wundermanlester Inventory of the Lester Wunderman Papers, 1946-2010 and undated Processed by: Richard Collier; machine-readable finding aid created by: Richard Collier The John W. Hartman Center for Sales, Advertising & Marketing HistoryDavid M. Rubenstein Rare Book & Manuscript Library Duke University Durham, N.C., USA

(C) 2010 Duke University. All Rights Reserved.

Aleph Number: 004625153

 Machine-readable finding aid derived from XML authoring program. Date of source: November 2010Processed by Richard Collier, November 2010; finding aid encoded by Richard Collier, David M. Rubenstein Rare Book & Manuscript Library, Duke University, November 2010 Description is in English Finding aid was prepared using DACS and local Style Guide Inventory of the Lester Wunderman Papers, 1946-2010 and undated The John W. Hartman Center for Sales, Advertising & Marketing HistoryDavid M. Rubenstein Rare Book & Manuscript LibraryDuke University Durham, North Carolina 27708-0185 USA

(C) 2010 Duke University. All Rights Reserved.

 Descriptive Summary David M. Rubenstein Rare Book & Manuscript Library, Duke University Wunderman, Lester. Lester Wunderman Papers, 1946-2010 and undated Material in English French, Spanish, Danish, German, Japanese 60 Linear Feet 42000 Items For current information on the location of these materials, please consult the Library's online catalog. Lester Wunderman is an advertising executive primarily in the direct marketing industry, founder of an agency in his name now a subsidiary of Young & Rubicam, and a noted collector of Dogon (Mali) art works. The Lester Wunderman Papers span the years 1946-2010 and include writings, speeches, correspondence, reports, photographs, audiocassettes, videocassettes, 16mm films, and other materials relating to Wunderman's career in direct marketing and direct-mail advertising, his work on Boards of Directors and Trustees, and as a consultant. Included are drafts, proofs and correspondence relating to Wunderman's 1996 book Being Direct: Making Advertising Pay. Advertising agencies represented in the collection include Caspar Pinsker, Maxwell Sackheim, Wunderman Cato Johnson, Wunderman Ricotta & Kline and Young & Rubicam. Also included are correspondence, photographs, negatives and other materials relating to Wunderman's collection of Dogon (Mali) art works, carvings and sculptures, and their use in museum exhibits, catalogs and books on African art. Firms and institutions represented in the collection include American Express, Children's Television Workshop (Sesame Street, Electric Company), Columbia House record club, Ford (including Lincoln-Mercury and Merkur), IBM, Jackson & Perkins mail order nursery, Mitchell Madison Group, Metropolitan Museum of Art (New York, N.Y.), National Observer Correspondence Schools (Famous Artists School, Famous Writers School) and Time, Inc. magazines. Languages present include Spanish, French, Danish, German and Japanese, and have not been translated into English. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History. Administrative Information Access Restrictions

Collection is restricted.

Unpublished materials are closed to non-Wunderman researchers for 15 years from the date of creation.

Original audiovisual materials are closed to patron use. Use of these materials may require production of listening or viewing copies. Please contact Research Services before coming to use this collection.

In addition, Patrons must sign the Acknowledgment of Legal Responsibility and Privacy Rights form before using this collection.

Also, all or portions of this collection may be housed off-site in Duke University's Library Service Center. Consequently, there may be a 24-hour delay in obtaining these materials.

Please contact Research Services staff before visiting the David M. Rubenstein Rare Book & Manuscript Library to use this collection.

 Copyright Notice

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], Lester Wunderman Papers, David M. Rubenstein Rare Book & Manuscript Library, Duke University

 Provenance

The Lester Wunderman Papers were received by the David M. Rubenstein Rare Book & Manuscript Library as a gift in 2010.

Processing Information

Processed by Richard Collier, November 2010

Encoded by Richard Collier, November 2010

Accession 2010-0189 is 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.

 Biographical Note Chronology List 1920 June 22Born, New York, N.Y. 1939Co-founder, with brother Irving, Coronet Advertising Service 1942-1947Vice President, Caspar Pinsker Advertising Agency 1947Joined Maxwell Sackheim & Co. advertising agency; eventually promoted to Executive Vice President 1958President and Founder, Wunderman Ricotta & Kline (WRK) 1961 Oct. 1Speech to Hundred Million Club (precursor to Direct Marketing Club of New York); first documented use of the term direct marketing in a speech by Wunderman 1967 Mail Order Man of the Year, Advertising Club of New York MIT speech, elaboration of the direct marketing concept before the American Marketing Association; speech later read into the Congressional Record 1973WRK merged with Young & Rubicam 1973-1976Travels to Africa; photography of Dogon life and sculpture 1977Chairman, WRK 1981Frontiers of Direct Marketing published 1982Direct Marketer of the Year, Direct Marketing Day in New York Circa 1982-1989Chairman, Visiting Committee of the Arts of Africa, Oceania and the Americas, Metropolitan Museum of Art 1983Direct Marketing Association Hall of Fame 1984Honorary Doctor of Humane Letters, Brooklyn College, City University of New York 1985Focus Award, Montreux Symposium of Direct Marketing Circa 1986-1992Trustee, Children's Television Workshop 1987WRK name change to Wunderman Worldwide 1988Special Exhibition of Wunderman's Dogon art collection, Metropolitan Museum of Art, N.Y., and the Louvre, Paris 1992 Wunderman Worldwide merger with Cato Johnson to form Wunderman Cato Johnson 1994Edward N. Mayer, Jr. Award for Educational Leadership, Direct Marketing Educational Foundation 1996 Wunderman LLC consulting firm Being Direct: Making Advertising Pay published 1997Lifetime Achievement Award, Direct Marketing Day in New York 1998Advertising Hall of Fame 1998Retired from Wunderman Cato Johnson 2001Wunderman Cato Johnson renamed Wunderman, NY; Wunderman named Chairman Emeritus 2004Being Direct: Making Advertising Pay, second edition, published 2010Chairman Emeritus, Visiting Committee, Rockefeller Wing at The Metropolitan Museum of Art, N.Y.

In addition, Wunderman has been involved in a range of professional and personal activities:

Education: Adjunct Professor of Marketing, Columbia University School for Continuing Education; Visiting Clinical Professor of Direct Marketing, School for Continuing Education, New York University; Chairman, Executive Committee, Center for Direct Marketing, New York University; Editorial Review Board, Journal of Direct Marketing, Medill School of Journalism, Northwestern University; Lectured on direct marketing, primitive art, communications and advertising. Attended New York University, City University of New York, Brooklyn College, Columbia University.

Professional organizations: Director, The Advertising Council; Board of Directors, Direct Marketing Association; Secretary/Treasurer, American Association of Advertising Agencies; Founding Chairman, DMA International Strategic Forum on Direct Marketing; Director, The Marketing Consortium; Founder, Lester Wunderman Instituut, Amsterdam. Co-Founder (with Cornell Capa and Jacqueline Kennedy), International Center of Photography

Specialist in Dogon (Mali) art: Assembled the largest privately held collection of Dogon art, which toured several museums before a large portion of the collection was donated to the Metropolitan Museum of Art and the Louvre; the collection formed the illustrations on several books on African art.

Humanitarian work: Administrative Council, UNESCO International Fund for the Promotion of Culture; Co-Chairman, Friends of Leopold Senghor Foundation; President, Wunderman Foundation, which funds research in developing regions. Member, UNICEF, Paris.

