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Guide to the J. Walter Thompson Company. Bertram Metter Papers, 1908-2000 and undated, bulk 1953-1989

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 Also contains materials related to Metter's later work as a consultant and author, including drafts of an unpublished book manuscript entitled Breaking the Rules at J. Walter Thompson, a chronicle of his career at JWT.

Descriptive Summary

Repository
David M. Rubenstein Rare Book & Manuscript Library, Duke University
Creator
J. Walter Thompson Company.
Title
J. Walter Thompson Company. Bertram Metter papers, 1908-2000 and undated, bulk 1953-1989
Language of Material
English
Extent
8.7 Linear Feet, 3250 Items
Location
For current information on the location of these materials, please consult the Library's online catalog.

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.

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

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.

warning Use Restrictions

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.

Contents of the Collection

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.

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

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.

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

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

(3 folders)
Box 1
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
Box 1
U.S. Advertising Agency Profiles: 1988 Edition, 1988 Mar. 30
Box 1
Clippings, 1983-1990
Box 1
Issues, 1984-1989

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

(4 folders)
Box 1
Automotive News, 1980 and 1983

Folder removed to Oversize Materials, Box OV1.

Box 1
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.

Box 1
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.

Box 1
Forbes: Thoughts on the Business of Life, 1988-1989

Includes circled quote from Bertolt Brecht.

Box 1
Grey Matter: Newsletter of Grey Advertising Inc. (Vol. 39, No. 4), 1968 Apr.
Box 1
Madison Avenue, 1973

Includes article "Building Believability into TV Commercials."

Box 1
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.

Box 1
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.

Box 1
Newsweek: Tuning Out TV Ads: Pepsi Pulls Its Too-Hot-To-Handle Madonna Spot... 1989 Apr. 17
Box 1
The Power Newsletter: Analysis, News, and Commentary on the Automotive Market, 1983-1984
Box 1
Printers' Ink: The Magazine of Advertising and Marketing Management, 1966

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

Box 1
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.

Box 1
Television/Radio Age, 1984 Sept. 17
Box 1
Werbe-Woche, 1985 Oct.

German-language advertising and marketing journal.

Box 1
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.

Box 1
Promotional materials (March 4th advertisement, JWT mailings/booklets), 1987 and undated
Box 1
JWT New York, circa early 1980s
Box 1
Prepared for Mr. Tony Cox (President HBO Network), 1983 June
Box 1
Prepared for the Port Authority of New York and New Jersey, circa 1980s
Box 1
JWT Through the Looking Glass (World Advertising Forum, Epcot), 1984 May
Box 1
People You Are Meeting Today: JWT/Florida Grapefruit staff, undated

Features photo insert of Metter as Executive VP.

Box 1
Consumer Panel: Strategic Services Report, 1987
Box 1
Creative Uprising, circa 1987
Box 1
Inside JWT: JWT London, 1985-1986
Box 1
J. Walter Thompson: A Legend in His Own Time presentation (Marion Howington, Senior VP), 1988 May 19
Box 1
Main Street Ranks Madison Avenue/ Annual Report of America's Leading Agencies, circa 1985-1986
Box 1
The New American Consumers: A Study of Dramatic Changes in the American Market, 1985
Box 1
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
Box 1
Survey of Advertising Professionals/American Marketing Awards, 1986
Box 1
Ford management presentation, 1979 and undated
Box 1
Letters of congratulations--Metter apppointment to Vice Chairman, 1984
Box 1
Account Planning, 1987 and undated
Box 1
From Don Johnston (Chairman), 1983

Memoranda on Ryder, Goodyear, and Hertz accounts.

Box 1
From Burt Manning, 1982-1984

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

Box 1
Advertising Age memo (with responses), 1986 Nov.
Box 1
Ad Year in Review ad memo (with responses), 1986-1987
Box 1
Various, 1983-1986
Box 1
From Page Procter, 1960

On success of Ford direct mail.

Box 1
Various, 1983-1988

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

Box 1
Drexel Burnham Lambert: Research abstracts (on WPP Group), 1988-1989
Box 1

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
Box 1
Volume II: Personal letters, 1964-1974 and undated

Includes biographical timeline detailing Webb's career.

