DACS

mckinneycharles Inventory of the Charles McKinney Papers, 1952-1993 and undated Processed by: Jessica Wood; machine-readable finding aid created by: Jessica Wood The John W. Hartman Center for Sales, Advertising & Marketing HistoryDavid M. Rubenstein Rare Book & Manuscript Library Duke University Durham, N.C., USA

Aleph Number: 003962886

Machine-readable finding aid derived from XML authoring program. Date of source: February 2009Processed by Jessica Wood, February 2009; Finding Aid encoded by Jessica Wood, David M. Rubenstein Rare Book & Manuscript Library, Duke University, February 2009 Description is in English Finding aid was prepared using DACS and our local Style Guide Inventory of the Charles McKinney Papers, 1952-1993 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 McKinney, Charles Charles McKinney Papers, 1952-1993 and undated Material in English and German. 42 Linear Feet 31500 Items For current information on the location of these materials, please consult the Library's online catalog. Charles C. Chick McKinney founded and headed the McKinney & Silver (M&S) advertising agency for 22 years, where he held positions of President and Chief Executive Officer. The agency, originally based in Raleigh, N.C., and presently headquartered in Durham, N.C., is one of the largest advertising agencies in the Southeastern U.S. The Charles McKinney Papers cover the years 1952-1993, with the bulk of materials dating from 1968-1990, the period during which McKinney served as President and CEO of the McKinney & Silver (M&S) advertising agency. The collection primarily consists of correspondence, memoranda, clippings, M&S presentations to clients, proofs, speeches, reports, McKinney's handwritten drafts of advertising campaigns, and numerous brochures from graphic artists and design companies. The collection also includes films of advertising spots, slides for new business presentations, and many periodicals related to advertising and graphic design. Companies represented in the collection include American Drew; Bacardi Corporation; Bahamas; Barnett Banks; Benihana; Beatrice Foods Company; Bigelow-Sanford Carpet Company; Black & Decker Corporation; Braniff Airways; Brown & Forman Inc.; Brown & Williamson; Colours; Del Monte Corporation; Drackett; Dunlop Sport, GoodMark Foods, Inc.; Gravely; Homelite; Kingsdown; Mars, Inc.; North Carolina National Bank; North Carolina Travel and Tourism; Norweigan Cruise Line; PET Dairy; Piedmont Airlines, Inc.; Pillsbury Company; Pine State; Quincy's; Royal Caribbean Cruise Line; Tile Council of America; Travelmation; and USAir Group, Inc. Administrative Information Access Restrictions

Collection is open for research.

However, original audiovisual materials are closed to researchers until use copies can be obtained.

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.

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], Charles McKinney Papers, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

Provenance

The Charles McKinney Papers were received by the David M. Rubenstein Rare Book & Manuscript Library as a gift in 2008.

Processing Information

Processed by Jessica Wood, February 2009

Encoded by Jessica Wood, February 2009

Accessions 2008-0023 and 2008-150 were merged into one collection and described in this finding aid.

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

This finding aid is NCEAD compliant.

Biographical Note

Charles C. Chick McKinney was born in 1931 in Newdale, N.C., and raised in Spruce Pine, N.C. Between 1950-1952, he attended the University of Tennessee, where he majored in Industrial Management. He received a degree in Business Administration from the University of North Carolina's School of Business in 1957. McKinney began his career in 1957 at the J.T. Howard advertising agency in Raleigh, N.C.. There, he served as Creative Director and member of the board. In 1968, McKinney founded the McKinney & Silver advertising agency, and he served as President and Chief Executive Officer until 1990. The agency grew to one of the largest advertising agencies in the Southeastern U.S.

McKinney received over 500 major awards from creative and advertising competitions, and some of his work appeared in The One Show exhibit in New York City, the New York Advertising Club Show, the American Television Commercials Festival, and the Communication Arts Show. In 1973, an Ad Daily poll named one of the top creative people in America.

In addition, McKinney also served as a judge in many advertising competitions around the U.S., including for the Communication Arts competition in California. He was frequently asked to speak at business and industry group meetings, including for the Magazine Publishers Association. He also served as a trustee of the North Carolina Symphony, and was a member of the National Trust for Historic Preservation, the Sphinx Club, the Carolina Country Club and the Figure Eight Yacht Club, among others.

McKinney died Sept. 12, 2007 in Raleigh, N.C.

Collection Overview

The Charles McKinney Papers cover the years 1952-1993, with the bulk of materials dating from 1968-1990, the period during which McKinney served as President and CEO of the McKinney & Silver (M&S) advertising agency. The collection primarily consists of correspondence; memoranda; clippings; presentations to clients; proofs; speeches; reports; McKinney's handwritten drafts of advertising campaigns; and brochures from graphic artists and design companies. The collection also includes films and videocassettes of advertising spots, slides for new business presentations, and periodicals related to advertising and graphic design. Companies represented in the collection include American Drew; Bacardi Corporation; Bahamas Tourism; Barnett Banks; Benihana; Beatrice Foods Company; Bigelow-Sanford Carpet Company; Black & Decker Corporation; Braniff Airways; Brown & Forman Inc.; Brown & Williamson; Colours; Del Monte Corporation; Drackett; Dunlop Sport; GoodMark Foods, Inc.; Gravely; Homelite; Kingsdown; Mars, Inc.; North Carolina National Bank; North Carolina Travel and Tourism; Norweigan Cruise Line; PET Dairy; Piedmont Airlines, Inc.; Pillsbury Company; Pine State Dairy; Quincy's; Royal Caribbean Cruise Line; Tile Council of America; Travelmation; and USAir Group, Inc.; among others.

