Preliminary Inventory of the J. Walter Thompson Company. Albert B. Stridsberg Papers, 1955-2001 and undated

Collection Overview

Correspondence, memos, reports, speeches, and printed items (ca. 3,000 items, ca. 1955-1970s) relating to Stridsberg's career at the J. Walter Thompson Company. Many items concern the agency's international offices and clients. The printed material includes several publications on international marketing of tobacco as well as a number of speeches by Rena Bartos and other JWT officers. (94-111) (4 lf)

This addition comprises printed material (21 items, 1956-1960) and 2, 16mm films of TV commercials. The printed material includes issues of a serial, Motivations (1956-1957), and other bulletins published by Ernest Dichter's Institute for Motivational Research. Also included is a Catalogue of Television Commercials Monitored Off-the-Air for Competitive Research by U.S. Tele-Service Corporation (1960). The two motion picture films are copies of 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, and Marketing History. (00-0444) (.2 lf)

This addition comprises printed material, audio cassette tapes, reel-to-reel audiotapes, motion picture film, and personal narratives of events in J. Walter Thompson Company history. The printed material (11 items, 1964-1992) includes reports and pamphlets dealing with television advertising to men and children, brand advertising, public service campaigns, and the role of research in advertising. The audio cassette tapes (64 items, 1976-1991) were primarily produced by the Radio Advertising Bureau Incorporated as examples of radio marketing strategies, but there are several tapes from the International Broadcasting Awards' World's Best Radio Commercials (1987-1989) and sample music tapes from LaBovandBeyond. Included in the reel-to-reel audiotapes (3 items, 1985-1988) are two from the Radio Advertising Bureau's "I Saw It On the Radio" pro-radio ad campaign. The motion picture film (1 item, ca. early 1960s) is a demo reel of TV commercials. Finally, this addition also includes some of Stridsberg's reminiscences (9 items, 2000-2001) 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; a T-shirt advertising Morris the cat for President in 1988; and printed material regarding Gerard William Souhami, Jr. and his son, Glenn Souhami (1986-1989). (01-0067) (1.5 lf)

A preliminary container list exists for material from accessions 2000-0444 and 2001-0067

Descriptive Summary

Title: J. Walter Thompson Company. Albert B. Stridsberg Papers, 1955-2001and 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

Collections are on the move for the renovation of the David M. Rubenstein Rare Book & Manuscript Library. Contact Rubenstein Library staff before visiting. Read More »

Access Restrictions

Collection is open for research.

However, some of the materials in this collection are not immediately accessible, because they require further processing before use.

In addition, patrons must sign the Acknowledgment of Legal Responsibility and Privacy Rights 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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Accession 2000-0444

Some of the materials in this collection are not immediately accessible, because they require further processing before use. Please contact Research Services staff before visiting the David M. Rubenstein Rare Book & Manuscript Library to use this collection. Technical Services staff need to make use copies of motion picture film.

Printed materials

Motivations: Monthly Psychological Research Reports for Business, 1956 March-1957 July-August

Box 1

Advertising Research Foundation, 3rd annual conference, Motivation Research: What and How to Learn about It, 1957

Box 1

Bulletins and other printed material from The Institute for Motivational Research, 1956-1957and undated

Box 1

U.S. Tele-Service Corporation, Catalogue of Television Commercials Monitored Off-the-Air for Competitive Research, 1960

Box 1

Motion picture film

Dancer Fitzgerald Sample, Inc., de Haviland, 1976 January

Reel 1

McCann-Erickson, Coca-Cola Campaigns, from the de Haviland Library

Reel 2

Accession 2001-0067

Printed material, correspondence, and miscellaneous

Media Research Index, 1950-1977,compiled by Newsweek

Box 1, continued

How to Move Minds: A Digest of Advertising Council Public Service Campaigns, 1970

Box 1, continued

Children's Television Advertising, published by the American Marketing Association, 1977

Box 1, continued

Myths, Men, and Beer: An analysis of beer commercials on broadcast television, published by AAA Foundation for Traffic Safety, 1987

Box 1, continued

Qualitative Research: What it is and Where it Came From by Rena Bartos and The Art of Asking Why by Paul F. Lazarsfeld, published by The Advertising Research Foundation, 1986

Box 1, continued

Reports on advertising and children, 1978, 1985

Box 1, continued

How Brand Advertising Benefits an Economy: Some Questions and Answers, published by the International Advertising Association, 1986

Box 1, continued

Establishing Accountability: A Strategic Research Approach to Measuring Advertising Effectiveness, study conducted by the Advertising Research Foundation for The Advertising Council, ca. 1989

Box 1, continued

NAD Case Report, 1992

Box 1, continued

Report on the Institute of Marketing and Sales Management London Students' Society Annual Conference, 1964

Box 1, continued

Letters from Stridsberg to Ellen Gartrell of RBMSCL regarding his recollections of the J. Walter Thompson Company in the 1960s, 2000-2001

Includes comments on Ralph Nader and the Ford Motor Company and international cigarette marketing

Box 1, continued

T-shirt, "Morris for President, 1988"

Box 1, continued

Material relating to Gerard William Souhami, Jr. and his son, Glenn Souhami, 1986-1989, 1996

Box 1, continued

Explanation of reel-to-reel tapes from the Radio Advertising Bureau [see below]

Box 1, continued

Explanation of the motion picture demo reel of TV commercials [see below]

Box 1, continued

Audio cassette tapes

1976-1986

JC Penney Consumer Affairs Forum, Regulation and Regulatory Reform: Implication and Impact, 1976

Box 2

Fundamentals of Retail Newspaper Advertising, produced by Fairchild Publications, 1979

Box 2

Radio Advertising Bureau, Inc. Commercial Idea Sources: Radio Marketing Cassette for Managers' and Sales Meeting Use, 1985-1986

(15 tapes)

Box 2

1986-1988

Radio Advertising Bureau, Inc. Commercial Idea Sources: Radio Marketing Cassette for Managers' and Sales Meeting Use, 1986-1988

(17 tapes)

Box 3

1988-1989

Radio Advertising Bureau, Inc. Commercial Idea Sources: Radio Marketing Cassette for Managers' and Sales Meeting Use, 1988-1989

(17 tapes)

Box 4

1978-1991

Radio Advertising Bureau, Inc. Commercial Idea Sources: Radio Marketing Cassette for Managers' and Sales Meeting Use, 1989-1990

(5 tapes)

Box 5

50 Old Time Radio Commercials, 1978

Box 5

International Broadcasting Awards, World's Best Radio Commercials, 1987-1989

(3 tapes)

Box 5

Reel-to-reel audiotapes

"I Saw It On The Radio," National Pro-Radio Ad Campaign, produced by the Radio Advertising Bureau, 1986 June 1-1987 May 31

[See written explanation of contents, above.]

Reel 1

"I Saw It On The Radio," National Pro-Radio Ad Campaign, produced by the Radio Advertising Bureau, 1987 June 1-1988 May 31

[See written explanation of contents, above.]

Reel 2

"Our 'Representative Smattering of the Sort of Things we do in the Way of Creative Radio Spots' Tape," produced by Bert, Barz and Kirby, [1985]

Reel 3

Motion picture film

Demo reel, collection of 16 mm TV commercials produced by a variety of production houses, early 1960s

[See written explanation of contents, above.]

Reel 4

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.