Menu

Guide to the John O'Toole Papers, 1954-1990 and undated

Abstract

John O'Toole (1929-1995) was an American advertising executive who served as Chairman of Foote, Cone & Belding, Inc. (FCB) from 1981-1985. He also served as President of the American Association of Advertising Agencies (AAAA) from 1988-1995.

The John O'Toole Papers cover the years 1954-1990, with the bulk of materials dating from the 1980s, roughly the period when O'Toole served as Chairman of Foote, Cone & Belding (FCB), and as an executive with the American Association of Advertising Agencies (AAAA). The collection primarily consists of correspondence; speeches; research reports; business presentations; and slides related to FCB management and advertising activities. The collection also includes several proofs; clippings; and a film of television advertisements for Merrill Lynch. Advertisers represented in the collection include British Airways; Clairol; Colgate-Palmolive; Frito-Lay; Gillette; Heinz; Jockey; Pepsi; Sunkist; and Volkswagen. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History

Descriptive Summary

Repository
David M. Rubenstein Rare Book & Manuscript Library, Duke University
Creator
O'Toole, John.
Title
John O'Toole papers 1954-1990 and undated
Language of Material
English,, French,, Italian
Extent
23 Linear Feet, 17250 Items
Location
For current information on the location of these materials, please consult the Library's online catalog.

Collection Overview

The John O'Toole Papers cover the years 1954-1990, with the bulk of materials dating from the 1980s, roughly the period when O'Toole served as Chairman of Foote, Cone & Belding (FCB), and as an executive with the American Association of Advertising Agencies (AAAA). The collection primarily consists of correspondence; speeches; research reports; business presentations; and slides related to FCB management and advertising activities. The collection also includes several proofs; clippings; and a film of television advertisements for Merrill Lynch. Advertisers represented in the collection include British Airways; Clairol; Colgate-Palmolive; Frito-Lay; Gillette; Heinz; Jockey; Pepsi; Sunkist; and Volkswagen.

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

RESTRICTED: Files relating to the employment history of individuals other than John O'Toole are closed for 25 years from the date of the individual employee's death, or 40 years from the date of termination if the date of death cannot be determined.

Original audiovisual materials are closed to patron access until use copies can be made.

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

Consists of administrative records, clippings, company promotional materials, printed matter, memorabilia, budgets, organizational information, expense records, and files related to various FCB programs and initiatives. Folder titles maintained and items arranged alphabetically.

Bipartisan Budget, 1983-1984

[Some items removed to oversize.]

(3 folders)
Box 1
Bipartisan Budget packet, 1983
Box 1
Budget, 1982-1985
Box 1
Car limo service, 1984-1986
Box 1
Claude Award ballots, 1983
Box 1
Company archives, 1984-1985
Box 1
Company history, 1982
Box 1
Corporate apartment, 1983
Box 1
Creative Service Control Department, Creative Work Procedures, 1982
Box 1
Credit cards, undated
Box 1
Direct Response, 1982
Box 1
Employee Handbook, 1988
Box 1
Entertainment, 1983
Box 1
Expense Reports, 1981-1983
(1-2 of 7 folders)
Box 1
Expense Reports, 1981-1983 (continued)
(3-7 of 7 folders)
Box 2
Expense Reports, 1984-1985
(1-4 of 5 folders)
Box 2
Expense Reports, 1984-1985 (continued)
(5 of 5 folders)
Box 3
FCB Management Philosophies, 1983
Box 3
FCB Telecom, 1981-1982
(3 folders)
Box 3
Information Center, 1981-1982
(2 folders)
Box 3
Interviews, general, 1982
Box 3
Legal, 1983
Box 3
Memorabilia, 1952-1969

[Some items removed to oversize.]

Box 3
Memorabilia, 1970-1982

[Some items removed to oversize.]

(2 folders)
Box 3
Organization, 1981
Box 3
Relocation Factbook, 1981
Box 3
Space Planning, 1981
Box 3
New York Profit Management Committee, 1982
Box 3
Northwestern University Field Study Program, 1982 Jul. 26
Box 3
O'Toole personal files, 1982-1984
Box 3
O'Toole stationery, undated
Box 3
Global Marketing Materials, 1984
Box 3
Newsletters, Chicago Office, 1954-1958
Box 3
Person to Person Magazine, 1977-1985
(1-2 of 4 folders)
Box 3
Person to Person Magazine, 1977-1985 (continued)
(3-4 of 4 folders)
Box 4
Public relations, 1981-1985
(2 folders)
Box 4
Public relations plans, 1981
Box 4
Public service contributions, 1981
Box 4
Resumé, undated
Box 4
Song writing, undated

[Some items removed to oversize.]

Box 4
Stockholders, 1981
Box 4
Today Show appearance, 1981 Dec. 11
Box 4
Transportation, limo proposal, 1984-1985
Box 4
Travel and entertainment, 1985
Box 4
Video conferences, 1981
Box 4
General files, 1982-1984
Box 4
O'Toole deposition, 1984
Box 4

Contains correspondence, meeting programs, itineraries, presentations and minutes, as well as research materials and reports from the period during which O'Toole served as Director of the AAAA. Original folder titles were maintained and items were arranged alphabetically.

