Menu

Guide to the Charles McKinney Papers, 1952-1993 and undated

Abstract

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.

Descriptive Summary

Repository
David M. Rubenstein Rare Book & Manuscript Library, Duke University
Creator
McKinney, Charles
Title
Charles McKinney papers 1952-1993 and undated
Language of Material
English, German.
Extent
42 Linear Feet, 31500 Items
Location
For current information on the location of these materials, please consult the Library's online catalog.

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.

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.

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 researchers until use copies can be obtained.

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. The library may require up to 48 hours to retrieve these materials for research use.

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

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.

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.

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

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.

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

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.

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

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

McKinney business cards and stationery, undated
Box 5
Memorabilia, 1972-1973 and undated
Box 5
Photographs, undated
Box 5

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.

Banking accounts, 1973 and undated
Box 6
Client status reports, 1976, 1980, 1982 and undated
Box 6
Creative briefs, 1989 and undated
Box 6
Local markets report, undated
Box 6
Miscellaneous proofs and tearsheets, 1982-1989
Box 6
Services schedule, 1982-1983 and undated
Box 6
Slide presentations, undated
Box 6
Snack market accounts presentation, undated
Box 6
Table of sales, 1968-1979 (Some items removed to Oversize Materials)
Box 6
1984 accounts, 1984
Box 6
Current marketing concept, 1974
Box 6
Media programs, 1978
Box 6
Memos and correspondence, 1972-1978
Box 6
Sales meetings, 1974-1975
Box 6
Sales presentation, 1976
Box 6
Presentation, 1975
Box 6
AƱejo presentation, 1989
Box 7
Creative development presentation, 1989
Box 7
Creative development presentation draft, undated
Box 7
New product creative presentation, 1989
Box 7
Proofs, undated
(2 folders)
Box 7
Creative presentation, 1987
Box 7
Memos and correspondence, 1985-1986
Box 7
Proofs, undated
Box 7
Agency position summary, undated
Box 7
Creative input report, 1977 program, 1976
Box 7
Creative presentation, undated
Box 7
Creative recommendation, 1973
Box 7
Marketing direction, 1975
Box 7
Memos and correspondence, 1972-1984
Box 7
Newspaper ad campaign, 1976-1977
Box 7
Presentation cards, undated
Box 8
Presentation drafts, undated
Box 8
Program for deposit acquisition, 1976-1977
Box 8
Proofs, undated
Box 8
Strategic planning meetings, 1981-1982
Box 8
Advertising agency agreement, 1973, 1976
Box 8
Advertising agency agreement, 1984
Box 8
Creative options, undated
Box 8
Creative presentation, 1983
Box 8
Laying Down the Tracks presentation, 1983
Box 8
Packaging photos, undated
Box 8
Scripts, 1984
Box 8
Creative presentation, 1977
Box 8
Confidential briefing report, undated
Box 8
Memos and correspondence, 1981-1987
Box 8
New business conference reports, 1986
Box 9
Proofs, undated
Box 9
Storyboards, undated
Box 9
Creative presentations, undated
Box 9
Positioning strategy, 1986
Box 9
Commuter map changes, 1989
Box 9
Flight attendant ad, 1989
Box 9
Inaugural certificates, 2 versions, 1989
Box 9
Kansas City Chiefs outdoor campaign, 1989
Box 9
Kids Fly Free campaign, 1989
Box 9
Leisure fares, Pin Down a Low Fare, 1989
Box 9
Orlando outdoor, 1989
Box 9
Print ad authorizations, 1989
Box 9
Proof book, 1989
Box 9
September Spotlight magazine ad, 1989
Box 9
Telephone call reports, 1989
Box 9
Travel agent spread, Middle of America, 1989
Box 9
Wilford Brimley, travel agent, television campgain, 1989
Box 9
Agency presentation, 1981, 1984
(2 folders)
Box 9
Presentation, How We Would Approach An Assignment for Brown-Forman, 1981
Box 9
Proposal, 1984
Box 9
Flip charts, undated
Box 10
Marketing research, 1985
Box 10
Outdoor boards, 1984
Box 10
Presentation script, version 1, 1984
Box 10
Presentation script, version 2, 1984
Box 10
Proofs, undated
Box 10
