DACS

jwtsuttonthomas Inventory of the J. Walter Thompson Company. Thomas Sutton Papers, 1965-1975 and undated Processed by: Richard Collier, Andrea Franzius, Ashley Urquhart; machine-readable finding aid created by: Richard Collier, Andrea Franzius The John W. Hartman Center for Sales, Advertising & Marketing HistoryDavid M. Rubenstein Rare Book & Manuscript Library Duke University Durham, N.C., USA

Aleph Number: 003795520

Machine-readable finding aid derived from XML authoring program. Date of source: April 2006Processed by Richard Collier, Andrea Franzius, Ashley Urquhart, April 2006; Finding Aid encoded by Richard Collier, Andrea Franzius, David M. Rubenstein Rare Book & Manuscript Library, Duke University, April 2006 Description is in English Finding aid was prepared using DACS and our local Style Guide Inventory of the J. Walter Thompson Company. Thomas Sutton Papers, 1965-1975 and undated The John W. Hartman Center for Sales, Advertising & Marketing HistoryDavid M. Rubenstein Rare Book & Manuscript Library Duke 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. Thomas Sutton Papers, 1965-1975 and undated Material in English , Spanish , Portuguese 6.6 Linear Feet 4950 Items For current information on the location of these materials, please consult the Library's online catalog. The J. Walter Thompson Company (JWT), founded in 1864, is one of the oldest and largest enduring advertising agencies in the United States. Thomas Sutton was an executive in charge of JWT's international operations during the 1960s-1970s. The Thomas Sutton Papers span the years 1965-1975 and document Sutton's career, especially his role in JWT's international expansion and the establishment of global advertising markets. The papers provide insight into JWT's international financial matters--budgets, salary structure, stock incentive plans and market shares--as well as personnel policies, client relations, product launches, television advertising projects and marketing research and strategies, seen from the perspective of Sutton's position as JWT chief executive for international operations. The papers also contain marketing plans, evaluations and reports for a number of JWT's international offices, that provide a detailed glimpse into JWT's operations within the respective countries' economic and socio-political contexts. The offices represented include Amsterdam, Bogotá, Brussels, Buenos Aires, Caracas, Ceylon, Copenhagen, Frankfurt, Johannesburg, Karachi, Lima, London, Mexico City, Milan, Paris, Rio de Janeiro, San Juan, Santiago, Sydney, Tokyo, Toronto, Vienna and Zürich. Key clients include the Honda Motor Company, Eastman Kodak Company, Ford Motor Company, the Hertz Corporation, IBM, Johnson & Johnson, Kellogg Company, Liggett & Myers Tobacco Company, Nestlé, Pan American World Airways, PepsiCo, Inc. and Unilever (Lever Brothers). Administrative Information Access Restrictions

Collection is restricted.

Sensitive personnel materials pertaining to individual employee matters are closed to non-JWT users for 75 years from the date of the file creation.

Fragile originals are closed to patron use. Consult Use Copies in files.

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.

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 Thomas Sutton Papers, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

Provenance

The J. Walter Thompson Company Thomas Sutton Papers were received by the David M. Rubenstein Rare Book & Manuscript Library as a transfer in 1987.

Processing Information

Processed by Richard Collier, Andrea Franzius, Ashley Urquhart, April 2006

Encoded by Richard Collier

Completed April 2006

Accession is described in this finding aid.

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

Biographical Note 1923 Feb. 9 Born Thomas Schulhof, in Berlin (of Austrian Jewish descent, the Schulhof family relocated to England to escape the Nazis, and changed its name to Sutton during World War II) 1948 Received M.A. in Philosophy, Politics, and Economics from St. Peter’s College, Oxford University 1949 Research officer at British Market Research Bureau (BMRB), a subsidiary of J. Walter Thompson Co. (JWT) London 1951 Left JWT to work as Advertising and Market Research Manager for Pasolds Limited, a textile manufacturer 1952 Returned to JWT London, and sent to Frankfurt, Germany, as Managing Director; charged with reopening the JWT office in Germany which had ceased operations in 1934 1960 Returned to England to assume position of Managing Director, JWT London 1966 Executive Vice President, International 1966-1972 Executive Vice President at JWT New York, responsible for all 37 of JWT’s international operations 1970 International Advertising Man of the Year Award 1972 Stepped down from New York post to become General Manager for JWT Japan in Tokyo 1980 Executive Vice President, JWT's Asia-Pacific operations 1981 Dec. Executive Vice President, JWT Group 1983 Dec. 31 Retired as Executive Vice President of J. Walter Thompson Company and a member of its Board of Directors, and as Executive Vice President of JWT Group, Inc. 1994 Dec. 9 Died at the age of 71

Sutton received several honors during his lifetime. In Great Britain he served on the Council of Institute of Practictioners in Advertising and headed their Development Committee. He was also a Fellow of the Royal Historical Statistical Society and a fellow of the Institute of Statisticians. In the United States, Sutton was a member of the Advisory Board of International Business Program of Rutgers University.