Collection Arrangement

The collection is arranged into eight series: General Files; Account Files; Competitive Files; New Business; Printed Materials; Writings and Speeches; Audiovisual Materials; and Oversize Materials. The General Files series contains files related to the running of the M&S office and files related to McKinney's personal and business affairs. The Account Files series contains files related to M&S's active accounts, as well as some general files and presentations containing sales reports for multiple accounts, market research, and miscellaneous clippings relating to M&S accounts. The Competitive Files series contains correspondence, printed materials, proofs and clippings related to competitive advertising agencies. The New Business series contains materials related to M&S's attempts to acquire new accounts. The Printed Materials series includes newsletters, promotional materials, periodicals, reports, and typographic manuals. The Writings and Speeches series contains speeches given by McKinney and other advertising executives at various events and also includes reports prepared by outside agencies on general advertising and business-related topics which McKinney used as reference material. The Audiovisual Materials series contains various formats of film, video and audiotape primarily of M&S advertising spots, as well as promotional films and presentation reels prepared by competitive agencies. The Oversize Materials series contains large format items removed from previous series of the collection, including charts, clippings, periodicals, brochures, newspapers and proofs.

Many of the clippings and presentation drafts and fragments arrived unfoldered and interspersed throughout the collection. Complete presentation drafts were foldered by presentation title; presentation fragments and clippings were foldered as miscellaneous. Many of McKinney's drafts of advertising campaigns appeared in ruled notepads, often with clippings and additional sketched interleaved. Items attached to a particular notepad were foldered together and titled by subject and detached from cardboard backing. Legal sized notes were photocopied and reduced to letter size.

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.

Subject Headings McKinney, Charles C., 1931-2007. Bahamas. Ministry of Tourism. Barnett Banks. Beatrice Foods Company. Bigelow-Sanford Carpet Company. Black and Decker Corporation (Towson, Md.) Braniff Airways. Brown & Williamson. Del Monte Corporation. Drackett Company. Homelite Corporation. McKinney & Silver. North Carolina National Bank. North Carolina. Travel and Tourism Division. Piedmont Airlines. Pillsbury Company. Royal Caribbean Cruise Line. Tile Council of America. USAir (Firm) Advertising--Periodicals. Advertising agencies--Management. Advertising agencies--United States. Advertising agencies--United States--North Carolina. Advertising agencies--United States--History--20th century. Advertising agencies--United States--North Carolina--History--20th century. Advertising campaigns--United States--History--20th century. Advertising campaigns--United States--North Carolina--History--20th century. Advertising campaigns--United States--Periodicals. Advertising campaigns--United States--North Carolina--Periodicals. Advertising executives--United States. Advertising executives--United States--North Carolina. Graphic arts--United States. Graphic arts--United States--Periodicals. Graphic design--1960-1980. New business enterprises--United States. Television advertising--United States. Clippings. Motion pictures. Photographs. Proofs. Slides. Speeches. Videocassettes. John W. Hartman Center for Sales, Advertising & Marketing History. Related Material

Related materials may be found in the following Hartman Center collections of the J. Walter Thompson Company Archives: Account Files Collection; Corporation Vertical Files; Advertising Vertical Files; and the Shirley F. Woodell Papers. Additional related material may be located in the Arthur Einstein Papers; the Garrett Orr Papers; Bates Worldwide, Inc. Records; the John Benjamin Harris Papers; the D'Arcy Masius Benton & Bowles Archives; the William E. Phillips Papers; the David B. McCall Papers; and the Warwick Baker O'Neill Records.

Contents of Collection General Files, 1961-1990 and undated 5 Boxes

Contains files related to the management of the McKinney & Silver office and files related to McKinney's personal and business affairs. Items are divided into four subseries. Administrative Files include office-wide policies, agency profiles, questionnaires, general income reports, press releases, as well as resumes of company employees. Clippings consist of newspaper, magazine and photocopied book excerpts gathered by McKinney and his acquaintances. Correspondence includes correspondence and internal memoranda written by McKinney and other agency employees. Personal Materials include photographs of McKinney, event-related memorabilia, as well as McKinney's business cards and personal stationery.

Administrative Files, 1961-1990 and undated

Primarily includes information related to agency procedures such as billing, everyday operations, workflows, cost estimating, legal reviews, and office arrangement. Includes descriptions of the agency's philosophy and corporate profile. Also contains background information on agency employees, account assignments. Original folder titles were maintained and arranged alphabetically.

1Account service, operating procedures and systems, 1961-1977 Advertising agency agreement, 1984 Agency employee resumes, undated Agency income reports, 1983-1987 Agency operating procedures, undated Agency philosophy on research, 1971 Agency plans of action, 1979 Agency profile, undated Agency prospectus, undated Agency questionnaire responses General, 1981 and undated BMW questionnaire, 1992 Agency resume, undated Agency resume, approved quotes, undated Agency situation summary, undated Agency workflow, 1975-1984 (3 folders) 2Billing policy, 1984 and undated Billing reports, 1979, 1981 and undated Employee manual, 1979 Estimating procedure, undated Floorplans, decoration, 1979 and undated General agency agreement, undated Legal review procedures, 1985 McKinney resumes, undated Media department, reorganization and account assignments, 1984 Media reference manual, undated Promotional reference guide, 1978 (2 folders) Public relations, press releases, 1969-1990 Team member manual, 1985 Clippings, 1960-1990

Contains newspaper and magazine clippings related to general advertising issues and to particular advertising agencies. Also includes photocopied excerpts of books on marketing, some of which were compiled as reference materials for M&S presentations. Original folder titles were mainatined where available. Items arriving in unfoldered stacks were foldered as miscellaneous.

3General topics editorials, 1969-1975 Marketing research, 1973-1975 and undated McKinney, Silver & Rockett, 1974-1975 Miscellaneous, 1966-1990(3 folders) Miscellaneous business tips, 1969-1974 Reference Miscellaneous book excerpts, 1975 and undated Presentation reference, 1960-1968 Sales and marketing information systems, book excerpts, undated Correspondence, 1975-1990 and undated

Contains correspondence and memoranda written between McKinney, other agency executives, potential clients, competitive agencies, prospective employees and sales solicitors. Includes McKinney's correspondence with officials in the University of North Carolina-Chapel Hill Business School, and with personal friends. Also includes correspondence related to a 1993 lawsuit involving Braniff Airways. Original folder titles were maintained where available. Items arriving loose were grouped as either General correspondence or Miscellaneous internal memoranda. Folders arranged alphabetically.