Copy direction, undated
Box 10
Flip charts, undated
Box 10
Marketing charts, undated
Box 10
Memos and correspondence, 1979-1985
Box 10
New chewing tobaccos positioning strategy, 1980
Box 10
New Moist positioning strategy, 1980
Box 10
Novelas target audience, undated
Box 10
Presentation, general, 1978
Box 10
Presentation, Managing the Smokeless Tobacco Business, undated
Box 10
Presentation outline, 1985
Box 10
Statement of M&S billing policy and services, 1979
Box 10
Advertising agency briefing plan, 1987
Box 10
Final presentation, 1975
Box 10
Presentation script, 1975
Box 10
Presentation notes, undated
Box 11
Skin type surveys, 1976 and undated
Box 11
Presentation notes, undated
Box 11
Capabilities presentation, 1976
Box 11
Proposal, 1985
Box 11
Proofs, undated (Some items removed to Oversize Materials)
Box 11
General files, 1984 and undated
Box 11
Charts for marketing presentation, 1984
Box 11
Cluett, Peabody & Co. presentation, 1984
Box 11
Marketing presentation script draft, 1984
Box 11
Positioning paper, undated
Box 11
Positioning strategy sketches, undated
Box 11
Presentation notes, undated
Box 11
Presentation script, 1984
Box 11
Presentation script draft, undated
Box 11
Proofs, undated
Box 11
Presentation, 1975
Box 11
Bloom Agency, marketing strategy recommendations, 1972
Box 11
Presentation, 1979
Box 11
Presentation, 1986
Box 11
[Proofs removed to Oversize Materials]
Box 11
New product proposal draft, undated
Box 11
New Solid Diet Product Concept for Weight Reduction, undated
Box 11
Presentation, 1976
Box 12
Preliminary 1980-1981 media program, 1980
Box 12
Presentation script, 1980
Box 12
Presentation, undated
Box 12
Presentation, 1975
Box 12
Advertising planning guidelines, 1975
Box 12
Consumer communications, 1974-1978
Box 12
Consumer program, 1977-1978
Box 12
Correspondence, 1973-1980
Box 12
Divisional presidents' meeting, undated
Box 12
City Slickers Guide to Selling Country Sausage, undated
Box 12
Presentation, undated
Box 12
Sales figures, 1974-1976
Box 12
Marketing plan, 1977-1978
Box 12
Miscellaneous presentations, 1975 and undated
Box 12
New products, 1974
Box 12
New product proposal, 1976, copy 1
(1-2 of 4 folders)
Box 12
New product proposal (continued), 1976
(3-4 of folders)
Box 13
Name and positioning recommendation, 1977
Box 13
Notes, undated
Box 13
Printed materials, 1975-1977 and undated
Box 13
Proposed relationship, 1973
Box 13
Review of Roper Reports, 1975-1978
Box 13
Marketing plan, 1976-1977
Box 13
Priority problem evaluation, undated
Box 13
Proofs and sketches, undated
Box 13
Strategic planning model, undated
Box 13
General files, 1979 and undated
Box 13
Agency evaluation system, 1975
Box 13
Lawn and garden marketing magazine reports, 1974-1975
Box 13
Positioning strategy, 1976, undated
Box 13
Presentation, undated
Box 13
Presentation notes, undated
Box 13
Situation summary, undated
Box 13
Strategy overview, undated
Box 13
Three year marketing plan, 1975-1977
Box 13
Trade media program, undated
Box 13
New products proposal, undated
Box 14
Marketing plan for new hosiery brand, undated
Box 14
New business, 1966-1967
Box 14
Florida Parks, general presentation, 1987
Box 14
Presentation, 1976
Box 14
Clippings, 1977 and undated
Box 14
Correspondence, 1977
Box 14
Presentation, 1977
Box 14
Presentation appendix, undated
Box 14
Clippings, 1975
Box 14
Correspondence, 1975, 1983
Box 14
Flip chart presentation, undated
Box 14
Presentation, M&S introduction, undated
Box 14
Presentation notes, undated
Box 14
Presentation, Why Homelite Corporation Should Retain M&S, undated
Box 14
Proposal, undated
(3 folders)
Box 14
Presentation, 1967
Box 15
Presentation, undated
Box 15
[Proofs removed to Oversize Materials)
Box 15
Ad scripts, 1976
Box 15
Advertising program recommendations, 1973
Box 15
Guidelines for Establishing Kingsdown Brand Name, 1976
Box 15
Memos and Correspondence, 1975-1978
(2 folders)
Box 15
Presentation, undated
Box 15
Presentation notes, undated
Box 15
Proofs and tearsheets, undated
Box 15
Reference materials, 1973-1974
Box 15
Summary analysis and 1975 advertising recommendation, 1974
Box 15
Presentation, 1975
Box 15
Flip chart, undated
Box 15
Presentation, Competing with the Giants, 1983
Box 15
Presentation, Survival in the Sea of Video Tape, 1976
Box 16
Market summary, undated
Box 16
Presentation, 1976
Box 16
Name development, undated
Box 16
Proofs, undated