Box 1
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.

Box 1
Annual reports, 1979, 1985-1986
(3 folders)
Box 2
First Quarter Report, 1987 Mar. 31
Box 2
Operating Review (graphs, charts), 1987 and undated
Box 2
Management/Administration files, 1987 and undated
Box 2
New Business Department notes, undated
Box 2
J. Walter Thompson Company News, 1966-1971
Box 2
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.

Box 2
Management News (internal circulation), 1984 Nov.
Box 2
New York: J. Walter Thompson Company New York News, 1970-1971
Box 2
The New York Thompson (Vol. III, No. 3), 1980 May 1

Folder removed to Oversize Materials, Box OV1.

Box 2
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."

Box 2
Bert Metter Appointed Vice Chairman of J. Walter Thompson USA, 1984 Oct. 10
Box 2
Bert Metter Named Executive Creative Director At JWT, 1982 Mar. 22
Box 2
J. Walter Thompson Launches Working Scholarship Awards for Creative People, 1983 Mar. 30
Box 2
Two Directors Named At J. Walter Thompson Company (Metter and Steve Bowen appointments), 1985 May 9
Box 2
Letters to Stockholders--WPP tender offer, 1987 June
Box 2
Notice of Annual Meeting of Stockholders, 1978-1979, 1983
Box 2
Owl Group/WPP tender offer, 1987 June 29
Box 2
1969, 1973 and 1977 Stock Incentive Plans, 1977-1980
Box 2
U.S. Employees' Retirement Trust, 1979 July 13
Box 2
Awards reception, undated (negative and photographic enlargement)
Box 2
Television Commercial, 1st Place Winner: Burger King,(Metter at podium), undated
Box 2
Career biography, circa early 1980s
Box 2

Promotions listed chronologically.

Promotion to Vice President: New York Times photo/blurb, 1966
Box 2
Promotion to Executive Vice President: Graphics article, circa 1978
Box 2
Promotion to Executive Creative Director (press/memos), 1982
Box 2
Promotion to Vice Chairman JWT (press/radio), 1984
Box 2
Automotive advertising brochure, circa 1980s
Box 2

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.

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

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

Box 2
Madison Avenue: JWT: A New Approach to Creativity, 1966 Sept.

See page 24.

Box 2
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."

Box 2
The Many Worlds of Meek: A Legacy of Leadership (published by JWT), 1981
Box 2
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.

Box 2
Some Basic Roots of the J. Walter Thompson Company: A Starting Point for Future Growth, Howard Henderson, 1953 and 1959 Nov.
Box 2
Draft, undated
Box 3
Notes and sources, 1956, 1959 and undated
Box 3
Drafts, undated
Box 3
Notes and clippings, 1967-1988 and undated

Some clippings removed to Oversize Box OV1.

Box 3
J. Walter Thompson Company News, 1969 June 2
Box 3
Notes from 1971 Advance Advertising Planning Meeting, 1969 July
Box 3
Pinto: 1971 Ford TV Commercial: video/audio script, 1970 June 1
Box 3
Review of 1971 Competitive Introductory Advertising presentation report, 1970 Oct. 26
Box 3
Draft, undated
Box 3
Notes and sources, undated
Box 3

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

Draft, undated
Box 3
Notes and sources, 1971-1975 and undated
Box 3
4C: The Small Cans and the Whopper, undated
Box 3
Draft, undated
Box 3
Madison Avenue: Industry Feature: Imported Car Advertising issue, 1978 Jan.
Box 3
Various, 1978-1988 and undated

Some clippings removed to Oversize Box OV1.

Box 3
5A: The Golden Boy and the Kamikaze Kid: draft, undated
Box 3
5B: Thompson Reborn : draft/sources, 1979-1980 and undated
Box 3
Draft, undated
Box 3
Research (notes, clippings), 1976, 1982-1988 and undated
Box 3
Draft, undated
Box 3
Research (notes, clippings), 1983-1984 and undated
Box 3
Sources, 1983-1987 and undated

Some items removed to Oversize Box OV1.

Box 3
Chapter 8: Succession Obsession, research, 1986-1987 and undated
Box 3
Chapter 9: The Not So Obvious Choice, 1985, 1987 and undated
Box 3
Chapter 10: Fallout (August 1986), 1986 and undated

Some items removed to Oversize Box OV1.