 Collection Overview

The Lester Wunderman Papers span the years 1946-2010 and include writings, speeches, correspondence, reports, photographs, audiocassettes, videocassettes, 16mm films, and other materials relating to Wunderman's career in direct marketing and direct-mail advertising, his work on Boards of Directors and Trustees, and as a consultant. Included are drafts, proofs and correspondence relating to Wunderman's 1996 book Being Direct: Making Advertising Pay. Advertising agencies represented in the collection include Caspar Pinsker, Maxwell Sackheim, Wunderman Cato Johnson, Wunderman Ricotta & Kline and Young & Rubicam. Also included are correspondence, photographs, negatives and other materials relating to Wunderman's collection of Dogon (Mali) art works, carvings and sculptures, and their use in museum exhibits, catalogs and books on African art. Firms and institutions represented in the collection include American Express, Children's Television Workshop (Sesame Street, Electric Company), Columbia House record club, Ford (including Lincoln-Mercury and Merkur), IBM, Jackson & Perkins mail order nursery, Mitchell Madison Group, Metropolitan Museum of Art (New York, N.Y.), National Observer Correspondence Schools (Famous Artists School, Famous Writers School) and Time, Inc. magazines. Languages present include Spanish, French, Danish, German and Japanese, and have not been translated into English.

Collection Arrangement

The collection has been arranged into six series: Administrative Files; Speeches; Writings; Memorabilia; Oversize Materials; and Audiovisual Materials. Administrative Files include biographical materials as well as materials relating to awards, travel, Wunderman's activities as a consultant and member of the Boards of Directors and Trustees of various institutions, publicity notices and samples of direct marketing items. Speeches include typed and hand-written drafts of speeches given by Wunderman, along with alternate versions and correspondence relating to speaking engagements. Writings includes drafts, proofs and published articles, notes and correspondence, as well as a Book File related to Wunderman's book Being Direct: Making Advertising Pay. Memorabilia includes plaques, trophies, certificates and other commemorative items. Oversize Materials comprise large-format items removed from previous series. Their logical location is noted in the Detailed Description with entries in square brackets, cross referenced to their physical location in this Series. Audiovisual Materials include audiocassettes, videocassettes and films. Materials not in English have not been translated. Where possible, original folder titles have been retained.

 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.

Wunderman, Lester. Sackheim, Maxwell, 1890- Being Direct: Making Advertising Pay. American Express Company. Children's Television Workshop. Columbia House (Firm) Famous Writers School. Famous Artists School (Westport, Conn.) Ford Motor Company. Lincoln-Mercury Division. International Business Machines Corporation. Jackson & Perkins Co. Metropolitan Museum of Art (New York, N.Y.) Time, inc. Young & Rubicam. Advertising. Advertising--History. Advertising--United States. Advertising, Direct-mail. Advertising, Direct-mail--History. Advertising, Direct-mail--United States. Advertising executives. Advertising executives--United States. Direct marketing. Direct marketing--History. Direct marketing--United States. Art, African. Art, Dogon. Dogon (African people) Museum exhibits. African sculpture styles. Carvings (visual work) Sculpture (visual work) Dogon. Negatives. Photographs. Audiocassettes. Videocassettes. 16mm. 35mm. John W. Hartman Center for Sales, Advertising & Marketing History. Separated Material

The following digital media have been removed from the collection. Paper versions exist in the collection.

Disk 1: Writings--Drafts and Proofs--Appendix materials. Undated. Format: SyQuest 88mb Removable Cartridge. Disk 2-3. Business-to-Business Direct Marketing. 1982. Format: 5.25 floppy Disk 4. DMA speech. 1983 Mar. Format: 5.25 floppy Disk 5-6. Direct Marketing Day in New York. 1983. Format: 5.25 floppy Disk 7-8. DMA Miami speech. 1983. Format: 5.25 floppy Disk 9-10. Semaine Française du Marketing Direct. 1984. Format: 5.25 floppy Disk 11-13. Frontiers of Direct Marketing II. 1984 May. Format: 5.25 floppy Disk 14. Direct Marketing, entry in International Encyclopedia of Communications. Format: 5.25 floppy Disk 15. Media International article. Undated. Format: 5.25 floppy Disk 16. Australia speech. 1985. Format: 5.25 floppy

The following books have been removed from the collection to be cataloged separately:

Atkinson, J. Edward, Ed. 1971. Black Dimensions in Contemporary American Art. New York: Plume. Barty-King, Hugh. 1980. The AA: A History of the First 75 Years of the Au tomobile Association. Basingstoke: Automobile Association. Bloch, Philippe et al. 1986. Service Compris. L'Expansion/Hachette. Cornell, James Jr. 1964. The People Get the Credit: The First One Hundred Years of The Spiegel Story. Spiegel, Inc. David, Michel. 1986. La vente par correspondence. Paris: Chotard et Associés Editeurs. Nichols, Lee, Ed. 1981. Conversations with African Writers. Washington, D.C.: Voice of America. Nichols, Lee, Ed. 1982. Science in Africa: Interviews with African Scientists. Washington, D.C.: Voice of America. Shipley, Joseph T. 1945. Dictionary of Word Origins 2nd Edition. New York: Philosophical Library. Toffler, Alvin. 1985. The Adaptive Corporation. New York: McGraw-Hill. Yankelovich, Skelly and White. 1987. Direct Marketing in the Year 2000. Related Material

Related materials may be found in the following Hartman Center collections:

Abercrombie & Fitch Quarterly Catalog Collection

Arlie R. Slabaugh Collection of Direct Mail Literature

Charles McKinney Papers

Colored Mail Order Corporation of America records

J. Walter Thompson Company. Bertram Metter Papers

J. Walter Thompson Company. Ronald B. Kaatz Papers

John Benjamin Harris Papers

Kensinger Jones Papers

Leo Bogart Papers

McGraw-Hill Marketing Information Center Vertical File

Sears, Roebuck and Company Catalog Collection.

Sheldon B. Sosna Papers

Superior Match Company matchbook advertising catalog and sales representative's forms

 Contents of Collection Administrative Files, 1952-1999 and undated (17 boxes)

Arranged into subseries General Files; Accounts; Children's Television Workshop; Dogon Art; Meetings and Travel; Metropolitan Museum of Art; Printed Materials; Publicity; and Samples of Direct Marketing Items. Where possible, original folder titles have been retained. Materials in other languages have not been translated into English. Large-format items have been removed to Oversize Materials and their logical location noted in the Description by a note or an entry enclosed in square brackets.

Restrictions on Access: Unpublished materials are closed to non-Wunderman researchers for 15 years from the date of creation.

 General Files, 1958-1999 1Awards Direct Marketing Education Foundation, 1994 Echo Awards, 1987 Honorary degree, Brooklyn College, 1984(2 folders)

[Includes copy of Green, Janice S. et al. 1985. Opportunity in Adversity: How Colleges Can Succeed in Hard Times. San Francisco: Jossey-Bass. Inscribed to Wunderman from Brooklyn College President Robert Hess.]

 Miscellaneous, 1987 Silver Apple Awards, 1985 Biographical Biographical sketches, 1958-1998(2 folders) Photographs, 1961-1999(7 folders; 4 folders removed to Oversize Materials Box OV10) Miscellaneous Adweek Agency Report, 1985 [Christmas card design layout, undated: Removed to Oversize Materials Box OV10] European Managers Meeting, 1976 New York University correspondence, 1993 New York University Synectics Think Tank, The Future of Marketing, 1992 Review comments, Journal of Consumer Marketing article (undisclosed author), 1982 Young & Rubicam Marketing Managers Survey, Business-to-Business marketing, 1983 General Files--Restricted Items, 1995-1999

[Unpublished materials are closed to non-Wunderman Cato Johnson staff for 15 years from the date of creation.]

