DACS

jwtodonnelljoseph Inventory of the J. Walter Thompson Company. Joseph O'Donnell Papers, 1947-1987 and undated, bulk 1986 Processed by: Jessica Wood; machine-readable finding aid created by: Jessica Wood The John W. Hartman Center for Sales, Advertising & Marketing HistoryDavid M. Rubenstein Rare Book & Manuscript Library Duke University Durham, N.C., USA

Aleph Number: 002988702

Machine-readable finding aid derived from XML authoring program. Date of source: November 2009Processed by Jessica Wood, October 2009; finding aid encoded by Jessica Wood, David M. Rubenstein Rare Book & Manuscript Library, Duke University, November 2009 Description is in English Finding aid was prepared using DACS and local Style Guide Inventory of the J. Walter Thompson Company. Joseph O'Donnell Papers, 1947-1987 and undated, bulk 1986 The John W. Hartman Center for Sales, Advertising & Marketing HistoryDavid M. Rubenstein Rare Book & Manuscript LibraryDuke University Durham, North Carolina 27708-0185 USA

Descriptive Summary David M. Rubenstein Rare Book & Manuscript Library, Duke University J. Walter Thompson Company. J. Walter Thompson Company. Joseph O'Donnell Papers, 1947-1987 and undated, bulk 1986 Material in English, Spanish 12 Linear Feet 6000 Items For current information on the location of these materials, please consult the Library's online catalog. Founded in 1864, the J. Walter Thompson Company (JWT) is one of the largest and oldest enduring advertising agencies in the United States. Joseph O'Donnell was an executive with JWT and served as the company's Chief Executive Officer during 1986. The Joseph O'Donnell Papers cover the years 1947-1987, with the bulk of materials from 1986, the year O'Donnell served as Chief Executive Officer of JWT. The collection primarily consists of correspondence, memoranda, reports of company performance, presentations and company policy information. The collection also includes personnel-related records, photographs, and videocassettes of television commercials of JWT and competing agencies. Companies represented in the collection include Beatrice Foods; Kodak; Ford; Hyatt Hotels; IBM; Kellogg's; Kraft; Pepsi-Cola; Sprint; Unilever; and U.S. Air. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History. Administrative Information Access Restrictions

RESTRICTED: Files relating to personnel matters of JWT employees are closed to research for 40 years from the date of termination of employment, or 25 years from the date of the employee's death if termination date is unknown.

Original audiovisual materials are closed to research until use copies can be made.

In addition, 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.

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. Joseph O'Donnell Papers, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

Provenance

The Joseph O'Donnell Papers were received by the David M. Rubenstein Rare Book & Manuscript Library as a gift in 1993.

Processing Information

Processed by Jessica Wood, October 2009

Encoded by Jessica Wood, November 2009

Accession 1993-0009 is described in this finding aid.

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

This finding aid is NCEAD compliant.

Biographical Note 1942 May 11 Born Joseph William O'Donnell, Newton, Mass. 1964 B.A., Economics, Columbia University 1965-1971 U.S. Marine Corps; attained rank of Sergeant 1967 Columbia University Business School 1976 Account representative, JWT New York Office 1978 Office Manager, JWT Detroit Office 1982 Promoted to head of JWT Chicago Office 1986 March Chief Executive Officer of JWT 1987 January Fired from JWT following a failed buy-out attempt 1987-1989 Served as Chief Executive Officer of Campbell-Mithun-Esty 1988-1989 Served as Chairman of Campbell-Mithun-Esty

Joseph O'Donnell began his career in advertising as a Traffic Department trainee at Doyle Dane Bernbach, later as an assistant account executive on DDB's Heinz account. O'Donnell advanced to become Account Executive, Account Supervisor and then Vice President of that account. He served as a partner at Cox & Company for two and a half years, where he headed the accounts of Burlington Sheets and Saab. In 1976, he began working for JWT New York, where his first assignment was with the Samsonite account. During his ten years at JWT, O'Donnell served in an executive capacity on several major accounts, including Ford; Kodak; McDonnell Douglas; Chrysler; Kraft Foods; Sears; Kellogg's; and Sprint.