Box 3
Chapter 11: Conflict, 1986-1988 and undated

Some items removed to Oversize Box OV1.

Box 4
Chapter 12: The Plot (December 1986), 1987 and undated

Some items removed to Oversize Box OV1.

Box 4
Chapter 13: Explosion (January 1987), 1983-1988 and undated

Some items removed to Oversize Box OV1.

Box 4
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.

Box 4
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.

Box 4
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.

Box 4
Chapter 17: In Play (June/July 1987), 1987-1988 and undated

Some items removed to Oversize Box OV1.

Box 4
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.

Box 4
Chapter 19: Full Circle, 1986-1988 and undated

Some items removed to Oversize Box OV1.

Box 4
Chapter 20: Tomorrow, research notes and clippings, 1987-1989 and undated

Some items removed to Oversize Box OV1.

Box 4
The Cast (JWT executives), 1987-1988 and undated

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

Box 4
Chapter outline, undated

Some items removed to Oversize Box OV1.

Box 4
Interviews, 1987-1988 and undated
Box 4
Manuscript draft (typed with editorial notes), undated
Box 4
Duke Special Collections Library (RBMSCL) research: photocopies and notes, 1943-1988 and undated

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

(2 folders)
Box 5
Various, 1968-1989 and undated
Box 5
Burt Manning: Human Attitudes and Human Emotions, undated
Box 5

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).

Draft report and competitive advertisements/statistics, 1979 and undated

Mitsubishi competitive advertisement removed to Oversize Box OV1.

Box 5
Erika: Where We Are, 1979 Nov. 2
Box 5
Erika Concepts: Focus Group Research, Phase II, undated
Box 5
Introducing the New World Car: Ford Erika report, 1979

Includes one draft along with final report.

Box 5
Meeting agenda, 1979 Dec. 11
Box 5
Escort OCE Presentation (bound report), 1980 Mar. 7
Box 5
Featured advertisement in Art Direction, 1981
Box 5
About Your New Falcon brochure, undated

Features Charlie Brown characters.

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

Includes Metter's handwritten notes.

Box 5
Production information/competitive reports, 1969-1970
Box 5
Special Maverick research/strategy, 1970
Box 5
1970 headlines, 1969
Box 6
1981 Olympic Concept Exploration (Goldfarb Consultants), 1979 Apr.
Box 6
1971 Pinto Pre-Announcement Campaign, circa 1970
Box 6
1972 Marketing strategy, circa 1971-1972
(2 folders)
Box 6
London marketing, 1971 Sept.
Box 6
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.

Box 6
Price/Product Advertising Concept Study, 1971 Mar. 26
Box 6
Research report on 1972 Pinto Print Campaign, 1971
Box 6
Schedule, undated
Box 6
Headlines, 1969-1970
Box 6
Production information, 1969
Box 6
1970 model: Production information, 1968-1970
(2 folders)
Box 6
Advertising Strategy: Maverick/Tempo/Cortina, circa late 1960s
Box 6
Research memorandum: Thunderbird vs. Sport Luxury Cars, 1968 Feb. 14
Box 6

Folders removed to Oversize Materials, Box OV1.

Exploring inner space: Small spaceman makes big discoveries about Ford interiors (2-page advertisement spread), circa 1963
Box 7
Various, circa late 1960s

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

Box 7
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.

Box 7
Chicago Tribune: The Big Change in Ford, The Big Change in Chicago supplement, 1963 Apr. 14

Folder removed to Oversize Materials, Box OV1.

Box 7
Monthly Detroit: Can Ford Put It Back Together: Portrait of a Company In Trouble, 1980 Apr.
Box 7
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.