3 (continued)General, 1975-1979 4General, 1980-1990 (3 folders) General financial, 1977-1979 and undated Braniff versus McKinney & Silver lawsuit, 1993 Lemont consulting, 1990 Tom McElligott, 1978-1981 Miscellaneous internal memoranda, 1979-1990 (1 of 2 folders) 5Miscellaneous internal memoranda (continued), 1979-1990 (2 of 2 folders) One Club, 1983-1984 Personal correspondence, 1980-1981 and undated Prospective employees, 1975-1986 Solicitations Moskowitz-Jacobs, 1989 Sales solicitations, 1974-1979 UNC Business School correspondence, 1989-1990 Personal Materials, 1972-1973 and undated

Contains photograph portraits of McKinney, McKinney's business cards and letterhead stationery and ephemera related to advertising events.

5 (continued)McKinney business cards and stationery, undated Memorabilia, 1972-1973 and undated Photographs, undated Account Files, 1968-1990 and undated 17 Boxes

Contains files related to M&S's active accounts, as well as some general files and presentations containing sales reports for multiple accounts, market research, and miscellaneous clippings relating to M&S accounts. The bulk of the materials contain presentation scripts, advertising proofs, creative development plans and correspondence tailored to specific clients, including companies specializing in clothing, food, tobacco, liquor and travel. Contains especially extensive materials for Bacardi Corporation; Barnett Banks; Benihana; Braniff Airways; Brown & Forman Inc.; Brown & Williamson; Colours (clothing); GoodMark Foods, Inc. (including the Slim Jim line of products); Gravely (tractors); Kingsdown (mattresses); Mars, Inc.; North Carolina National Bank; Norweigan Cruise Line; PET Dairy; Piedmont Airlines; Pillsbury; Pine State Dairy; Royal Caribbean Cruise Line; Tile Council of America; and USAir Group, Inc.

Also includes some presentations composed by competitive advertising agencies, including Daisy Outdoor Products (Bloom Agency); Jim Dandy Chunx Dog Food, Hanes; Orkin Exterminating Co.; Savannah Sugar Refining Co. (Cargill, Wilson & Acree); Leader Savings & Loan (McDonald & Little). Items arrived foldered. Original folder titles were maintained where available. Unfoldered or unlabeled items were foldered or labeled by account and type of material. Large format proofs were separated into the Oversize series.