Collection Overview

The Thomas Sutton Papers span the years 1965-1975 and document Sutton's career, especially his role in JWT's international expansion and the establishment of global advertising markets. The papers include correspondence, printed materials, business reports, advertising brochures, photographs, statistical documents, and pamphlets that provide insight into JWT's international financial matters--budgets, salary structure, stock incentive plans and market shares--as well as personnel policies, client relations, product launches, television advertising projects and marketing research and strategies, seen from the perspective of Sutton's position as JWT chief executive for international operations. The papers also contain marketing plans, evaluations and reports for a number of JWT's international offices, that provide a detailed glimpse into JWT's operations within the respective countries' economic and socio-political contexts. The offices represented herein include Amsterdam, Bogotá, Brussels, Buenos Aires, Caracas, Ceylon, Copenhagen, Frankfurt, Johannesburg, Karachi, Lima, London, Mexico City, Milan, Paris, Rio de Janeiro, San Juan, Santiago, Sydney, Tokyo, Toronto, Vienna and Zürich. Key clients include the Eastman Kodak Company; Ford Motor Company; the Hertz Corporation; Honda Motor Company; IBM; Johnson & Johnson; Kellogg Company; Liggett & Myers Tobacco Company; Nestlé; Pan American World Airways; PepsiCo, Inc.; and Unilever (Lever Brothers). While most of the files are in English, some of the documents are written in Spanish and Portuguese.

The collection is organized into three Series--the General Office Files Series; the Central and South American Office Files Series; and the Annual Marketing Plans and Reports Series.

The General Files Series contains correspondence, memoranda and periodical reports on JWT management and marketing, JWT's international offices and operations, as well as on other international advertising agencies. Topics include capital expenditures, fees and commissions, management salary and bonus policies, and stock incentive plans. The correspondence on international new business includes clients such as Hertz, Honda, and IBM. Arranged alphabetically.

The Central and South American Offices Files Series contains correspondence and reports on JWT budgets, market shares, profits, marketing research and product launches, as well as newsletters and some newspaper clippings pertaining to individual country offices of JWT throughout Latin America. The documents reflect the communication between JWT personnel and the dealings between JWT and its large international clients such as Ford, Johnson & Johnson, Kellogg's, Kodak, Lever, Liggett & Myers, Pan American World Airways, Pepsi-Cola, and Nestle, as well as prospective clients like Siemens and local clients in Central America and South America. The documents provide insights into JWT's operation in the expanding advertising markets of Central and South America. This series also includes assessments of the respective countries' economies, census data, and the competition in the advertising market. Moreover, it shows the increasing importance of television advertising in the Latin American market. Organized alphabetically.

Annual Marketing Plans and Reports Series contains status and planning reports from JWT's international operations. The documents assess the respective country's economy, politics, and the advertising and media market as a context for presenting a review of the JWT's offices' financial and organizational performance that includes billings, expenditures, and profits, salaries, personnel, specific clients, and the company's public relations in the respective past year. This analysis of strengths and weaknesses provides the bases for a discussion of the targets and objectives for the respective next year. Arranged alphabetically.

Restriction on access: Sensitive personnel materials pertaining to individual employee matters are closed to non-JWT users until 2043. Those items have been physically removed to Restricted Materials. Fragile original materials have been relocated to Removed Materials. Use Copies are available to patrons.

Additional information on JWT's international advertising operations may be found in the J. Walter Thompson Co. London Office Records, the J. Walter Thompson Co. Frankfurt Office Records, the Harry Clark Papers, the Arthur Stridsberg Papers, and the Shirley F. Woodell Papers. In addition, files relating to Thomas Sutton may be found in the Denis Lanigan Papers and the Peter Gilow Papers.

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.