 2Barrington Hills Relationship Technologies, 1995-1998(2 folders) Direct Marketing Association Leaders Forum, 1998 Miscellaneous, 1996-1998 Electronic Schoolhouse, 1998 Henry Grunewald, Soul magazine, 1998 Lenny Barshack correspondence, 1998 Mitchell Madison Group Correspondence, 1997 Marketing conference, 1999 Murray Bowes (MBI)/Honda, 1998 Procter & Gamble, 1998 Selected marketing lab decks, 1998-1999 3Presentation to Estée Lauder, 1999 Sam Zell/Equity Group, 1997-1999(2 folders) TED (Technology, Entertainment, Design) Conferences, 1997-1999(2 folders) Young & Rubicam, Peter Georgescu, 1995-1997 Accounts, 1963-1972 4WBAI, 1963-1966 McGovern-Shriver campaign, 1972 Ralph Stevens contest (Famous Writers School), 1968 Children's Television Workshop, 1986-1992 5Board of Trustees, 1986-1989(8 folders) 6Board of Trustees, 1989-1992(9 folders) 7Board of Trustees, 1992(2 folders) Literacy project, circa 1989(3 folders) Orientation materials, 1986(2 folders) Proposal for Sesame Street in the Soviet Union, 1986 Sesame Street Preschool Education Program (PEP) Initiative, 1992 Sesame Street research bibliography, 1989 Dogon Art, 1972-1990 and undated 8African Arts, 1972-1973 Art of the Dogon: Selections from the Lester Wunderman Collection, 1988 [Article in Life, 1966 June 3: Removed to Oversize Materials Box OV1] Dogon Sculpture article, Art News, 1973 Sept. [Dogon World children's catalog, undated: Removed to Oversize Materials Box OV10] Manhattan, Inc., 1988 Apr. National Geographic, 1990 Oct. New Acquisitions in the Wunderman Collection, 1974 Pieces no longer part of the Wunderman collection (photograph album), 1977(4 folders) Primitivism in 20th Century Art (Museum of Modern Art), 1985 [Scrapbook, 1973-1975: Removed to Oversize Materials Box OV1] 9Photographs [African art, undated: Removed to Oversize Materials Box OV10] Dogon dancers (color prints), undated Dogon people and villages, undated Dogon sculpture, circa 1973 [Dogon sculpture, undated: Removed to Oversize Materials Box OV10] Dogon sculpture, Brooklyn Museum exhibit, undated Environmental shots of Dogon in Mali, undated Wunderman Dogon collection Items not in Laude catalog, undated Jean Laude catalog items, (6 folders) Prints returned from Viking, used in Laude, Art of the Dogon, undated (2 folders; one folder removed to Oversize Materials Box OV10) Wunderman in Africa, undated(3 folders; one folder removed to Oversize Materials Box OV10) 10Negatives, undated(6 folders) Meetings and Travel, 1969, 1996-1999

Includes meeting agendas, correspondence, travel itineraries and printed materials.

 [Lonsdale Wunderman (London), 1969 Mar. 6: Removed to Oversize Materials Box OV1] Meetings and Travel, 1996-1999 [Restricted]

Restrictions on Access: Unpublished materials are closed to non-Wunderman researchers for 15 years from the date of creation.

 11Asian Direct Marketing Symposium, 1997(2 folders) Canadian Direct Marketing Association conference, Toronto, 1997 Direct Marketing Association conference, Chicago, 1997 International Managers Meeting, Baden-Baden, 1997 London Direct Marketing Association conference, 1997(3 folders) 12Newell Conference, 1996-1997(2 folders) Oracle Conference, 1999(3 folders) Universal Postal Conference, Beijing, 1999(4 folders) Metropolitan Museum of Art, 1982-1989 13General, 1982-1985(4 folders) Dogon show, 1986-1988(3 folders) Museum Guide Publications, Inc., 1988 Primitive Wing, 1982(3 folders; one folder removed to Oversize Materials Box OV1) 14Task Force General, 1987-1989(3 folders) Survey of King Tut show, 1987 Survey of Vatican show, 1987 Printed Materials, 1952-1989 155th International Direct Marketing and Mail Order Symposium, 1973 6th International Direct Marketing and Mail Order Symposium, 1974 [Flair, 1950 Apr., Aug.: Removed to Oversize Materials Box OV1] Montreux Symposium, 1988 [Scrapbooks of newspaper reprints, Ev'ry Month, 1897 Apr. 1, and 1961 reprint of 1861 Harper's Weekly: Removed to Oversize Materials Box OV2](2 scrapbooks) Service et Client, circa 1988 Seven Deadly Advertising Mistakes, Maxwell Sackheim & Co., 1952 The Truth About Direct Marketing, 1988 Un Entreprise Aujourd'hui--Avon, Dominique Xardel, circa 1983 Usage Trends in the European Direct Mail Market, 1989 Venture Funding and High Technology in France, Howard Associates, 1987 Publicity, 1964-2010 Articles 16Advertising Age, 1966-1967 [Advertising Age, 1993 Oct.: Removed to Oversize Materials Box OV3] Adweek, Wunderman Predicts First $1 Billion Direct Shop, by Maria Fisher, 1983 Feb. 21 [Anuncios (Spain), 1995 June: Removed to Oversize Materials Box OV3] [Børsen (Denmark), 1996 Jan.: Removed to Oversize Materials Box OV3] Business Week, Survival in Direct Marketing, 1978 Oct. [Campaña (Spain), 1995 June: Removed to Oversize Materials Box OV3] Chicago Tribune/New York Times, 1978(2 folders; one folder removed to Oversize Materials Box OV3) [Dentsu Journal/Telemarketing Journal (Japan), 1994 Apr.: Removed to Oversize Materials Box OV3] [Direct (book excerpt), 1996 Nov.: Removed to Oversize Materials Box OV3] [Direct, 1998 Mar.: Removed to Oversize Materials Box OV3] [Direct, 1999 Feb.: Removed to Oversize Materials Box OV3] [Direktmarketing (Germany), 1990: Removed to Oversize Materials Box OV4] Direktwerbung und Verkaufsförderung, Mail Order--die kommende Revolution im Marketing (article in German), 1967 July [DM News, 1994 May 9: Removed to Oversize Materials Box OV4] [Economie (Belgium), 1996 May: Removed to Oversize Materials Box OV4] Economist, Direct Hit, 1999 Jan. 9 Estrategias, Las profecias de Lester Wunderman (article in Spanish), 1995 July 14 [Financial Times, 1990 Apr.: Removed to Oversize Materials Box OV4] Fortune, There's a Lot of Satisfaction (Guaranteed) in Direct Marketing, by Walter McQuade, 1980 apr. 21 IMPress (Japan; article in Japanese), 1997 [IP Mark (Spain), 1995 June: Removed to Oversize Materials Box OV4] Japan Marketing Journal (article in Japanese), 1994 [La Vanguardia (Spain), 1995 Aug.: Removed to Oversize Materials Box OV4] [Life cover article Mail Order Man of the Year, 1967 Mar. 3: Removed to Oversize Materials Box OV4] [Marketing Magazine (Canada), 1994 Nov.: Removed to Oversize Materials Box OV4] [Marketing Magazine (Canada), 1997 Nov.: Removed to Oversize Materials Box OV4] MIT speech read into Congressional Record, 1967 New Yorker, A Critic at Large: The Spin Myth, 1998 July 6 Werben und Verkaufen, Kein Spiel für Anfänger (article in German), 1994 Apr. 8 Miscellaneous articles and notices, 1985 Interviews Action Commerciale (France), 1995 Nov. Adweek special direct marketing section, 2010 Alternativas de Marketing (Spain), 1992 Jan. Boardroom, 2000 Apr. Direct Marketing, 1986 Mar. Direct Marketing News (France), 1995 Oct. 19 [Direct Marketing News, 1995 Dec.: Removed to Oversize Materials Box OV4] [Direct Marketing News, 1996 Jan.: Removed to Oversize Materials Box OV4] Direct Response, 1997 Nov. [DM News, 1996 Feb.: Removed to Oversize Materials Box OV4] Home Team Magazine (AT&T house publication), 1980 Investors Business Daily, 1999 Jan. Marilyn Berger (television), 1980 Jan. Mark Strook, for an oral history of Young & Rubicam, 1994 17Marketing Direct (France), 1995 Nov.-Dec. [Marketing Magazine (Canada), 1995 Nov.: Removed to Oversize Materials Box OV4] Médias (France, text in French), 1983 Jan. 14-Feb. 3 Stratégies, 1980 May(2 folders; one folder removed to Oversize Materials Box OV4) Stratégies, 1992 Oct. 23(2 folders; one folder removed to Oversize Materials Box OV4) Telemarketing Journal, 1994 apr. [Wunderama, 1997 May: Removed to Oversize Materials Box OV4] Press conference, 1996 Profiles Adweek 20th anniversary issue, 1998 Nov. Ganz Direkt! 95/96 (Germany), 1995 Madison Avenue, by Henry Lee (with folder of comments), 1964-1965 Sales and Marketing Management 80th anniversary issue, 1998 Oct. Retirement announcement, 1998 Miscellaneous, 1990-1998(8 folders) Samples of Direct Marketing Items, 1955-1998