6General Banking accounts, 1973 and undated Client status reports, 1976, 1980, 1982 and undated Creative briefs, 1989 and undated Local markets report, undated Miscellaneous proofs and tearsheets, 1982-1989 Services schedule, 1982-1983 and undated Slide presentations, undated Snack market accounts presentation, undated Table of sales, 1968-1979 (Some items removed to Oversize Materials) 1984 accounts, 1984 American Drew Current marketing concept, 1974 Media programs, 1978 Memos and correspondence, 1972-1978 Sales meetings, 1974-1975 Sales presentation, 1976 American Olean Tile Company Presentation, 1975 7Bacardi Añejo presentation, 1989 Creative development presentation, 1989 Creative development presentation draft, undated New product creative presentation, 1989 Proofs, undated(2 folders) Bahamas Creative presentation, 1987 Memos and correspondence, 1985-1986 Proofs, undated Barnett Banks Agency position summary, undated Creative input report, 1977 program, 1976 Creative presentation, undated Creative recommendation, 1973 Marketing direction, 1975 Memos and correspondence, 1972-1984 Newspaper ad campaign, 1976-1977 8Presentation cards, undated Presentation drafts, undated Program for deposit acquisition, 1976-1977 Proofs, undated Strategic planning meetings, 1981-1982 Beatrice Foods Advertising agency agreement, 1973, 1976 Benihana Advertising agency agreement, 1984 Creative options, undated Creative presentation, 1983 Laying Down the Tracks presentation, 1983 Packaging photos, undated Scripts, 1984 Bigelow-Sanford Carpet Company Creative presentation, 1977 Black & Decker Confidential briefing report, undated Memos and correspondence, 1981-1987 9New business conference reports, 1986 Proofs, undated Storyboards, undated Bost Breads Creative presentations, undated Positioning strategy, 1986 Braniff Airlines Commuter map changes, 1989 Flight attendant ad, 1989 Inaugural certificates, 2 versions, 1989 Kansas City Chiefs outdoor campaign, 1989 Kids Fly Free campaign, 1989 Leisure fares, Pin Down a Low Fare, 1989 Orlando outdoor, 1989 Print ad authorizations, 1989 Proof book, 1989 September Spotlight magazine ad, 1989 Telephone call reports, 1989 Travel agent spread, Middle of America, 1989 Wilford Brimley, travel agent, television campgain, 1989 Brown-Forman Spirits Agency presentation, 1981, 1984 (2 folders) Presentation, How We Would Approach An Assignment for Brown-Forman, 1981 Proposal, 1984 10Brown & Williamson Aries Flip charts, undated Marketing research, 1985 Outdoor boards, 1984 Presentation script, version 1, 1984 Presentation script, version 2, 1984 Proofs, undated Copy direction, undated Flip charts, undated Marketing charts, undated Memos and correspondence, 1979-1985 New chewing tobaccos positioning strategy, 1980 New Moist positioning strategy, 1980 Novelas target audience, undated Presentation, general, 1978 Presentation, Managing the Smokeless Tobacco Business, undated Presentation outline, 1985 Casa Gallardo Statement of M&S billing policy and services, 1979 Cellular One Advertising agency briefing plan, 1987 Central National Bank Final presentation, 1975 Presentation script, 1975 11Ceramic Tile Presentation notes, undated Chattem Laboratories Skin type surveys, 1976 and undated Chick-Fil-A Presentation notes, undated Chloride, Inc. Capabilities presentation, 1976 CIBA-GEIGY Proposal, 1985 Clark Proofs, undated (Some items removed to Oversize Materials) Colours General files, 1984 and undated Charts for marketing presentation, 1984 Cluett, Peabody & Co. presentation, 1984 Marketing presentation script draft, 1984 Positioning paper, undated Positioning strategy sketches, undated Presentation notes, undated Presentation script, 1984 Presentation script draft, undated Proofs, undated Conwood Corporation Presentation, 1975 Daisy Outdoor Products, Air Guns Bloom Agency, marketing strategy recommendations, 1972 DeLorean Motor Company Presentation, 1979 Del Monte Corporation Presentation, 1986 [Proofs removed to Oversize Materials] Drackett New product proposal draft, undated New Solid Diet Product Concept for Weight Reduction, undated 12Presentation, 1976 Dunlop Sport Preliminary 1980-1981 media program, 1980 Presentation script, 1980 Econocar International Presentation, undated Farm Best Dairy Presentation, 1975 GoodMark Foods, Inc. Advertising planning guidelines, 1975 Consumer communications, 1974-1978 Consumer program, 1977-1978 Correspondence, 1973-1980 Divisional presidents' meeting, undated Jesse Jones City Slickers Guide to Selling Country Sausage, undated Presentation, undated Sales figures, 1974-1976 Marketing plan, 1977-1978 Miscellaneous presentations, 1975 and undated New products, 1974 New product proposal, 1976, copy 1(1-2 of 4 folders) 13New product proposal (continued), 1976 (3-4 of folders) Pemican Beef Jerky Name and positioning recommendation, 1977 Notes, undated Printed materials, 1975-1977 and undated Proposed relationship, 1973 Review of Roper Reports, 1975-1978 Slim Jim Marketing plan, 1976-1977 Priority problem evaluation, undated Proofs and sketches, undated Strategic planning model, undated Gravely General files, 1979 and undated Agency evaluation system, 1975 Lawn and garden marketing magazine reports, 1974-1975 Positioning strategy, 1976, undated Presentation, undated Presentation notes, undated Situation summary, undated Strategy overview, undated Three year marketing plan, 1975-1977 Trade media program, undated 14Hallmark New products proposal, undated Hanes, Cargill, Willson & Acree, Inc. Marketing plan for new hosiery brand, undated New business, 1966-1967 Harcourt Brace Jovanovich Florida Parks, general presentation, 1987 Heinz Presentation, 1976 Holly Farms Clippings, 1977 and undated Correspondence, 1977 Presentation, 1977 Presentation appendix, undated Homelite Clippings, 1975 Correspondence, 1975, 1983 Flip chart presentation, undated Presentation, M&S introduction, undated Presentation notes, undated Presentation, Why Homelite Corporation Should Retain M&S, undated Proposal, undated (3 folders) 15Jim Dandy Chunx Dog Food, Cargill, Wilson & Acree, Inc. Presentation, 1967 Karastan-Bigelow Carpets Presentation, undated [Proofs removed to Oversize Materials) Kingsdown Ad scripts, 1976 Advertising program recommendations, 1973 Guidelines for Establishing Kingsdown Brand Name, 1976 Memos and Correspondence, 1975-1978 (2 folders) Presentation, undated Presentation notes, undated Proofs and tearsheets, undated Reference materials, 1973-1974 Summary analysis and 1975 advertising recommendation, 1974 Leader Savings & Loan, McDonald & Little Presentation, 1975 Mars, Inc. Flip chart, undated Presentation, Competing with the Giants, 1983 16Presentation, Survival in the Sea of Video Tape, 1976 Mastercharge Market summary, undated McDonald's Presentation, 1976 Monk-Austin Holding Company Name development, undated Nitrex Proofs, undated North Carolina National Bank General files, 1983 and undated Brand positioning, 1988 Briefing report, undated Campaign sketches and drafts, undated Communications plan, 1988 Creative marketing concept, undated Introductory presentation, 1974 Promotional booklet, undated Proposals, 1989-1990 Proposed marketing direction, 1971 North Carolina Travel and Tourism Proofs, undated (Some items removed to Oversize Materials) 17Norweigan Cruise Line Agency agreement, 1986 Brand review, 1989 Brochures, 1988 Creative brief, 1989 Creative presentation, 1988 Proofs, undated Orkin Extermination, Cargill, Wilson & Acree, Inc. Marketing proposal, 1967(2 folders) PET Dairy Agency presentation, 1985 Annual report, 1970 Proposals, undated Reference, 1968-1970 Picadilly Circles Proposal, undated 18Piedmont Airlines Brochures, undated Compiled data, 1984 Competitive Espley & Espley presentation, 1986 Miscellaneous tearsheets, undated Conference reports, 1980-1985 Correspondence, 1979-1983 Frequent flyer bonus program, 1985 Market share growth charts, 1981 Meetings Business traveler media discussion, 1986 Miscellaneous meetings, 1985 and undated Photographs, undated Presentations How to Make Your Employees Care About Your Airline, undated Media proposals, Launch and Follow-up campaign, London-Charlotte route, undated Miscellaneous presentations, 1984 and undated Orlando managers meeting, undated 19Piedmont: The Up and Coming Airline, 1980 Planning: 1985 and Beyond, 1986 1986 Presentation, 1986 Press, 1979-1990 and undated (Some items removed to Oversize Materials)(2 folders) Printed material, 1979 and undated Proof book Table of contents for all volumes, undated Vol. XXVIII, 1987(2 folders) Vol. XXIX, undated Proposals: Baltimore-Washington international hub, undated Response to questionnaire, 1979 20Selected operating data, 1980-1982 Status report, 1982 Pillsbury Consumer brands presentation, undated Hidden Dimension of Attitudes, undated Introduction to the American Beauty Division of the Pillsbury Company, undated Miscellaneous notes, undated People and Food: The Shaping of a Market, undated Pine State General files, 1975 and undated Client case history, undated Proofs, undated (Some items removed to Oversize Materials) Precision Tune Introductory presentation, 1988 Quincy's Agency questionnaire, 1982 Presentation, How We Would Approach An Assignment for Quincy's, undated Restaurant prospects, 1986 Raleigh-Belair Presentation, Rebuilding the Raleigh-Belair Franchises, undated Ralston Purina Meeting materials, 1988 and undated Red Band General presentation, undated Red Lobster Presentation, 1979 Royal Caribbean Cruise Line Case history, undated Case study, 1987 Copy direction, 1982 Crab mailer, undated Media plan, 1984 Memos and correspondence, 1982-1984 and undated Presentations Charts, undated General presentation, undated Making RCCL the Number One Cruise Line, undated Structure of the Cruise Market, undated Production estimates for 1983 program, 1982 21Proofs, 1982 and undated (Some items removed to Oversize Materials) Proposal, 1982 Status report, 1982 Ryder Truck Presentation, 1986 Memos and correspondence, 1986 Savannah Sugar Refining Company, Cargill, Wilson & Acree Presentation, undated Sea World Presentation, 1987 South Carolina National Bank Introductory presentation, 1974 Preliminary marketing proposal, 1979 Sperry & Hutchinson Co. Furnishings Division, Mel Richman Inc. Presentation, 1977 Taco Bueno General files, 1986 Texize Chemicals Introductory presentation, 1975 Tile Council of America Advertising plan for 1978, 1977 Advertising schedules, 1978 Long range marketing study, 1974 Long range marketing study, research conclusions, 1974 Presentation to Board of Directors, 1976 Tile contractors survey, undated 22Travelmation Agency profile, 1986 Memos and correspondence, 1985 Presentation, 1986 United Virginia Bank Marketing planning commentary, 1977 Strategic development plan, 1977 USAir Group, Inc. Presentations Piedmont-USAir Group, Inc. merger, 1988 Rough draft, undated President's Night address, Edwin Colodny, 1988 Proofs, undated (Some items removed to Oversize Materials) Sketches, undated (Some items removed to Oversize Materials) Valley National Bank Copy direction, 1986 and undated Virginia National Bank Planning steps, phase one, undated Competitive Files, 1967-1989 2 boxes