Sutton, Thomas (Thomas Francis) J. Walter Thompson Company. J. Walter Thompson Company. Amsterdam Office. J. Walter Thompson Company. Bogotá Office. J. Walter Thompson Company. Brussels Office. J. Walter Thompson Company. Buenos Aires Office. J. Walter Thompson Company. Caracas Office. J. Walter Thompson Company. Ceylon Office. J. Walter Thompson Company. Copenhagen Office. J. Walter Thompson Company. Frankfurt Office. J. Walter Thompson Company. Johannesburg Office. J. Walter Thompson Company. Karachi Office. J. Walter Thompson Company. Lima Office. J. Walter Thompson Company. London Office. J. Walter Thompson Company. Mexico City Office. J. Walter Thompson Company. Milan Office. J. Walter Thompson Company. New York Office. J. Walter Thompson Company. Paris Office. J. Walter Thompson Company. Rio de Janeiro Office. J. Walter Thompson Company. San Juan Office. J. Walter Thompson Company. Santiago (Chile) J. Walter Thompson Company. Sydney Office. J. Walter Thompson Company. Tokyo Office. J. Walter Thompson Company. Toronto Office. J. Walter Thompson Company. Vienna Office. J. Walter Thompson Company. Zürich Office. Eastman Kodak Company. Ford Motor Company. Hertz Corporation. Honda Motor Company. International Business Machines Corporation. Johnson & Johnson. Kellogg Company. Liggett & Myers Tobacco Company. Pan American World Airways, Inc. PepsiCo, Inc. Nestlé. Unilever (Firm) Advertising agencies--Argentina. Advertising agencies--Australia. Advertising agencies--Austria. Advertising agencies--Belgium. Advertising agencies--Brazil. Advertising agencies--Canada. Advertising agencies--Chile. Advertising agencies--Colombia. Advertising agencies--Denmark. Advertising agencies--Employees. Advertising agencies--Europe. Advertising agencies--France. Advertising agencies--Germany. Advertising agencies--Great Britain. Advertising agencies--Italy. Advertising agencies--Japan. Advertising agencies--Mexico. Advertising agencies--Netherlands. Advertising agencies--Pakistan. Advertising agencies--Peru. Advertising agencies--Puerto Rico. Advertising agencies--South Africa. Advertising agencies--Spain. Advertising agencies--Switzerland. Advertising agencies--United States. Advertising agencies--Venezuela. Advertising--History--20th century. Advertising--Research. Marketing research. Television advertising. Photographs. John W. Hartman Center for Sales, Advertising & Marketing History. List of Series in Collection 1-2 General Office Files Series, 1966-1971 3-5 Central and South American Office Files Series, 1965-1969 and undated 5-10 Annual Marketing Plans and Reports Series, 1966-1975 and undated 11 Restricted Materials, 1966-1968 and undated

Restriction on access: Materials are closed to non-JWT users until 2043.

11 Removed Materials, 1968

Restriction on access: Original materials closed to patron use. Use Copies in files.

Contents of Collection General Office Files Series, 1966-1971 (2 boxes)

Contains correspondence, memoranda and periodical reports on JWT management and marketing, JWT's international offices and operations, as well as on other international advertising agencies. Topics include capital expenditures, fees and commissions, management salary and bonus policies, and stock incentive plans. The correspondence on international new business includes clients such as Hertz, Honda, and IBM. Arranged alphabetically.

1 Capital Employment in JWT, 1970 Correspondent agencies, 1968-1972 (3 folders) International Advertising Association, 1966 (2 folders) Latin American seminar, 1970-1971 (6 folders) Managers' Meeting III: People Management, 1970 Memoranda Commission structure, 1967-1972 Management bonus program, 1969-1971 Remuneration of senior executives, 1969 2 New business, 1969-72 (3 folders) Public stock offering, 1969 (2 folders) Statistical background, international operations, 1968 and 1969 Stock incentive plans, 1969-1972 (2 folders) Central and South American Office Files Series, 1965-1969 and undated (3 boxes)

Contains correspondence and reports on JWT budgets, market shares, profits, marketing research and product launches, as well as newsletters and some newspaper clippings for JWT offices in Argentina, Brazil, Chile, Mexico and Peru, among others. The documents reflect the communication between JWT personnel and the dealings between JWT and its large international clients such as Ford, Johnson & Johnson, Kellogg's, Kodak, Lever, Liggett & Myers, Pan American World Airways, Pepsi-Cola, and Nestlé, as well as prospective clients like Siemens and local clients in Central America and South America. The documents provide insight into JWT's operation in the expanding advertising markets of Central and South America. This series also includes assessments of the respective countries' economies, census data, and the competition in the advertising market. Moreover, it shows the increasing importance of television advertising in the Latin American market. Arranged alphabetically. A few folders of general material are listed first under some office names.