[Not every item produced by Wunderman]

 [American Express, 1989: Removed to Oversize Materials Box OV6] [American Recording Society, circa 1951: Removed to Oversize Materials Box OV6] AT&T, 1988-1989 Bethany Press, circa 1980s Bristol-Myers Softique, 1964 [Baron Philippe de Rothschild SA, 1976: Removed to Oversize Materials Box OV6] [Champion Papers, 1980: Removed to Oversize Materials Box OV6] Columbia House record club, 1963-1964, 1998(2 folders; one folder removed to Oversize Materials Box OV6) Diners Club (Britain), 1969-1971(2 folders) Direct Mail Advertising Association (produced by J. Walter Thompson Company), circa 1960s [Encyclopedia Americana, 1962: Removed to Oversize Materials Box OV5] [Famous Artists School, 1957: Removed to Oversize Materials Box OV6] [Famous Writers School, 1960-1961: Removed to Oversize Materials Box OV6](3 folders) Ford, 1964 Gevalia Kaffe, 1988-1989 Holt, Rinehart & Winston, 1967 [Hydromix (Doggett-Pfeil Co.), Maxwell Sackheim agency, circa 1940s: Removed to Oversize Materials Box OV10] IBM, 1970s Jackson-Perkins, circa 1960s Lincoln-Mercury (including Merkur Scorpio), 1988-1989(4 folders; 3 folders removed to Oversize Materials) [Literary Guild, 1967-1969: Removed to Oversize Materials Box OV7](3 folders) Mailbag, 1963 McGovern-Shriver campaign, 1972 National Observer Correspondence Schools (see also Famous Artists School and Famous Writers School in Oversize Materials), circa 1960 New York Times How to Make Your Advertising Produce (Book of the Month Club), 1956 Successful Mail Order Selling, circa 1955 P.J. Carroll & Company (Carroll Journals), 1988 Schick Safety Razor Company, circa 1950s Thomas Garraway Ltd., 1988 [Time-Life Books, 1964-1965, 1989: Removed to Oversize Materials Box OV7] Vitasafe, 1958 Various products coupon package, 1963 Speeches, 1957-2007 (24 boxes)

Includes text of speeches, handwritten or typed drafts, alternate versions, and idea files, along with some correspondence and itineraries relating to speaking engagements. Arranged chronologically.

Restrictions on Access: Unpublished materials are closed to non-Wunderman researchers for 15 years from the date of creation.

 Speech File, 1961-1997

[Consists of an organized set of typed speech texts in chronological order]

 19List of speeches, 1961-1997 1961 Oct. 1, Speech to Hundred Million Club, New York 1967 Mar. 3, Mail Order: The Coming Revolution in Marketing, Advertising Club of New York 1967 June 8, Newspapers: A Dynamic Direct Response Medium, American Association of Newspaper Representatives 1967 Nov. 29, Direct Marketing: The New Revolution in Selling, American Management Association at MIT, Cambridge Mass. 1968 May 7, International Opportunities in Direct Marketing, Institut de Recherches et d'Etudes Publicitaires Group, Paris 1968 Sept. 19, Address to Business Mail Day, Kansas City 1969 Jan. 21, Advertising and the National Observer, National Observer Sales Meeting 1969 Oct. 7, Address to National Association of Direct Mail Writers, New York 1970 Feb. 7, From Ideas to Results, All-Florida Advertising Day, Clearwater 1970 Apr. 1, Corporate Strategy for the 70s, American Book Publishers Council seminar, Tarrytown 1971 Jan. 26, Direct Mail: A New Medium in a Changing Society, British DMA, London 1971 Mar. 31, Direct Marketing: New Ways to Market in a Changing Society, Direct Marketing Day, New York 1972 Mar. 14, Direct Marketing in the Seventies, New York University, New York 1974 Apr. 24, Direct Marketing in a Changing Environment, Zurich 1976 Jan. 21, Current Innovations and New Problems in Direct Marketing, Montreal 1977 Jan. 10, Address to American Association of Nurserymen, Chicago 1977 Mar. 2, Creativity in Advertising, Munich 1980 Apr. 23, Frontiers of Direct Marketing, 12th International Direct Marketing Symposium, Montreux (speech and printed booklet) 1982 Sept. 17, The Future Is Here and It Will Get Worse, Business Industrial Council, New York 1983 Jan. 21, Data-Based Targeting Advertising--a New Age of Marketing Relevance, Adcraft Club, Detroit 1984 May 2, Business-to-Business Direct Marketing, Worldwide Postmasters, Montreux 1984 Oct. 24, Direct Marketing in the Year 2000, Presentation to FTC, Washington DC 1984 Nov. 2, Frontiers of Direct Marketing II, Direct Marketing Seminar, Dublin 1985 Oct. 25, Direct Marketing: A Many Splendored Thing, Direct Marketing Week, Milan 1986 May 21, The Future of Direct Marketing, Touche Ross Electronic Shopping '86, Orlando 1986 May 29, New Trends in Direct Marketing, British DMA, London 1986 June 3, The Emerging Business of Direct Marketing, Direct Marketing Association Strategic Forum on Direct Marketing, Deauville 1987 Jan. 26, The Worldwide Explosion of Direct Marketing, Japan Airlines Executive Group, Tokyo 1987 Apr. 2, Direct Marketing and Its Future, Lester Wunderman Instituut, Amsterdam 1988 May 18, Mail and the Media Revolution, National Postal Forum, Los Angeles 1988 May 26, New Frontiers of Direct Marketing, AVPC Annual Symposium, San Sebastian 1988 Sept. 27, The Expanding World of Direct Marketing, National Postal Forum, Washington DC 1988 Nov. 28, New Frontiers of Direct Marketing, 20th Direct Marketing Congress, Wiesbaden 1989, The New Age of Television Has Just Begun 1989 Jan. 31, Image and Direct Marketing, La Semaine Europeenne du Direct Marketing, Paris 1989 Jan. 31, The Changing World of Direct Marketing, La Semaine Europeenne du Direct Marketing, Paris 1989 Jan. 31, The Frontiers of Direct Marketing III, La Semaine Europeenne du Direct Marketing, Paris 1989 Mar. 3, The Price of Silence, Direct Marketing Day, New York 1990 Sept. 21, Direct Marketing in Eastern Europe and the USSR, Direct Marketing in Eastern Europe and the USSR Conference, London 201992 Nov. 16, Action Marketing: The Next Frontier, 15th Direct Marketing Week, London 1993 Oct. 25, New Frontiers of Direct Marketing IV, Direct Marketing Association, Toronto (includes booklet form) 1995 Apr. 19, Direct Marketing and Television: Past, Present and Future, Direct Response TV Expo Conference, Los Angeles 1995 Sept. 13, Which Way to the Future?, DMIX, New York 1995 Nov. 1, The World of Direct Mail: Past, Present and Future, Postal Conference, Toronto 1996 May 13, Which Way to the Future II, Arrowwood 1996 Oct. 29, Which Way to the Future?, Direct Marketing Association, New Orleans 1997 May 13, Back to the Future, Baden-Baden Speeches, 1957-2007 1957-1961, Miscellaneous speeches and correspondence Circa 1961, Creativity 1961, Speeches and correspondence 1963, American Association of Advertising Agencies(3 folders) 1964, Terre Haute speech 1964 Mar., Press Club--Ogilvy Book Day 1964 Apr., American Heritage Executive Group 1964 May, Direct Mail Advertising Association(2 folders) 211965 Apr., New School 1966 Sept., Grolier Salesmen 1966-1970, Speech idea file 1967 Jan., Bureau of Advertising Group 1967 Mar., Advertising Club of New York(2 folders) 1967 May, Direct Mail Day 1967 June, American Association of Newspaper Representatives(3 folders; one folder removed to Oversize Materials Box OV8) 1967 Oct., American Association of Advertising Agencies Eastern Conference 1967 Nov., American Marketing Association, MIT(2 folders)