Box 7
Wall Street Journal: Sales of Import Cars Boomed in November; 21% Rise Dismays Some Analysts in Detroit, 1969 Dec. 5
Box 7
WARD'S Auto World: Psychographics: Poking Buyers Personalities, 1981 Apr.
Box 7
1964 model: Since You Bought Your Falcon and other mailings, 1963 and undated
Box 7
About Your New Galaxie, circa early 1960s
Box 7
1963 model catalog, circa 1962
Box 7
Limited Edition Landau, 1963 Feb.
Box 7
1961 model brochure: Ripley's Believe It or Not: Some Amazing Facts About Your '61 Ford, undated
Box 7
1963 model: Why Ford officials don't always drive Fords, circa 1962
Box 7
1964 passenger car campaign: What Made These Plymouth Owners Change Their Minds? 1964 Mar.
Box 7
Free Silver Dollar campaign, 1961 and undated
Box 7
Meet the Lively Ones and Is One Stop Enough When You're Buying A Car? mailings, circa 1961-1962
Box 7
New York District F.D.A.F. Owner Loyalty Program: A Direct Mail Campaign to New Ford Buyers, undated
Box 7
Special Report to Women Car Owners on the New '64s, 1963
Box 7
Station wagon promotion: Living It Up: A Story of Fun, Fads..., undated
Box 7
To showroom visitors: Why We Called the Police on the Carpet... and For Second Lookers Only, circa 1962-1963
(2 folders)
Box 7
Ford Owner Newsletter, 1961-1964 and undated

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

(15 folders)
Box 7
Ford Times, 1972 Jan.-Feb.
Box 7
Headlines, 1969-1970
Box 7
Competitive Evaluation (Ford, Mustang, Falcon, Thunderbird, Wagons), 1967 Oct. 24
Box 7
Creative Strategy for 1968 Ford Division Advertising, 1967 Apr. 27
Box 7
Forward Planning (New Concept Falcon and Escort), circa 1967-1968
Box 7
Introduction Day Study (Ford Division) and Competitive Make Cars, 1967 Sept.

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

Box 7
1968 Ford Car Product Review (report by Jim Whipple), 1967 June 22
Box 7
Sales and Advertising Presentation, 1966 Dec. 13
Box 7
Forward Planning, circa 1968
Box 7
Forward Planning, 1969 and undated
(3 folders)

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

Box 8
Research and development/advertising timetables, 1968-1969
Box 8
1971 Cars, 1970 Jan. 21
Box 8
1971 Mustang Competition (including Camaro and Barracuda), 1971
Box 8
Leadership '71: The Challenge of Change, 1971
Box 8
A Spokesman for Ford Division, 1970 Jan. 26
Box 8
Suggested Marketing and Advertising Strategy: January Through June 1971, 1971

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

Box 8
Summary: 1971 Concept Studies, 1971 Feb. 15
Box 8
1971 Ford Cars (marketing ideas), 1970 Jan. 26
(2 folders)
Box 8
1971 Ford Division Advertising, 1970 Jan. 30
Box 8
1971 Ford Division Car Line, Presentation to J. Walter Thompson Co., 1969 Aug. 28
Box 8
1971 Ford Division Theme, 1969-1970
(2 folders)
Box 8
Advertising Strategy for 1971, 1969-1970
Box 8
Ford Division: 1971 Preliminary Car Advertising Strategy, 1969 Oct. 9
Box 8
January–August Advertising Program, 1969-1970
Box 8
Marketing Ideas, 1969-1970
Box 9
Recommended Advertising and Merchandising Strategy/Meeting, 1969-1970
Box 9
Suggested Marketing & Advertising Strategy (January-June 1971), circa 1970
Box 9
Forward Planning, 1969-1970
(3 folders)
Box 9
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."

