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Guide to the J. Walter Thompson Company. Albert B. Stridsberg Papers, 1950-2001 and undated

Collection Overview

Correspondence, memos, reports, speeches, and printed items relating to Stridsberg's career at the J. Walter Thompson Company. Documentation includes reports and pamphlets that address television advertising to men and children, brand advertising, public service campaigns, the role of research in advertising, tobacco marketing, JWT's international offices and clients. Also included are texts of speeches by Rena Bartos and other JWT officers, and Stridsberg's reminiscences of his years at J. Walter Thompson Company in the 1960s and 1970s, especially regarding Ralph Nader and the Ford Motor Company as well as international cigarette marketing. The printed material includes issues of a serial, Motivations (1956-1957), and other bulletins published by Ernest Dichter's Institute for Motivational Research. Audiovisual materials include radio compilation cassettes produced by the Radio Advertising Bureau and other entities; 16mm films Coca-Cola campaigns by McCann-Erickson agency (undated) and a 1976 reel from Dancer Fitzgerald Sample. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.

Descriptive Summary

Title
J. Walter Thompson Company. Albert B. Stridsberg papers 1950-2001 and undated
Creator
J. Walter Thompson Company.
Extent
5.7 Linear Feet, 3,111 Items
Repository
David M. Rubenstein Rare Book & Manuscript Library, Duke University
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.

However, original audiovisual materials are closed to research until use copies can be produced.