[Speech where Wunderman lays out his philosophy of direct marketing.]

 1967-1968, Speech idea file 221968 Feb., Boston University 1968 Mar., Direct Mail Advertising Association(2 folders) 1968 May, Paris speech(3 folders) 1968 Sept., Kansas City Business Mail Day 1969 Jan., National Observer 1969 Oct., National Association of Direct Mail Writers 1970 Feb., All-Florida Advertising Day, Clearwater 231970 Apr., American Book Publishers, Tarrytown 1970 July, Columbia Records, Word of Mouth 1971, Comments on speeches by others 1971 Jan., British Direct Mail Advertising Association(3 folders) 1971 Feb.-Apr., Direct Marketing Day, New York(6 folders; one folder removed to Oversize Materials Box OV8) 241972 Mar., New York University(2 folders) 1973 Nov., Time-Life Books Sales Meeting 1974 Apr., International Direct Marketing Symposium(4 folders) 1974 May, Young & Rubicam stockholder meeting 1975 Sept., Direct Marketing Idea Exchange (DMIX) 1976 Jan., Direct Marketing Day, Montreal 251976 June, Notes for Munich speech 1976 Dec., New York University 1977 Jan., Mail Order Association of Nurserymen 1977 Feb., Young & Rubicam Affiliates(2 folders) 1977 Mar., 4th Direct Mail/Marketing Association Conference(2 folders) 1977 Apr., Managers Meeting(4 folders; one folder removed to Oversize Materials Box OV8) 1978 Apr., American Association of Advertising Agencies(2 folders; one folder removed to Oversize Materials Box OV8) 261978 Apr., General Foods seminar 1978 Apr., Young & Rubicam Executive Committee 1978 Nov., Young & Rubicam Arizona meeting(3 folders; one folder removed to Oversize Materials Box OV8) 1978 Dec., Ad Expo(2 folders; one folder removed to Oversize Materials Box OV8) 1979 July, Dartmouth/Geico seminar 1979 Aug., Young & Rubicam Executive Committee(4 folders; one folder removed to Oversize Materials Box OV8) [1979 Sept., Direct Marketing/Mail Order Association: Removed to Oversize Materials Box OV8](2 folders) 1979 Oct., Direct Mail/Marketing Association, New Orleans (Ted Gordon speech)(1-4 of 10 folders) 271979 Oct., Direct Mail/Marketing Association, New Orleans (Ted Gordon speech) (continued)(5-10 of 10 folders) 1980 Jan., Idea file--Alvin Toffler The Third Wave in Playboy 1980 Apr., Idea file--Walter McQuade article in Fortune 1980 Apr., Montreux Symposium(2 folders) 281980 May, Direct Marketing Idea Exchange 1981, Frontiers of Direct Marketing (speech and booklet)(7 folders; one folder removed to Oversize Materials Box OV8) 1981 Jan., Financial Communications Society 1981 Feb., Advertising Research Foundation(2 folders) 1981 Mar., Professors' Day 1981 May, International Advertising Association 1981 Sept., New York Times presentation 1981 Sept., Young & Rubicam Resource Center Cassette of the Month(2 folders) 1981 Oct., Direct Marketing/Mail Order Association (speech written by Lester Wunderman for Edward Ney, Young & Rubicam)(1 of 2 folders) 291981 Oct., Direct Marketing/Mail Order Association (speech written by Lester Wunderman for Edward Ney, Young & Rubicam) (continued)(2 of 2 folders) 1982, Business-to-Business Direct Marketing (speech and booklet) 1982 Apr., Direct Marketing Day(2 folders) 1982 Sept., Business Industrial Council(4 folders) 1982 Nov., Amsterdam speech 1982 Nov., Hundred Million Club(2 folders) 301983 Jan., Adcraft Club 1983 Jan., Funny speech (not given) (2 folders) 1983 Mar., Direct Marketing Association 1983 Apr., American Marketing Association Chicago meeting(2 folders) 1983 Apr., Direct Marketing Day in New York(7 folders)) 311983 Apr., Young & Rubicam Resource Center Cassette(2 folders) 1983 May, Canadian Direct Marketing Association Toronto meeting [1983 July, Direct Marketing Day in New York: Removed to Oversize Materials Box OV8] [1983 Sept., Direct Marketing Association--Miami: Removed to Oversize Materials Box OV8] 1983 Nov., Direct Marketing Association Miami meeting, Frontiers of Direct Marketing II(6 folders) 1983 Nov., McGraw-Hill Telemarketing Conference 1984 Jan., Semaine Française du Marketing Direct 1984 Apr., Direct Marketing Association 1984 Apr., Lincoln-Mercury Dealers Association 321984 May, Montreux Symposium, Frontiers of Direct Marketing II(9 folders) 331984 Oct., Federal Trade Commission 1984 Oct., RVI Seminar 1984 Nov., Dublin speech 1984 Nov., Time Inc. Direct Marketing Day 1985 Feb., AJJC/Dentsu (Japan) 1985 June, Australia speech(3 folders; one folder removed to Oversize Materials Box OV8) 1985 Sept., New Trends in Direct Marketing 1985 Oct., Direct Marketing--A Many-Splendored Thing 1986 Feb., French-American Foundation 1986 Apr., The Future of Direct Marketing 1986 May, British Direct Marketing Association 341986 May, Canadian Direct Marketing Association 1986 May, Electronic Shopping(2 folders) 1986 June, Deauville speech(3 folders) 1986 Aug., American Marketing Association--Chicago 1986 Sept., Business-to-Business Direct Marketing 1986 Oct., Finnish Marketing Association 1986 Oct.-Nov., New Trends in Direct Marketing 1987 Jan., ACCJ-Japan (Tokyo), The Worldwide Explosion of Direct Marketing 1987 Jan., IBM--Tokyo 1987 Jan., JAL (Japan Airlines)--Tokyo 1987 Jan., Miscellaneous Japan speeches 1987 Jan., NEC-Tokyo 1987 Apr., Lester Wunderman Instituut (Amsterdam) 1987 June, Direct Marketing Association, Cannes 1987 Oct., Direct Marketing Association, New Orleans(2 folders) 351987 Oct., Lille Conference/Regional Development(3 folders) 1988 Jan., L.A. Direct (Los Angeles)(2 folders; one folder removed to Oversize Materials Box OV8) 1988 Feb., Danish Marketing Association 1988 Feb., Swedish Direct Marketing Association 1988 Apr., PTT--Montreux 1988 May, Postal Forum, Montreux(1-2 of 5 folders) 361988 May, Postal Forum, Montreux (continued)(3-5 of 5 folders) 1992 July, British Airways talk 1992 Nov., Action Marketing, Milan(3 folders) 1993 Feb., Rewrite of Milan speech 1993 Apr., Apple talk, San Francisco(2 folders; one folder removed to Oversize Materials Box OV8) 1993 Oct., Direct Marketing Association, Toronto(1-2 of 10 folders; one folder removed to Oversize Materials Box OV8) 371993 Oct., Direct Marketing Association, Toronto (continued)(3-9 of 10 folders; one folder removed to Oversize Materials Box OV8) 1993 Oct., National Infomercial Marketing Association (NIMA)(2 folders) 1993 Nov., DIMA, Wiesbaden 1993 Dec., Anderson Consulting 1994 Jan., CADM Day, Chicago (Chicago Association of Direct Marketing) 1994 Mar., Promotion Marketing Association of America, Chicago 381994 Apr., Direct Response Television Expo, Los Angeles 1994 June, DRTV-94, London(2 folders; one folder removed to Oversize Materials Box OV8) 1994 Aug., WCJ (Wunderman Cato Johnson) vision script 1994 Oct., Paris presentation 1995, Apple talk [1995, Canada Postal conference: Removed to Oversize Materials Box OV8] 1995 Mar., Insurance teleconference 1995 Mar., New York University 1995 May, Arrowwood, Which Way to the Future? 1995 May, Barcelona speech 1995 Sept., Brazil and Argentina talks 1995 Sept., DMIX (Direct Marketing Idea Exchange), Yale Club 1995 Sept., Germany speech, Which Way to the Future? 1995 Nov., Canadian Postal Conference, Toronto(3 folders) 391996 Jan., Brazil, The Power and Future of Direct Marketing 1996 Jan., Lisbon/Copenhagen, Which Way to the Future? 1996 Feb., Mexico, Which Way to the Future? (revised) 1996 Apr., IBM meeting, Sirmione, Which Way to the Future II? 1996 Apr., USPS Seminar, Which Way to the Future II? 1996 Sept., Women in Direct Marketing International (WDMI) 1996 Oct., Direct Marketing Association, New Orleans(2 folders; one folder removed to Oversize Materials Box OV8) 1997 Apr., Hong Kong, Which Way to the Future? 1997 May, Baden-Baden, Back to the Future 1997 May, DMDNY (Direct Marketing Day New York) Lifetime Achievement Award acceptance 1997 May, Newell conference, Which Way to the Future? 1997 Sept., Boston/New York, Being Virtual in the Post-Present 1997 Oct., Toronto, Being Virtual in the Post-Present 1997 Nov., Brussels, Are We There Yet? 1997 Nov., London, Which Way to the Future? 1998 Jan., Retirement announcement, Exploring the Future 1998 Apr., Seattle, Becoming Virtual in the Post-Present 1998 May, Queen Elizabeth II, Data Alchemy 1998 May, Vancouver, Welcome to the Postpresent 1998 June, NYU Breakfast, Welcome to the Postpresent 1998 Sept., Houston, Welcome to the Postpresent 1998 Oct., Washington, Welcome to the Postpresent 1999 Feb., Chicago, Advertising and Marketing in the Postpresent 1999 Apr., Minneapolis, Advertising and Marketing in the Postpresent 401999 Aug., Beijing conference 1999 Nov., Anatomy of a Lead 1999 Nov., Oracle Postal Service conference, Madrid(2 folders) 1999 Nov., Publishing in the Postpresent 2000, Breakfast with the Marketing Lab 2000 Feb., New York Direct Marketing Club 2000 Feb. 17, We Shall Never Cease from Exploration 2000 June, The Most Elusive Word in Marketing 2007, Consumer's Communication Bill of Rights Speeches--Restricted Files, 1997-1999

