Inventory of the J. Walter Thompson Company. Joseph O'Donnell Papers, 1947-1987 and undated, bulk 1986

Abstract

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.

Descriptive Summary

Repository: David M. Rubenstein Rare Book & Manuscript Library, Duke University
Creator: J. Walter Thompson Company.
Title: J. Walter Thompson Company. Joseph O'Donnell Papers, 1947-1987 and undated, bulk 1986
Language of Material: English,, Spanish
Extent: 12 Linear Feet, 6000 Items
Location: For current information on the location of these materials, please consult the Library's online catalog.

Collection Overview

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.

Administrative Information

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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.

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

Browse List of Series

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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.

Agency profile, 1985

(2 folders)

Box 1

Atlanta office space, 1986

Box 1

Business Building Efforts forms, undated

Box 1

Chicago lease, 1986

Box 1

Clippings,

1947, 1983, 1985

Box 1

Joe O'Donnell clippings, 1986

Box 1

Corporate Committee, 1986

Box 1

Council of Better Business Bureaus, 1986

Box 1

Creative Director profiles, 1986

Box 1

Detroit Advertising Association, 1986

Box 1

Directors expenses, 1986

Box 1

JWT Group

General files, 1981, 1986-1987

Box 1

Policies and procedures, 1986

Box 1

Press, 1981, 1986

Box 1

Number of Offices, 1986

Box 1

Patterson, Jim (Executive Vice President) photograph, undated

Box 1

Photographs, 1981-1982 and undated

Box 1

Policy on Reporting of Billings, 1987

Box 1

Salvation Army, 1986

Box 1

Subscriptions and memberships, 1986

Box 1

Tampa Group Move, Relocation Policy and Program Guide, 1986

Box 1

Thompson Recruitment Advertising, 1986-1987

Box 1

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

Client briefing letters, 1986

Box 1 (continued)

Client development plan, 1984

Box 1 (continued)

Client media pressure, 1985 Feb.

Box 1 (continued)

Court/Money, 1985

Box 1 (continued)

Key clients

Agency contact, 1986

Box 1 (continued)

Dates, 1986-1987

Box 1 (continued)

Multinational Client Business Building Program, 1984

Box 1 (continued)

New Business, 1986

Box 1 (continued)

Presentation, slides not used, undated

Box 2

Production costs, 1985 Feb.

Box 2

Top 20 Worldwide Clients, 1986

Box 2

Warning letters, 1985 Feb.

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

Box 2

AT&T/Illinois Bell, 1982 Nov. 29

Box 2

Beatrice Foods

General files, 1980-1983

(2 folders)

Box 2

Business Units profiles, 1983

Box 2

McRobbie meeting, 1984

Box 2

Meeting agenda, 1983 Oct. 18

Box 2

Burger King, 1986

Box 2

Chevron, 1986

Box 2

Continental Airlines, 1986

Box 2

DeBeers, 1986

Box 2

Discover Card, 1986-1987

Box 2

Eastern Airlines, 1986

Box 2

Eastman Kodak

General files, 1986

Box 2

Account briefing, 1986 June

Box 2

Worldwide Management Review, 1986 May 9

Box 2

Eaton, 1986

Box 2

Evans Furs, 1982-1983

Box 2

Ford

General files, 1986

Box 3

Ford Division Car Creative Review, 1986 Mar. 26

Box 3

Detroit office, 1986

Box 3

D.E. Petersen meeting, 1986 Sept. 23

Box 3

General Foods, 1986

Box 3

Gerber, 1981-1983

Box 3

Goodyear, 1986-1987

Box 3

H&R Block, 1981

Box 3

Hill & Knowlton

General files, 1986

Box 3

Strategic Plan Review, 1986

Box 3

Hyatt Hotels,

General files, 1981-1986

(2 folders)

Box 3

Plans Board, 1981 July 24

Box 3

IBM

General files, 1986

Box 3

Mid-Range Competitive Positioning--A Creative Overview, undated

Box 3

Presentation, 1986 July 9

Box 3

Review Board briefing, undated

Box 3

Kellogg Company

General files, 1981-1986

(4 folders)

Box 4

International Case History, 1982

Box 4

Proposed Agenda: Contingency Planning Session, undated

Box 4

U.S. Broadcast Review, 1983 Feb. 14

Box 4

Kraft Foods Co.