General files, 1983-1984
Box 4
Advisory Council, 1985
Box 4
Annual meetings, 1983-1984
(1-2 of 4 folders)
Box 4
Annual meetings, 1983-1984 (continued)
(3-4 of 4 folders)
Box 5
Attitudes on Advertising studies, 1983
Box 5
Board of Directors correspondence, 1984
Box 5
Board of Directors meetings, 1983-1985
(6 folders)
Box 5
Budget correspondence, 1984
Box 5
Congratulatory letters, 1984-1985
(2 folders)
Box 5
Correspondence, general, 1982-1986
(2 folders)
Box 5
Creative Committee, 1984-1985
Box 5
General files
Box 5
Alfred Seaman Opening Remarks
Box 5
Memos on the depiction of women by American Airlines, 1984
Box 5
Drug and Alcohol Use, 1985
Box 5
Educators Seminar, 1984, Mar. 30
Box 5
Fact Book, 1984, Jun.
Box 5
Government Relations, 1984
Box 5
How to Handle Public Relations for Your Advertising Agency, 1983
Box 5
General files, 1983-1985
(6 folders)
Box 6
Meeting files, 1982-1983
(2 folders)
Box 6
Public Image Report, 1981
Box 6
Keith Reinhard file, 1983
Box 6
Institute of Advanced Advertising Studies, 1984
(2 folders)
Box 6
International Committee, 1984
Box 6
Legal Affairs Committee, 1984
Box 6
Management Dinner, 1984, Nov.
Box 6
Many Faces of Marketing, FTC presentation, 1984 Jan. 18
Box 6
Media Day, 1983 May 5
Box 6
New England Senior Management Seminar, 1984 Sept. 17
Box 6
Operations Committee, 1983-1985
(4 folders)
Box 7
Operations Committee, 1984-1985
Box 7
Political Advertising, 1984
(2 folders)
Box 7
Research Committee, 1984
Box 7
Story of Advertising Film Committee, 1984
Box 7
Subliminal Advertising material, 1980-1984
(2 folders)
Box 7
Submission to the Federal Trade Commission, 1983, undated
(1 of 2 folders)
Box 7
Submission to the Federal Trade Commission, 1983, undated (continued)
(2 of 2 folders)
Box 8
Television Production Costs, 1984-1985
Box 8
Thirty-Second Split, 1983-1984
(2 folders)
Box 8
Washington Conference, 1983 Sept.
(2 folders)
Box 8
Welcome letters, 1984-1985
Box 8
Western Regional Convention, 1983-1984
(2 folders)
Box 8

Contains presentations, correspondence, reports, charts, proofs and tearsheets for domestic and international FCB clients. Also includes files related to the Multinational Business Group, a branch of FCB devoted to increasing international billings. Original folder titles were maintained and items were arranged alphabetically.

Liquor, 1981
Box 8
General files, 1982-1985
(1-4 of 8 folders)
Box 8
General files, 1982-1985 (continued)
(5-8 of 8 folders)
Box 9
Board files, 1985
Box 9
Budgets, 1985
Box 9
Clients by Product Category by Office, 1983-1984
Box 9
Directors' files, 1983
Box 9
Marketing Plan, 1982
Box 9
MBG Relaunched, 1983 Dec.
Box 9
Multinational Client Classifications, 1984
Box 9
Multinational Client Expansion Plans, 1984
Box 9
Multinational Creative Directors, 1984
Box 9
New Products, 1981
Box 9
Quarterly Reels, 1982-1984
Box 9
American Ballet Theatre, Annual Reports, 1982-1983
Box 9
American Telephone & Telegraph Co. (AT&T), general files, 1981-1984
(3 folders)
Box 10
General files, 1982
Box 10
Media, 1981
Box 10
Presentation, 1982 Feb. 17
Box 10
Bermuda Department of Tourism, 1982
(2 folders)
Box 10
Bristol Myers Co., 1982
Box 10
General files, 1981-1983
Box 10
Presentation book, 1981
Box 10
Brown & Williamson, 1982
Box 10
Cable News Network, 1984
Box 10
Chesebrough-Ponds Creative Presentation, 1982 Sept. 16
Box 10
Cinzano, 1982
Box 10
Citibank, 1982
Box 10
Clairol, 1982-1984
Box 10
General files, 1983-1984
Box 10
Credentials presentation, 1983
Box 11
Coors, 1983
Box 11
Corning Glass Works, 1982
Box 11
Data General International, 1983-1985
Box 11
Del Monte, 1982
Box 11
Discover, 1983
Box 11
Emergence (Paris), 1985
Box 11
Emery Air Freight Corporation (Worldwide), general files, 1981-1984
(2 folders)
Box 11
Emigrant Savings Bank, general files, 1981-1984
(2 folders)
Box 11
Fotomat, 1982-1983
Box 11
Frito-Lay, 1981-1984
(2 folders)
Box 11
General Foods, 1981-1984
(2 folders)
Box 11
General Mills, 1982
Box 11
General files, 1984-1985
Box 11
Hair Care, 1984
Box 11
Presentation on Facial Scrub Moisturizer Wash Cream, 1984
Box 11
European Revitalization, 1985
Box 11
New Campaign for Silkience, 1984
Box 11
Silkience Creative Workshop, 1984
Box 11
Silkience & FCB, 1984
Box 11
Star Project Concepts, 1984
Box 11
Gordon's Gin (Renfield), 1982
Box 11
Guinness, 1982
Box 11
Hallmark, 1981-1982
(1 of 3 folders)
Box 11
Hallmark, 1981-1982 (continued)
(2-3 of 3 folders)
Box 12
General files, 1981-1985
(2 folders)
Box 12
Creative presentation, 1982 Sept. 28
Box 12
Intergold [South Africa], 1982
Box 12
International Harvester, 1981
Box 12
International Paper Company, 1984
Box 12
Jockey for Her Campaign, 1983
Box 12
Presentation, 1983 Jan. 21
Box 12
Kimberly-Clark, 1982-1984
Box 12
Knapp Communications, 1981-1984
(2 folders)
Box 12
Kraft, 1982-1985
Box 12
Levi-Strauss, 1983
Box 12
Life Savers, Inc.1981-1982
(2 folders)
Box 12
Lipton, Thomas J., 1981-1982
(2 folders)
Box 12
Loews, 1982
Box 12
General files, 1982-1983
Box 12
Presentation, general, 1983
Box 12
Presentation, creative, 1983
Box 12
General files, 1983
Box 12
History and Overview, 1983
Box 12
Minolta, 1981
Box 12
Nabisco, 1981-1982
(2 folders)
Box 12
Nestlé, 1981-1982
(2 folders)
Box 12
New York Air, 1981-1982
Box 12
Nova Mark, 1983
Box 12
Noxelle, 1981
Box 12
N.W. Ayer Co., 1981
Box 12
Ocean Spray, 1985
Box 12
Orowheat, 1984
Box 12
General files, 1981-1985
(1 of 2 folders)
Box 12
General files, 1981-1985 (continued)
(2 of 2 folders)
Box 13
Advertising Seminar presentation, 1982 Jul. 29
Box 13
Annual Report, 1983
Box 13
Pfizer, Inc., 1981
Box 13
Pitney-Bowes, 1982-1983
Box 13
Pizza Hut, Inc., 1981-1984
Box 13
Plough, Inc. (Dr. Scholl's), 1981-1982
Box 13
Polaroid, 1983
Box 13
Procter & Gamble, 1981
Box 13
Ramada, 1982
Box 13
Reader's Digest, 1982-1983
Box 13
Renault [Multinational], 1985
Box 13
Richardson-Vicks, Inc., 1981-1984
(2 folders)
Box 13
Rolex, 1984
Box 13
Rothmans International, 1983
Box 13
S.C. Johnson & Son, 1982-1985
Box 13
Seagram, 1982
Box 13
Sears, Roebuck & Co., 1981-1982
(2 folders)
Box 13
Shulton [Multinational], 1983
Box 13
Sunkist, 1982-1985

