Menu

Guide to the Bob Berenson Papers, 1950-2004 and undated

Summary

Advertising executive with Grey Advertising, Inc.

Collection Details

Collection Number
RL.11101
Title
Bob Berenson Papers, 1950-2004 and undated
Date
1950-2004 and undated
Creator
Berenson, Bob (Robert Leonard)
Extent
14.0 Linear Feet
Repository
David M. Rubenstein Rare Book & Manuscript Library
Language
Materials in English

Collection Overview

Collection spans 1950-2004 and includes speeches, newsletters and other publications; research and strategy reports, audiovisual materials and other materials documenting administration and management of the Grey agency. The collection also touches on activities of other WPP subsidiary agencies. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.

More Biographical / Historical Info

Arrangement

Arranged into three series: Manila File; Office Files; and Audiovisual Materials.

Using These Materials

A majority of collections are stored off site and must be requested at least 2 full business days in advance for retrieval. Contact Rubenstein Library staff before visiting. Read More »

warning Access to the Collection

Collection is open for research.

However, original audiovisual materials are closed to research until use copies can be produced.

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 & Permissions

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.

More copyright and citation information

How to Cite

[Identification of item], Bob Berenson Papers, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

Contents of the Collection

1. Trends, 1969-1975
Box 1
2. Robert Townsend, Up the Organization (Harper's), 1970 Mar.
Box 1
3. John Monsarrat, The Case for a Full Service Agency, 1971
Box 1
4. Alvin Achenbaum, Advertising Doesn't Manipulate Consumers, 1972
Box 1
5. Management of New Product Development, 1971
Box 1
6. How Do You Tackle the Leader--AAAA speech, 1974
Box 1
7. David Ogilvy, Three Cheers for Madison Avenue, 1974
Box 1
8. John Marder, Understanding Marketing--speech, 1974
Box 1
9. Bill Foster, Three Kinds of Business, undated
Box 1
10. Don Emmit, Soliloquoy, 1971
Box 1
11. George Ferrand, How to Run an Agency for Fun and Profit, undated
Box 1
12. Reasons Why a House Agency Is Especially Not Suitable for the Canada Dry Corporation, undated
Box 1
13. Richard Lessler, Society's Woes and Corporate Advertising: The Cure That Can Kill--speech, 1971
Box 1
14. Alvin Achenbaum, Is the Government Our Only Problem?--speech, 1971
Box 1
15. Fact vs. Folklore in Agency Business--Analyst speech, 1969
Box 1
16. Grey Matter, 1970
Box 1
17. Ben Wattenburg, Demography of the 1970s: The Birth Dearth and What It Means, 1971
Box 1
18. How to Catch Up to Leading Brands in Packaged Goods Markets (Nowland Keys #119), undated
Box 1
19. David Ogilvy, Principles of Management, 1968
Box 1
20. TV Effectiveness Revolution--speech; Edward Meyer, Is the Golden Goose Beginning to Lay Leaden Eggs?, undated
Box 1
21. New Car Purchase Behavior Model, 1972
Box 1
22. Thomas Benham, Trends in Public Attitudes Towards Business and Free Enterprise, undated
Box 1
23. Test Market Analysis, 1975
Box 1
24. ARF 1974 speeches, 1974
Box 1
25. Rena Bartos, Consumer's View of Advertising, 1975
Box 1
26. Jock Elliott, What (Gloomy) Gus Says and What I Say Back, 1975
Box 1
27. Edward Meyer, Keynot address to Grey annual meeting, 1975
Box 1
28. W.R. Hesse (President, AAAA), Advertising is for Selling, 1978
Box 1
29. Ibrahimn Hefzallah and W. Paul Maloney, Are There Only Six Kinds of TV Commercials, 1979
Box 1
30. Theodore Gordon (Futures), American Society: Emergence of the New Power Blocs, 1980
Box 1
31. Whit Hobbs, The Perfect Client, 1980
Box 1
32. William Bernbach, Facts Are Not Enough, 1980
Box 1
33. Stephen K. Zimmerman, Increasing Advertising Productivity, 1980
Box 1
34. Whit Hobbs, How to Make a Speech, 1980
Box 1
35. Training Tips to Develop Analytical Ability, 1980
Box 1