General files, 1983, 1986

(3 folders)

Box 4

Better for You campaign, 1983

Box 4

Business summaries, 1983

Box 4

Management Review, 1983

Box 4

Miracle Whip Communications Workshop Pre-Test, Carry Out, 1983

Box 4

Monthly Monitoring of JWT Performance on Kraft U.S. Branded Business, 1983

Box 4

Monthly Monitor of JWT Performance on Kraft RFG Business, 1983

Box 4

Singles campaign, 1983

Box 5

UDIA, undated

Box 5

Löwenbräu, 1986

Box 5

Mattel, 1986

Box 5

McDonnell Douglas, 1986

Box 5

Midwest Bell

General files, 1981-1982

(2 folders)

Box 5

Brief Profile of JWT Chicago, 1983 May 4

Box 5

Presentation, 1983 Mar. 23

Box 5

Nabisco, 1986

Box 5

Nestlé

General files, 1986

[Includes international offices.]

Box 5

Annual Agency Review, 1986 Apr. 2

Box 5

Nutri-Grain, marketing plans, 1982-1983

Box 5

Pepsi-Cola

General files, 1986

Box 5

O'Donnell-Bowen Brief, 1986 Sept. 16

[Includes international offices.]

Box 5

Philips, 1986

Box 5

Pillsbury, 1986

Box 5

Procter & Gamble

General files, 1986

Box 5

Annual Report, 1985

Box 5

Reader's Digest, 1986

Box 5

R.J. Reynolds

General files, 1986

Box 5

Ross Johnson files, 1986

Box 5

Rolex (London), 40th Anniversary, 1986

Box 5

Rountree/Nestlé, 1983-1984

Box 5

Salada Tea, Preliminary T-Plan, 1981 June 23

Box 6

S.C. Johnson

General files, 1981-1984

(2 folders)

Box 6

JWT International Overview, 1983

Box 6

Seven-Up, test market screw-up, 1985 Feb.

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

Box 6

Texas Air, 1986

Box 6

Unilever

General files, 1986

Box 6

Johnson-Lever Situation, Back-Up Materials, 1986

Box 6

Unilever-McNeil Pharmaceuticals, New Business Pitch, 1986 Oct. 18

Box 6

United Way

General files, 1986-1987

Box 6

Joseph O'Donnell Briefing, circa 1987

Box 6

U.S. Air, 1986

Box 6

U.S. Marine Corps, 1986

Box 6

U.S. Sprint

General files, 1986

Box 6

San Francisco presentation, 1986 Apr. 1

Box 6

Warner-Lambert, 1986

Box 6

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.

Advertising Age, 1987

Box 6 (continued)

Advertising Age article, 1987

Box 6 (continued)

Administrative costs, 1986

Box 6 (continued)

American Association of Advertising Agencies (4As), 1985-1986

Box 6 (continued)

American Advertising Federation, 1986

Box 6 (continued)

Anniversaries, 1986-1987

Box 6 (continued)

Asia Pacific Managers Meeting, 1986 Mar.

Box 7

Boys Club of America, 1986

Box 7

Brouillard, 1986-1987

Box 7

Business Practices Questionnaire, 1986

Box 7

Chronological Books, 1986-1987

(1-7 of 8 folders)

Box 7

Chronological Books, 1986-1987 (continued)

(8 of 8 folders)

Box 8

Club memberships, 1986-1987

Box 8

Company Board, 1986-1987

Box 8

Compensation, 1986

Box 8

Conference Board, 1986

Box 8

Congratulatory letters, 1986

(5 folders)

Box 8

Contributions, 1986

Box 8

Election of Officers, 1986

Box 8

Financial, 1986-1987

Box 9

International Herald Tribune, 1986

Box 9

Memoranda, 1985

Box 9

Miscellaneous, 1986-1987

Box 9

New Years letters, 1986

Box 9

New York Post, 1986

Box 9

Joseph O'Donnell files, boards and committees, 1986

Box 9

Tampering, 1986

[Refers to an Ad Council campaign concerning corporate tampering]

Box 9

Washington, D.C., Kemper Open, 1981-1983

Box 9

466 Lexington, 1986

Box 9

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.

Amsterdam, 1986

Box 9 (continued)

Athens, 1986

Box 9 (continued)

Caracas, 1986

Box 9 (continued)

Central Pacific, 1986 November Review

Box 9 (continued)

China

General files, 1986

Box 9 (continued)

JWT in China: Planning Cycle, 1986

Box 9 (continued)

Dinner requests, 1985 Feb.

