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Guide to the Lester Wunderman Papers, 1946-2010 and undated

Abstract

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.

Descriptive Summary

Repository
David M. Rubenstein Rare Book & Manuscript Library, Duke University
Creator
Wunderman, Lester.
Title
Lester Wunderman papers 1946-2010 and undated
Language of Material
English, French,, Spanish,, Danish,, German,, Japanese
Extent
60 Linear Feet, 42000 Items
Location
For current information on the location of these materials, please consult the Library's online catalog.

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.

Administrative Information

A majority of collections are stored off site and must be requested at least 48 business hours in advance for retrieval. Contact Rubenstein Library staff before visiting. Read More »

warning Access Restrictions

Collection is 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.

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

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.

Direct Marketing Education Foundation, 1994
Box 1
Echo Awards, 1987
Box 1
Honorary degree, Brooklyn College, 1984

[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.]

(2 folders)
Box 1
Miscellaneous, 1987
Box 1
Silver Apple Awards, 1985
Box 1
Biographical sketches, 1958-1998
(2 folders)
Box 1
Photographs, 1961-1999
(7 folders; 4 folders removed to Oversize Materials Box OV10)
Box 1
Adweek Agency Report, 1985
Box 1
[Christmas card design layout, undated: Removed to Oversize Materials Box OV10]
Box 1
European Managers Meeting, 1976
Box 1
New York University correspondence, 1993
Box 1
New York University Synectics Think Tank, The Future of Marketing, 1992
Box 1
Review comments, Journal of Consumer Marketing article (undisclosed author), 1982
Box 1
Young & Rubicam Marketing Managers Survey, Business-to-Business marketing, 1983
Box 1

[Unpublished materials are closed to non-Wunderman Cato Johnson staff for 15 years from the date of creation.]

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

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

[Lonsdale Wunderman (London), 1969 Mar. 6: Removed to Oversize Materials Box OV1]
Box 10

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

Asian Direct Marketing Symposium, 1997
(2 folders)
Box 11
Canadian Direct Marketing Association conference, Toronto, 1997
Box 11
Direct Marketing Association conference, Chicago, 1997
Box 11
International Managers Meeting, Baden-Baden, 1997
Box 11
London Direct Marketing Association conference, 1997
(3 folders)
Box 11
Newell Conference, 1996-1997
(2 folders)
Box 12
Oracle Conference, 1999
(3 folders)
Box 12
Universal Postal Conference, Beijing, 1999
(4 folders)
Box 12
General, 1982-1985
(4 folders)
Box 13
Dogon show, 1986-1988
(3 folders)
Box 13
Museum Guide Publications, Inc., 1988
Box 13
Primitive Wing, 1982
(3 folders; one folder removed to Oversize Materials Box OV1)
Box 13
General, 1987-1989
(3 folders)
Box 14
Survey of King Tut show, 1987
Box 14
Survey of Vatican show, 1987
Box 14
5th International Direct Marketing and Mail Order Symposium, 1973
Box 15
6th International Direct Marketing and Mail Order Symposium, 1974
Box 15
[Flair, 1950 Apr., Aug.: Removed to Oversize Materials Box OV1]
Box 15
Montreux Symposium, 1988
Box 15
[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)
Box 15
Service et Client, circa 1988
Box 15
Seven Deadly Advertising Mistakes, Maxwell Sackheim & Co., 1952
Box 15
The Truth About Direct Marketing, 1988
Box 15
Un Entreprise Aujourd'hui--Avon, Dominique Xardel, circa 1983
Box 15
Usage Trends in the European Direct Mail Market, 1989
Box 15
Venture Funding and High Technology in France, Howard Associates, 1987
Box 15
Advertising Age, 1966-1967
Box 16
[Advertising Age, 1993 Oct.: Removed to Oversize Materials Box OV3]
Box 16
Adweek, Wunderman Predicts First $1 Billion Direct Shop, by Maria Fisher, 1983 Feb. 21
Box 16
[Anuncios (Spain), 1995 June: Removed to Oversize Materials Box OV3]
Box 16
[Børsen (Denmark), 1996 Jan.: Removed to Oversize Materials Box OV3]
Box 16
Business Week, Survival in Direct Marketing, 1978 Oct.
Box 16
[Campaña (Spain), 1995 June: Removed to Oversize Materials Box OV3]
Box 16
Chicago Tribune/New York Times, 1978
(2 folders; one folder removed to Oversize Materials Box OV3)
Box 16
[Dentsu Journal/Telemarketing Journal (Japan), 1994 Apr.: Removed to Oversize Materials Box OV3]
Box 16
[Direct (book excerpt), 1996 Nov.: Removed to Oversize Materials Box OV3]
Box 16
[Direct, 1998 Mar.: Removed to Oversize Materials Box OV3]
Box 16
[Direct, 1999 Feb.: Removed to Oversize Materials Box OV3]
Box 16
[Direktmarketing (Germany), 1990: Removed to Oversize Materials Box OV4]
Box 16
Direktwerbung und Verkaufsförderung, Mail Order--die kommende Revolution im Marketing (article in German), 1967 July
Box 16
[DM News, 1994 May 9: Removed to Oversize Materials Box OV4]
Box 16
[Economie (Belgium), 1996 May: Removed to Oversize Materials Box OV4]
Box 16
Economist, Direct Hit, 1999 Jan. 9
Box 16
Estrategias, Las profecias de Lester Wunderman (article in Spanish), 1995 July 14
Box 16
[Financial Times, 1990 Apr.: Removed to Oversize Materials Box OV4]
Box 16
Fortune, There's a Lot of Satisfaction (Guaranteed) in Direct Marketing, by Walter McQuade, 1980 apr. 21
Box 16
IMPress (Japan; article in Japanese), 1997
Box 16
[IP Mark (Spain), 1995 June: Removed to Oversize Materials Box OV4]
Box 16
Japan Marketing Journal (article in Japanese), 1994
Box 16
[La Vanguardia (Spain), 1995 Aug.: Removed to Oversize Materials Box OV4]
Box 16
[Life cover article Mail Order Man of the Year, 1967 Mar. 3: Removed to Oversize Materials Box OV4]
Box 16
[Marketing Magazine (Canada), 1994 Nov.: Removed to Oversize Materials Box OV4]
Box 16
[Marketing Magazine (Canada), 1997 Nov.: Removed to Oversize Materials Box OV4]
Box 16
MIT speech read into Congressional Record, 1967
Box 16
New Yorker, A Critic at Large: The Spin Myth, 1998 July 6
Box 16
Werben und Verkaufen, Kein Spiel für Anfänger (article in German), 1994 Apr. 8
Box 16
Miscellaneous articles and notices, 1985
Box 16
Action Commerciale (France), 1995 Nov.
Box 16
Adweek special direct marketing section, 2010
Box 16
Alternativas de Marketing (Spain), 1992 Jan.
Box 16
Boardroom, 2000 Apr.
Box 16
Direct Marketing, 1986 Mar.
Box 16
Direct Marketing News (France), 1995 Oct. 19
Box 16
[Direct Marketing News, 1995 Dec.: Removed to Oversize Materials Box OV4]
Box 16
[Direct Marketing News, 1996 Jan.: Removed to Oversize Materials Box OV4]
Box 16
Direct Response, 1997 Nov.
Box 16
[DM News, 1996 Feb.: Removed to Oversize Materials Box OV4]
Box 16
Home Team Magazine (AT&T house publication), 1980
Box 16
Investors Business Daily, 1999 Jan.
Box 16
Marilyn Berger (television), 1980 Jan.
Box 16
Mark Strook, for an oral history of Young & Rubicam, 1994
Box 16
Marketing Direct (France), 1995 Nov.-Dec.
Box 17
[Marketing Magazine (Canada), 1995 Nov.: Removed to Oversize Materials Box OV4]
Box 17
Médias (France, text in French), 1983 Jan. 14-Feb. 3
Box 17
Stratégies, 1980 May
(2 folders; one folder removed to Oversize Materials Box OV4)
Box 17
Stratégies, 1992 Oct. 23
(2 folders; one folder removed to Oversize Materials Box OV4)
Box 17
Telemarketing Journal, 1994 apr.
Box 17
[Wunderama, 1997 May: Removed to Oversize Materials Box OV4]
Box 17
Press conference, 1996
Box 17
Adweek 20th anniversary issue, 1998 Nov.
Box 17
Ganz Direkt! 95/96 (Germany), 1995
Box 17
Madison Avenue, by Henry Lee (with folder of comments), 1964-1965
Box 17
Sales and Marketing Management 80th anniversary issue, 1998 Oct.
Box 17
Retirement announcement, 1998
Box 17
Miscellaneous, 1990-1998
(8 folders)
Box 17