Restrictions on Access: Unpublished materials are closed to non-Wunderman researchers for 15 years from the date of creation.

 411997, Speech idea file 1997 Apr., U.S. Chamber of Commerce seminar(2 folders) 1997 Sept., Being Virtual in the Postpresent 1997 Nov., Which Way to the Future? 1998 Apr., Prudential Real Estate Business Conference 1998 Apr., Web Marketing, Seattle 1998 May, CAP Ventures, New York 1998 May, Queen Elizabeth II, Marketing Forum(4 folders) 1998 May, Vision Conference, Vancouver 1998 Sept., Direct Marketing Association, Houston 1998 Oct., Direct Marketing Association of Washington 421998 Oct., University Settlement Society, award acceptance 1999 Feb., Chicago Direct Marketing Day 1999 Apr., Alex Kroll/Bill Bradley 1999 Apr., American Association of Advertising Agencies 1999 Apr., IBM Seminar 1999 Apr., Midwest Direct Marketing Association 1999 Aug., Beijing conference(2 folders) 1999 Nov, Publishing in the Postpresent Writings, 1946-2000 and undated (17 boxes)

Includes published articles and books, correspondence, drafts and proofs. Organized into two series: Articles and Book File. Articles includes materials relating to periodicals publications; Book File includes materials relating to Wunderman's book Being Direct: Making Advertising Pay. Where possible, original folder titles were retained. Arranged alphabetically by folder title.

Restrictions on Access: Unpublished materials are closed to non-Wunderman researchers for 15 years from the date of creation.

 Articles, 1969-1999 43Advertising Age article, 1976 May Adweek articles, 1983(5 folders) African Art of the Dogon (foreword), 1973 [Book Promotion Can Sell More Books Caspar Pinsker Advertising, circa 1940s: Removed to Oversize Materials Box OV9] Business-to-Business Direct Marketing booklet, 1983 Business-to-Business Direct Marketing, Direct Marketing, 1983 July Business-to-Business Direct Marketing: A Fundamental Strategy, Young & Rubicam Issues 17, 1983 Comments on contest entries, Reporter of Direct Mail Advertising, 1969 Feb. Complexity of Market Calls for Detailed Marketing Program, Reporter of Direct Mail Advertising, 1969 Mar. De la idea a lost resultados, Alta Dirección, 1970 July-Aug. (in Spanish) Delay Newsletter article, 1993 Direct Marketing, Boardroom Reports, 1975 Mar. 15 Direct Marketing: Past, Present and Future, 1995 Direct Marketing: Una nueva revolution in las ventas, Alta Dirección, 1969 Nov.-Dec. (in Spanish) Direct Marketing, International Encyclopedia of Communications, 1984 DMA Insider article, 1997(2 folders) Editor and Publisher article, 1978 Apr. I Predict, Printer's Ink, 1964 Innovations and New Problems in Today's Direct Marketing, Direct Marketing, 1975 Nov. 44Interactive Communications: The Dream and the Reality, Journal of Direct Marketing, 1994 Summer(3 folders: one folder removed to Oversize Materials Box OV9) Le vente directe--un avenir prometteur, Communication et Langages, 1971 June, Sept. (in French)(2 folders) Direct Marketing: Where It's Been And Where It's Going, Madison Avenue, 1977 May Magazines--The Passionate Connection, Signature, 1971 Nov. [Mail Order--The Coming Revolution in Marketing, Advertising Age, 1967 July 24: Removed to Oversize Materials Box OV9] Mail Order: The Coming Revolution in Marketing, The Reporter of Direct Mail Advertising, 1967 June Marketing in the Postpresent, Fortune, 1999 Media International article, 1985 Apr. New Frontiers in Direct Marketing, Direct Marketing, 1993 Dec. New Frontiers of Direct Marketing, Jahrbuch Direktmarketing, 1994 New York Times article, 1971 June (2 folders) Preface to Murray Roman, Telephone Marketing, 1976(2 folders) Preparing for a Consumer-Driven Marketing World, Circulation Management, 1997 Feb. [The In-home Shopping Kid: Tomorrow's Champ?, Frozen Food Age, 1994 June: Removed to Oversize Materials Box OV9] Book File,