Box 9 (continued)

Europe

General files, 1986-1987

Box 9 (continued)

EMG meeting minutes, 1986 Sept. 18

Box 9 (continued)

EROC meeting, 1986 June 3

Box 9 (continued)

Frankfurt

Multi-national JWT Policeman, 1985 Feb.

Box 9 (continued)

Organizational Study for JWT Germany, 1986

Box 9 (continued)

Trip file, 1986

(3 folders)

Box 9 (continued)

Helsinki, 1986

Box 10

Hong Kong

Beijing Ad Conference, 1987

Box 10

Presentation, 1986 Oct. 3-8

Box 10

International client structure, 1986

Box 10

Japan, 1986

Box 10

Latin America, 1986

Box 10

Latin American Managers Meeting, 1986

Box 10

Lisbon, 1986

Box 10

London

General files, 1986-1987

Box 10

London trip, 1986

Box 10

Three-year plans, 1986

Box 10

Madrid, 1987

Box 10

Milan, 1986

Box 10

Singapore, 1986

Box 10

South Africa, 1986

(2 folders)

Box 10

Status Report on Asia, South Pacific, 1986

Box 10

Stockholm, 1986

Box 10

Sydney, 1986

Box 10

Toronto, 1986

Box 10

Turkey, 1986

Box 10

Vancouver, 1986

Box 10

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.

Advertising Managers Group, 1986 Mar.

Box 10 (continued)

American Association of Advertising Agencies Annual Meeting, 1986

Box 10 (continued)

Board Dinner, 1986 May 7, Evviva

Box 10 (continued)

Board of Directors meetings, 1984-1986

(1-2 of 7 folders)

Box 10 (continued)

Board of Directors meetings, 1984-1986

(5-7 of 7 folders)

Box 11

Davos Symposium materials, packet and slides, 1986-1987

(3 folders)

Box 11

Dinners, Thompson tables, 1986

Box 11

European Managers Meeting, 1986 Mar.

Box 11

Latin American Managers Meeting, 1986 Mar.

Box 11

Managers' Meeting, JWT-USA, 1984 Sept. 11

Box 11

Sam Meek Seminar, 1985-1986

(2 folders)

Box 11

Newly Elected Board of Directors meeting, 1985 May 9

(2 folders)

Box 11

New York Board Group presentation, 1981

Box 11

No Trust Slides, undated

Box 11

Operation Group meeting, 1985 Sept.

Box 11

Operation Management Group meetings, 1986

Box 11

PDG, 1986

Box 11

VFW meeting, 1986

Box 11

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.]

Agnew, Jim, 1986

Box 12

Balestrino, Chuck, 1986

Box 12

Beauregard, Bob, 1987

Box 12

Bonuses, 1986

Box 12

Brussels, 1986

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

Box 12

Chairman visitation, 1985 Feb.

Box 12

Chicago, 1986

Box 12

Clark, Harry, 1986

Box 12

Cooper-Evans, Michael, 1986

Box 12

Credentials, 1985 Feb.

Box 12

Dell, Glen, 1986

Box 12

Detroit, 1986

Box 12

Diane's master file in machine, 1985 Feb.

Box 12

Europe, 1987

Box 12

Gill, Mike, 1986

Box 12

Gutierrez, Victor, 1986

Box 12

Hore, Marlene, 1986

Box 12

Interview request, 1985 Feb.

Box 12

Job Interview Endorsement, 1985 Feb.

Box 12

Johnston, Don, 1986

Box 12

Kenyon, Vic, 1986

Box 12

Lane, Bill, 1985

Box 12

Lanigan, Denis, 1986

Box 12

Los Angeles, 1986

Box 12

MacMaster, Norm, 1986

Box 12

Manchester, 1987

Box 12

Manning, Burt, 1986

Box 12

Martens, Tom, 1986

Box 12

Martin, Terry, 1986

Box 12

Memoranda, 1985

Box 12

Metter, Bert, 1986

Box 12

Miscellaneous, 1986-1987

Box 12

O'Brien, Wally, 1986

Box 12

Peters, Jack, 1986

Box 12

Petersen, Burt, 1986

Box 12

Rogers, Ken, 1986

Box 12

San Francisco, 1986

Box 12

Stock Incentive Plan Awards, 1986

Box 12

Stock Options, 1986

Box 12

U.S.A. General, 1986

Box 12

Washington, 1986

Box 12

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.