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

Advertising agencies expanding their scope and inproving profits (by Joan Merlis, Salomon Brothers), 1987
Box 1
Advertising history collections pamphlets, undated
Box 1
Advertising Research Foundation: Motivation research, 1957
Box 1
Addvertising Self-Regulation: A Global Perspective (with James Neelankavil), 1980
Box 1
Cereals in India, 1962
Box 1
Children's television programming and advertising, 1972, 1977
Box 1
Cigarette marketing, 1987
Box 1
Computer applications, 1969-1977
Box 1
Consolidated marketing recommendations for soup, Benelux countries (McCann-Erickson), 1960
Box 1
Consumerism, 1969
Box 1
Controversy Advertising: How Advertisers Present Point of View in Public Affairs (not attributed but written by Stridsberg), 1977
Box 2
Devine project, 1969
Box 2
Dillon Agnew & Martin, analysis of business potential, 1969
Box 2
Effective Advertising Self-Regulation, 1974
Box 2
Establishing Accountability, circa 1989
Box 2
European consumers (including The Consumer's Food-Buying Habits and Les Commerces de détail en Europe Occidentale), 1954-1958
Box 2
Florida conference, 1969
Box 2
Glen Souham article, 1986
Box 2
Global brands, 1973-1992
Box 2
Global vision with a local touch (Grey), 1984
Box 2
Government regulation and control in the marketplace, 1968
Box 2
Government regulation position paper, drafts, undated
Box 2
How brand advertising benefits an economy, 1986
Box 2
How to move minds (public service campaigns), 1970
Box 2
Improvement of information retrieval, 1970
Box 2
Indonesia market report, 1973
Box 3
Information plan, 1973
(2 folders)
Box 3
Institute for Motivational Research, 1956-1957
Box 3
International Nestlé survey, 1965
(3 folders)
Box 3
International marketing, 1972
Box 3
International marketing: Foreign Trade and Investment Act, 1961-1975
Box 3
International marketing: Nabisco, 1966-1972
Box 4
International marketing approaches: Cosmetics in Japan and U.S., 1981
Box 4
JWT historical project, 1977
Box 4
JWT/Unilever around the world, 1972
Box 4
JWT world highlights, 1973
Box 4
Letters from Stridsberg, recollections of JWT activities in the 1960s, 2000-2001
Box 4
Lisbon operation, 1958
Box 4
Makro Atacadista (Brazil), 1972
Box 4
Marketing and Distribution of Tobacco (UN study), 1978
Box 4
Marketing research, miscellaneous reports, 1966-1987
Box 4
Marketing Review: Nutricia Koffiemelk Brands (Netherlands), 1962
Box 4
Material relating to William Souhami and Glenn Souhami, 1986-1996
Box 5
Media Research Index, 1950-1977
Box 5
Memorandum re evaluation program, 1966
Box 5
Miscellaneous, 1958-1989
Box 5
Motivation research, 1955
Box 5
Motivations, 1956-1957
Box 5
Myths, Men and Beer: An Analysis of Beer Commercials, 1987
Box 5
NAD Casase Report: Voluntary Self-Regulation, 1992
Box 5
New business, 1964-1965
(3 folders)
Box 5
Operation of Lux Toilet Soap Film Star Co-ordinating Unit--London, 1965
Box 6
Oral history, JWT, 1977
Box 6
Outline of Kraft/JWT international advertising centralized supervision, 1973
Box 6
Portugal--Lisbon; Basilio Fernandes (Basil Fernandes), 1954-1955
(2 folders)
Box 6
Principles of operation, international offices, 1972 and undated
Box 6
Product life cycle speech, 1977
Box 6
Qualitative research (Rena Bartos)/The Art of Asking Why (Paul Lazarsfeld), 1986
Box 6
Report on advertising agencies in the Far East, 1964
Box 6
Report on development of JWT London financial advertising, 1965
Box 6
Report on diversification, for Imperial Tobacco (London Office), 1966
Box 6
Report on Institute of Marketing and Sales Management student conference (London), 1964
Box 6
Reports on advertising and children, 1978-1985
Box 6
Research, Creativity, and Tunnel Vision, 1973
Box 7
Seymour presentation, Enjay Chemical, 1970
Box 7
Seymour (Dan)/Bart Cummings discussion, AAAA Conference, 1969
Box 7
Simple Complexities of Marketing in America (Henry Schachte), 1967
Box 7
Target Plan (T-Plan), 1973
Box 7
Television Today, Television Tomorrow (JWT Europe), 1983
Box 7
Thailand and Southeast Asia: Examination of Company opportunities, 1969
Box 7
The Potential of Thoroughbred Breeding as a Business Proposition, 1970
Box 7
The Rise of the Tinkerers (on government regulation of advertising), undated
Box 7
Tobacco advertising survey, 1987
Box 7
Unilever plan for good advertising, 1964
Box 7
U.S. Tele-Service Corp., catalog of monitored commercials, 1960
Box 7
Value added taxes, 1972
Box 7
Who Needs Advertising in an Affluent Society? (Norman Strouse), 1967
Box 7
Working women as a target audience, 1973
Box 7
Working Women: The Moving Target (by Rena Bartos), 1974-1976
(2 folders)
Box 7
The New Product Development Game (Case & McGrath, Inc.), 1975
Box 8
Levine Huntley Schmidt and Beaver, Inc. Make the Logo Smaller and the Idea Bigger. Undated.
Box 9
Morris the Cat. Undated.
Box 9
Morris the Cat for President. 1988.
Box 9
28th International Broadcasting Awards: World's Best Radio Commercials. 1987. Audiocassette.
Box 10
29th International Broadcasting Awards: World's Best Radio Commercials. 1988. Audiocassette.
Box 10
30th International Broadcasting Awards: World's Best Radio Commercials Plus Best of Three Decades. 1989. Audiocassette.
Box 10
50 Old Time Radio Commercials. 1978. Audiocassette.
Box 10
Fundamentals of Retail Newspaper Advertising. Fairchild Publications. 1979.Audiocassette.
Box 10
J.C. Penney Consumer Affairs Forum: Regulation and Regulatory Reform Implications and Impact. 1976. Audiocassette.
Box 10
Labov & Beyond Sample #17. Undated. Audiocassette.
Box 10
Labov & Beyond Sample #18. Undated. Audiocassette.
Box 10
NPR Marketplace Advertising. 1991. Audiocassette.
Box 10
Radio Advertising Bureau: Auto Dealers. 1985. Audiocassette.
Box 10
Radio Advertising Bureau: Furniture Dealers. 1985. Audiocassette.
Box 10
Radio Advertising Bureau: Hospitals FSEC. 1985. Audiocassette.
Box 10
Radio Advertising Bureau: Movie Theatres. 1985. Audiocassette.
Box 10
Radio Advertising Bureau: Workshop Highlights. 1985. Audiocassette.
Box 10
Radio Advertising Bureau. Serial Cassettes for Manager's and Sales Meeting Use. 1986. Tapes 1-10, 12. Audiocassette.
Box 10
Radio Advertising Bureau. Serial Cassettes for Manager's and Sales Meeting Use. 1987. Tapes 1-5, 7-12. Audiocassette.
Box 10
Radio Advertising Bureau. Serial Cassettes for Manager's and Sales Meeting Use. 1988. Tapes 1-7, 9-12. Audiocassette.
Box 10
Radio Advertising Bureau. Serial Cassettes for Manager's and Sales Meeting Use. 1989. Tapes 1-12. Audiocassette.
Box 10
Radio Advertising Bureau. Serial Cassettes for Manager's and Sales Meeting Use. 1990. Tapes 3-5. Audiocassette.
Box 10
Dancer fitzgerald Sample: de Haviland. 1976. 16mm.
Box 10
McCann-Erickson Coca-Cola Campaigns. Undated. 16mm.
Box 10
Untitled. Undated. 16mm.
Box 10
Bert, Barz & Kirby: Our Representative Smattering of the Things We Do in the Way of Creative Radio Spots. Undated. Audio reel.
Box 10
Radio Advertising Bureau: I Saw It on the Radio campaign spots. 1986-1987. Audio reel.
Box 10
Radio Advertising Bureau: I Saw It on the Radio campaign spots. 1987-1988. Audio reel.
Box 10

Historical Note

Albert Stridsberg worked at the J. Walter Thompson Company in the United States and abroad from 1960-1967 and 1969-1972 as an account representative, internal corporate consultant, and assistant to E. G. Wilson. He later taught advertising at Marist College in Poughkeepsie, NY.

Subject Headings

Preferred Citation

[Identification of item], J. Walter Thompson Company. Albert B. Stridsberg Papers, Rare Book, Manuscript, and Special Collections Duke University.

Provenance

The Albert B. Stridsberg Papers were received by the David M. Rubenstein Rare Book & Manuscript Library as a transfer in 2000-2001.

Processing Information

Processed by Rubenstein Library staff and Ruth E. Bryan

Reprocessed and re-encoded April 2013 by Richard Collier.

Completed October 8, 1994 and April 25, 2001

Encoded by Ruth E. Bryan

This finding aid is NCEAD compliant.