau, 1963 Feb. Various mailings 1961 model brochure: Ripley's Believe It or Not: Some Amazing Facts About Your '61 Ford, undated 1963 model: Why Ford officials don't always drive Fords, circa 1962 1964 passenger car campaign: What Made These Plymouth Owners Change Their Minds? 1964 Mar. Free Silver Dollar campaign, 1961 and undated Meet the Lively Ones and Is One Stop Enough When You're Buying A Car? mailings, circa 1961-1962 New York District F.D.A.F. Owner Loyalty Program: A Direct Mail Campaign to New Ford Buyers, undated Special Report to Women Car Owners on the New '64s, 1963 Station wagon promotion: Living It Up: A Story of Fun, Fads..., undated To showroom visitors: Why We Called the Police on the Carpet... and For Second Lookers Only, circa 1962-1963 (2 folders) Ford Owner Newsletter, 1961-1964 and undated (15 folders)

Includes Buyer's Digest of New Car Facts For 1964, originally mailed with January 1964 newsletter and included in that folder.

 Ford Times, 1972 Jan.-Feb. Headlines, 1969-1970 Marketing research 1968 model year Competitive Evaluation (Ford, Mustang, Falcon, Thunderbird, Wagons), 1967 Oct. 24 Creative Strategy for 1968 Ford Division Advertising, 1967 Apr. 27 Forward Planning (New Concept Falcon and Escort), circa 1967-1968 Introduction Day Study (Ford Division) and Competitive Make Cars, 1967 Sept.

Survey of the 1968 model year's first day introduction at dealers.

 1968 Ford Car Product Review (report by Jim Whipple), 1967 June 22 Sales and Advertising Presentation, 1966 Dec. 13 1969 model year Forward Planning, circa 1968 8 1970 model year Forward Planning, 1969 and undated (3 folders)

One table of comparative/competitive slogans, 1965-1968, removed to Oversize Box OV1.

 Research and development/advertising timetables, 1968-1969 1971 model year Blue Books 1971 Cars, 1970 Jan. 21 1971 Mustang Competition (including Camaro and Barracuda), 1971 Leadership '71: The Challenge of Change, 1971 A Spokesman for Ford Division, 1970 Jan. 26 Suggested Marketing and Advertising Strategy: January Through June 1971, 1971

Report drafted to address anticipated Ford and/or General Motors strike.

 Summary: 1971 Concept Studies, 1971 Feb. 15 Ford Blue Books 1971 Ford Cars (marketing ideas), 1970 Jan. 26 (2 folders) 1971 Ford Division Advertising, 1970 Jan. 30 1971 Ford Division Car Line, Presentation to J. Walter Thompson Co., 1969 Aug. 28 1971 Ford Division Theme, 1969-1970 (2 folders) Advertising Strategy for 1971, 1969-1970 Ford Division: 1971 Preliminary Car Advertising Strategy, 1969 Oct. 9 January–August Advertising Program, 1969-1970 9 Marketing Ideas, 1969-1970 Recommended Advertising and Merchandising Strategy/Meeting, 1969-1970 Suggested Marketing & Advertising Strategy (January-June 1971), circa 1970 Forward Planning, 1969-1970 (3 folders) 1971-1972 model year Market research reports, 1970-1971

Includes reports: Automobile Market Segment Percentages, 1957-1970, 1971 Model Early Buyer Study, 4-Door Pinto and Vega, Consumer Reactions to Three Alternative Maverick (Print & TV) Campaigns.