Following his tenure at Campbell-Mithun-Esty, O'Donnell served as Chairman and Chief Executive of Consumer Research in Manchester, Vermont; and he also founded a cable television network called the Consumer Resource Network.

Collection Overview

The Joseph O'Donnell Papers cover the years 1947-1987, with the bulk of materials from 1986, the year O'Donnell served as Chief Executive Officer of JWT. The collection primarily consists of correspondence, memoranda, reports of company performance, presentations and company policy information. The collection also includes personnel-related records, photographs, and videocassettes of television commercials of JWT and competing agencies. Companies represented in the collection include Beatrice Foods; Kodak; Ford; Hyatt Hotels; IBM; Kellogg's; Kraft; Pepsi-Cola; Sprint; Unilever; and U.S. Air.

Collection Arrangement

The collection is arranged into nine series: Administrative Files, Client Files, Correspondence, International Offices, Meetings, Personnel, Reports, Writings and Speeches, and Audiovisual Materials. The Administrative Files Series includes memoranda, correspondence, company policy information, leases, clippings, photographs and financial documents pertaining to the daily operations of JWT domestic offices. The Client Files Series includes campaign presentations, marketing plans, briefings, correspondence, agency reviews and annual reports pertaining to specific JWT clients, as well as general information on JWT client policies. The Correspondence Series contains correspondence and memoranda from JWT-sponsored charities, clients, newspapers and organizations, as well as memoranda between JWT employees. The International Offices Series contains primarily memoranda between JWT employees and clients in international offices, as well as some materials from international advertising conferences and meetings. The Meetings Series contains programs, correspondence, schedules, itineraries, and some presentation slides related to JWT meetings and events, as well as materials pertaining to general advertising events. The Personnel Series contains correspondence and resumes pertaining to company hires, terminations, salaries and bonuses, along with performance reviews and information on employee stock holdings. The Reports Series includes plans, company performance reviews, budgets and yearly reports relating to JWT and its subsidiaries. The Writings and Speeches Series contains scripts, notes and visual materials related to speeches and formal presentations given by JWT employees at company events, as well as at events of general advertising organizations. The Audiovisual Materials Series includes film compilations of advertising spots of JWT clients, as well as clients of competitive companies.

Restrictions on Access: Files relating to personnel matters of JWT employees are closed to research for 40 years from the date of termination of employment, or 25 years from the date of the employee's death if termination date is unknown. In addition, original audiovisual materials are closed to research until use copies can be made.

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.

O'Donnell, Joseph William, 1942- J. Walter Thompson Company. J. Walter Thompson Company--History. Beatrice Foods Company. Eastman Kodak Company. Ford Motor Company. Hyatt Hotels Corporation. International Business Machines Corporation. Kellogg Company. Kraft Foods Company. Pepsi-Cola Company. Unilever (firm) US Airways. Sprint Corp. Advertising agencies--United States. Advertising executives--United States. Advertising--United States--History--20th century. Photographs. Videocassettes. John W. Hartman Center for Sales, Advertising & Marketing History. Related Material

Related materials may be found in the following Hartman Center collections of the J. Walter Thompson Company Archives:

Biographical Information

Chicago Office Records

Detroit Office Records

Iconographic Collection

Arnold Grisman Papers

Don Johnston Papers

Norman H. Strouse Papers

Contents of Collection Administrative Files, 1947-1987 and undated (1 box)

Contains memoranda, correspondence, company policy information, leases, clippings, photographs and financial documents pertaining to the daily operations of JWT domestic offices. Original folder titles were maintained and items were arranged alphabetically.