[Some items removed to oversize.]

Box 13
Tampax, 1982
Box 13
Tato-mate, 1982
Box 13
Unilever, 1981-1983
(2 folders)
Box 13
Union Camp, 1981
Box 13
Union Underwear, 1983
Box 13
Warner-Lambert, 1982
Box 13
Western Electric Company, 1981-1983
Box 13
Whitehall, 1982-1984
Box 13
World Airline Policy, 1983
Box 13
W.R. Grace & Co., 1982
Box 13
Xerox, 1982-1984
Box 13

Contains O'Toole's personal and business correspondence, including office-wide memoranda, including those sent by O'Toole while he was company Chairman and several folders of carbon copies. Also includes correspondence O'Toole received upon promotions and anniversaries with the company. Original folder titles were maintained and items were arranged alphabetically by title. Folders devoted to FCB clients were moved to the Client Files Series.

A, miscellaneous, 1980-1985
Box 14
General files, 1981
(2 folders)
Box 14
NCK-FCB Merger, 1983
Box 14
Acquisitions and mergers, 1981-1985
(3 folders)
Box 14
Advertising Age, 1982-1985
Box 14
Advertising Educational Foundation, 1984-1985
Box 14
American Advertising Federation, 1982-1985
Box 14
American Ballet Theatre Board of Trustees, 1982-1983
Box 14
Anniversaries, 1981-1985
(1 of 3 folders)
Box 14
Anniversaries, 1981-1985 (continued)
(2-3 of 3 folders)
Box 15
Associated Communications Companies, 1982-1985
Box 15
Awards, 1982-1985
Box 15
Awards Policy Memo, 1970
Box 15
B, miscellaneous, 1978-1984
(2 folders)
Box 15
Board of Directors, 1981
Box 15
Books, 1981-1984
(2 folders)
Box 15
Business Week, 1981
Box 15
Byoir, Carl & Associates, Inc., 1982-1985
Box 15
C, miscellaneous, 1984
Box 15
Carroll, Mary Lou, 1982-1985
Box 16
Chelsea House, 1981-1984
Box 16
Chicago Office, 1982
Box 16
Chronological files, 1984-1985
(6 folders)
Box 16
C.I.T. Financial Services, 1981
Box 16
Club 101 at Park, 1981
Box 16
Commission on National Elections, 1985
Box 16
Communications, 1981
Box 16
Cone, Fairfax M., 1968, 1977
Box 16
Congratulatory, 1982-1985
(2 folders)
Box 17
Consultants, 1982
Box 17
Contributions, 1982-1984
Box 17
Corporate, 1981
Box 17
Corporate Goals, 1984-1985
Box 17
Creative Directors, domestic, 1974
Box 17
Home Run correspondence, 1982
Box 17
Memoranda, 1976-1984 and undated
(2 folders)
Box 17
O'Toole memoranda, 1973-1974

[Some items removed to oversize.]

(2 folders)
Box 17
D, miscellaneous, 1981
Box 17
Dancer, Fitzgerald, Sample, 1985
Box 17
Deutsch, Shea & Evans, 1982
Box 17
Doubleday & Co., 1981-1985
(2 folders)
Box 17
E, miscellaneous, 1981-1985
(2 folders)
Box 17
Encyclopedia, Compton's, 1983
Box 17
Executive Compensation, 1981
Box 17
F, miscellaneous, 1981-1985
(2 folders)
Box 17
Fallon McElligott Rice, 1985
Box 17
Fiani & Partners, 1982
Box 17
Foote, Cone & Belding Corporate, 1982-1983
Box 17
Frank, Albert, 1981
Box 17
G, miscellaneous, 1982-1985
Box 17
Gottesman-Rothchild, Alan, 1982
Box 17
Grace, W.R., 1982
Box 17
Grammar Usage, memo by J. O'Toole, 1982
Box 17
H, miscellaneous, 1981-1985
(2 folders)
Box 18
I, miscellaneous, 1982-1984
Box 18
Institute of Canadian Advertising, 1984
Box 18
Interviews, 1981
Box 18
Invitations, 1981-1984
(2 folders)
Box 18
J, miscellaneous, 1983-1984
Box 18
John & Powers, Inc., 1981
Box 18
K, miscellaneous, 1981-1985
(3 folders)
Box 18
L, miscellaneous, 1981-1982
(2 folders)
Box 18
Lake Bluff Group, 1981
Box 18
Lewis, Gilman, & Kynett, 1982-1984
Box 18
General files, 1981-1983
(2 folders)
Box 18
Hearing in Washington, 1985
Box 18
Los Angeles Office, 1982
Box 19
M, miscellaneous, 1981-1983
(2 folders)
Box 19
Magazines Canada, 1983-1984
Box 19
McMahon, J., 1981
Box 19
Miscellaneous correspondence, 1981-1983
(5 folders)
Box 19
Miscellaneous staff communications, 1982-1984
Box 19
N, miscellaneous, 1981-1984
(2 folders)
Box 19
Napa Valley Wine Tour, 1981
Box 19
National Advertising Review Council, 1981
Box 19
National Bible Week, 1981
Box 19
General files, 1981
(2 folders)
Box 20
Miscellaneous correspondence, 1981-1983
Box 20
New York Times, 1981-1985
(2 folders)
Box 20
Newspapers of the Future, 1971

[Some items removed to oversize.]

