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Guide to the J. Walter Thompson Company. Lucile Turnbach Platt Papers, 1926-1930

Collection Overview

The papers of Lucile Turnbach Platt, former employee of the J. Walter Thompson Company's Personality Department, span the years 1926 to 1930; some Items are undated. The materials primarily document the creation of a testimonial advertising campaign for Simmons beds and boxsprings, and Beautyrest mattresses. The papers illustrate the selection of spokespersons, photographing of them and their home interiors, travel arrangements, delivery and removal of beds, and payment for their services. The materials chiefly consist of office memoranda and other correspondence among Platt, other JWT staff and product spokespersons. The collection also includes photographs and negatives, a few samples of advertisements, lists of women approached to participate, unsigned copies of contracts, and drafts of testimonials. Most of the files relate to soliciting very prominent American and foreign women to endorse Simmons products, including Eleanor Roosevelt, Mrs. Charles Crocker, Mrs. John Sargent Pillsbury, Mrs. Perry Tiffany, Mrs. Robert T. Vanderbilt, and Mrs. John W. Wanamaker III, among many others. Endorsers were paid between $1,000 and $5,000 for permission to use their names, photographs, and testimonials. Photographs of bedrooms were shot on location in the women's homes. The materials are arranged with miscellaneous Simmon's account files first, alphabetically by title, then files are arranged alphabetically by the spokesperson's name.

Descriptive Summary

Title
J. Walter Thompson Company. Lucile Turnbach Platt papers, 1926-1930
Creator
J. Walter Thompson Company.
Extent
1.2 Linear Feet, 900 Items
Repository
Duke University. David M. Rubenstein Rare Book & Manuscript Library
Location
For current information on the location of these materials, please consult the Library's online catalog.
Language
English.

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 the J. Walter Thompson Company. Lucile Turnbach Platt Papers have not been transferred to Duke University. For further information, see the section on copyright in the Regulations and Procedures of the David M. Rubenstein Rare Book & Manuscript Library.

Contents of the Collection

Bed Orders, 1928-1929 and undated
Box 1
Fokker, A. H. G., 1928-1929
Box 1
Palmer, Marion, Trip to California, 1930 and undated
Box 1
Simmons Brochures, undated
Box 1
Spool Beds, 1928 and undated
Box 1
Women Endorsers- General, 1926-1930 and undated
(3 folders)
Box 1
Women Endorsers- Lists, 1928-1929 and undated
Box 1
American Woman's Association, 1928-1929 and undated
Box 1
Armour, Mrs. Laurance, 1928-1930 and undated
Box 1
Bacon, Mrs. Robert Low, 1927-1929 and undated
Box 1
Belmont, Mrs. Morgan, 1927-1929 and undated
Box 1
Biddle, Mrs. A. J. Drexel, 1927
Box 1
Cabot, Mrs. Hughs, 1927 and undated
Box 1
Princess Cantacuzene, 1927 and undated
Box 1
Carpenter, Mrs. John Alden, 1927-1928 and undated
Box 1
Princess Chavehavadza, 1927 and undated
Box 1
Choate, Miss Mabel, 1927-1929 and undated
Box 1
Church, Mrs. Frederick Cameron, 1928-1929
Box 1
Crane, Mrs. Richard, 1927-1928
Box 1
Crocker, Mrs. Charles, 1928-1930 and undated
(2 folders)
Box 2
Davis, Mrs. John W., 1927
Box 2
Dick, Mrs. William K., 1927 and undated
Box 2
Du Pont, Amy, 1930
Box 2
Du Pont, Mrs. Henry, 1927-1929
Box 2
Fairbank, Mrs. Kellogg, 1927 and undated
Box 2
Field, Mrs. Marshall, Jr., 1927 and undated
Box 2
Gibson, Mrs. Charles Dana, 1927 and undated
Box 2
Hammond, Mrs. John Hays, Jr., 1929-1930 and undated
Box 2
Harriman, Mrs. J. Borden, 1927-1929 and undated
Box 2
Herrick, Mrs. Parmalee, 1928-1929
Box 2
Hutton, Mrs. Edward F., 1927-1928 and undated
Box 2
Jay, Mrs. William, 1927 and undated
Box 2
Leiter, Mrs. Joseph, 1928-1929
Box 2
Linn, Mrs. Howard, 1927-1929 and undated
Box 2
Mansfield, Countess Colloredo, 1928
Box 2
McCormick, Mrs. Medill, 1926-1927 and undated
Box 2
McCormick, Mrs. Edith Rockefeller, 1927 and undated
Box 2
McCormick, Mrs. Robert, 1928-1929
Box 2
Mitchell, Mrs. J. J., 1927-1929 and undated
Box 2
Morris, Mrs. Lewis Gouveneur, 1927 and undated
Box 2
Princess Obolensky, 1927 and undated
Box 2
Pillsbury, Mrs. John Sargentt, 1929 and undated
Box 2
Roosevelt, Mrs. Franklin D., 1927-1929
Box 2
Rumsey, Mrs. Charles Carey, 1927-1928
Box 2
Sermoneta, Duchessa di, 1929 and undated
Box 2
Spreckles, Mrs. Augustus, 1927-1928 and undated
Box 2
Swift, Mrs. Edward F., 1927-1928 and undated
Box 2
Taft, Mrs. Henry W., 1927-1928
Box 2
Tiffany, Mrs. Anne Cameron, 1927 and undated
(2 folders)
Box 2
Tiffany, Mrs. Charles, 1927
Box 2
Tiffany, Mrs. Perry, 1929 and undated
Box 2
Urban, Joseph, Room, 1929 and undated
Box 2
Vanderbilt, Mrs. Robert T., 1927 and undated
Box 2
Vanderbilt, Mrs. William K., 1927-1928 and undated
Box 2
Wanamaker, Mrs. John W., III, 1929
Box 2
Warburton, Mary Brown, 1927 and undated
Box 2
Woods, Mrs. Arthur, 1920
Box 2
Simmons Brochures, undated
Folder 1
Bacon, Mrs. Robert Low, 1926
Belmont, Mrs. Morgan, 1927 and undated
Pillsbury, Mrs. John Sargent, undated
Sermoneta, Duchessa di, 1929
Tiffany, Mrs. Perry, 1929 and undated

Historical Note

DateEvent(s)
1891 Feb. 1Born in Philipsburg, Pennsylvania
1910-1914Earned A. B. from Mount Holyoke College
ca. 1916Worked as a social worker in Rhode Island and New York
ca. 1917Organized Hostesses, Inc., a service bureau that arranged parties, shopping, etc.
1928 May 2Began working at JWT's New York Office in the Women's Editorial Department
1929 Jan. 1Transferred to the JWT Personality Department
1959 Jan. 31Retired from JWT
1963 Jan. 7Died

For more biographical information on Lucille Turnbach Platt, see the JWT Archives Personnel Files and similar information in the Biographical Files.

Subject Headings

Preferred Citation

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

Provenance

The Lucile Turnbach Platt Papers were transferred to the David M. Rubenstein Rare Book & Manuscript Library from the J. Walter Thompson Company (JWT) in 1987.

Processing Information

Processed by: Katherine Rose

Completed April 1997

Encoded by Stephen Douglas Miller

Processing of this collection was supported in part by gifts from the J. Walter Thompson Company Fund and the John and Kelly Hartman Foundation.

This finding aid is NCEAD compliant.