[Not every item produced by Wunderman]

[American Express, 1989: Removed to Oversize Materials Box OV6]
Box 17
[American Recording Society, circa 1951: Removed to Oversize Materials Box OV6]
Box 17
AT&T, 1988-1989
Box 18
Bethany Press, circa 1980s
Box 18
Bristol-Myers Softique, 1964
Box 18
[Baron Philippe de Rothschild SA, 1976: Removed to Oversize Materials Box OV6]
Box 18
[Champion Papers, 1980: Removed to Oversize Materials Box OV6]
Box 18
Columbia House record club, 1963-1964, 1998
(2 folders; one folder removed to Oversize Materials Box OV6)
Box 18
Diners Club (Britain), 1969-1971
(2 folders)
Box 18
Direct Mail Advertising Association (produced by J. Walter Thompson Company), circa 1960s
Box 18
[Encyclopedia Americana, 1962: Removed to Oversize Materials Box OV5]
Box 18
[Famous Artists School, 1957: Removed to Oversize Materials Box OV6]
Box 18
[Famous Writers School, 1960-1961: Removed to Oversize Materials Box OV6]
(3 folders)
Box 18
Ford, 1964
Box 18
Gevalia Kaffe, 1988-1989
Box 18
Holt, Rinehart & Winston, 1967
Box 18
[Hydromix (Doggett-Pfeil Co.), Maxwell Sackheim agency, circa 1940s: Removed to Oversize Materials Box OV10]
Box 18
IBM, 1970s
Box 18
Jackson-Perkins, circa 1960s
Box 18
Lincoln-Mercury (including Merkur Scorpio), 1988-1989
(4 folders; 3 folders removed to Oversize Materials)
Box 18
[Literary Guild, 1967-1969: Removed to Oversize Materials Box OV7]
(3 folders)
Box 18
Mailbag, 1963
Box 18
McGovern-Shriver campaign, 1972
Box 18
National Observer Correspondence Schools (see also Famous Artists School and Famous Writers School in Oversize Materials), circa 1960
Box 18
How to Make Your Advertising Produce (Book of the Month Club), 1956
Box 18
Successful Mail Order Selling, circa 1955
Box 18
P.J. Carroll & Company (Carroll Journals), 1988
Box 18
Schick Safety Razor Company, circa 1950s
Box 18
Thomas Garraway Ltd., 1988
Box 18
[Time-Life Books, 1964-1965, 1989: Removed to Oversize Materials Box OV7]
Box 18
Vitasafe, 1958
Box 18
Various products coupon package, 1963
Box 18

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.