Box 20
Newsweek, 1981-1985
(2 folders)
Box 20
Nominating Committee, 1981
Box 20
North Castle Partners, 1982-1985
Box 20
General files, 1981-1984
Box 20
Fundraising, 1957-1985
Box 20
Institute of Modern Communications, 1985-1986
Box 20
O, miscellaneous, 1981-1983
(2 folders)
Box 20
Ogilvy, David, 1990
Box 20
Organization, 1981-1982
Box 20
Interviews, 1981-1985
(2 folders)
Box 20
Memos to the Organization, 1973-1985
(4 folders)
Box 21
P, miscellaneous, 1981-1985
Box 21
People Weekly, 1982-1985
Box 21
Phil Donahue Show interviews, 1984
Box 21
Political Advertising, 1982-1985
Box 21
General files, 1981-1982

[Some items removed to oversize.]

(3 folders)
Box 21
Contributions, 1982
Box 21
Solicitations, 1982
Box 21
Q, miscellaneous, 1981-1982
Box 21
Regency Hotel, 1983-1984
Box 21
Research, 1981
Box 22
Responses, Cannes, CLIO winners, 1984
Box 22
Retirement Letters, 1985
(2 folders)
Box 22
S, miscellaneous, 1981-1985
(2 folders)
Box 22
San Francisco Office, 1981-1985
(3 folders)
Box 22
Staff memos, 1981
Box 22
Strategy Board, 1981
Box 22
Subscriptions, 1981
Box 22
Syracuse University, Newhouse School of Public Communications, 1986
Box 22
T, miscellaneous, 1981-1985
(2 folders)
Box 22
Tournament of Roses, 1971-1974
(2 folders)
Box 22
U, miscellaneous, 1981-1985
(2 folders)
Box 23
U.S. Government, 1981-1983
(2 folders)
Box 23
University of Illinois, 1982-1985
Box 23
U.S. News and World Report, 1982-1985
Box 23
V, miscellaneous, 1983-1985
Box 23
W, miscellaneous, 1981-1985
(2 folders)
Box 23
Worldwide Account Directors Newsletter memos, 1984-1985
Box 23
Z, miscellaneous, 1982-1983
Box 23
100 Best Television Commercials, 1981

[Some items removed to oversize.]

Box 23

Contains reports, correspondence, and organizational information related to the operations of FCB's international offices. Also includes itineraries from O'Toole's trips to visit several of these offices. Original folder titles were maintained and items were arranged alphabetically.

Amsterdam, 1981-1982
(2 folders)
Box 23
Assessment of Agencies in Taiwan and Korea, 1984
Box 23
Athens, 1982
Box 23
Auckland, New Zealand, 1984
Box 23
Australia trip, 1968
Box 23
Barcelona, 1981-1982
(2 folders)
Box 23
Brussels, 1981-1982
Box 23
Buenos Aires, 1983
Box 23
Cape Town, 1982
Box 23
Caracas, 1983
Box 23
Copenhagen, 1981-1985
Box 23
Creative Directors, International, 1973-1974
(2 folders)
Box 23
Creative reviews, 1982-1984
Box 23
Financial reports, 1981
Box 23
FCB International Committee, 1981
Box 23
FCB International, Inc., 1981
(3 folders)
Box 23
Frankfurt, 1981-1985
(2 folders)
Box 24
Germany, Private, 1982
Box 24
Hamburg, 1981-1985
(2 folders)
Box 24
Hong Kong, 1981-1984
Box 24
International organization, 1982-1985
Box 24
International partnerships, 1983
Box 24
Jamaica, 1984
Box 24
Johannesburg, 1981-1985
(2 folders)
Box 24
Kuwait and Lebanon, 1984
Box 24
Latin America, 1984
Box 24
Lisbon, 1982
Box 24
London, 1981-1982
Box 24
Madrid, 1981-1982
Box 24
Melbourne, 1981-1982
Box 24
Memoranda, 1982
Box 24
Mexico City, 1981-1984
(2 folders)
Box 24
Milan, 1981-1984
(2 folders)
Box 24
Montreal, 1981, 1983
(2 folders)
Box 24
Paris, 1981-1985
(3 folders)
Box 24
Rome, 1981-1985
(2 folders)
Box 25
Rotterdam, undated
Box 25
Sao Paolo, 1981-19855
(2 folders)
Box 25
Singapore, 1983-1984
Box 25
Stockholm, 1981-1985
(2 folders)
Box 25
General files, 1981-1982

[Some items removed to oversize.]

(2 folders)
Box 25
Australia research, 1982
Box 25
GRID Presentation to Clients, 1982
Box 25
General files, 1983-1985
Box 25
FCB Presentation, undated
Box 25
McKinsey Study, 1984
Box 25
Toronto, 1981-1985
(2 folders)
Box 25
United Kingdom, 1981
Box 25

Contains correspondence, memoranda, agendas, minutes, reports, presentation scripts, and other documents relating to meetings of FCB staff and of various advertising organizations. Also includes files related to luncheons and dinners of FCB staff, advertising organizations and various societies outside of the advertising business. Items arranged by meeting title and then by date.