Contains correspondence, printed materials, proofs and clippings related to competitive advertising agencies. Includes resumes, company profiles and brochures prepared by agencies, as well as presentations and pamphlets prepared on general marketing issues. Represented agencies include Ted Bates Agency; Howard Agency; Gold Greelees Trott; Doyle Dane Bernbach; Delehanty, Kurnit & Geller, Inc.; Campbell-Mithun, Inc.; Cargill, Wilson & Acree; Norman, Craig & Kummel; Ogilvy & Mather; John Rockwell & Associates; Scali, McCabe, Sloves; and Wells, Rich, Greene, Inc., among others. Items arrived loose and were grouped by agency and arranged alphabetically.

23Bates Agency (Ted Bates), printed matter, undated Campbell-Mithun, Inc., Managing New Products, Marketing Development, 1973 Cargill, Wilson and Acree, Inc. Correspondence, 1967-1969 New business program, 1967-1968 Resume, c. 1970 Collett, Dickensen, Pearce & Partners, Ltd., brochure, undated CFG, presentation, Improving Marketing Communications Through Positioning Development, 1979 Delehanty, Kurnit & Geller, Inc., booklet, undated Doyle Dane Bernbach, general files, 1978 Gold Greenlees Trott, brochures, undated Howard Agency Company profile, undated Situation summary, undated Mammoth Pervasive & Bland, brochure, undated Miscellaneous agencies Brochures, undated(2 folders) 24Brochures, undated Clippings, 1972-1977 and undated Correspondence, 1975-1986 Out of Towners Exhibit, New York City, undated (includes some McKinney & Silver materials) Proofs and tearsheets, 1977-1989 and undated Norman, Craig & Kummel, questionnaire response, 1976 NH&S, strategic planning guide, 1981 Ogilvy & Mather, annual report, 1973 Rockwell & Associates (John Rockwell), company profile, 1979 Scali, McCabe, Sloves, company profile, undated Wells, Rich, Greene, Inc., Prospective on the Future, 1977 New Business, 1969-1990 6 boxes

Contains materials related to M&S's attempts to acquire new accounts. The bulk of the materials include drafts and scripts of general agency presentations designed for prospective clients. Also includes reference materials relating to these presentations and research reports relating to particular markets, such as cold relief, snack food, diet food, travel and tourism. Some materials document the agency's general strategies for acquiring new business. Also contains correspondence relating to specific accounts targetted by the agency, such as Porsche and Smith Airlines. Items arrived foldered and original folder titles were maintained.

Development, 1972-1987

Subseries includes materials documenting the agency's approach to gaining new business, primarily including market research, strategy statements.

25General files, 1972-1979(2 folders) Brand Analysis manuscript, undated British advertising, 1981 Brochures, undated Cough-Cold-Allergy Relief market, 1987 Diet market research, 1973-1976 and undated Direct mail proposal, undated Marketing strategy, 1973, undated Media plans, 1974-1978 New business development plan, 1978 New business list, 1986 26New business tactics, 1973 New product development, 1972-1978 New product schematic outline, undated North Carolina travel and tourism analysis, 1987 Porsche, 1984 Positioning strategy, 1984 Prospect List, undated Public Broadcasting System, 1983-1984 Smith Airlines, 1982 and undated Snack market, undated Strategic and tactical plans, 1981 Strategy Chart, undated Selection of types, undated Drafts, 1972-1979 and undated

Contains drafts of general agency presentations and advertisements. Bulk of materials include McKinney's handwritten notes in which he experimented with agency slogans and general campaign concepts, particularly those which became the basis for the agency's flip chart presentations. Contains extensive materials related to the agency's Anatomy of Selling an Idea campaign, which referenced the life and work of artist Leonardo da Vinci. Most of the items arrived as ruled note pads, with reference materials and additional drafts interleaved. Perforated pages from legal pads were detached. Legal sized items were photocopied and reduced to letter size. Original order of notebook pages and interleaved items was maintained. Items were grouped into folders according to the notepad to which they were attached. The presentation's title was used as the folder title; where no title was available, the presentation's first words were used as folder title. Notepads containing sketches for multiple or unidentifiable presentations were detached, paperclipped and foldered as miscellaneous flip chart drafts or miscellaneous presentation drafts. Folders arranged alphabetically.