 1972 model year 1972 Ford Division cars (meetings with Naughton, Zimmerman, Fisher), 1971 June (3 folders) Models/Scripts, 1971 1980 model year Forward Product Plans: report and clippings, 1979-1980 and undated 1983 model year Positioning the 1983 Fords, circa early 1980s General reports America's Baby Boom and the Automotive Market: 1983 Report by J.D. Power & Associates, 1983-1984 Analysis of Consumer Reactions to the Use of Cartoon Characters in the Advertising Strategy for Ford Maverick, 1971 Apr. Analysis of Starch Readership Data Automobile Advertising, 1968 Jan. 10 Brazil Ford, 1972 and 1977 Brief Fact Sheets: TV Commercial Testing Services, 1970 May Budgeting Policies for Ford, 1965 Consumer Reactions to Five 1972 Animatic Television Commercials (Prepared by Rogers National Research), 1971 June 25 Consumer Response to Two Print Approaches for Ford Advertising, 1971 May Continuing Attitude Study of Car Owners (conducted February 1971), 1971 May 11 Dealer calls, 1967 Sept. Ford Advertising Concept Study: Consumer Attitudes Toward Size in a Car, 1968 Feb. 19 Ford vs Chevrolet Division Owner Loyalty By Car Line, 1970 July 23 General Motors Major Features Summary--1968 models, 1967 Sept. 1 Group Sessions Conducted on Preliminary 1968 Advertising Approaches, 1967 Mar. 17 Implications of the Young, Upwardly Mobile Professional Market for Ford Division Marketing Strategy, 1983 Oct. 4 Information concerning Quiet Theme, 1971 Feb. 16 Market Pulse study, 1983-1984 NAAO Assignment: 'Focusing the Spotlight on Ford,' 1984 Apr. 4 NFL (National Football League) Sponsorship 1968 Promotion, undated Radio Promotion concepts, undated Network and Engineering Comments, 1970 The New Consumer Opinion on Ford’s Quality and the Relevance of Quality in the Purchase Decision, 1967 May 10 Refocusing the Spotlight on Ford: A Market Research Review of Car Owner Attitudes (U.S. and Canada), 1984 Feb.

Full report included in the appendix to NAAO Assignment: 'Focusing the Spotlight on Ford' (folder in Box 10).

 Research Results of the 1963 Spending Level Experiment, 1967 June 26 Sound Level Noise Tests (conducted by Edward Schott), 1967 Sept.-Oct. Starch Reports, 1969-1970 and undated Study of Two Introductory 1968 Ford Print Ads (prepared by Brand, Gruber and Company), 1967 Apr. Ten Day Reports, 1968 and 1970 Time As A Commodity (Time Saver), 1971 Apr. 20 Uniform Procedure for pre-testing (research summary for four Ford commercials), circa late 1960s White Sale (Special value vehicles), 1969-1970 11 Report: Washington calls for the 'Can Do' men, undated Research memoranda, 1970-1971 Strategy/Image (Bonus Plan, NAAO Assignment, Warranty), 1983-1984 and undated

Includes Warranty Information booklets.

 Photographic materials Photographs Historical photographs, 1911, 1915 and undated

Includes photographs reprinted from the Ford Archives, Henry Ford Museum in Dearborn, Michigan. Features the Model T in particular, many photographs included in the Ford Times.

 Photostats Erika: Commercial storyboards for 1981 model, 1979 and undated Sheet music, 1908-1923 and undated

Photocopies of sheet music for popular songs promoting early Ford cars: The Ford: March Two-Step, On the Old Back Seat Of The Henry Ford, The Little Ford Rambled Right Along, Hurrah For Henry That Builds the Famous Ford, and Henry Ford. Music from the Ford Archives, Henry Ford Museum in Dearborn, Michigan.

 Other Clients Series, 1969-2000 and undated, bulk 1969-1972 (2 boxes)

Contains materials in a variety of formats--headlines, press clippings, television commerical scripts and storyboards, marketing research and notes--relating to JWT clients other than Ford, most notably Pepsi-Cola (Mexico) and Liggett & Myers. Other clients represented by fewer materials are Bristol Myers, Firestone, Hertz, Lever, and Listerine. Also includes general marketing research and new business materials Metter generated at JWT and as a consultant. Of particular interest is a memorandum outlining procedure for the use of musical compositions in radio and television productions. Arranged into three categories--general marketing research, JWT clients, and new business--and alphabetically therein.

 11 General marketing research Financial research: Regional trends graph, undated Major Multinational Client Profitability report, circa 1987 Preliminary Report on New York Research Department, 1970 July 16 Procedure to be Followed for Use of Musical Compositions in Television and Radio Commercials, 1971 Jan. 14 JWT clients Firestone, 1969-1971 and undated (2 folders) Lever: Laundry Problems/Solutions and Fabric Softeners, 1972 and undated Liggett & Myers: Eve Cigarettes Advertisements: Headlines and concepts/proofs, undated Bound reports A Copt Test of Two Print Ads for Eve Cigarettes, 1970 Oct. Creative Development Program for Eve Cigarettes, 1970 Sept. A Diagnostic Study of Two Print Ads for Eve Cigarettes, 1971 Aug. Filter Brand Smoker Images: Part II --Competing Brands (Liggett & Myers Market Research Department), circa 1971 12 Lark cigarettes: Test Marketing Plan/Focus Groups, 1970 Memoranda and reports--Various, 1970-1971 and undated (2 folders) Listerine (cold tablets): television advertising concepts and consumer reports, 1969-1970 and undated Pepsi-Cola (Mexico)

Materials primarily in English.