Advanced Advertising Program, 1982-1985
Box 25
Adweek Seminar, 1984
Box 25
American Irish Historical Dinner, 1982
Box 25
American Jewish Committee, 1982-1984
(2 folders)
Box 25
Annual Meeting, 1984 Nov.
Box 25
Workshop, 1984 May
Box 25
Audit Bureau of Circulations Conference, 1982 Nov. 11
Box 25
Australian Association of National Advertisers Conference, 1982 Oct.
Box 25
Board of Directors meeting files, 1982-1985
(1 of 5 folders)
Box 25
Board of Directors meeting files, 1982-1985 (continued)
(2-5 of 5 folders)
Box 26
Cosmopolitan International Conference, 1982 Oct. 18
Box 26
Creative Conference, 1967-1968
(2 folders)
Box 26
Creative Directors Meetings, 1971, 1982
(3 folders)
Box 26
Executive Committee minutes, 1981
Box 26
General files, 1982-1985
(4 folders)
Box 26
Steering Committee, 1982-1983
(2 folders)
Box 27
Executive Directors Conference, 1983
Box 27
Minutes, 1981-1985
(10 folders)
Box 27
Presentation to FCB Communications Board, 1985 May 8
Box 27
Flame of Truth Award Dinner, 1983 Jan.
Box 28
FCB Annual Meeting, 1982-1985
(5 folders)
Box 28
International Advertising Association Symposium, 1982
Box 28
Latin American Creative Directors Meeting, 1983
Box 28
Luncheons, 1970-1971
(2 folders)
Box 28
Marketing Communications Executives International Lunch, Marketing Communication of the Year, 1982 May 26
Box 28
Marketing Conference, 1984
Box 28
Merger Discussion Meeting, 1983 Sept.
Box 28
New York Management Committee Meeting material, 1981
Box 28
Management Group Meetings, 1982
Box 28
Summit Meetings, 1970
Box 28
New York Society of Security Analysts, 1982 1984
(2 folders)
Box 28
New York University Business Forum Luncheon, 1984
Box 28
Notes for I.C.I. Conference, 1984 Sept. 18
Box 28
Only One Earth Dinner, 1983 Feb.
Box 28
Paintline International Conference, 1984
Box 28
Research Directors Meeting agenda, 1982
Box 28
Tracy-Locke Advertising, Discussion Outline for Meeting with Norm Campbell, 1981 Feb. 26
Box 28
Conference, 1984 Feb.
Box 28
Meeting, 1983 May
Box 28
World New Products Conference, 1985
Box 28
Conference, 1982 Apr.
Box 29
Meetings, 1983-1985
(4 folders)
Box 29
Worldwide Managers Meetings, 1980-1985
(8 folders)
Box 29

Contains materials related to the attempts of FCB 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 food and liquor. Some materials document the agency's general strategies for acquiring new business. Original folder titles were maintained and items were arranged alphabetically.

Agency Credentials Presentation, 1982, 1984
(2 folders)
Breakthrough Advertising Presentations, 1983
Creative files, 1981
Creative Presentation to P.F.I., 1982
Evaluating Campaigns Presentation, 1984
FCB New York Orientation, 1983 Nov. 2
Idea Planning Model, 1982
Learning Chip Food Presentation, 1984
Miscellaneous files, 1981-1982
(2 folders)
Miscellaneous creative files, 1982-1985
General files, 1984
Box 30
Status Reports, 1983-1985
Box 30
New Business, general files, 1981
Box 30
New Business Plan, 1981
Box 30
New and Lost Business Status Report, 1981
Box 30
New York Office Credentials Presentation, 1981
Box 30
O'Toole reels and slides, 1981-1982
(2 folders)
Box 30
Positioning Strategy, 1984
Box 30
Presentation, general, 1970
Box 30
Prospect lists and Prospect Evaluation System, 1981
Box 30
Questionnaire reply, 1970 Mar. 16
Box 30
Rationale for a Corporate Communications Wing for FCB, 1981
Box 30

Includes materials on FCB personnel organization and management, employee transfers, salaries, benefits and loans. Also includes resumes of prospective employees. The series has been divided into Open Filesand Restricted Filessubseries.

Restrictions on Access: Files relating to individuals' employment are closed for 25 years from the date of the individual employee's death, or 40 years from the date of termination if the date of death cannot be determined.

Contains general information and blank forms relating to FCB personnel policies. Original folder titles were maintained and items were arranged alphatebically.

Affirmative Action Reports, 1982-1985
Box 30
Bonus Plan, 1982
Box 30
Creative Director job description, 1973
Box 30
Employee benefits, 1982
Box 30
Manpower Planning and Costing, 1981
Box 30
Minority Groups, 1981

[Includes list of inappropriate advertisements.]

Box 30
New York Office Research Director, 1982
Box 30
O'Toole Assistant, job duties, 1983
Box 30
Part-time Employment for Employee Directors, 1977
Box 30
Salary Procedures, 1981
Box 30

Contains resumes, salary figures, and correspondence pertaining to specific employees. Original folder titles were maintained and items were arranged alphabetically.

Restrictions on Access: Files relating to individuals' employment are closed for 25 years from the date of the individual employee's death, or 40 years from the date of termination if the date of death cannot be determined.

General files, 1981, 1983
(2 folders)
Box 31
Applications, 1982-1985
(3 folders)
Box 31
Baker, Bill, 1981
Box 31
Bardfield, Lynda, 1984
Box 31
Benefits, 1981
Box 31
Bonus files, 1981-1983
Box 31
Budner, David, 1982
Box 31
Chicago Office, 1982-1985
Box 31
Creative Department, 1969
Box 31
Employee Stock Options, 1982
Box 31
Fine, Jeff, 1981-1983
(2 folders)
Box 31
Finkelstein, Ira, 1981
Box 31
Haley Associates, Inc., 1983
Box 31
Hong Kong Office, 1982
Box 31
International, 1981
Box 31
Kroll, Bob, 1981-1983
(2 folders)
Box 31
Lerman, Al, 1983-1984
Box 31
Littleford, Ted, 1983
Box 31
MacMaster, Norman, 1983-1984
Box 31
Miscellaneous correspondence, 1983
Box 32
General, 1982-1985
Box 32
Creative Department, 1981
Box 32
Policy correspondence, 1982-1984
Box 32
Promotions, 1981
Box 32
Salary increases, 1981
Box 32
Scott, Lou, 1982
Box 32
Scott, Louis, 1982-1984
Box 32
Sugarman, Len, 1981-1984
(2 folders)
Box 32
Training programs, 1981-1984
(2 folders)
Box 32
Young, Jack M., 1983
Box 32

Contains reports and charts covering topics such as advertising techniques, research, media, industries, and demographics. Also includes annual reports, operations reviews and creative reviews for company-wide performance. Original folder titles were maintained and items were arranged alphabetically.