Box 16
General files, 1983 and undated
Box 16
Brand positioning, 1988
Box 16
Briefing report, undated
Box 16
Campaign sketches and drafts, undated
Box 16
Communications plan, 1988
Box 16
Creative marketing concept, undated
Box 16
Introductory presentation, 1974
Box 16
Promotional booklet, undated
Box 16
Proposals, 1989-1990
Box 16
Proposed marketing direction, 1971
Box 16
Proofs, undated (Some items removed to Oversize Materials)
Box 16
Agency agreement, 1986
Box 17
Brand review, 1989
Box 17
Brochures, 1988
Box 17
Creative brief, 1989
Box 17
Creative presentation, 1988
Box 17
Proofs, undated
Box 17
Marketing proposal, 1967
(2 folders)
Box 17
Agency presentation, 1985
Box 17
Annual report, 1970
Box 17
Proposals, undated
Box 17
Reference, 1968-1970
Box 17
Proposal, undated
Box 17
Brochures, undated
Box 18
Compiled data, 1984
Box 18
Espley & Espley presentation, 1986
Box 18
Miscellaneous tearsheets, undated
Box 18
Conference reports, 1980-1985
Box 18
Correspondence, 1979-1983
Box 18
Frequent flyer bonus program, 1985
Box 18
Market share growth charts, 1981
Box 18
Business traveler media discussion, 1986
Box 18
Miscellaneous meetings, 1985 and undated
Box 18
Photographs, undated
Box 18
How to Make Your Employees Care About Your Airline, undated
Box 18
Media proposals, Launch and Follow-up campaign, London-Charlotte route, undated
Box 18
Miscellaneous presentations, 1984 and undated
Box 18
Orlando managers meeting, undated
Box 18
Piedmont: The Up and Coming Airline, 1980
Box 19
Planning: 1985 and Beyond, 1986
Box 19
1986 Presentation, 1986
Box 19
Press, 1979-1990 and undated (Some items removed to Oversize Materials)
(2 folders)
Box 19
Printed material, 1979 and undated
Box 19
Table of contents for all volumes, undated
Box 19
Vol. XXVIII, 1987
(2 folders)
Box 19
Vol. XXIX, undated
Box 19
Proposals: Baltimore-Washington international hub, undated
Box 19
Response to questionnaire, 1979
Box 19
Selected operating data, 1980-1982
Box 20
Status report, 1982
Box 20
Consumer brands presentation, undated
Box 20
Hidden Dimension of Attitudes, undated
Box 20
Introduction to the American Beauty Division of the Pillsbury Company, undated
Box 20
Miscellaneous notes, undated
Box 20
People and Food: The Shaping of a Market, undated
Box 20
General files, 1975 and undated
Box 20
Client case history, undated
Box 20
Proofs, undated (Some items removed to Oversize Materials)
Box 20
Introductory presentation, 1988
Box 20
Agency questionnaire, 1982
Box 20
Presentation, How We Would Approach An Assignment for Quincy's, undated
Box 20
Restaurant prospects, 1986
Box 20
Presentation, Rebuilding the Raleigh-Belair Franchises, undated
Box 20
Meeting materials, 1988 and undated
Box 20
General presentation, undated
Box 20
Presentation, 1979
Box 20
Case history, undated
Box 20
Case study, 1987
Box 20
Copy direction, 1982
Box 20
Crab mailer, undated
Box 20
Media plan, 1984
Box 20
Memos and correspondence, 1982-1984 and undated
Box 20
Charts, undated
Box 20
General presentation, undated
Box 20
Making RCCL the Number One Cruise Line, undated
Box 20
Structure of the Cruise Market, undated
Box 20
Production estimates for 1983 program, 1982
Box 20
Proofs, 1982 and undated (Some items removed to Oversize Materials)
Box 21
Proposal, 1982
Box 21
Status report, 1982
Box 21
Presentation, 1986
Box 21
Memos and correspondence, 1986
Box 21
Presentation, undated
Box 21
Presentation, 1987
Box 21
Introductory presentation, 1974
Box 21
Preliminary marketing proposal, 1979
Box 21
Presentation, 1977
Box 21
General files, 1986
Box 21
Introductory presentation, 1975
Box 21
Advertising plan for 1978, 1977
Box 21
Advertising schedules, 1978
Box 21
Long range marketing study, 1974
Box 21
Long range marketing study, research conclusions, 1974
Box 21
Presentation to Board of Directors, 1976
Box 21
Tile contractors survey, undated
Box 21
Agency profile, 1986
Box 22
Memos and correspondence, 1985
Box 22
Presentation, 1986
Box 22
Marketing planning commentary, 1977
Box 22
Strategic development plan, 1977
Box 22
Piedmont-USAir Group, Inc. merger, 1988
Box 22
Rough draft, undated
Box 22
President's Night address, Edwin Colodny, 1988
Box 22
Proofs, undated (Some items removed to Oversize Materials)
Box 22
Sketches, undated (Some items removed to Oversize Materials)
Box 22
Copy direction, 1986 and undated
Box 22
Planning steps, phase one, undated
Box 22