Restriction on access: Sensitive personnel materials pertaining to individual employee matters are closed to non-JWT users until 2043. Those items have been physically removed to Restricted Materials; a dummy folder, indicated by a title enclosed in brackets, has been substituted for the original material.

Argentina 3 Budget, 1967-1968 Clients, 1967-1968 Correspondence, 1967-1968 (3 folders) Finance, 1967-1968 New business, 1968 [Personnel, 1968: Folder removed to Restricted Materials] Regular reports, 1968 [Salaries and profit sharing, 1967-1968: Folder removed to Restricted Materials] Brazil Budget, 1968-1969 [Cavalcanti, Carlos, 1968: Folder removed to Restricted Materials] Clients, 1967-1968 and undated (3 folders) Correspondence, 1968 (2 folders) Medical/Pension plan, August 28, 1968 New business, 1967-1968 4 Pepsi-Cola, 1967-1968 [Personnel, 1968 and undated: Folder removed to Restricted Materials] Press clippings, 1967 Regular reports, 1967, 1968 [Salaries and profit sharing, 1968: Folder removed to Restricted Materials] Transfers [Eaves, Elliott, 1968: Folder removed to Restricted Materials] [Gibson, Chuck, 1968: Folder removed to Restricted Materials] [Raiburn, Gerald, 1966, 1968: Folder removed to Restricted Materials] [Wallace, Robert, 1968: Folder removed to Restricted Materials] Chile General, 1968 Budget, 1967, 1968 Clients, 1967, 1968 Correspondence, 1968 New business, 1968 [Personnel, 1968: Folder removed to Restricted Materials] Regular reports, 1968 [Salaries and profit sharing, 1968: Folder removed to Restricted Materials] Colombia General, 1968 Mexico General, 1968 and undated Budget, 1968 Clients, 1968 and undated Correspondence, 1968 and undated New business, 1968, 1969 Space 1968 [Personnel, 1968: Folder removed to Restricted Materials] Regular reports, 1968 [Salaries, 1967, 1968: Folder removed to Restricted Materials] Peru Budget, 1968 5 Clients, 1968 and undated Correspondence, 1967-1968 (2 folders) New business, 1968 [Personnel, 1967-1968: Folder removed to Restricted Materials] Regular reports, 1968 [Salaries and profit sharing, 1967-1968: Folder removed to Restricted Materials] Multiple Accounts and Country Offices General, 1967-1968 Linten, Jose, television proposal, 1966-1967

Linten, a Spanish television executive, proposed the creation of the first Latin American television network.

Marketing, 1968 Annual Marketing Plans and Reports Series, 1966-1975 and undated (6 boxes)

Contains status and planning reports from JWT's international operations. The documents assess the respective country's economy, politics, and the advertising and media market as the context for then reviewing the individual JWT office's financial and organizational performance. These reviews include billings, expenditures, and profits, salaries, personnel, specific clients, and the company's public relations in the respective past year. This analysis of strengths and weaknesses then provides the basis for a discussion of the targets and objectives for the upcoming year. Also included for some countries are executive summaries of annual reports that offer a comparative overview of JWT's operations in larger geographical areas, such as Europe. Reports from JWT offices in countries where the company had only recently been established by the mid- or late 1960s, such as the Far East (like Pakistan), are often very short compared to the reports of more established offices in the larger countries of Europe, Scandinavia, or Latin America. Arranged alphabetically.