1Agency profile, 1985(2 folders) Atlanta office space, 1986 Business Building Efforts forms, undated Chicago lease, 1986 Clippings, 1947, 1983, 1985 Joe O'Donnell clippings, 1986 Corporate Committee, 1986 Council of Better Business Bureaus, 1986 Creative Director profiles, 1986 Detroit Advertising Association, 1986 Directors expenses, 1986 JWT Group General files, 1981, 1986-1987 Policies and procedures, 1986 Press, 1981, 1986 Number of Offices, 1986 Patterson, Jim (Executive Vice President) photograph, undated Photographs, 1981-1982 and undated Policy on Reporting of Billings, 1987 Salvation Army, 1986 Subscriptions and memberships, 1986 Tampa Group Move, Relocation Policy and Program Guide, 1986 Thompson Recruitment Advertising, 1986-1987 Client Files, 1981-1987 and undated (6 boxes)

Includes files pertaining to JWT client policies, strategies and reports, as well as materials specific to particular companies. Includes campaign presentations, marketing plans, briefings, correspondence, agency reviews and some client-specific annual reports. Original folder titles were maintained and items were arranged alphabetically.

General files 1 (continued)Client briefing letters, 1986 Client development plan, 1984 Client media pressure, 1985 Feb. Court/Money, 1985 Key clients Agency contact, 1986 Dates, 1986-1987 Multinational Client Business Building Program, 1984 New Business, 1986 2Presentation, slides not used, undated Production costs, 1985 Feb. Top 20 Worldwide Clients, 1986 Warning letters, 1985 Feb.

[Form letters expressing similar dissatisfaction with JWT, addressed from a variety of clients]

AT&T/Illinois Bell, 1982 Nov. 29 Beatrice Foods General files, 1980-1983(2 folders) Business Units profiles, 1983 McRobbie meeting, 1984 Meeting agenda, 1983 Oct. 18 Burger King, 1986 Chevron, 1986 Continental Airlines, 1986 DeBeers, 1986 Discover Card, 1986-1987 Eastern Airlines, 1986 Eastman Kodak General files, 1986 Account briefing, 1986 June Worldwide Management Review, 1986 May 9 Eaton, 1986 Evans Furs, 1982-1983 3Ford General files, 1986 Ford Division Car Creative Review, 1986 Mar. 26 Detroit office, 1986 D.E. Petersen meeting, 1986 Sept. 23 General Foods, 1986 Gerber, 1981-1983 Goodyear, 1986-1987 H&R Block, 1981 Hill & Knowlton General files, 1986 Strategic Plan Review, 1986 Hyatt Hotels, General files, 1981-1986(2 folders) Plans Board, 1981 July 24 IBM General files, 1986 Mid-Range Competitive Positioning--A Creative Overview, undated Presentation, 1986 July 9 Review Board briefing, undated 4Kellogg Company General files, 1981-1986(4 folders) International Case History, 1982 Proposed Agenda: Contingency Planning Session, undated U.S. Broadcast Review, 1983 Feb. 14 Kraft Foods Co. General files, 1983, 1986(3 folders) Better for You campaign, 1983 Business summaries, 1983 Management Review, 1983 Miracle Whip Communications Workshop Pre-Test, Carry Out, 1983 Monthly Monitoring of JWT Performance on Kraft U.S. Branded Business, 1983 Monthly Monitor of JWT Performance on Kraft RFG Business, 1983 5Singles campaign, 1983 UDIA, undated Löwenbräu, 1986 Mattel, 1986 McDonnell Douglas, 1986 Midwest Bell General files, 1981-1982(2 folders) Brief Profile of JWT Chicago, 1983 May 4 Presentation, 1983 Mar. 23 Nabisco, 1986 Nestlé General files, 1986

[Includes international offices.]

Annual Agency Review, 1986 Apr. 2 Nutri-Grain, marketing plans, 1982-1983 Pepsi-Cola General files, 1986 O'Donnell-Bowen Brief, 1986 Sept. 16

[Includes international offices.]