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

List of speeches, 1961-1997
Box 19
1961 Oct. 1, Speech to Hundred Million Club, New York
Box 19
1967 Mar. 3, Mail Order: The Coming Revolution in Marketing, Advertising Club of New York
Box 19
1967 June 8, Newspapers: A Dynamic Direct Response Medium, American Association of Newspaper Representatives
Box 19
1967 Nov. 29, Direct Marketing: The New Revolution in Selling, American Management Association at MIT, Cambridge Mass.
Box 19
1968 May 7, International Opportunities in Direct Marketing, Institut de Recherches et d'Etudes Publicitaires Group, Paris
Box 19
1968 Sept. 19, Address to Business Mail Day, Kansas City
Box 19
1969 Jan. 21, Advertising and the National Observer, National Observer Sales Meeting
Box 19
1969 Oct. 7, Address to National Association of Direct Mail Writers, New York
Box 19
1970 Feb. 7, From Ideas to Results, All-Florida Advertising Day, Clearwater
Box 19
1970 Apr. 1, Corporate Strategy for the 70s, American Book Publishers Council seminar, Tarrytown
Box 19
1971 Jan. 26, Direct Mail: A New Medium in a Changing Society, British DMA, London
Box 19
1971 Mar. 31, Direct Marketing: New Ways to Market in a Changing Society, Direct Marketing Day, New York
Box 19
1972 Mar. 14, Direct Marketing in the Seventies, New York University, New York
Box 19
1974 Apr. 24, Direct Marketing in a Changing Environment, Zurich
Box 19
1976 Jan. 21, Current Innovations and New Problems in Direct Marketing, Montreal
Box 19
1977 Jan. 10, Address to American Association of Nurserymen, Chicago
Box 19
1977 Mar. 2, Creativity in Advertising, Munich
Box 19
1980 Apr. 23, Frontiers of Direct Marketing, 12th International Direct Marketing Symposium, Montreux (speech and printed booklet)
Box 19
1982 Sept. 17, The Future Is Here and It Will Get Worse, Business Industrial Council, New York
Box 19
1983 Jan. 21, Data-Based Targeting Advertising--a New Age of Marketing Relevance, Adcraft Club, Detroit
Box 19
1984 May 2, Business-to-Business Direct Marketing, Worldwide Postmasters, Montreux
Box 19
1984 Oct. 24, Direct Marketing in the Year 2000, Presentation to FTC, Washington DC
Box 19
1984 Nov. 2, Frontiers of Direct Marketing II, Direct Marketing Seminar, Dublin
Box 19
1985 Oct. 25, Direct Marketing: A Many Splendored Thing, Direct Marketing Week, Milan
Box 19
1986 May 21, The Future of Direct Marketing, Touche Ross Electronic Shopping '86, Orlando
Box 19
1986 May 29, New Trends in Direct Marketing, British DMA, London
Box 19
1986 June 3, The Emerging Business of Direct Marketing, Direct Marketing Association Strategic Forum on Direct Marketing, Deauville
Box 19
1987 Jan. 26, The Worldwide Explosion of Direct Marketing, Japan Airlines Executive Group, Tokyo
Box 19
1987 Apr. 2, Direct Marketing and Its Future, Lester Wunderman Instituut, Amsterdam
Box 19
1988 May 18, Mail and the Media Revolution, National Postal Forum, Los Angeles
Box 19
1988 May 26, New Frontiers of Direct Marketing, AVPC Annual Symposium, San Sebastian
Box 19
1988 Sept. 27, The Expanding World of Direct Marketing, National Postal Forum, Washington DC
Box 19
1988 Nov. 28, New Frontiers of Direct Marketing, 20th Direct Marketing Congress, Wiesbaden
Box 19
1989, The New Age of Television Has Just Begun
Box 19
1989 Jan. 31, Image and Direct Marketing, La Semaine Europeenne du Direct Marketing, Paris
Box 19
1989 Jan. 31, The Changing World of Direct Marketing, La Semaine Europeenne du Direct Marketing, Paris
Box 19
1989 Jan. 31, The Frontiers of Direct Marketing III, La Semaine Europeenne du Direct Marketing, Paris
Box 19
1989 Mar. 3, The Price of Silence, Direct Marketing Day, New York
Box 19
1990 Sept. 21, Direct Marketing in Eastern Europe and the USSR, Direct Marketing in Eastern Europe and the USSR Conference, London
Box 19
1992 Nov. 16, Action Marketing: The Next Frontier, 15th Direct Marketing Week, London
Box 20
1993 Oct. 25, New Frontiers of Direct Marketing IV, Direct Marketing Association, Toronto (includes booklet form)
Box 20
1995 Apr. 19, Direct Marketing and Television: Past, Present and Future, Direct Response TV Expo Conference, Los Angeles
Box 20
1995 Sept. 13, Which Way to the Future?, DMIX, New York
Box 20
1995 Nov. 1, The World of Direct Mail: Past, Present and Future, Postal Conference, Toronto
Box 20
1996 May 13, Which Way to the Future II, Arrowwood
Box 20
1996 Oct. 29, Which Way to the Future?, Direct Marketing Association, New Orleans
Box 20
1997 May 13, Back to the Future, Baden-Baden
Box 20
1957-1961, Miscellaneous speeches and correspondence
Box 20
Circa 1961, Creativity
Box 20
1961, Speeches and correspondence
Box 20
1963, American Association of Advertising Agencies
(3 folders)
Box 20
1964, Terre Haute speech
Box 20
1964 Mar., Press Club--Ogilvy Book Day
Box 20
1964 Apr., American Heritage Executive Group
Box 20
1964 May, Direct Mail Advertising Association
(2 folders)
Box 20
1965 Apr., New School
Box 21
1966 Sept., Grolier Salesmen
Box 21
1966-1970, Speech idea file
Box 21
1967 Jan., Bureau of Advertising Group
Box 21
1967 Mar., Advertising Club of New York
(2 folders)
Box 21
1967 May, Direct Mail Day
Box 21
1967 June, American Association of Newspaper Representatives
(3 folders; one folder removed to Oversize Materials Box OV8)
Box 21
1967 Oct., American Association of Advertising Agencies Eastern Conference
Box 21
1967 Nov., American Marketing Association, MIT