26 (continued)Agency copy direction, undated Agency flip chart script revisions, undated Agency positioning, Talent Goes Where the Money Flows, undated Agency recruitment ads, 1976-1979 and undated Agency resume, 1972-1973 and undated 27Anatomy of Selling an Idea, undated(2 folders) Attention Getting Originality, undated Banking client presentations, undated Company model and diagram, undated Company profile drafts, undated General presentation flip chart draft, undated Market research presentation, undated Miscellaneous flip chart drafts, undated 28Miscellaneous presentation drafts, undated(4 folders) Presentations, 1969-1990 and undated

Contains primarily typewritten scripts of general agency presentations given to prospective clients. Also contains slides relating to a general agency presentation. Where provided, original folder titles were maintained. Many items arrived loose and interspersed throughout the collection. These items were grouped either according to presentation title or according to the first few words of the title, and arranged alphabetically.

28 (continued)Account planning module script, 1990 Agency flip chart presentation script, I Know You've Got Better Things, 1983 Agency introductory presentation script, Before We Get Started, 1980-1988 29Agency introductory presentation, Perhaps the Best Way, undated Creative presentation script, Is Anyone Out There Listening, 1979-1980 Creative workshop speech, extra slides, 1983-1984 Credentials presentation script, 1990 Generic new product proposal, undated Give Yourself a Presentation, undated House info presentation, undated Glassware market, undated Introduction to M&S, Full Service In Depth Marketing, undated Introductory agency flipcard presentation, undated Introductory new business presentation, On Our Way Down Here, 1988 Introductory presentation script, I'd Like to Tell You, 1990 Miscellaneous introductory presentation scripts, 1987 and undated 30Miscellaneous presentations, undated More Creative-Aggressive Approach to Advertising, Merchandizing and Sales Promotion, undated Most Agencies Introduce Themselves with Samples of their Work, undated New business presentation, Last Evening I Was Looking, 1989 New business slide presentation, 1969 New business strategy, How We Would Function On Your Behalf, undated Slide presentation script, Picking An Agency, undated Success Is More Than A Signed Contract, undated Success, Like An Iceberg, undated What Makes A Great Client, 1985 Reports, 1977-1990

Subseries includes reports of new business conferences, status and production. Original folder titles were maintained and items were arranged alphabetically.

30 (continued)New business conference reports, 1981-1986 New business status report, 1990 Production status review, 1977-1979 Printed Material, 1954-1990 and undated 15 Boxes

Includes newsletters, promotional materials, periodicals, reports, and typographic manuals. Items were arranged alphabetically by title.

31Association of National Advertisers, Current Advertiser Practices in Compensating Their Agencies, 1976 Ad Business Report, 1986-1989 Ad Daily Reprints, undated Ad Day newsletter, 1978-1979, 1985 Ad Hoc magazine, 1986 and undated Arizona Portfolio, 1986 Art Directors Club of Charlotte, programs, undated Banking brochures, undated Carolina Art Directors' Annual Exhibition, programs, undated Chicago One Show, programs, 1967 Cleveland Society of Communicating Arts, 17th Annual Exhibition, catalog, 1965 Communication Graphics Exhibition, American Institute of Graphic Arts, 1967 Dover Publications catalogues, undated Event programs, 1987-1989 Findings newsletter, 1966-1973 Gallagher Report newsletter, 1975-1986 Kiplinger Washington newsletter, 1972 Management strategies, 1976-1977, 1985 and undated Marketing research, 1956-1974 32Miscellaneous business tips, 1970-1974 Miscellaneous printed matter, 1970-1990 Periodicals, 1961-1990

Contains periodicals related to advertising, marketing, commercial photography and graphic design. Items arrived loose and interspersed throughout the collection. Where multiple issues of publication were present, items were grouped and foldered by title. Single issues were foldered by subject category.

32 (continued)Ad Art Techniques, 1968 Nov. Ads, 1983 Sept.-1985 Aug. 33Adweek, 1981 Aug.-1990 Oct. Adweek Creative Services Directory, 1982 Adweek's Winners, 1987-1989 American Artists, 1961 Mar. Archive: Ads, T.V. & Posters Worldwide, 1985 Art Direction: The Magazine of Creative Advertising 341961 Jan.-1969 July 351972 June-1979 Sept. 361980 Apr.-1985 Dec. 371986 Jan.-1987 Dec. 381988 Jan.-1989 Dec. 391990 Jan.-1990 Dec. 40Gebrauchsgraphik International Advertising Art, 1964 July-1969 Apr. 41Miscellaneous advertising trade magazine issues, 1972-1978 Omni, collector's edition, 1978 Oct. Photo design periodicals, 1967, 1980, 1987 Southern Advertising Markets, 1972 Jan.; 1974 Aug.; 1976 Feb. Vista: Magazine of the United Nations Association, 1972 Sept.-Oct. Promotional materials, 1969-1987

Contains promotional pamphlets, brochures and take-away-cards sent by particular companies and graphic artists hoping to gain the business of M&S. Items arrived loose and interspersed throughout the collection. In cases where multiple brochures were present from a particular company, items were foldered by company. All other items were foldered as miscellaneous promotional material.