36. Nancy Giges, Magazine Comparative Ads: Better Than...?, Ad Age, 1980 Sept. 22
Box 1
37. New TV Technologies: What Do They Mean to National Advertising?, Grey Media Department, 1980 Aug.
Box 1
38. Nancy Posternak (Research), Principles for Higher Recall, 1980 Oct. 10
Box 1
39. S. Young, Brand Character and Trends in Buying--Retail speech, undated
Box 1
40. Lou Harris, Advertiser's View of Client-Agency Relationship, 1980
Box 1
41. A Conversation with David Ogilvy--Ad Age, 1981 Sept. 14
Box 1
42. PACT: Positioning-Advertising-Copy-Testing, A Consensus Credo, undated
Box 1
43. Jerrold Simon, How to Write a Resume, undated
Box 1
44. [empty folder]
Box 1
45. Carl Hixon, Leo Burnett, 1982
Box 1
46. Edward Meyer, speech on positioning concept, undated
Box 2
47. James Heekin, Continuing Questions: Why Advertising Agencies Lose Accounts, and How to Avoid It?, Ad Age, 1978 July 24
Box 2
48. Edward Mayer, Advertising Agencies as They Relate to the Economy, 1973
Box 2
49. Rudyard Berenson, Gunga Maloof, undated
Box 2
50. John McLoughlin, 38 Ways to Succeed with Your Client, 1977
Box 2
51. Ten Ways to Restore Vitality to Old, Worn-out Products--Wall Street Journal, 1982 Feb. 18
Box 2
52. Calculating Commercial Exposure for Pool Policy, undated
Box 2
53. Judy Bernstein, 10 Ways to Plan a Successful Press Party
Box 2
54. Benton Bowles, Notes on the Application of New Technology to Media
Box 2
55. Richard Scheidker, What Every Account Representative Should Know about the Law and Advertising, 1982
Box 2
56. Food Guidelines Case History, undated
Box 2
57. Saatchi Saatchi, Principles, undated
Box 2
58. David Ogilvy and Joel Raphaelson, Research on Advertising Techniques that Don't Work, 1982
Box 2
59. Herbert Stein, Knowing the Unknowable, 1982
Box 2
60. Advertising Research Classics (9 articles)--Journal of Advertising Research, 1982 Sept.
Box 2
61. Young Rubicam, Acquisition Venture Criteria, undated
Box 2
62. Ogilvy Mather, How To's of Corporate Advertising, 1982
Box 2
63. ACLI (American Council of Life Insurance) Annual Meeting, 1982
Box 2
64. David Ogilvy, Choose Advertising--You'll Never Be Bored, undated
Box 2
65. Dorothy Sarnoff, Make the Most of Your Best (excerpt), undated
Box 2
66. Coopers Lybrand, Checking into an Acquisition Candidate, 1982
Box 2
67. Allan Stewart, How to Tell a Market-Oriented Company When You See One, 1983
Box 2
68. [empty folder]
Box 2
69. BBDO, The Use and Abuse of Qualitative Research, 1983
Box 2
70. Allan Stewart, Marketing and GTE, 1983
Box 2
71. Cable TV, 1983
Box 2
72. Barbara Feigin, Responsible Advertising: Talking To and With Consumers, 1983
Box 2
73. Steven Felsher, notes from Ogilvy Mather annual meeting, 1983
Box 2
74. Training at Ogilvy Mather, 1982
Box 2
75. Edward Meyer, Saatchi Saatchi Compton annual report, 1983
Box 2
76. Dick Karp, No Guts No Glory, undated
Box 2
77. The Professions, from Career Insights, undated
Box 2
78. Alvin Achenbaum, How to Choose an Advertising Agency, 1983
Box 2
79. Barbara Lippert, Where We've Been and Where We're Going, 1983
Box 2
80. Edward Meyer, Guaranteeing Your Corporate Advertising Investment, 1983
Box 2
81. How Avertising Works (Journal of Advertising Research), 1983 Sept.
Box 2
82. George Weidemann, Direct Marketing Megatrends, 1983
Box 2
83. The Function of Advertising, 1983
Box 2
84. Carolyn Carter, The Future of Advertising--Advertising Megatrends, 1983
Box 2
85. Norman Berry, How to Win by Nurturing, Loving and Supporting Ideas, 1983
Box 3
86. Paul Shay, Six Mental Maps for Planning the Future, undated
Box 3
87. Stephen Oresman, Management and Technology Change, 1982
Box 3
88. International Paper, Executive Survival Kit, undated
Box 3
89. Booz-Allen Hamilton, New Products Management for the 1980s, 1982
Box 3
90. Malcolm McDougall, Just Deserts: Why Clients Get the Advertising They Deserve, 1984
Box 3
91. John Naisbitt, The Year Ahead, 1984
Box 3
92. McKinsey, Channel Strategies: Maintaining Brand Strategies, 1984
Box 3