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

(2 folders)
Box 21
1967-1968, Speech idea file
Box 21
1968 Feb., Boston University
Box 22
1968 Mar., Direct Mail Advertising Association
(2 folders)
Box 22
1968 May, Paris speech
(3 folders)
Box 22
1968 Sept., Kansas City Business Mail Day
Box 22
1969 Jan., National Observer
Box 22
1969 Oct., National Association of Direct Mail Writers
Box 22
1970 Feb., All-Florida Advertising Day, Clearwater
Box 22
1970 Apr., American Book Publishers, Tarrytown
Box 23
1970 July, Columbia Records, Word of Mouth
Box 23
1971, Comments on speeches by others
Box 23
1971 Jan., British Direct Mail Advertising Association
(3 folders)
Box 23
1971 Feb.-Apr., Direct Marketing Day, New York
(6 folders; one folder removed to Oversize Materials Box OV8)
Box 23
1972 Mar., New York University
(2 folders)
Box 24
1973 Nov., Time-Life Books Sales Meeting
Box 24
1974 Apr., International Direct Marketing Symposium
(4 folders)
Box 24
1974 May, Young & Rubicam stockholder meeting
Box 24
1975 Sept., Direct Marketing Idea Exchange (DMIX)
Box 24
1976 Jan., Direct Marketing Day, Montreal
Box 24
1976 June, Notes for Munich speech
Box 25
1976 Dec., New York University
Box 25
1977 Jan., Mail Order Association of Nurserymen
Box 25
1977 Feb., Young & Rubicam Affiliates
(2 folders)
Box 25
1977 Mar., 4th Direct Mail/Marketing Association Conference
(2 folders)
Box 25
1977 Apr., Managers Meeting
(4 folders; one folder removed to Oversize Materials Box OV8)
Box 25
1978 Apr., American Association of Advertising Agencies
(2 folders; one folder removed to Oversize Materials Box OV8)
Box 25
1978 Apr., General Foods seminar
Box 26
1978 Apr., Young & Rubicam Executive Committee
Box 26
1978 Nov., Young & Rubicam Arizona meeting
(3 folders; one folder removed to Oversize Materials Box OV8)
Box 26
1978 Dec., Ad Expo
(2 folders; one folder removed to Oversize Materials Box OV8)
Box 26
1979 July, Dartmouth/Geico seminar
Box 26
1979 Aug., Young & Rubicam Executive Committee
(4 folders; one folder removed to Oversize Materials Box OV8)
Box 26
[1979 Sept., Direct Marketing/Mail Order Association: Removed to Oversize Materials Box OV8]
(2 folders)
Box 26
1979 Oct., Direct Mail/Marketing Association, New Orleans (Ted Gordon speech)
(1-4 of 10 folders)
Box 26
1979 Oct., Direct Mail/Marketing Association, New Orleans (Ted Gordon speech) (continued)
(5-10 of 10 folders)
Box 27
1980 Jan., Idea file--Alvin Toffler The Third Wave in Playboy
Box 27
1980 Apr., Idea file--Walter McQuade article in Fortune
Box 27
1980 Apr., Montreux Symposium
(2 folders)
Box 27
1980 May, Direct Marketing Idea Exchange
Box 28
1981, Frontiers of Direct Marketing (speech and booklet)
(7 folders; one folder removed to Oversize Materials Box OV8)
Box 28
1981 Jan., Financial Communications Society
Box 28
1981 Feb., Advertising Research Foundation
(2 folders)
Box 28
1981 Mar., Professors' Day
Box 28
1981 May, International Advertising Association
Box 28
1981 Sept., New York Times presentation
Box 28
1981 Sept., Young & Rubicam Resource Center Cassette of the Month
(2 folders)
Box 28
1981 Oct., Direct Marketing/Mail Order Association (speech written by Lester Wunderman for Edward Ney, Young & Rubicam)
(1 of 2 folders)
Box 28
1981 Oct., Direct Marketing/Mail Order Association (speech written by Lester Wunderman for Edward Ney, Young & Rubicam) (continued)
(2 of 2 folders)
Box 29
1982, Business-to-Business Direct Marketing (speech and booklet)
Box 29
1982 Apr., Direct Marketing Day
(2 folders)
Box 29
1982 Sept., Business Industrial Council
(4 folders)
Box 29
1982 Nov., Amsterdam speech
Box 29
1982 Nov., Hundred Million Club
(2 folders)
Box 29
1983 Jan., Adcraft Club
Box 30
1983 Jan., Funny speech (not given)
(2 folders)
Box 30
1983 Mar., Direct Marketing Association
Box 30
1983 Apr., American Marketing Association Chicago meeting
(2 folders)
Box 30
1983 Apr., Direct Marketing Day in New York
(7 folders))
Box 30
1983 Apr., Young & Rubicam Resource Center Cassette
(2 folders)
Box 31
1983 May, Canadian Direct Marketing Association Toronto meeting
Box 31
[1983 July, Direct Marketing Day in New York: Removed to Oversize Materials Box OV8]
Box 31
[1983 Sept., Direct Marketing Association--Miami: Removed to Oversize Materials Box OV8]
Box 31
1983 Nov., Direct Marketing Association Miami meeting, Frontiers of Direct Marketing II
(6 folders)
Box 31
1983 Nov., McGraw-Hill Telemarketing Conference
Box 31
1984 Jan., Semaine Française du Marketing Direct
Box 31
1984 Apr., Direct Marketing Association
Box 31
1984 Apr., Lincoln-Mercury Dealers Association
Box 31
1984 May, Montreux Symposium, Frontiers of Direct Marketing II
(9 folders)
Box 32
1984 Oct., Federal Trade Commission
Box 33
1984 Oct., RVI Seminar
Box 33
1984 Nov., Dublin speech
Box 33
1984 Nov., Time Inc. Direct Marketing Day
Box 33
1985 Feb., AJJC/Dentsu (Japan)
Box 33
1985 June, Australia speech
(3 folders; one folder removed to Oversize Materials Box OV8)
Box 33
1985 Sept., New Trends in Direct Marketing
Box 33