Canada JWT Canada Annual marketing report, 1967 Jan. 16 Europe JWT Amsterdam Annual marketing plan, 1970-1973 (3 folders) Marketing plan, 1969 Marketing report, 1967-1968 (2 folders) JWT Brussels Annual marketing plan, 1970-1971 Annual marketing report, 1968 Client costing report on financial managers' meeting, 1973 JWT Brussels, circa 1975 Long term policy and objectives, 1972 Marketing plan, 1969, 1973 JWT Europe 6 Executive summary of continental annual marketing reports, 1970 Nov. JWT Frankfurt Annual management assessment and objectives, 1975 Annual marketing plan, 1968-1972 (4 folders) Annual marketing report, 1967 (2 folders) Summary of the report on the office's business, 1973 Sept. 26 JWT London Annual marketing report, 1966-1970 (4 folders) JWT Madrid Annual marketing plan, 1969-1972 (3 folders) Marketing plan, Emarbe S.A., 1972 Dec. JWT Milan (JWT Italia) 7 5-Year plan, 1975 Apr. Annual account review, 1974 Mar. Annual marketing plan for 1974, 1973 Dec. Annual marketing report, 1967 (2 folders) Marketing plan, 1968-1972 (4 folders) Marketing plan, Emarbi S.r.l., 1972 Dec. JWT Paris Annual marketing plan, 1968-1970 (3 folders) Annual marketing report, 1966-1967 Executive summary of 1973 marketing plan, 1973 JWT Scandinavia Annual marketing report, Copenhagen, 1967 Nov. Marketing plan for 1971, 1970 Nov. 2 Scandinavia, 1967-1972 (2 folders) Scandinavian marketing plan, circa 1973 Second annual marketing plan, Copenhagen, 1968 Nov. JWT Vienna 8 Annual management assessment/objectives, 1975 Jan. Marketing plan, 1968, 1972 JWT Zürich Annual management assessment, 1975 Jan. Annual marketing report, circa 1967 Marketing plan, 1968-1972 Marketing report, circa 1968 Far East JWT Ceylon Annual marketing report, 1966-1967 JWT Pakistan (Karachi) Annual marketing report, circa 1967 Review of annual marketing reports, 1968-1970 Latin America and Caribbean JWT Latin America 1970 year-end closing/1971 revised reporting 1971 Jan. 9 months operating results, 1971 Sept. 30 Executive summary of Latin American annual marketing reports, 1972 Apr. Financial review visit, 1971 Mar. 10-Apr. 20 JWT Argentina (Buenos Aires) Annual marketing plan, 1972 Dec. Annual marketing report, 1965, 1968 (2 folders) Argentina-Uruguay annual marketing report forecast, budget 1970, 1969 Oct. Presentation to the Executive Committee, 1973 Apr. 2, JWT Brazil (Rio de Janeiro) 9 Annual marketing report, 1967-1968 (2 folders) Executive summary of marketing plans, circa 1973 Marketing plan, 1973 Jan. Review of annual marketing report, 1966 Dec. JWT Chile (Santiago) Annual marketing plan, 1967-1969 (3 folders) Review of annual marketing report, circa 1966 JWT Mexico Annual marketing report, 1967-1972 (5 folders) Financial review, presentation made to the JWT Board of Directors in New York, 1973 Feb. 14 JWT Peru (Lima) Annual management assessment-objectives, 1975 Jan. Annual marketing plan, background aspects, review and preview, 1972 Dec. Annual marketing report, 1966-1967 (2 folders) Executive summary of annual marketing plan, 1971 Dec. Review of annual marketing report, 1968-1969 (2 folders) JWT Puerto Rico (San Juan) Annual marketing plan, 1969-1970 (2 folders) Annual marketing plan, JWT Caribbean, 1972 Dec. Annual marketing report, JWT Caribbean, 1967-1969 (3 folders) JWT Venezuela (Caracas) Annual marketing plan, 1971 Nov. 1 Annual marketing report, 1966-1970, 1973 (7 folders) Pacific Area JWT Australia 10 Annual marketing plan, 1973 Annual marketing report, 1967 Annual report, 1968-1971 (5 folders)

Original of 1968 report located in Removed Materials, Box 11 (Use Copy available in folder)

Quarterly survey, Australia-New Zealand Limited, 1968 Oct. JWT Japan Annual marketing report, 1967-1969 (4 folders) Marketing plan, appendix, 1973 Feb. JWT Philippines Annual marketing plan, 1973 Annual marketing report, 1966-1970 (4 folders) South Africa JWT Johannesburg Objectives and communications plan, 1977 Jan. Restricted Materials, 1966-1968 (1 box)

Restriction on access: Sensitive personnel materials pertaining to individual employee matters are closed to non-JWT users until 2043.

Central and South American Offices Files Series, 1966-1968 and undated Argentina, 1967-1968 11 Personnel, 1968 Salaries and profit sharing, 1967-1968 Brazil, 1966-1968 and undated Cavalcanti, Carlos, 1968 Kfuri, Joe, 1967 Personnel, 1968 and undated Salaries and profit sharing, 1968 Transfers of JWT employees, 1966, 1968 Eaves, Elliott, 1968 Gibson, Chuck, 1968 Raibourn, Gerald, 1966, 1968 Wallace, Robert, 1968 Chile, 1968 Personnel, 1968 Salaries and profit sharing, 1968 Mexico, 1967-1968 Personnel, 1968 Salary increases, 1967-1968 Peru, 1967-1968 Personnel, 1967-1968 Salaries and profit sharing, 1967-1968 Removed Items (1 box)

Restriction on access: Original is closed to patrons. A Use Copy is available to patrons.

Annual Marketing Plans and Reports Series, 1968 Pacific Area, JWT Australia 11 Annual report (original, Use Copy in files, box 10), 1968