Philips, 1986 Pillsbury, 1986 Procter & Gamble General files, 1986 Annual Report, 1985 Reader's Digest, 1986 R.J. Reynolds General files, 1986 Ross Johnson files, 1986 Rolex (London), 40th Anniversary, 1986 Rountree/Nestlé, 1983-1984 6Salada Tea, Preliminary T-Plan, 1981 June 23 S.C. Johnson General files, 1981-1984(2 folders) JWT International Overview, 1983 Seven-Up, test market screw-up, 1985 Feb.

[Inquiry regarding miscommunication relating to the launch of 7-Up 3-liter bottles]

Texas Air, 1986 Unilever General files, 1986 Johnson-Lever Situation, Back-Up Materials, 1986 Unilever-McNeil Pharmaceuticals, New Business Pitch, 1986 Oct. 18 United Way General files, 1986-1987 Joseph O'Donnell Briefing, circa 1987 U.S. Air, 1986 U.S. Marine Corps, 1986 U.S. Sprint General files, 1986 San Francisco presentation, 1986 Apr. 1 Warner-Lambert, 1986 Correspondence, 1981-1987 (4 boxes)

Contains correspondence and memoranda from JWT-sponsored charities, clients, newspapers and organizations, as well as memoranda between JWT employees. Also includes some private correspondence received by O'Donnell on the occasion of his 1986 promotion. Some of the letters arrived in Chronological Books. Original folder titles were maintained and items were arranged alphabetically.

6 (continued)Advertising Age, 1987 Advertising Age article, 1987 Administrative costs, 1986 American Association of Advertising Agencies (4As), 1985-1986 American Advertising Federation, 1986 Anniversaries, 1986-1987 7Asia Pacific Managers Meeting, 1986 Mar. Boys Club of America, 1986 Brouillard, 1986-1987 Business Practices Questionnaire, 1986 Chronological Books, 1986-1987(1-7 of 8 folders) 8Chronological Books, 1986-1987 (continued)(8 of 8 folders) Club memberships, 1986-1987 Company Board, 1986-1987 Compensation, 1986 Conference Board, 1986 Congratulatory letters, 1986(5 folders) Contributions, 1986 Election of Officers, 1986 9Financial, 1986-1987 International Herald Tribune, 1986 Memoranda, 1985 Miscellaneous, 1986-1987 New Years letters, 1986 New York Post, 1986 Joseph O'Donnell files, boards and committees, 1986 Tampering, 1986

[Refers to an Ad Council campaign concerning corporate tampering]

Washington, D.C., Kemper Open, 1981-1983 466 Lexington, 1986 International Offices, 1985-1987 (2 boxes)

Contains primarily correspondence and memoranda between JWT employees and clients in international offices. Includes some materials from international advertising conferences and meetings, as well as reviews of company performance. Items arranged alphabetically by office location.

9 (continued)Amsterdam, 1986 Athens, 1986 Caracas, 1986 Central Pacific, 1986 November Review China General files, 1986 JWT in China: Planning Cycle, 1986 Dinner requests, 1985 Feb. Europe General files, 1986-1987 EMG meeting minutes, 1986 Sept. 18 EROC meeting, 1986 June 3 Frankfurt Multi-national JWT Policeman, 1985 Feb. Organizational Study for JWT Germany, 1986 Trip file, 1986(3 folders) 10Helsinki, 1986 Hong Kong Beijing Ad Conference, 1987 Presentation, 1986 Oct. 3-8 International client structure, 1986 Japan, 1986 Latin America, 1986 Latin American Managers Meeting, 1986 Lisbon, 1986 London General files, 1986-1987 London trip, 1986 Three-year plans, 1986 Madrid, 1987 Milan, 1986 Singapore, 1986 South Africa, 1986(2 folders) Status Report on Asia, South Pacific, 1986 Stockholm, 1986 Sydney, 1986 Toronto, 1986 Turkey, 1986 Vancouver, 1986 Meetings, 1981-1986 (2 boxes)

Contains programs, correspondence, schedules, itineraries, and some presentation slides related to JWT meetings and events. Also includes materials pertaining to general advertising events. Folders were titled by organizing group and arranged alphabetically.