1985 Oct., Direct Marketing--A Many-Splendored Thing
Box 33
1986 Feb., French-American Foundation
Box 33
1986 Apr., The Future of Direct Marketing
Box 33
1986 May, British Direct Marketing Association
Box 33
1986 May, Canadian Direct Marketing Association
Box 34
1986 May, Electronic Shopping
(2 folders)
Box 34
1986 June, Deauville speech
(3 folders)
Box 34
1986 Aug., American Marketing Association--Chicago
Box 34
1986 Sept., Business-to-Business Direct Marketing
Box 34
1986 Oct., Finnish Marketing Association
Box 34
1986 Oct.-Nov., New Trends in Direct Marketing
Box 34
1987 Jan., ACCJ-Japan (Tokyo), The Worldwide Explosion of Direct Marketing
Box 34
1987 Jan., IBM--Tokyo
Box 34
1987 Jan., JAL (Japan Airlines)--Tokyo
Box 34
1987 Jan., Miscellaneous Japan speeches
Box 34
1987 Jan., NEC-Tokyo
Box 34
1987 Apr., Lester Wunderman Instituut (Amsterdam)
Box 34
1987 June, Direct Marketing Association, Cannes
Box 34
1987 Oct., Direct Marketing Association, New Orleans
(2 folders)
Box 34
1987 Oct., Lille Conference/Regional Development
(3 folders)
Box 35
1988 Jan., L.A. Direct (Los Angeles)
(2 folders; one folder removed to Oversize Materials Box OV8)
Box 35
1988 Feb., Danish Marketing Association
Box 35
1988 Feb., Swedish Direct Marketing Association
Box 35
1988 Apr., PTT--Montreux
Box 35
1988 May, Postal Forum, Montreux
(1-2 of 5 folders)
Box 35
1988 May, Postal Forum, Montreux (continued)
(3-5 of 5 folders)
Box 36
1992 July, British Airways talk
Box 36
1992 Nov., Action Marketing, Milan
(3 folders)
Box 36
1993 Feb., Rewrite of Milan speech
Box 36
1993 Apr., Apple talk, San Francisco
(2 folders; one folder removed to Oversize Materials Box OV8)
Box 36
1993 Oct., Direct Marketing Association, Toronto
(1-2 of 10 folders; one folder removed to Oversize Materials Box OV8)
Box 36
1993 Oct., Direct Marketing Association, Toronto (continued)
(3-9 of 10 folders; one folder removed to Oversize Materials Box OV8)
Box 37
1993 Oct., National Infomercial Marketing Association (NIMA)
(2 folders)
Box 37
1993 Nov., DIMA, Wiesbaden
Box 37
1993 Dec., Anderson Consulting
Box 37
1994 Jan., CADM Day, Chicago (Chicago Association of Direct Marketing)
Box 37
1994 Mar., Promotion Marketing Association of America, Chicago
Box 37
1994 Apr., Direct Response Television Expo, Los Angeles
Box 38
1994 June, DRTV-94, London
(2 folders; one folder removed to Oversize Materials Box OV8)
Box 38
1994 Aug., WCJ (Wunderman Cato Johnson) vision script
Box 38
1994 Oct., Paris presentation
Box 38
1995, Apple talk
Box 38
[1995, Canada Postal conference: Removed to Oversize Materials Box OV8]
Box 38
1995 Mar., Insurance teleconference
Box 38
1995 Mar., New York University
Box 38
1995 May, Arrowwood, Which Way to the Future?
Box 38
1995 May, Barcelona speech
Box 38
1995 Sept., Brazil and Argentina talks
Box 38
1995 Sept., DMIX (Direct Marketing Idea Exchange), Yale Club
Box 38
1995 Sept., Germany speech, Which Way to the Future?
Box 38
1995 Nov., Canadian Postal Conference, Toronto
(3 folders)
Box 38
1996 Jan., Brazil, The Power and Future of Direct Marketing
Box 39
1996 Jan., Lisbon/Copenhagen, Which Way to the Future?
Box 39
1996 Feb., Mexico, Which Way to the Future? (revised)
Box 39
1996 Apr., IBM meeting, Sirmione, Which Way to the Future II?
Box 39
1996 Apr., USPS Seminar, Which Way to the Future II?
Box 39
1996 Sept., Women in Direct Marketing International (WDMI)
Box 39
1996 Oct., Direct Marketing Association, New Orleans
(2 folders; one folder removed to Oversize Materials Box OV8)
Box 39
1997 Apr., Hong Kong, Which Way to the Future?
Box 39
1997 May, Baden-Baden, Back to the Future
Box 39
1997 May, DMDNY (Direct Marketing Day New York) Lifetime Achievement Award acceptance
Box 39
1997 May, Newell conference, Which Way to the Future?
Box 39
1997 Sept., Boston/New York, Being Virtual in the Post-Present
Box 39
1997 Oct., Toronto, Being Virtual in the Post-Present
Box 39
1997 Nov., Brussels, Are We There Yet?
Box 39
1997 Nov., London, Which Way to the Future?
Box 39
1998 Jan., Retirement announcement, Exploring the Future
Box 39
1998 Apr., Seattle, Becoming Virtual in the Post-Present
Box 39
1998 May, Queen Elizabeth II, Data Alchemy
Box 39
1998 May, Vancouver, Welcome to the Postpresent
Box 39
1998 June, NYU Breakfast, Welcome to the Postpresent
Box 39
1998 Sept., Houston, Welcome to the Postpresent
Box 39
1998 Oct., Washington, Welcome to the Postpresent
Box 39
1999 Feb., Chicago, Advertising and Marketing in the Postpresent
Box 39
1999 Apr., Minneapolis, Advertising and Marketing in the Postpresent
Box 39
1999 Aug., Beijing conference
Box 40
1999 Nov., Anatomy of a Lead
Box 40
1999 Nov., Oracle Postal Service conference, Madrid
(2 folders)
Box 40
1999 Nov., Publishing in the Postpresent
Box 40
2000, Breakfast with the Marketing Lab
Box 40
2000 Feb., New York Direct Marketing Club
Box 40
2000 Feb. 17, We Shall Never Cease from Exploration
Box 40
2000 June, The Most Elusive Word in Marketing
Box 40
2007, Consumer's Communication Bill of Rights
Box 40