Includes correspondence, drafts and proofs, edited versions, and reviews relating to Wunderman's book Being Direct: Making Advertising Pay

 Administrative Files, 1983-1997 45Book contract, 1983-1994(2 folders; one folder removed to Oversize Materials Box OV9) Book expenses, 1995-1996 Hans Gedda correspondence, 1995-1996 Miscellaneous, 1988-1996 Press kit materials, 1993-1996 Publicity, 1996(2 folders) Quotes about book, 1997 Random House, 1986-1987 46Random House, 1995-1996(3 folders) Reader comments, 1996-1997(4 folders) Reviews, 1996-1997(2 folders) USPS Ad Mail campaign, autographed copy of Being Direct: Making Advertising Pay, 1997 Drafts and Proofs, 1984-1996 and undated 47American Express section, 1987 and undated(2 folders) Appendix and footnotes, 1996(3 folders) Book draft, 1986 Book notes, undated Book roughs--corrections, 1986(4 folders) 48Columbia House record club section, 1987(6 folders) E. Marona's last draft of first part of book, undated How to Start an Advertising Agency section, 1987(2 folders) International chapter, undated(1 of 2 folders) 49International chapter (continued), undated(2 of 2 folders) Jackson & Perkins section Beth Rogers PhD thesis, Succession in American Rose-Growing Firms: A Study of Process in Commercial Polities, 1990(2 folders) Changes made after Ken Tach, undated Roughs, 1986(3 folders) John Stevenson drafts, 1987 Feb. Latest version for correction, 1986 July LW and SCW revision of first part of book, 1987 May(2 folders) 50LW book first version, 1984-1993(5 folders) Manuscript version, 1987(3 folders) 51Manuscript with edits, second part, 1988(3 folders) Manuscript with Jason's edits and corrections, undated(2 folders) Manuscript with notations, undated(2 folders) Manuscript written in France, 1986(2 folders) Originals, first part of book, 1987 May-June(2 folders) 52Originals, pages 252-380, 1987 Revised roughs, pages 252-380, 1987 Revised version, EV office copy, 1988(3 folders) Revisions and copy of manuscript, 1986(2 folders) Revisions made, Summer 1987 Sackheim section, originals and revisions, 1987 Second part written in France, 1986(2 folders) Research Files 1946-1995 and undated 53General--articles, clippings, etc., 1985-1995(4 folders) American Express General, 1986-1994(6 folders) 54American Express: The Companion Card pitch, 1986 Dec.1 Board of Directors meeting, 1995 Oct. 24 Briefings, 1986 and undated(2 folders) Clippings and press, 1991-1994 Corporate Card, 1987-1994(4 folders) Direct marketing examples, 1987 and undated Investment Managers account direction, 1989 Mar. 27 Optima Canada, 1990-1994 55Optima Card, 1986-1987(3 folders) Optima Card acquisition campaign mail plan, 1987-1988(2 folders) Report to Young & Rubicam Board of Directors, 1988 Sept. 27 Targeted Relationship Marketing, 1986-1989 TRS Management Meeting, 1994 Casper Pinsker and Max Sackheim, 1946-1958 Columbia House record club, 1983-1987 Dante's Inferno quote, undated 56Ford General, 1978-1988(5 folders) Ford Britain, undated Lincoln-Mercury, 1979-1988(4 folders) 57Merkur-Scorpio, 1987 and undated International Australia, 1973-1976 France, 1969-1971(3 folders) Germany, 1970-1972(2 folders) Miscellaneous, 1968-1994 United Kingdom, 1964-1970 Magazines Fortune, 1978-1993 Miscellaneous, 1983-1989 58Money, 1974-1979(2 folders) Sports Illustrated, 1975-1994(3 folders) Time, 1974-1994(6 folders) [Time: Newspaper/Television/Magazine Campaign Analysis of Results, 1976 Spring: Removed to Oversize Materials Box OV9] [Time: Television Cost Factors Per Thousand Newspaper Circulation in the Top 120 ADI's, 1975 July 3: Removed to Oversize Materials Box OV9] Time, Inc. magazines (Time, Fortune, Money, Sports Illustrated), 1974-1978 Writings--Restricted Files, 1997-2000

Restrictions on Access: Unpublished materials are closed to non-Wunderman researchers for 15 years from the date of creation.

 59Adweek review and response, 1997 Barnes & Noble, 2000 Book distribution by Lester Wunderman, 1997-1998 Book in Lester Wunderman LLC, 1997 Book purchases, 1997(2 folders) Chinese edition, 1997-1999 Foreign rights, 1997 Fred Newell, quotes from book, 1999-2000 IBM Ultimate Book Club, 1997 Japanese rights, 1997-1998 Paperback edition, 1997-1999 USPS Ad Mail campaign, 1997 Memorabilia, 1957-1988 and undated (5 boxes)

Includes plaques, trophies, certificates and other commemorative items and awards.

 60American Chamber of Commerce in Japan, Distinguished Service, 1985 61Burson-Marsteller, Certificate of Enlightenment, 1981 Direct Mail Advertising Association, Certificate of Honor, 1960 Direct Marketing Association, 20-year membership, 1985 Direct Marketing Association, 24th Spring Conference, undated Direct Marketing Association of New York, Appreciation, 1983 Direct Marketing Association of New York, Appreciation, 1986 62Direct Marketing Club of Southern California, Appreciation, 1988 Direct Marketing Creative Group, John Caples Creative Contest, 1980 Financial Communications Society, Appreciation, 1987 Kansainväliseen Young & Rubicam, Profit Day, 1986 63Mail Advertising Club of New York, Appreciation, 1957 VIII Simposio de Marketing Directo, Appreciation, 1988 64Young Presidents Organization, Membership, 1961 Oversize Materials (10 boxes)

Includes large-format items removed from previous series.

