J. Walter Thompson Company. Bertram Metter papers, 1908-2000 and undated, bulk 1953-1989

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Summary

Creator:
J. Walter Thompson Company
Abstract:
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 Also contains materials related to Metter's later work as a consultant and author, including drafts of an unpublished book manuscript entitled Breaking the Rules at J. Walter Thompson, a chronicle of his career at JWT.
Extent:
8.7 Linear Feet
3250 Items
Language:
Material in English
Collection ID:
RL.00730

Background

Scope and content:

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.

Biographical / historical:
Chronology
Date Event
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
Became advertising and marketing consultant, primarily to the Ross Roy Group ( Bloomfield Hills, MI)
Resigned from JWT USA
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.

Acquisition information:

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.

Physical location:
For current information on the location of these materials, please consult the Library's online catalog.
Rules or conventions:
Describing Archives: A Content Standard

Contents

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Restrictions:

Collection is open for research.

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.

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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.

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Preferred citation:

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