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

1997, Speech idea file
Box 41
1997 Apr., U.S. Chamber of Commerce seminar
(2 folders)
Box 41
1997 Sept., Being Virtual in the Postpresent
Box 41
1997 Nov., Which Way to the Future?
Box 41
1998 Apr., Prudential Real Estate Business Conference
Box 41
1998 Apr., Web Marketing, Seattle
Box 41
1998 May, CAP Ventures, New York
Box 41
1998 May, Queen Elizabeth II, Marketing Forum
(4 folders)
Box 41
1998 May, Vision Conference, Vancouver
Box 41
1998 Sept., Direct Marketing Association, Houston
Box 41
1998 Oct., Direct Marketing Association of Washington
Box 41
1998 Oct., University Settlement Society, award acceptance
Box 42
1999 Feb., Chicago Direct Marketing Day
Box 42
1999 Apr., Alex Kroll/Bill Bradley
Box 42
1999 Apr., American Association of Advertising Agencies
Box 42
1999 Apr., IBM Seminar
Box 42
1999 Apr., Midwest Direct Marketing Association
Box 42
1999 Aug., Beijing conference
(2 folders)
Box 42
1999 Nov, Publishing in the Postpresent
Box 42

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.

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

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

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

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

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

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

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

Includes large-format items removed from previous series.