Advertising Agencies, 1982-1984
Box 33
American Advertising Federation, 1984 Jun.
Box 33
Analytical Reports, 1983
Box 33
Annual Reports, 1978-1983
(2 folders)
Box 33
Background of FCB Direct Marketing and International Direct Marketing, 1982
Box 33
Competitive Agency Review, 1983 Nov.
Box 33
Corporate Research Plan, 1982
Box 33
Creative Organization Study, 1980
Box 33
Creative reviews, domestic offices, 1979
Box 33
Finance Committee Report to Communications Board, 1982 Feb. 17
Box 33
Financial memos and reports, 1981-1982
(1-2 of 5 folders)
Box 33
Financial memos and reports, 1981-1982 (continued)
(3-5 of 5 folders)
Box 34
Financial reports, 1981
(7 folders)
Box 34
FCB and the Agency Business, 1983 Sept.
Box 34
Grid Studies, 1982-1983
Box 34
Inflation - Supplemental Data, 1981
Box 34
Information Systems Survey, 1982
Box 34
Management Task Force Report, 1982
(2 folders)
Box 34
General files, 1973-1974

[Some items removed to oversize.]

Box 34
Product Advertising and Consumer Safety Report, 1974
Box 34
New Communications Technologies, 1983-1984
Box 34
Operating Objectives, 1983
Box 34
Operating Plan for 1982-1984, 1982
Box 34
Political Advertising, 1971

[Some items removed to oversize.]

Box 35
Report on the Dr. Group, 1982
Box 35
Report on Public Opinion on Political Advertising on Television, 1973
Box 35
Report on Public Reaction to Political Advertising, 1971
Box 35
Role of FCB in New Communication Technologies, 1982
Box 35
Role of Research at FCB, 1983
Box 35
Stock Option Awards, 1981
Box 35
Stockholder and Shareholder Reports, 1981
Box 35
Summary of Available Information on the Seagram Company, 1981
Box 35
Three-Year Management Plan for 1983-1985, Germany, 1983
Box 35
Three-Year Plan for 1983-1985, 1983
Box 35
U.S. Corporate Communications Plan, 1984-1985
Box 35
Value Line Investment Survey, 1981
Box 35

Contains slides of advertisements for FCB and competing agencies. Materials are divided into FCB and non-FCB categories. A separate category exists entitled "O'Toole's Favorites," which includes advertisements from FCB and other agencies. Clients well represented include Clairol, Volkswagen and Frito-Lay.

Loose slides, 1983 and undated
Box 35
O'Toole's Favorites, 1967-1970 and undated
(2 folders)
Box 35
Clairol, 1956-1966 and undated
Box 35
Frito-Lay, 1971-1982 and undated
Box 35
Miscellaneous clients, 1972-1979 and undated
Box 35
Sunkist, 1966 and undated
Box 35
Posters, 1972-1987 and undated
Box 35
Prints, 1959-1984 and undated
(2 folders)
Box 36

Contains primarily speeches written and delivered by O'Toole, relating to various advertising topics. Includes some speeches and articles written by other FCB staff, or other advertising professionals. Series also contains some files related to O'Toole's articles and publications, including his 1981 book, The Trouble With Advertising. Also includes articles on advertising by other authors. Items were arranged alphabetically by folder title. Where several versions of the same speech appeared, items were arranged by date of presentation. Where speech titles were not available, the title of the event was used as the folder title.

Advance Promotion and On-Site Activities, Worldwide Managers Meeting, 1982
Advertising Age articles, 1985-1986
Advertising Age Creative Workshop, 1985
Northwestern Management Alumni Association, 1985 Aug. 7
Advertising: A Top-Level Repsonsibility, Royal Bank of Canada, 1985 Oct. 15
Advertising Business Circa 1984, undated
Advertising article for Compton Encyclopedia, 1982 Apr. 30
Advertising Age Conference, 1978 Aug. 21
Association Nacional Anunciantes de México, 1978 Nov.
Hiram Walker International Conference, 1979 May 7
Magazine Publishers Association, 1979 Apr. 19
Milan Meeting, 1978 Oct.
Advocacy Advertising, 1974

[Some items removed to oversize.]

(2 folders)
Fortune Corporate Communications Seminar, 1975 Mar. 4
Phoenix Advertising Club, 1976 Mar. 22
Affiliated Advertising Agencies International, 1985 Apr.
Houston Advertising Club, 1973 Jan. 9
New York Society of Security Analysts, 1973 Aug. 31
Box 37
Articles packet, 1982
Box 37
Atavistic Need to Speak to Graduating Classes, AAAA IAAS Graduation, 1984 Jun.
Box 37
Background material, 1981
Box 37
Basic Research Techniques, 1984 Jan.
Box 37
Be the Best, Worldwide Managers Meeting, 1978 Apr. 11
Box 37
AAAA Western Regional Convention, 1983 Oct. 21
Box 37
Denver Advertising Federation, 1985 Oct.
Box 37
Magazine Publishers Association, 1984 May 23
(2 folders)
Box 37
Book of Advertising Tests, Lord & Thomas, undated
Box 37
Books by O'Toole, reference material, 1977
Box 37
CLIO Awards Show, 1982 Jun. 11

[Some items removed to oversize.]