 Dogon Art OV1Article in Life, 1966 June 3 Scrapbook, 1973-1975 Meetings and Travel Lonsdale Wunderman (London), 1969 Mar. 6 Metropolitan Museum Primitive Wing, 1982 Printed Material Flair, 1950 Apr., Aug. OV2Scrapbooks of newspaper reprints, Ev'ry Month, 1897 Apr. 1, and 1961 reprint of 1861 Harper's Weekly(2 scrapbooks) Publicity Articles OV3Advertising Age, 1993 Oct. Anuncios (Spain), 1995 June Børsen (Denmark), 1996 Jan. Campaña (Spain), 1995 June Chicago Tribune/New York times, 1978 Dentsu Journal/Telemarketing Journal (Japan), 1994 Apr. Direct (book excerpt), 1996 Nov. Direct, 1998 Mar. Direct, 1999 Feb. OV4Direktmarketing (Germany), 1990 DM News, 1994 May 9 Economie (Belgium), 1996 May Financial Times, 1990 Apr. IP Mark (Spain), 1995 June La Vanguardia (Spain), 1995 Aug. Life cover article Mail Order Man of the Year, 1967 Mar. 3 Marketing Magazine (Canada), 1994 Nov. Marketing Magazine (Canada), 1997 Nov. Interviews Direct Marketing News, 1995 Dec. Direct Marketing News, 1996 Jan. DM News, 1996 Feb. Marketing Magazine (Canada), 1995 Nov. Stratégies (France), 1980 May Stratégies (France), 1992 Oct. Wunderama, 1997 May Samples of Direct Marketing OV5Encyclopedia Americana, 1962 OV6American Express, 1989 American Recording Society, circa 1951 Baron Philippe de Rothschild SA, 1976 Champion Papers, 1980 Columbia House record club, 1965-1966 Famous Artists School, 1957 Famous Writers School, 1960-1961(3 folders) OV7Lincoln-Mercury, 1988-1989(3 folders) Literary Guild, 1967-1969(3 folders) Time-Life Books, 1964-1965, 1989 Speeches OV81967 June, American Association of Newspaper Representatives 1971 Feb., Direct Marketing Day 1977 Apr., Managers Meeting 1978 Apr., American Association of Advertising Agencies 1978 Nov., Young & Rubicam Arizona meeting 1978 Dec., Ad Expo 1979 Aug., Young & Rubicam Executive Committee 1979 Sept., Direct Marketing/Mail Order Association(2 folders) 1981, Frontiers of Direct Marketing 1983 July, Direct Marketing Day in New York 1983 Sept., Direct Marketing Association--Miami 1985 June, Australia speech 1988 Jan., L.A. Direct 1993 Apr., Apple--Frontiers of Direct Marketing 1993 Oct., Direct Marketing Association--Toronto 1994 June, DRTV-94, London 1995, Canada Postal conference 1996 Oct., Direct Marketing Association--New Orleans Writings Articles OV9Book Promotion Can Sell More Books Caspar Pinsker Advertising, circa 1940s Interactive Communications: The Dream and the Reality, Journal of Direct Marketing, 1994 Mail Order--The Coming Revolution in Marketing, Advertising Age, 1967 July 24 The In-home Shopping Kid: Tomorrow's Champ?, Frozen Food Age, 1994 June Book File Administrative--Book contract, 1983-1994 Research--Magazines--Time: Newspaper/Television/Magazine Campaign Analysis of Results, 1976 Spring Research--Magazines--Time: Television Cost Factors Per Thousand Newspaper Circulation in the Top 120 ADI's, 1975 July 3 Large Oversize General OV10Christmas card design layout, undated Photograph, European site, undated Photograph, Sugapmach, 1978 June Photograph, wedding, undated circa 1970s Print, Nymphenburg, undated Dogon Art Dogon World children's catalog, undated Photograph, Dogon sculpture, undated Photograph, Lester Wunderman in Africa, circa 1970s Print, African art, undated Print returned from Viking, used in Laude, Art of the Dogon, undated Samples of Direct Marketing Hydromix (Doggett-Pfeil Co.), Maxwell Sackheim agency, circa 1940s Audiovisual Materials 1965-1988 and undated (6 boxes)

Includes audiocassettes, videocassettes, 16mm and 35mm films.

Restrictions on Access: Original audiovisual materials are closed to researchers until use copies can be made. Contact Research Services for more information.

 Originals Audiocassettes AV1Africa Trip 1. Arrival in Dakar 12/27/75. 2. Press Conference 12/29/75 3. Suzanne Senghor 12/30/75. 2. Nianing 1/1/76 Suzanne and Singe 7. Arrival at Sanga. 8. Arrival at Sanga? 9. Wedding Sanga. 10. Visit Hogan 11. Singing at Ogobara's. 12. Singing at Ogobara's 15. Dance-Sanga. 16. Blank tape Presentations ATT-DMMA presentation White Plains 3/27/80, Tape 1 ATT-DMMA presentation White Plains 3/27/80, Tape 2 HBO 7/18 HBO 7/27 Merrill Lynch Merrill Lynch Original Minstrel/NARA System presentation Rehearsal of General Cigar presentation by L. Wunderman Spiegel #1 meeting, Chicago 2/9/78 Spiegel #2 meeting, Chicago 2/9/78 Tape of meeting at Merrill Lynch 11/28 transcribed Time-Life research used in Tarrytown speech? U.S. Commission Speeches by Wunderman Confronting Today's Challenges in the Direct Marketing Ring Direct Marketing Concepts Direct Marketing for National Advertiser Direct Marketing Idea Exchange Direct Marketing/Mail Order Association, 1979 Oct. Frontiers of Direct Marketing Future of Direct Marketing Keynote Address Chicago, March 83 Look at Direct Marketing in 1990s Mail Order Becoming Predictive vs. Reactive Science Planning Future Strategies, Business to Business, 1982 Save the Children talk Service Postaux Europeens Part 1 Service Postaux Europeens Part 2 The Art of the Dogon Tips to Avoid Advertising Pitfalls 9/17/83 Using the New Marketing Weapons What Makes Consumers Buy by Mail? Speeches by others Announcement of Direct Marketing Man of the Year Award Luncheon Address: Dr. Isaac Asimov Acquisition of Schwab/Beatty by Marsteller Boon to Marketing Efficiency Direct Marketing at Ogilvy & Mather is Part of Every Major Marketing Plan Direct Marketing Club of Southern California-- Joseph Sugarman Direct Marketing to Play Greater Role in Y&R Client Plan--Edward N. Ney Keynote--Donald V. Seibert Olympic Coin Story 1976--Austin Page Targeting For Advantage--Robert Crandall Tape/Recorder set The Sixties in Sound and Fury (5 tapes) Miscellaneous Brad Bentz: Telephone Sale (Time-Life Gardening Books 1978) Communications Audit (Reginald Watts and Derek Bloom of Marsteller) Discussion of Bond Coupon, 1979 Ford telephone tape, 12/79 Franklin Mint (60 Minutes television program) George Wiedeman interviews: John Canova, Lester Wunderman (2 copies) Grey Direct--Career Development, 1981 Feb.2 La Redoute, 1980 Mike Williams making telephone calls for Lincoln-Mercury in Chicago about the New Savings, 1980 Jan. 31 New York Direct Marketing Day Luncheon Awards Norins tape, 1977 Nov. 7 Presentation--Soviet Olympics Third International DMMA Conference, Paris, France, 1976 Western Union birthday greeting Untitled tapes (2 copies) Duplicate tapes Audiotapes AV2Lester Wunderman speeches French speech From Ideas to Results, 1968 Salk Institute campaign Applause Carpool/Holmes/Antique David Niven Gregory Peck Louise Fletcher Mary Tyler Moore Miscellaneous Marshall McCluhan speech Herb and Elena, Le Dome, 1965 Principle of Year Review of Black Comedy, with Malcolm Cowley and Lester Wunderman Films AV3Africa Speaks to Me, 16mm film reel and booklet, 1971 AV4History of the 20th Century, 5 unmounted reels, 35mm B/W Videocassettes AV5Across the Frontiers. Undated. Format: Umatic. TRT: 60:00 Across the Frontiers (copy). Undated. Format: Umatic. TRT: 60:00 Art of the Dogon. 1988. Format: VHS. TRT: 30:00 AT&T Opportunity Calling. 1986. Format: Umatic. TRT: 9:00 CBS, Opening of Metropolitan Museum Primitive Wing, tape 1. 1982. Format: Umatic. TRT: 20:00 CBS, Opening of Metropolitan Museum Primitive Wing, tape 2. 1982. Format: Umatic. TRT: 20:00 Channel 2 interview with Lester Wunderman. 1975. Format: Umatic. TRT: 60:00 Channel 13 interview with Lester Wunderman. Undated. Format: Umatic. TRT: 30:00 In Search of Dark Star, show #4. 1980. Format: Umatic. TRT: 30:00 Phoenix House Interview, Judy Kuriansky, Channel 2 News at 5. 1984. Format: Umatic. TRT: 6:20 Profiles: Lester Wunderman, Part I unedited. 1983. Format: Umatic. TRT: 60:00 Profiles: Lester Wunderman, Part II unedited. 1983. Format: Umatic. TRT: 60:00 AV6Salvadore Dali film to tape transfer. 1977. Format: Umatic. TRT: 45:00 Time Magazine Selected Direct Response TV Commercials. 1978-1979. Format: VHS. TRT: 26:00 Tressider/Wunderman Monte Carlo videotape. 1981. Format: Umatic. TRT: 20:00 Views and Reviews, Lester Wunderman WNET/13 interview. 1980. Format: Umatic. TRT: 10:00