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.

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

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.

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

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

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.

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

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.

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

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

New business conference reports, 1981-1986
Box 30
New business status report, 1990
Box 30
Production status review, 1977-1979
Box 30

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

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

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.

Ad Art Techniques, 1968 Nov.
Box 32
Ads, 1983 Sept.-1985 Aug.
Box 32
Adweek, 1981 Aug.-1990 Oct.
Box 33
Adweek Creative Services Directory, 1982
Box 33
Adweek's Winners, 1987-1989
Box 33
American Artists, 1961 Mar.
Box 33
Archive: Ads, T.V. & Posters Worldwide, 1985
Box 33
1961 Jan.-1969 July
Box 34
1972 June-1979 Sept.
Box 35
1980 Apr.-1985 Dec.
Box 36
1986 Jan.-1987 Dec.
Box 37
1988 Jan.-1989 Dec.
Box 38
1990 Jan.-1990 Dec.
Box 39
Gebrauchsgraphik International Advertising Art, 1964 July-1969 Apr.
Box 40
Miscellaneous advertising trade magazine issues, 1972-1978
Box 41
Omni, collector's edition, 1978 Oct.
Box 41
Photo design periodicals, 1967, 1980, 1987
Box 41
Southern Advertising Markets, 1972 Jan.; 1974 Aug.; 1976 Feb.
Box 41
Vista: Magazine of the United Nations Association, 1972 Sept.-Oct.
Box 41

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.