 Advertising campaigns Connoisseurs, 1971 Insisters/No Excuses (Don't give me any Jazz, give me a Pepsi), 1971 Our Taste, 1970-1971 and undated Sí (Say Yes), 1971-1972

Storyboards moved to Oversize Materials, Box OV1.

 You Deserve, 1971 Various (General campaign objectives/miscellaneous concepts), 1971 General research and reports 1972 Advertising Campaign (South America Recommendation), 1971 Oct. Exploration of Motivations of Consumers in Six Countries Toward Pepsi-Cola: Addendum on Mexico, 1969 July Pepsi-Cola in Mexico report (overview of 4 campaigns), 1971 Pepsi Copy Strategy report, 1971 New business JWT Bristol-Myers, 1970-1971 Emery: Emery: Some Thoughts memorandum, 1984 Hertz, 1971-1973 and undated Watches, 1973 Metter Affinity (Internet company): correspondence/concepts, 2000 and undated

Includes Newsweek direct mail materials as part of Metter's client portfolio.

 Oversize Materials, 1963-1989 and undated (1 box)

Primarily includes oversize clippings from the Professional Files Series and Writings Series; also contains large-format materials from the Ford Motor Company Account Files Series and Other Clients Series. Arranged within original series, therein alphabetically.

 OV1 Professional Files Series Industry publications Advertising Age Clippings--Various, 1966-1985 and undated Issues: 1980 Sept. 1; 1988 Apr. 4; 1989 Nov. 27 (3 folders)

Includes leading article on WPP sale of Lord, Geller, Federico, Einstein: 'Conspiracy': Sorrell claims breakaway is a plot to force LGFE sale.

 Supplements/Special issues Twentieth Century Advertising and the Economy of Abundance: A Review of 50 Years of American Advertising, its Economic and Social Importance, and its Contribution to the American Standard of Living, 1980 Apr. 30 U.S. Advertising Agency Profiles: 1988 Edition, 1988 Mar. 30 Automotive News, 1980 and 1983 Back Stage: The complete service weekly for the communications and entertainment industry, 1984 Oct. 19

Includes articles on Creative Directors in top management positions and Metter's appointment to Vice Chairman of JWT USA.

 The New York Times, 1985 and 1988

Includes articles on JWT Direct Network(direct marketing) and WPP takeover of Lord, Geller, Federico, Einstein in 1988.

 Shooting Commercials: Music page (Vol. 6, No. 5), 1983 May

Contains blurb on Metter's son: J. Walter Thompson's creative director Bert Metter's son is a graduate of the Hart School of Music (Hartford Conservatory) and a professional musician.

 JWT Advertisement clippings: New York Times and Wall Street Journal, 1983, 1985 and undated

Advertisements on best-liked TV campaigns, taglines include: How come a big, conservative ad agency is creating America's most outstanding advertising? and Main Street ranks Madison Avenue.

 Newsletters: The New York Thompson (Vol. III, No. 3), 1980 May 1 OV1 Writings Series Chapter drafts: Research/clippings Chapters 4-5 and 7, 1967-1987 and undated Chapters 10-17, 1986-1988 and undated Chapters 18-20, 1987-1989 and undated Chapter outline/cover pages, 1987 and undated Research clippings--Miscellaneous Advertising Age, 1987-1989 Various (The New York Times, Wall Street Journal), 1987-1988 and undated OV1 Ford Motor Company Account Files Series Car models Erika (Mitsubishi competitive advertisement), 1979 Pinto/Maverick information sheets: Advertisement proof for Ford Mustang (includes Metter's notes about Pinto vs. Mustang magazine accounts), 1964 Clippings Advertisements Exploring inner space: Small spaceman makes big discoveries about Ford interiors (2-page advertisement spread), circa 1963 Various, circa late 1960s

Includes advertisements for 1967 Ford and 1968 Thunderbird, and mock Gord advertisement featuring Gordon MacKenzie.

 Advertising Age: Ford's New World Car Typifies What's New in Auto Marketing (Section 2), 1980 Sept. 29 Chicago Tribune: The Big Change in Ford, The Big Change in Chicago supplement, 1963 Apr. 14 New York Times Magazine: At Ford Everyone Knows Who Is The Boss cover story, 1969 Oct. 19 Marketing research 1970 model: Forward Planning--Competitive slogan chart, undated OV1 Other Clients Series Pepsi-Cola (Mexico): Advertising Campaigns-- Sí (Say Yes) storyboards, circa 1971