Article in Life, 1966 June 3
Box OV1
Scrapbook, 1973-1975
Box OV1
Lonsdale Wunderman (London), 1969 Mar. 6
Box OV1
Primitive Wing, 1982
Box OV1
Flair, 1950 Apr., Aug.
Box OV1
Scrapbooks of newspaper reprints, Ev'ry Month, 1897 Apr. 1, and 1961 reprint of 1861 Harper's Weekly
(2 scrapbooks)
Box OV2
Advertising Age, 1993 Oct.
Box OV3
Anuncios (Spain), 1995 June
Box OV3
Børsen (Denmark), 1996 Jan.
Box OV3
Campaña (Spain), 1995 June
Box OV3
Chicago Tribune/New York times, 1978
Box OV3
Dentsu Journal/Telemarketing Journal (Japan), 1994 Apr.
Box OV3
Direct (book excerpt), 1996 Nov.
Box OV3
Direct, 1998 Mar.
Box OV3
Direct, 1999 Feb.
Box OV3
Direktmarketing (Germany), 1990
Box OV4
DM News, 1994 May 9
Box OV4
Economie (Belgium), 1996 May
Box OV4
Financial Times, 1990 Apr.
Box OV4
IP Mark (Spain), 1995 June
Box OV4
La Vanguardia (Spain), 1995 Aug.
Box OV4
Life cover article Mail Order Man of the Year, 1967 Mar. 3
Box OV4
Marketing Magazine (Canada), 1994 Nov.
Box OV4
Marketing Magazine (Canada), 1997 Nov.
Box OV4
Direct Marketing News, 1995 Dec.
Box OV4
Direct Marketing News, 1996 Jan.
Box OV4
DM News, 1996 Feb.
Box OV4
Marketing Magazine (Canada), 1995 Nov.
Box OV4
Stratégies (France), 1980 May
Box OV4
Stratégies (France), 1992 Oct.
Box OV4
Wunderama, 1997 May
Box OV4
Encyclopedia Americana, 1962
Box OV5
American Express, 1989
Box OV6
American Recording Society, circa 1951
Box OV6
Baron Philippe de Rothschild SA, 1976
Box OV6
Champion Papers, 1980
Box OV6
Columbia House record club, 1965-1966
Box OV6
Famous Artists School, 1957
Box OV6
Famous Writers School, 1960-1961
(3 folders)
Box OV6
Lincoln-Mercury, 1988-1989
(3 folders)
Box OV7
Literary Guild, 1967-1969
(3 folders)
Box OV7
Time-Life Books, 1964-1965, 1989
Box OV7
1967 June, American Association of Newspaper Representatives
Box OV8
1971 Feb., Direct Marketing Day
Box OV8
1977 Apr., Managers Meeting
Box OV8
1978 Apr., American Association of Advertising Agencies
Box OV8
1978 Nov., Young & Rubicam Arizona meeting
Box OV8
1978 Dec., Ad Expo
Box OV8
1979 Aug., Young & Rubicam Executive Committee
Box OV8
1979 Sept., Direct Marketing/Mail Order Association
(2 folders)
Box OV8
1981, Frontiers of Direct Marketing
Box OV8
1983 July, Direct Marketing Day in New York
Box OV8
1983 Sept., Direct Marketing Association--Miami
Box OV8
1985 June, Australia speech
Box OV8
1988 Jan., L.A. Direct
Box OV8
1993 Apr., Apple--Frontiers of Direct Marketing
Box OV8
1993 Oct., Direct Marketing Association--Toronto
Box OV8
1994 June, DRTV-94, London
Box OV8
1995, Canada Postal conference
Box OV8
1996 Oct., Direct Marketing Association--New Orleans
Box OV8
Book Promotion Can Sell More Books Caspar Pinsker Advertising, circa 1940s
Box OV9
Interactive Communications: The Dream and the Reality, Journal of Direct Marketing, 1994
Box OV9
Mail Order--The Coming Revolution in Marketing, Advertising Age, 1967 July 24
Box OV9
The In-home Shopping Kid: Tomorrow's Champ?, Frozen Food Age, 1994 June
Box OV9
Administrative--Book contract, 1983-1994
Box OV9
Research--Magazines--Time: Newspaper/Television/Magazine Campaign Analysis of Results, 1976 Spring
Box OV9
Research--Magazines--Time: Television Cost Factors Per Thousand Newspaper Circulation in the Top 120 ADI's, 1975 July 3
Box OV9
Christmas card design layout, undated
Box OV10
Photograph, European site, undated
Box OV10
Photograph, Sugapmach, 1978 June
Box OV10
Photograph, wedding, undated circa 1970s
Box OV10
Print, Nymphenburg, undated
Box OV10
Dogon World children's catalog, undated
Box OV10
Photograph, Dogon sculpture, undated
Box OV10
Photograph, Lester Wunderman in Africa, circa 1970s
Box OV10
Print, African art, undated
Box OV10
Print returned from Viking, used in Laude, Art of the Dogon, undated
Box OV10
Hydromix (Doggett-Pfeil Co.), Maxwell Sackheim agency, circa 1940s
Box OV10

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.