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

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.

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

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.

1.-5. Barnett Banks, Baker, 1977
(5 copies)
Box 50
6.-8. Barnett Banks, High Roller, 1975
(3 copies)
Box 50
9. Barnett Banks, Interest on the Spot, Sisters, undated
Box 50
10.-16. Barnett Banks, Shrimp, 1977
(7 copies)
Box 50
17.-21. Barnett Banks, Sleeper, 1977
(5 copies)
Box 50
22.-24. Barnett Banks, Waitress, 1977
(3 copies)
Box 50
25.-27. Carolina Power & Light, Weatherman, 1977
Box 50
28.-29. D.L. Clark Company television commercial, Bars, 1977
(2 copies)
Box 50
30.-32. GoodMark Foods, Inc., Jesse Jones Meats, Airplane, undated
(3 copies)
Box 50
33.-36. GoodMark Foods, Inc., Jesse Jones Meats, Country Store, 1974
(4 copies)
Box 50
37. Kingsdown Mattress, 1972
Box 50
38.-41. North Carolina National Bank, Marriage License, undated
(4 copies)
Box 50
42. Pine State, Chef, undated
Box 50
43.-47. Pine State, Milk Trek, undated
(5 copies)
Box 50
48. South Carolina National Bank, Dock, 1977
Box 50
49.-51. South Carolina National Bank, Homes, 1977
(3 copies)
Box 50
52. Bartle Bogle Hegarty compilation, 1987
Box 51
Crash, Time magazine story, 1987
Box 51
54. Mastercard, Spendthrift, undated
Box 51
55. Bahamas, Ministry of Tourism, Just Maybe, undated
Box 51
56.-58. Last 20 Years, undated
(3 copies)
Box 51
59.-60. Presentation reel, 1986
(3 copies)
Box 51
61.-62. Royal Caribbean Cruise Line, undated
(2 copies)
Box 51
63. Print's Best International Commercials,1989
Box 51
64. Termites and Men, undated
Box 52
65. Angotti Thomas & Hedge, BMPP Showreel, 1987-1988
Box 52
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.]

Box 52
67. Boase Massimi Pollitt, All Time Greats, undated
Box 52
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]

Box 52
69. Chiat Day Inc. Advertising, presentation reel, undated

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

Box 52
70. D & AD, TV & Cinema, 1980
Box 53
71. Fallon McElligott Rice, U.S. West, The Dream, undated
Box 53
72. Fisher Advertising, 1987
Box 53
73. Goodby, Berlin & Silverstein, agency reel, 1988
Box 53
74. Reeves Communications, Issue No. 2, 1982

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

Box 53
75. Reeves Communications, Preview Issue, 1982
Box 53
76. J. Walter Thompson, Zap Proof, undated
Box 54
77. Livingston & Co., Alaska Airlines historical reel, undated
Box 54
78. Mastercard, Spendthrift, 1990
Box 54
79. Presentation reel, 1987

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

Box 54
80. Presentation reel, 1988

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

Box 54
81.-82. Presentation reel, 1988

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

(2 tapes)
Box 55
83. Presentation reel, undated

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

Box 55
84. Presentation reel, undated

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

Box 55
85. Presentation reel, undated

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

Box 55
86. Ralston Purina, Tough Morning, undated
Box 55
87. Television sample reel, 1985

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

Box 55
88. Time Pieces, 1989
Box 55
89. Unidentified, undated
Box 56
90. Martin Agency
Box 56
91. Miscellaneous agencies

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

Box 56
92. Wieden & Kennedy, radio spots, undated

[Includes spot for Nike, Inc.]