Brouillard Communications Regional Review, 1986 Nov.

Box 13

Chicago Office, marketing plan, 1981

Box 13

Europe Region, November Reviews, 1986

Box 13

JWT America Latina, November Review, 1986 Nov. 25

Box 13

JWT Group Reviews, 1986

Box 13

Management Incentive Plan, 1986

Box 13

May Operating Reviews, 1986

Box 13

Monthly Managers' Assessment Report, 1986

Box 13

New York Office Operational Review, 1986 Nov. 24

Box 13

Operational Reviews, 1985-1986

Box 13

Professional Services Group

1987 Plan and Budget, 1986

Box 13

Review of 1986 Plans

Box 13

Retirement Trust Status Reports, 1986

Box 14

Thompson Recruitment Advertising, Inc., 1987 Plans Submission, 1986

Box 14

Thompson Company Monitoring Report, 1984

Box 14

Three Year Historical Review, 1985

Box 14

Year 1986 in Review, 1987

Box 14

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.

Advertising Managers Group meeting, 1986 May 7

Box 14 (continued)

Advertising speech, undated

Box 14 (continued)

Agency Breakfast, 1985 June 3

Box 14 (continued)

Agate Club Speech, 1983 May 9

Box 14 (continued)

Agency Review

Chicago, 1985

Box 14 (continued)

Financial, 1985

Box 14 (continued)

Beatrice tape, undated

Box 14 (continued)

Become the Leading International Advertising Agency, 1985 Sept. 12

Box 14 (continued)

Board meetings, 1986

(2 folders)

Box 14 (continued)

CEO presentation, 1986

Box 14 (continued)

Charts for account presentation, 1985

Box 14 (continued)

Company Profile Presentation, 1986 May

(2 folders)

Box 15

Competitive Analysis Presentation to the Board of Directors, 1986 Sept. 11

Box 15

Copy Development Process Presentation, 1985 May 3

Box 15

Corporate Orientation, 1984 Oct. 25-26

Box 15

Creative Marketplace...in Target Groups, 1984 May

Box 15

Employee Review-Compensation presentation, 1985

Box 15

Expectations of Our People, Epcot Center, World Meeting, 1984 May

Box 15

FDAF Chairmen presentation, 1986 May 29

Box 15

Financial Division, State of the Agency, 1983 Apr. 1

Box 15

Group Board Meeting presentation, 1986 Dec. 2

Box 15

Helsinki speech, 1986

(2 folders)

Box 16

Helsinki talk on JWT logo, 1986 Nov.

Box 16

Hong Kong speech, 1986 Oct.

Box 16

Institute of Outdoor Marketing, 1985 Mar.

Box 16

Joe's quotes (slides), undated

Box 16

JWT-Chicago: An Assessment of 1983

Box 16

George Lazarus Roast, 1986

Box 16

Management Development Recruitment, 1986

Box 16

Burt Manning Consumer Speech, 1984 Aug.

Box 16

Media Nights, 1983 Nov.

Box 16

Milwaukee Ad Club, 1986 Jan. 22

Box 16

Mission Statement, undated

Box 16

Newly Directed Board of Directors meeting presentation, 1986 Mar. 8

Box 16

Operating Group Dinner presentation, 1983 Nov. 1

Box 16

Operations Group presentations and speeches

Financial Review, 1983

Box 16

Speeches, 1984 and undated

Box 16

Operation Managers Group presentation slides, 1986 Aug. 14

Box 16

Responsibility of Annual Manager, circa 1984

Box 17

Roots of Communication, 1985 Mar.

Box 17

Senior Vice Presidents, 1983

Box 17

State of the Agency, 1983 Aug. 3

Box 17

Unidentified speech, undated

Box 17

Vancouver talk, 1986 Oct. 14-16

Box 17

Vice Presidents, undated

Box 17

What Chicago Did to Advertising, undated

Box 17

What We Have Learned, 1984 May

Box 17

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]

Board of Directors Reel. Format: Umatic. 1986 Sept. 11

[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.

(2 copies)

Box 18

J. Walter Does That, Canadian version. Format: Betamax. Undated.

Box 18

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].

Box 18

What Chicago Did to Advertising

Burt Manning version. Format: Betamax. 1985 Oct. 24

Box 18

Joe O'Donnell version. Format: Betamax. 1985 Oct. 24

[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.]

(2 copies)

Box 18

Historical Note

Date	Event(s)
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.