41 (continued)CBS News, 1973 and undated Diagnostic Research, Inc., undated Fortune Magazine, Rhyme of the Ancient Manager, 1969 Four by Five stock photography, 1978-1982 Hammermill Paper Parlor, undated (2 folders) Miscellaneous promotional material, undated (5 folders) 42Miscellaneous promotional material, undated(6 folders) 43Miscellaneous promotional material, undated(6 folders) 44Miscellaneous promotional material, undated Sotheby's International Realty, Portfolio of Distinctive Properties, 1987 Psychology Today, Dictionary of Advertising Terms, undated Rubel Service, 1962-1989 Show, The, 1982 South Carolina National Corporation, Annual Report, 1976 Tax-related printed material, 1954-1979 Typography, 1983 and undated 45Alphatype Corporation, 1983 Letraset, undated Photo-Headlines, undated Techni-Process, Inc., undated 46Out of Towners Advertising Exhibit, 1986 Cardboard book Photocopy of cardboard packaging Writings and Speeches, 1952-1990 and undated3 boxes

Contains speeches given by McKinney and other advertising executives at various events. Also includes reports prepared by outside agencies on general advertising and business-related topics which McKinney used as reference. Items were foldered and labelled according to speech title and arranged alphabetically.

47Speeches by McKinney, 1952-1987 and undated Advertising's Moment of Truth, 1974(2 folders) Celebrities speech, undated Competing With The Giants, 1983 Even a Pope Can Be a Bad Client, undated Issue Advertising, undated Magazine Advertising Representatives of the South speech materials, 1975 Magazine Day speech, 1987 Magazine Publisher's Association Award speech, 1987 Manager's speech, 1987 Miscellaneous short speeches, undated Power of Print, undated Sales speech reference materials, 1952-1975 and undated Reports by others, 1966-1988 and undated Agency-Client Reports, Executive Communications, undated Concept Testing, undated 48Contemporary Planning Methodology for Toro, undated Corporate Analysis: A General Framework for Diagnosis, McKinsey & Co., 1972 Cost Control and Profit Responsibility, 1966 Effective Marketing Management, 1973 Evaluating New Product Proposals, Conference Board, 1973 Handbook of Independent Advertising and Marketing Services, 1973 How to Value a Service Business, 1988 and undated Marketing: How Many Dimensions, American Bankers Association, 1971 Marketing Studies, Executive Communications, Inc., undated Multivariate Procedures in Marketing, L. Percy, undated Print and Broadcast Traffic System, Humphrey Browining MacDougal, 1981 49Profile of Compensation Programs for Marketing Personnel, H. Heery, 1990 Sales Promotions: A Reference Book to Aid in Promotion Planning, Ketchum, MacLeod & Grove, undated Sequential Analysis: Framework for Determining Marketing Strategy, McKinsey & Col, 1972 Survey of Advertiser-Agency Relations, Nancy Salz Consulting, 1990 Testing T.V. Commercials, Henderson Agency, 1972 U.S. Economy in 1990, Conference Board, 1972 Speeches by others, 1961-1985 and undated AAAA convention speeches, 1961 Bank Marketing Association Conference speech, T. Renand, undated Does It Pay for Agencies to Advertise, R. Christian, 1967 Eleven Ways to Waste Your Advertising Appropriation, H. Sawyer, 1971 How to Recruit and Keep Good People, C. Meade, 1985 Importance of Finding Decision Maker for Retail Services, R.J. Baran, 1975 Importance of Finding Decision Maker for Retail Services, R.J. Baran, 1975 Multi-Dimensional Scaling: An Overview, L. Percy, 1972 New South, G.H. Brown, 1970 Why I Wish to be Chancellor of North Carolina State University, B.C. Talley, Jr., 1981 Audiovisual Materials, 1972-1990 and undated7 boxes

Contains various formats primarily of M&S advertising spots; promotional films; and presentation reels prepared by competitive agencies, including Angotti Thomas & Hedge, Bartle Bogle Hegarty Ltd., Boase Massimi Pollitt, Chiat Day, Fallon McElligott Rice, Goodby Berlin & Silverstein, and J. Walter Thompson. Includes two videos related to the 1988 Out of Towners Exhibition in New York City.

M&S clients represented include Barnett Banks, Carolina Power & Light, GoodMark Foods, Inc., Kingsdown, Pine State, North Carolina National Bank, South Carolina National Bank, Mastercard, Royal Caribbean, Bahamas, Piedmont, Benihana, Brown & Williamson, and North Carolina DWI.

Items were grouped by format and arranged alphabetically by title.

5016 mm films, 1972-1977 and undated 1.-5. Barnett Banks, Baker, 1977 (5 copies) 6.-8. Barnett Banks, High Roller, 1975 (3 copies) 9. Barnett Banks, Interest on the Spot, Sisters, undated 10.-16. Barnett Banks, Shrimp, 1977(7 copies) 17.-21. Barnett Banks, Sleeper, 1977(5 copies) 22.-24. Barnett Banks, Waitress, 1977(3 copies) 25.-27. Carolina Power & Light, Weatherman, 1977 28.-29. D.L. Clark Company television commercial, Bars, 1977 (2 copies) 30.-32. GoodMark Foods, Inc., Jesse Jones Meats, Airplane, undated(3 copies) 33.-36. GoodMark Foods, Inc., Jesse Jones Meats, Country Store, 1974 (4 copies) 37. Kingsdown Mattress, 1972 38.-41. North Carolina National Bank, Marriage License, undated (4 copies) 42. Pine State, Chef, undated 43.-47. Pine State, Milk Trek, undated(5 copies) 48. South Carolina National Bank, Dock, 1977 49.-51. South Carolina National Bank, Homes, 1977 (3 copies) 51VHS, 1986-1989 and undated 52. Bartle Bogle Hegarty compilation, 1987 Crash, Time magazine story, 1987 54. Mastercard, Spendthrift, undated McKinney & Silver 55. Bahamas, Ministry of Tourism, Just Maybe, undated 56.-58. Last 20 Years, undated(3 copies) 59.-60. Presentation reel, 1986(3 copies) 61.-62. Royal Caribbean Cruise Line, undated (2 copies) 63. Print's Best International Commercials,1989 5264. Termites and Men, undated Umatic, 1988-1989 and undated 65. Angotti Thomas & Hedge, BMPP Showreel, 1987-1988 66. Bartle Bogle Hegarty Ltd., presentation reel, 1988

[Includes spots for Audi, Pretty Polly, British Telecom, Puma, K Shoes, Allied Dunbar, Moosehead Manufacturing Co. and Levi Strauss & Co.]