1. Arrival in Dakar 12/27/75. 2. Press Conference 12/29/75
Box AV1
3. Suzanne Senghor 12/30/75. 2. Nianing 1/1/76 Suzanne and Singe
Box AV1
7. Arrival at Sanga. 8. Arrival at Sanga?
Box AV1
9. Wedding Sanga. 10. Visit Hogan
Box AV1
11. Singing at Ogobara's. 12. Singing at Ogobara's
Box AV1
15. Dance-Sanga. 16. Blank tape
Box AV1
ATT-DMMA presentation White Plains 3/27/80, Tape 1
Box AV1
ATT-DMMA presentation White Plains 3/27/80, Tape 2
Box AV1
HBO 7/18
Box AV1
HBO 7/27
Box AV1
Merrill Lynch
Box AV1
Merrill Lynch Original
Box AV1
Minstrel/NARA System presentation
Box AV1
Rehearsal of General Cigar presentation by L. Wunderman
Box AV1
Spiegel #1 meeting, Chicago 2/9/78
Box AV1
Spiegel #2 meeting, Chicago 2/9/78
Box AV1
Tape of meeting at Merrill Lynch 11/28 transcribed
Box AV1
Time-Life research used in Tarrytown speech?
Box AV1
U.S. Commission
Box AV1
Confronting Today's Challenges in the Direct Marketing Ring
Box AV1
Direct Marketing Concepts
Box AV1
Direct Marketing for National Advertiser
Box AV1
Direct Marketing Idea Exchange
Box AV1
Direct Marketing/Mail Order Association, 1979 Oct.
Box AV1
Frontiers of Direct Marketing
Box AV1
Future of Direct Marketing
Box AV1
Keynote Address Chicago, March 83
Box AV1
Look at Direct Marketing in 1990s
Box AV1
Mail Order Becoming Predictive vs. Reactive Science
Box AV1
Planning Future Strategies, Business to Business, 1982
Box AV1
Save the Children talk
Box AV1
Service Postaux Europeens Part 1
Box AV1
Service Postaux Europeens Part 2
Box AV1
The Art of the Dogon
Box AV1
Tips to Avoid Advertising Pitfalls 9/17/83
Box AV1
Using the New Marketing Weapons
Box AV1
What Makes Consumers Buy by Mail?
Box AV1
Announcement of Direct Marketing Man of the Year Award Luncheon Address: Dr. Isaac Asimov
Box AV1
Acquisition of Schwab/Beatty by Marsteller Boon to Marketing Efficiency
Box AV1
Direct Marketing at Ogilvy & Mather is Part of Every Major Marketing Plan
Box AV1
Direct Marketing Club of Southern California-- Joseph Sugarman
Box AV1
Direct Marketing to Play Greater Role in Y&R Client Plan--Edward N. Ney
Box AV1
Keynote--Donald V. Seibert
Box AV1
Olympic Coin Story 1976--Austin Page
Box AV1
Targeting For Advantage--Robert Crandall
Box AV1
The Sixties in Sound and Fury (5 tapes)
Box AV1
Brad Bentz: Telephone Sale (Time-Life Gardening Books 1978)
Box AV1
Communications Audit (Reginald Watts and Derek Bloom of Marsteller)
Box AV1
Discussion of Bond Coupon, 1979
Box AV1
Ford telephone tape, 12/79
Box AV1
Franklin Mint (60 Minutes television program)
Box AV1
George Wiedeman interviews: John Canova, Lester Wunderman (2 copies)
Box AV1
Grey Direct--Career Development, 1981 Feb.2
Box AV1
La Redoute, 1980
Box AV1
Mike Williams making telephone calls for Lincoln-Mercury in Chicago about the New Savings, 1980 Jan. 31
Box AV1
New York Direct Marketing Day Luncheon Awards
Box AV1
Norins tape, 1977 Nov. 7
Box AV1
Presentation--Soviet Olympics
Box AV1
Third International DMMA Conference, Paris, France, 1976
Box AV1
Western Union birthday greeting
Box AV1
Untitled tapes (2 copies)
Box AV1
Duplicate tapes
Box AV1
French speech
Box AV2
From Ideas to Results, 1968
Box AV2
Applause
Box AV2
Carpool/Holmes/Antique
Box AV2
David Niven
Box AV2
Gregory Peck
Box AV2
Louise Fletcher
Box AV2
Mary Tyler Moore
Box AV2
Marshall McCluhan speech
Box AV2
Herb and Elena, Le Dome, 1965
Box AV2
Principle of Year
Box AV2
Review of Black Comedy, with Malcolm Cowley and Lester Wunderman
Box AV2
Africa Speaks to Me, 16mm film reel and booklet, 1971
Box AV3
History of the 20th Century, 5 unmounted reels, 35mm B/W
Box AV4
Across the Frontiers. Undated. Format: Umatic. TRT: 60:00
Box AV5
Across the Frontiers (copy). Undated. Format: Umatic. TRT: 60:00
Box AV5
Art of the Dogon. 1988. Format: VHS. TRT: 30:00
Box AV5
AT&T Opportunity Calling. 1986. Format: Umatic. TRT: 9:00
Box AV5
CBS, Opening of Metropolitan Museum Primitive Wing, tape 1. 1982. Format: Umatic. TRT: 20:00
Box AV5
CBS, Opening of Metropolitan Museum Primitive Wing, tape 2. 1982. Format: Umatic. TRT: 20:00
Box AV5
Channel 2 interview with Lester Wunderman. 1975. Format: Umatic. TRT: 60:00
Box AV5
Channel 13 interview with Lester Wunderman. Undated. Format: Umatic. TRT: 30:00
Box AV5
In Search of Dark Star, show #4. 1980. Format: Umatic. TRT: 30:00
Box AV5
Phoenix House Interview, Judy Kuriansky, Channel 2 News at 5. 1984. Format: Umatic. TRT: 6:20
Box AV5
Profiles: Lester Wunderman, Part I unedited. 1983. Format: Umatic. TRT: 60:00
Box AV5
Profiles: Lester Wunderman, Part II unedited. 1983. Format: Umatic. TRT: 60:00
Box AV5
Salvadore Dali film to tape transfer. 1977. Format: Umatic. TRT: 45:00
Box AV6
Time Magazine Selected Direct Response TV Commercials. 1978-1979. Format: VHS. TRT: 26:00
Box AV6
Tressider/Wunderman Monte Carlo videotape. 1981. Format: Umatic. TRT: 20:00
Box AV6
Views and Reviews, Lester Wunderman WNET/13 interview. 1980. Format: Umatic. TRT: 10:00
Box AV6

Historical Note

Chronology List

DateEvent(s)
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
1967Mail 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
1992Wunderman Worldwide merger with Cato Johnson to form Wunderman Cato Johnson
1994Edward N. Mayer, Jr. Award for Educational Leadership, Direct Marketing Educational Foundation
1996Wunderman 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.

Subject Headings

Related Material

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.