10 (continued)Advertising Managers Group, 1986 Mar. American Association of Advertising Agencies Annual Meeting, 1986 Board Dinner, 1986 May 7, Evviva Board of Directors meetings, 1984-1986(1-2 of 7 folders) 11Board of Directors meetings, 1984-1986(5-7 of 7 folders) Davos Symposium materials, packet and slides, 1986-1987(3 folders) Dinners, Thompson tables, 1986 European Managers Meeting, 1986 Mar. Latin American Managers Meeting, 1986 Mar. Managers' Meeting, JWT-USA, 1984 Sept. 11 Sam Meek Seminar, 1985-1986(2 folders) Newly Elected Board of Directors meeting, 1985 May 9(2 folders) New York Board Group presentation, 1981 No Trust Slides, undated Operation Group meeting, 1985 Sept. Operation Management Group meetings, 1986 PDG, 1986 VFW meeting, 1986 Personnel Files, 1985-1987 [RESTRICTED] (1 box)

Contains primarily correspondence and resumes pertaining to company hires, terminations, salaries and bonuses. Also includes some performance reviews and information on employee stock holdings. Original folder titles were maintained and items were arranged alphabetically by last name, where applicable.

[Restrictions on access: Files relating to personnel matters of JWT employees are closed to research for 40 years from the date of termination of employment, or 25 years from the date of the employee's death if termination date is unknown.]

12Agnew, Jim, 1986 Balestrino, Chuck, 1986 Beauregard, Bob, 1987 Bonuses, 1986 Brussels, 1986

[Primarily consists of files relating to the Pierre Puvilland investigation.]

Chairman visitation, 1985 Feb. Chicago, 1986 Clark, Harry, 1986 Cooper-Evans, Michael, 1986 Credentials, 1985 Feb. Dell, Glen, 1986 Detroit, 1986 Diane's master file in machine, 1985 Feb. Europe, 1987 Gill, Mike, 1986 Gutierrez, Victor, 1986 Hore, Marlene, 1986 Interview request, 1985 Feb. Job Interview Endorsement, 1985 Feb. Johnston, Don, 1986 Kenyon, Vic, 1986 Lane, Bill, 1985 Lanigan, Denis, 1986 Los Angeles, 1986 MacMaster, Norm, 1986 Manchester, 1987 Manning, Burt, 1986 Martens, Tom, 1986 Martin, Terry, 1986 Memoranda, 1985 Metter, Bert, 1986 Miscellaneous, 1986-1987 O'Brien, Wally, 1986 Peters, Jack, 1986 Petersen, Burt, 1986 Rogers, Ken, 1986 San Francisco, 1986 Stock Incentive Plan Awards, 1986 Stock Options, 1986 U.S.A. General, 1986 Washington, 1986 Reports, 1981-1987(2 boxes)

Includes plans, company performance reviews, budgets and yearly reports relating to JWT and its subsidiaries. Items arranged alphabetically by title.

13Brouillard Communications Regional Review, 1986 Nov. Chicago Office, marketing plan, 1981 Europe Region, November Reviews, 1986 JWT America Latina, November Review, 1986 Nov. 25 JWT Group Reviews, 1986 Management Incentive Plan, 1986 May Operating Reviews, 1986 Monthly Managers' Assessment Report, 1986 New York Office Operational Review, 1986 Nov. 24 Operational Reviews, 1985-1986 (2 folders) Professional Services Group 1987 Plan and Budget, 1986 Review of 1986 Plans 14Retirement Trust Status Reports, 1986 Thompson Recruitment Advertising, Inc., 1987 Plans Submission, 1986 Thompson Company Monitoring Report, 1984 Three Year Historical Review, 1985 Year 1986 in Review, 1987 Writings and Speeches, 1983-1986 and undated (4 boxes)

Contains scripts, notes and visual materials related to speeches and formal presentations given by JWT employees at company events, as well as at events of general advertising organizations. Items were arranged alphabetically by speech title, where available, or by venue title.