67. Boase Massimi Pollitt, All Time Greats, undated 68. Chiat Day Inc. Advertising, agency reel, undated

[Includes spots for Oral-B, 3M Company, California Cooler, Worlds of Wonder's Teddy Ruxpin, and Apple]

69. Chiat Day Inc. Advertising, presentation reel, undated

[Includes spots for Home Savings & Loan and Foster Farms]

5370. D & AD, TV & Cinema, 1980 71. Fallon McElligott Rice, U.S. West, The Dream, undated 72. Fisher Advertising, 1987 73. Goodby, Berlin & Silverstein, agency reel, 1988 74. Reeves Communications, Issue No. 2, 1982

[Includes American Bell: O&M's Winning Presentation, Special Events Sponsorship: Extending Your Advertising Dollar]

75. Reeves Communications, Preview Issue, 1982 5476. J. Walter Thompson, Zap Proof, undated 77. Livingston & Co., Alaska Airlines historical reel, undated McKinney & Silver 78. Mastercard, Spendthrift, 1990 79. Presentation reel, 1987

[Includes spots for Piedmont Airlines, NCNB, North Carolina DWI Campaign, Benihana]

80. Presentation reel, 1988

[Includes spots for Benihana, Norweigan Cruise Line, NCNB, Piedmont, GoodMark Foods, Inc., North Carolina DWI, Carolina Power & Light]

5581.-82. Presentation reel, 1988(2 tapes)

[Includes spots for Benihana, Norweigan Cruise Line, NCNB, Piedmont, GoodMark Foods, Inc., North Carolina DWI, Carolina Power & Light]

83. Presentation reel, undated

[Includes spots for Piedmont, Carolina Power & Light, NCNB, SCNB]

84. Presentation reel, undated

[Includes spots for Piedmont, Tom's, NCNB, Carolina Power & Light]

85. Presentation reel, undated

[Includes spots for Pine State, Kingsdown, NCNB, Barnett Banks, GoodMark Foods, Inc. Jesse Jones Meats]

86. Ralston Purina, Tough Morning, undated 87. Television sample reel, 1985

[Includes spots for Piedmont, Benihana, South Carolina National Bank, Pine State, NCNB, Brown & Williamson, Carolina Power & Light]

88. Time Pieces, 1989 5689. Unidentified, undated Out of Towner's Exhibit, 1986 90. Martin Agency 91. Miscellaneous agencies

[Includes Fallon McElligott, Leonard Monahan Saabye, Livingston & Co., Martin Agency, M&S, Richards Group]

92. Wieden & Kennedy, radio spots, undated

[Includes spot for Nike, Inc.]

93. WRAL-TV 5, Live at Noon segment on M&S, 1987 Jul. 30 McKinney home videos, 1988 5794.-95. Tape 1 96.-97. Tape 2 98. Tape 3 99. Tape 4 Oversize Materials, 1964-1990 and undated13 boxes Medium boxes , 1968-1990 and undated OV1General Administrative files Agency floorplans, undated Agency organizational structure, undated Clippings Advertising Age, marketing studies, 1975-1978 Financial reference, 1972-1977 General topics editorials, 1968-1977 Marketing research clippings, 1974-1977 Miscellaneous Advertising Age clippings, 1971-1978 Miscellaneous, 1976, 1990, n.d Miscellaneous business tips, 1972 Presentation reference, Rising Cost of T.V. Commercials, 1968 Memorabilia Art Directors Club of Richmond, commemorative poster for Charles McKinney, 1968 Accounts General accounts Clippings, 1971, 1975 Production status review, 1978 OV2Benihana, proofs, undated Carlyle, proofs, undated Coke, brochure, undated Del Monte Corporation, proofs, undated GoodMark Foods, Inc., Slim Jim Proofs, undated Table of sales, 1979 Gravely, proofs, undated Jiffy Lube, strategic analysis and development, undated Karastan, proofs, undated Leader Federal Savings & Loan, proofs, undated Monk & Co., proofs, undated North Carolina Travel & Tourism, proofs, undated Norweigan Cruise Line, brand review and strategic implications, undated OV3Piedmont Press, 1983 Sketches, undated (3 folders) Pizza Hut, proofs, undated Riceland Rice, proofs, undated Royal Caribbean Cruise Line, brand review and strategic implications, undated South Carolina Division of Tourism, proofs, undated South Carolina National Bank, proofs, undated Sterling Automotive, Strategic analysis and development, undated Xerox, proofs, undated OV4Competitive Connecticut Williams, proofs, undated Ketchum Communications, general, undated Miscellaneous brochures, undated Unidentified agencies, proofs, undated New Business Agency presentation, undated Clippings, 1988, undated Presentation charts, undated Printed Material Lithographed Bordered Blanks and Certificates, undated OV5Promotional material CBS, 1964, 1972, undated Miscellaneous promotional, undated (2 folders) OV6Periodicals Advertising Age: 20th Century Advertising and the Economy of Abundance, 1980 Upper and Lowercase 1977-1978(2 folders) OV71979-1980(2 folders) OV81981-1983(3 folders) Large boxes, 1979, 1982 and undated OV9Accounts American Drew, proofs, undated Barnett Banks, proofs, undated Clark, proofs, undated OV10Fannie Mae, proofs, undated Hahn Tigers, proofs, 1979 North Carolina National Bank, proofs, undated Norweigan Cruise Line, proofs, undated OV11Piedmont, proofs, undated Pine State, proofs, undated Royal Caribbean Cruise Line, proofs, undated Trim Milk, proofs, undated USAir Group, Inc., proofs, undated OV12Competitive Scali, McCabe, Sloves, Inc., proofs, undated New Business Agency proofs, undated Presentation booklet, undated Printed material Creative newspaper, 1982 Decision model, undated Media charts, undated Miscellaneous promotional material, undated OV13Piedmont Airlines model airplane, undated

[Plastic model airplane on pedestal printed with Piedmont logo, kept in McKinney's office.]