Box 37
Consumer's Viewpoint: A History of FCB, Worldwide Creative Conference, 1985
Box 37
Conversation with John O'Toole, P.R. News, 1984 Sept.
Box 37
Creative Directors Can Pinch Pennies, Association of National Advertising Workshop on Television Advertising, 1969
Box 37
Creative Thinking, speech materials, 1984-1985
Box 37
Creativity Around the World, Association of National Advertisers, 1984 Nov. 14
Box 37
Creativity, Design and the Brain, Betty Edwards, 1985
Box 37
Dunkin' Donuts National Marketing Seminar, 1972, Dec. 12
Box 37
Election of 1952, Northwestern University, 1984 Nov. 2
Box 37
Food Chip presentation, 1984 Nov.
Box 37
Four Common Misconceptions, New York Society of Security Analysts, 1979 Dec. 14
Box 37
From One Person to Another, John O'Toole, 1977
Box 37
Future Shock, Los Angeles Advertising Club, 1971 Jan. 27
Box 37
Atlanta Advertising Club, 1985 Jun. 10
Box 37
James Webb Fund Address, 1985 Mar. 5
Box 38
San Francisco Advertising Club, 1985 Feb. 13
Box 38
Traffic Audit Bureau, 1986 Apr. 14
Box 38
High Dudgeon Replaces Low Profile, Life Advertisers Association and Institute of Life Insurance, 1974 Mar. 1
Box 38
How to Develop and Expose Better Advertising, John Philip Jones, 1984
Box 38
How to Handle Public Relations for Your Advertising Agency, Len Matthews, 1983
Box 38
If Elected, Here's What I'd Do About Political TV Spots, San Francisco Advertising Club, 1971 Nov. 17
Box 38
AAAA Western Regional Conference, 1984 Oct. 18
Box 38
AAAA Southern Regional Annual Meeting, 1985 Feb. 9
Box 38
I'm Going to Take a Very Simple, Clear Stand..., AAAA Eastern Regional Annual Conference, 1981 Jan. 29
Box 38
AAAA New England Senior Management Seminar, 1984 Sept. 17
Box 38
AAAA Senior Management Seminar, 1984 Nov. 8
Box 38
Advertising Club of Baltimore, 1985 Apr. 16
Box 38
American Chamber of Commerce-Japan Marketing Association, 1984 Apr. 24
Box 38
Los Angeles Advertising Club, 1985 Jan. 23
Box 38
Norway version, 1983
Box 38
Image Problem in the U.S.: A Status Report, AAAA Annual Meeting, 1984 Mar. 10
Box 38
In the Beginning was the Poster, Greenwich Library, 1985 Jan. 15
Box 38
International Advertising Association, 1982 Sept. 14
Box 38
International Advertising Film Festival, 1985
Box 38
International Film Festival, Cannes, 1985 Jun.
Box 38
International Tourism and Its Implications for Bermuda, Bermuda Council on International Affairs, 1985 Sept. 26
Box 38
Introduction to Excerpt, book publicity, 1981
Box 38
Is Susan Ford Really Patty Hearst?, San Francisco Advertising Club, 1975 Sept. 3
Box 38
Dallas Advertising League, 1985 May 7
Box 38
Worldwide Creative Conference, 1985
Box 38
Judge Greene, Where Are You Now That We Need You?, Television Bureau of Advertising, 1985 Feb. 20
Box 38
Kind of Advertising We're Going to Make and How It's Going to Make Us, 1971 May 17
Box 38
Magazine Day, 1985 Apr. 18
Box 39
Making Ads, John O'Toole, 1976
Box 39
Marketing in the 1980s--New Questions and Old Answers, New York University Business Forum Luncheon, 1984 Feb. 23
Box 39
Marronniers de Boulogne, Alain Malraux, 1978
Box 39
Media Function, undated
Box 39
Mexican Advertising Agencies Association talk, 1982 Nov. 4

[Some items removed to oversize.]

Box 39
Miscellaneous articles, 1981-1985
(3 folders)
Box 39
Miscellaneous talks files, 1981
Box 39
Momentum or Inertia, 1984 Marketing Conference, 1984 Oct. 16
Box 39
Network Television: The OPEC of Media, AAAA Media Day, 1983 May 5
Box 39
AAAA Advertising Educator Seminar, 1984 Mar. 30
Box 39
Association of National Advertisers Advertising Financial Management Workshop, 1984 May 7
Box 39
New York Society of Security Analysts, 1978 Mar. 15
Box 39
Shareholders Meeting presentation, 1978 May 16
Box 39
New York Society of Security Analysts presentations, 1981-1982
(2 folders)
Box 39
New York Times speech, 1982 Sept. 30
Box 39
Northwestern University, Kellogg School Alumni Association Luncheon, 1985 Aug. 7
Box 39
Not People But Persons, New Business Presentation, 1970 May 13
Box 39
Notes for Evaluating Campaigns, FCB Board of Directors, 1984 Aug. 14
Box 39
Now, the Good News, International Newspaper Advertising Executives, 1975 Jan. 28
Box 39
Occasional Paper, B.A. Tucker, 1982
Box 39
O'Toole speeches, miscellaneous files, 1982-1984
Box 39
O'Toole speech notes, 1984

[Includes notes for speeches at World New Products Conference and Conference Board-Marketing Conference.]