14 (continued)Advertising Managers Group meeting, 1986 May 7 Advertising speech, undated Agency Breakfast, 1985 June 3 Agate Club Speech, 1983 May 9 Agency Review Chicago, 1985 Financial, 1985 Beatrice tape, undated Become the Leading International Advertising Agency, 1985 Sept. 12 Board meetings, 1986(2 folders) CEO presentation, 1986 Charts for account presentation, 1985 15Company Profile Presentation, 1986 May(2 folders) Competitive Analysis Presentation to the Board of Directors, 1986 Sept. 11 Copy Development Process Presentation, 1985 May 3 Corporate Orientation, 1984 Oct. 25-26 Creative Marketplace...in Target Groups, 1984 May Employee Review-Compensation presentation, 1985 Expectations of Our People, Epcot Center, World Meeting, 1984 May FDAF Chairmen presentation, 1986 May 29 Financial Division, State of the Agency, 1983 Apr. 1 Group Board Meeting presentation, 1986 Dec. 2 16Helsinki speech, 1986(2 folders) Helsinki talk on JWT logo, 1986 Nov. Hong Kong speech, 1986 Oct. Institute of Outdoor Marketing, 1985 Mar. Joe's quotes (slides), undated JWT-Chicago: An Assessment of 1983 George Lazarus Roast, 1986 Management Development Recruitment, 1986 Burt Manning Consumer Speech, 1984 Aug. Media Nights, 1983 Nov. Milwaukee Ad Club, 1986 Jan. 22 Mission Statement, undated Newly Directed Board of Directors meeting presentation, 1986 Mar. 8 Operating Group Dinner presentation, 1983 Nov. 1 Operations Group presentations and speeches Financial Review, 1983 Speeches, 1984 and undated Operation Managers Group presentation slides, 1986 Aug. 14 17Responsibility of Annual Manager, circa 1984 Roots of Communication, 1985 Mar. Senior Vice Presidents, 1983 State of the Agency, 1983 Aug. 3 Unidentified speech, undated Vancouver talk, 1986 Oct. 14-16 Vice Presidents, undated What Chicago Did to Advertising, undated What We Have Learned, 1984 May Audiovisual Materials, 1985-1986 [RESTRICTED] (1 box)

Series includes film compilations of advertising spots of JWT clients, as well as clients of competitive companies. Arranged alphabetically by title.

[Restrictions on access: Original audiovisual materials are closed to research until use copies can be made]

18Board of Directors Reel. Format: Umatic. 1986 Sept. 11(2 copies)

[Includes spots for Kodak, Union Carbide, Warner-Lambert, Diet-Pepsi, Teledyne Shower Massage, Bacardi, Winston, British Telecom, Burger King, Goodyear, R.T. French, Miller and Ford. Offices represented include Asia/Pacific, Canada, Latin America, Europe and U.S.A.

J. Walter Does That, Canadian version. Format: Betamax. Undated. Trends in U.S. Advertising. Format: Betamax. 1986 Oct.

[Includes spots for Health & Tennis, Pepsi Slice, Kraft Singles, Kellogg All Bran, Reynold's Wrap, and Ford Mustang. Also includes music video for Peter Gabriel's song Sledgehammer].

What Chicago Did to Advertising Burt Manning version. Format: Betamax. 1985 Oct. 24 Joe O'Donnell version. Format: Betamax. 1985 Oct. 24(2 copies)

[Includes spots for Kraft TV Theater and Cheez Whiz, Marlboro, Keebler, Alka Seltzer, Mr. Clean, Coast, Hallmark, Raid, Coors, McDonald's, Wheaties, Seven-Up, Sears, Oscar Mayer and Quaker.]