Box 9
1972 Ford Division cars (meetings with Naughton, Zimmerman, Fisher), 1971 June
(3 folders)
Box 9
Models/Scripts, 1971
Box 9
Forward Product Plans: report and clippings, 1979-1980 and undated
Box 9
Positioning the 1983 Fords, circa early 1980s
Box 9
America's Baby Boom and the Automotive Market: 1983 Report by J.D. Power & Associates, 1983-1984
Box 9
Analysis of Consumer Reactions to the Use of Cartoon Characters in the Advertising Strategy for Ford Maverick, 1971 Apr.
Box 9
Analysis of Starch Readership Data Automobile Advertising, 1968 Jan.
Box 9
Brazil Ford, 1972 and 1977
Box 10
Brief Fact Sheets: TV Commercial Testing Services, 1970 May
Box 10
Budgeting Policies for Ford, 1965
Box 10
Consumer Reactions to Five 1972 Animatic Television Commercials (Prepared by Rogers National Research), 1971 June 25
Box 10
Consumer Response to Two Print Approaches for Ford Advertising, 1971 May
Box 10
Continuing Attitude Study of Car Owners (conducted February 1971), 1971 May 11
Box 10
Dealer calls, 1967 Sept.
Box 10
Ford Advertising Concept Study: Consumer Attitudes Toward Size in a Car, 1968 Feb. 19
Box 10
Ford vs Chevrolet Division Owner Loyalty By Car Line, 1970 July 23
Box 10
General Motors Major Features Summary--1968 models, 1967 Sept. 1
Box 10
Group Sessions Conducted on Preliminary 1968 Advertising Approaches, 1967 Mar. 17
Box 10
Implications of the Young, Upwardly Mobile Professional Market for Ford Division Marketing Strategy, 1983 Oct. 4
Box 10
Information concerning Quiet Theme, 1971 Feb. 16
Box 10
Market Pulse study, 1983-1984
Box 10
NAAO Assignment: 'Focusing the Spotlight on Ford,' 1984 Apr. 4
Box 10
1968 Promotion, undated
Box 10
Radio Promotion concepts, undated
Box 10
Network and Engineering Comments, 1970
Box 10
The New Consumer Opinion on Ford’s Quality and the Relevance of Quality in the Purchase Decision, 1967 May 10
Box 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).

Box 10
Research Results of the 1963 Spending Level Experiment, 1967 June 26
Box 10
Sound Level Noise Tests (conducted by Edward Schott), 1967 Sept.-Oct.
Box 10
Starch Reports, 1969-1970 and undated
Box 10
Study of Two Introductory 1968 Ford Print Ads (prepared by Brand, Gruber and Company), 1967 Apr.
Box 10
Ten Day Reports, 1968 and 1970
Box 10
Time As A Commodity (Time Saver), 1971 Apr. 20
Box 10
Uniform Procedure for pre-testing (research summary for four Ford commercials), circa late 1960s
Box 10
White Sale (Special value vehicles), 1969-1970
Box 10
Report: Washington calls for the 'Can Do' men, undated
Box 11
Research memoranda, 1970-1971
Box 11
Strategy/Image (Bonus Plan, NAAO Assignment, Warranty), 1983-1984 and undated

Includes Warranty Information booklets.

Box 11
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.

Box 11
Erika: Commercial storyboards for 1981 model, 1979 and undated
Box 11
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.

Box 11

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.

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

Materials primarily in English.

Connoisseurs, 1971
Box 12
Insisters/No Excuses (Don't give me any Jazz, give me a Pepsi), 1971
Box 12
Our Taste, 1970-1971 and undated
Box 12
Sí (Say Yes), 1971-1972

Storyboards moved to Oversize Materials, Box OV1.

Box 12
You Deserve, 1971
Box 12
Various (General campaign objectives/miscellaneous concepts), 1971
Box 12
1972 Advertising Campaign (South America Recommendation), 1971 Oct.
Box 12
Exploration of Motivations of Consumers in Six Countries Toward Pepsi-Cola: Addendum on Mexico, 1969 July
Box 12
Pepsi-Cola in Mexico report (overview of 4 campaigns), 1971
Box 12
Pepsi Copy Strategy report, 1971
Box 12
Bristol-Myers, 1970-1971
Box 12
Emery: Emery: Some Thoughts memorandum, 1984
Box 12
Hertz, 1971-1973 and undated
Box 12
Watches, 1973
Box 12
Affinity (Internet company): correspondence/concepts, 2000 and undated

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

Box 12

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.

Clippings--Various, 1966-1985 and undated
Box OV1
Issues: 1980 Sept. 1; 1988 Apr. 4; 1989 Nov. 27

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

(3 folders)
Box OV1
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
Box OV1
U.S. Advertising Agency Profiles: 1988 Edition, 1988 Mar. 30
Box OV1
Automotive News, 1980 and 1983
Box OV1
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.

Box OV1
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.

Box OV1
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."

Box OV1
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."

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

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

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

Historical Note

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

Subject Headings

Related Material

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.

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.