Box 39
Our Great Creative Heritage, Worldwide Creative Directors Conference, 1985 Jan. 28
Box 39
Outline for the 80s, Lake Bluff Group, 1980
Box 40
Person to Person magazine, 1981-1983
Box 40
Political Advertising, 1973
Box 40
Presentations, 1975-1979
Box 40
Presentation Techniques, Ron Hoff, 1977
Box 40
Pressure Groups and Network Television Advertising, 1981
Box 40
Pressure Groups and Satellites, Australian Association of National Advertisers, 1982 Oct. 25
Box 40
Purely Personal Print Preferences, 1969-1972
Box 40
Quest for Fire, Paul C. Harper, AAAA Annual Convention, 1984
Box 40
Quest for the Symmetrical Potato Chip, World New Products Conference, 1984 Oct. 9
Box 40
Real Thing, Tom Stoppard, 1983
Box 40
Role of Account Management, 1977
Box 40
Role of Advertising, FTC Open Hearing on Advertising, 1971 Nov. 1
Box 40
San Francisco Advertising Club, 1985
Box 40
Scientific Advertising, Claude Hopkins, with Introduction by John O'Toole, 1980
Box 40
Second Splits, Atlantic magazine, 1984
Box 40
Seldom Have I Seen..., Adweek Seminar, 1984 Oct. 2
Box 40
Some Thoughts on Polynesian Navigation, AAAA Annual Meeting, 1985 May 18
Box 40
Speech I've Successfully Avoided Giving Up to Now, Audit Bureau of Circulations, 1976 Oct. 20
Box 40
Strategy Development System, 1984
Box 41
Talking to Persons is Better Than Talking to People, Bank of Marketing Associations, 1971 May 26
Box 41
Talking to Persons, Not People, Danish Marketing Association, 1975 Mar. 19
Box 41
Television Bureau of Advertising, 1985 Feb.
Box 41
AAAA Annual Meeting, 1981
Box 41
AAAA Western Regional Meeting, 1980 Oct. 18
Box 41
Financial Advertising and Marketing Association, 1983 Jan. 20
Box 41
FCB Account Management Conference, 1980 Sept. 17
Box 41
TV Copy Testing, undated
Box 41
TV Spots, U.S. News & World Report articles, 1985-1986
Box 41
Times Books files, 1984-1990
Box 41
General files, 1985
Box 41
Correspondence, 1984
Box 41
Revision I, undated
Box 41
Unexpected, Advanced Advertising Program, 1985 Jun. 17
Box 41
Los Angeles Sales and Marketing Executives Association, 1975 Dec. 3
Box 41
Sales Executive Club of New York, 1976 Oct. 22
Box 41
What I Did on my Summer Vacation, Los Angeles Advertising Club, 1976 Sept. 15
Box 41
What's Going On In Advertising?, New York Times speech, 1983 Feb.; 1983 Sept. 30
Box 41
What the Heck is Creativity?, Creative Training Program, 1977 Jul. 1
Box 41
Whitner Advertising Copy in the Regulatory Age, 1973
Box 41
AAAA Eastern Regional Conference, 1982 Jan. 14
Box 41
Mexican Advertising Agencies Association, 1982 Nov. 4
Box 41
National Agri-Marketing Association Eastern Chapter Annual Advertising Awards Banquet, 1982 Mar. 18
Box 41
William Witter, Inc. presentation, 1971 Jun. 29
Box 41
Worldwide Managers Meeting speech, 1984 Jun.
Box 41
You Is a Singular Pronoun, Broadcast Executives Society, 1971 Mar. 4
Box 41
Your Lips Are Moving, Tucson Ad Club, 1970 Feb. 24
Box 41
80s are Coming!, Bank Marketing Association, 1977 Nov. 2
Box 41

Includes a reel of advertisements presented at a World Creative Directors' Conference, a reel of advertising spots for Merrill Lynch, and a recording of the song "Quick Changes," to which John O'Toole wrote the lyrics.

Historical Presentation, World Creative Directors' Conference, Canary Islands. Format: 16mm. Undated
Box 42
Merrill Lynch. Format: 16mm. Undated
Box 42
Quick Changes, song recording. Format: Audiotape. Undated.

[Music by Bill Walker, lyrics by John O'Toole.]

Box 42

Series includes oversize items removed from previous series. Organized alphabetically.

Bipartisan Budget, 1982
Box 43
Memorabilia, pre-1970, 1965-1968 and undated
Box 43
Memorabilia, 1970-1979
Box 43
Sunkist, proofs, undated
Box 43
Newspapers of the Future, 1971
Box 43
O'Toole memoranda, 1974
Box 43
Public Service, contributions, 1981
Box 43
Song writing, undated
Box 43
100 Best Television Commercials, 1981
Box 43
Sydney, 1982
Box 43
National Advertising Review Board Product Advertising and Consumer Safety Report, 1974
Box 43
Political Advertising, 1971

[Includes FCB brochure.]

Box 43
Advocacy Advertising, 1974
Box 43
CLIO Awards Show, 1982 Jun. 11
Box 43
Mexican Advertising Agency Association, 1982 Nov. 4
Box 43

Historical Note

DateEvent(s)
1929Born, Chicago, Ill.
1951BA, Journalism, Northwestern University
1951-1953U.S. Marine Corps Reserves
1953-1954Copy Writer, Batten, Barton, Durstine & Osborn
1954Copy Writer, Foote, Cone & Belding Communications, Inc. (FCB)
1965Creative Director, FCB's Los Angeles Office.
1967Creative Director, FCB's Chicago Office.
1969-1981President, FCB's New York Office.
1981Published book The Trouble with Advertising.
1981-1985Chairman of FCB, Inc.
1986-1988Director, American Association of Advertising Agencies (AAAA).
1988-1995President, AAAA.
1995Died.

During his adolescent years, John O'Toole wrote several plays for a local radio station and over 200 poems for newspapers, magazines and anthologies. At age 18, one of his books of poetry was published; the proceeds from this publication paid for his first year of college.

O'Toole worked as a waiter, radio announcer and meter reader before beginning a career in the advertising business. O'Toole's first advertising job was for Batten, Barton, Durstine & Osborn, where he served as copywriter on the accounts Royal Crown Cola, Ac'cent, and Amity Leather Products. In 1954, he joined the staff of Foote, Cone & Belding (FCB), where he began as Copy Writer and subsequently became Copy Supervisor, Vice President, Creative Director of the Los Angeles and Chicago offices. During his career, he wrote copy and campaign themes for more than 40 television commercials. Some of his major clients included the First National Bank of Chicago, Kimberly-Clark Corporation, General Foods, Armour Soap Works and Kraft Foods.

O'Toole also served prominently in the American Association of Advertising Agencies (AAAA), as Director and then President of the Association. He also served as Director of the National Advertising Review Council, and served on the Board of Directors of John Nuveen Mutual Funds.

Subject Headings

Related Material

Preferred Citation

[Identification of item], John O'Toole Papers, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

Provenance

The John O'Toole Papers were received by the David M. Rubenstein Rare Book & Manuscript Library as a gift in 1995 and 1996.

Processing Information

Processed by Jessica Wood, November 2009

Encoded by Jessica Wood, December 2009

Accessions 95-124, 96-051 were merged into one collection, described in this finding aid.

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

This finding aid is NCEAD compliant.