Box 56
93. WRAL-TV 5, Live at Noon segment on M&S, 1987 Jul. 30
Box 56
94.-95. Tape 1
Box 57
96.-97. Tape 2
Box 57
98. Tape 3
Box 57
99. Tape 4
Box 57
Agency floorplans, undated
Box OV1
Agency organizational structure, undated
Box OV1
Advertising Age, marketing studies, 1975-1978
Box OV1
Financial reference, 1972-1977
Box OV1
General topics editorials, 1968-1977
Box OV1
Marketing research clippings, 1974-1977
Box OV1
Miscellaneous Advertising Age clippings, 1971-1978
Box OV1
Miscellaneous, 1976, 1990, n.d
Box OV1
Miscellaneous business tips, 1972
Box OV1
Presentation reference, Rising Cost of T.V. Commercials, 1968
Box OV1
Art Directors Club of Richmond, commemorative poster for Charles McKinney, 1968
Box OV1
Clippings, 1971, 1975
Box OV1
Production status review, 1978
Box OV1
Benihana, proofs, undated
Box OV2
Carlyle, proofs, undated
Box OV2
Coke, brochure, undated
Box OV2
Del Monte Corporation, proofs, undated
Box OV2
Proofs, undated
Box OV2
Table of sales, 1979
Box OV2
Gravely, proofs, undated
Box OV2
Jiffy Lube, strategic analysis and development, undated
Box OV2
Karastan, proofs, undated
Box OV2
Leader Federal Savings & Loan, proofs, undated
Box OV2
Monk & Co., proofs, undated
Box OV2
North Carolina Travel & Tourism, proofs, undated
Box OV2
Norweigan Cruise Line, brand review and strategic implications, undated
Box OV2
Press, 1983
Box OV3
Sketches, undated
(3 folders)
Box OV3
Pizza Hut, proofs, undated
Box OV3
Riceland Rice, proofs, undated
Box OV3
Royal Caribbean Cruise Line, brand review and strategic implications, undated
Box OV3
South Carolina Division of Tourism, proofs, undated
Box OV3
South Carolina National Bank, proofs, undated
Box OV3
Sterling Automotive, Strategic analysis and development, undated
Box OV3
Xerox, proofs, undated
Box OV3
Connecticut Williams, proofs, undated
Box OV4
Ketchum Communications, general, undated
Box OV4
Miscellaneous brochures, undated
Box OV4
Unidentified agencies, proofs, undated
Box OV4
Agency presentation, undated
Box OV4
Clippings, 1988, undated
Box OV4
Presentation charts, undated
Box OV4
Lithographed Bordered Blanks and Certificates, undated
Box OV4
CBS, 1964, 1972, undated
Box OV5
Miscellaneous promotional, undated
(2 folders)
Box OV5
Advertising Age: 20th Century Advertising and the Economy of Abundance, 1980
Box OV6
1977-1978
(2 folders)
Box OV6
1979-1980
(2 folders)
Box OV7
1981-1983
(3 folders)
Box OV8
American Drew, proofs, undated
Box OV9
Barnett Banks, proofs, undated
Box OV9
Clark, proofs, undated
Box OV9
Fannie Mae, proofs, undated
Box OV10
Hahn Tigers, proofs, 1979
Box OV10
North Carolina National Bank, proofs, undated
Box OV10
Norweigan Cruise Line, proofs, undated
Box OV10
Piedmont, proofs, undated
Box OV11
Pine State, proofs, undated
Box OV11
Royal Caribbean Cruise Line, proofs, undated
Box OV11
Trim Milk, proofs, undated
Box OV11
USAir Group, Inc., proofs, undated
Box OV11
Scali, McCabe, Sloves, Inc., proofs, undated
Box OV12
Agency proofs, undated
Box OV12
Presentation booklet, undated
Box OV12
Creative newspaper, 1982
Box OV12
Decision model, undated
Box OV12
Media charts, undated
Box OV12
Miscellaneous promotional material, undated
Box OV12
Piedmont Airlines model airplane, undated

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

Box OV13

Historical 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.

Subject Headings

Related Material

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.

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.