93. James MacLachlan, Making a Message Memorable and Persuasive, 1983
Box 3
94. [empty folder]
Box 3
95. [empty folder]
Box 3
96. Robert Chestnut, Human Problems in Coping with Technology, 1984
Box 3
97. Futures Group Reports, 1984
Box 3
98. Jan van Aal, Corporate Culture, 1984
Box 3
99. Creating and Maintaining a Superior, Loyal Staff, undated
Box 3
100. Notes on the Application of New Technology to Media, undated
Box 3
101. Research in Service of Brand Character Building Advertising, 1984
Box 3
102. Carol Herman speech to Harvard Business School, 1984
Box 3
103. Network 30-second price list
Box 3
104. Jayne Zenaty, New Communications Technology in the year 2000, 1984
Box 3
105. AAAA speeches on advertising in the year 2000, 1984
Box 3
106. Speech on global marketing given at Florida Atlantic
Box 3
107. Leo Shapiro and Dwight Bohmbach, Heavy Gazers Pace Consumers, 1984
Box 3
108. Fifteen-second commercials, 1984
Box 3
109. Bill Giles, Renault case history, undated
Box 3
110. Barbara Feigin, Perceptions of Grey in the International Arena, 1984
Box 3
111. Communications industry report, undated
Box 3
112. Salomon Brothers, Advertising and the Economy, 1985
Box 3
113. Mike Isaacson, The Why and the How of Making the Whole of Your Agency More Creative, 1985
Box 3
114. Barry Day, The Seven DeADly Sins, undated
Box 3
115. Paul Harper, Quality People Hold Key to Success, 1985
Box 3
116. George Weidemann, 1984 and Direct Marketing, 1985
Box 3
117. Barbara Feigin, Market Target Selection, 1985
Box 3
118. Alvin Achenbaum, Ten Impediments to Marketing Productivity, 1985
Box 3
119. InterPublic, New Recommendation, 1985
Box 3
120. Peter Warren, Taking the Conflict out of Conflicts, 1984
Box 3
121. Edward Meyer, Power Retailing: What Can It Teach Us?, 1985
Box 3
122. Tom Peters and Nancy Austin, A Passion for Excellence, 1985
Box 3
123. Ogilvy Mather Listening Post, 1985 April
Box 3
124. Robert Strozier, Attack at Dawn, 1985
Box 3
125. The Economy: What Makes It Tick, undated
Box 4
126. The Experts Guide to the Baby Boomers, undated
Box 4
127. [empty folder]
Box 4
128. John Shannon, Re-Defining the Full Service Concept, 1985
Box 4
129. New Developments in Test Marketing, 1985
Box 4
130. John Marder, NK Seminar, 1985
Box 4
131. Some facts about account management, 1985
Box 4
132. VCRs Coming of Age: The Implications for Advertisers, 1985
Box 4
133. Ed Buxton, Coke You Weren't First, 1985
Box 4
134. American Affluence: Who's Really Behind the Move to High Ticket Purchases, undated
Box 4
135. Creativity in Business syllabus, 1984
Box 4
136. Classy Client Comments to Those Classic Creations, 1985
Box 4
137. Edward Meyer, Creativity in Business, undated
Box 4
138. Top Brands Don't Change, 1985
Box 4
139. Robert Strozier, Attack at Dawn, 1985
Box 4
140. The Function of the Agency Account Team to Champion the Business, 1986
Box 4
141. Barbara Feigin, Beyond Positioning: What Role for Reasearch?, 1986
Box 4
142. Interview with Ralph Salvino, undated
Box 4
143. The Male Food Shopper: How Men Are Changing Food Shopping in America, undated
Box 4
144. Carol Herman, speech to Harvard Business School, 1986
Box 4
145. Yankelovich Monitor, 1985
Box 4
146. AAAA, Longevity of Accounts in the Advertising Agency Business, 1985
Box 4
147. B. McDonald, The Pacific '86, 1986
Box 4
148. Decker, 7 Biggest Mistakes Business Presenters Make and How to Avoid Them, 1981
Box 4
149. Shirley Young, Value Marketing, 1986
Box 4
150. Norman Vale, International Marketing Conference speech, 1986
Box 4
151. Trends in In-House Advertising, 1986
Box 4
152. Advertising: How It Is Growing and Changing, undated
Box 4
153. Richard Stevenson, Ad Agency Mergers Changing the Business, 1986
Box 4
154. Robert Burnett and Barbara Feigin, Global Communication: A Real Life Odyssey, 1986
Box 4
155. Graham Phillips, Marketing in the New World of Scanners, 1986
Box 4
156. Joseph Smith, The Leading Edge, 1984
Box 4
157. Michael Wallbridge, New Uses for Databased Communications, 1986
Box 4
158. Nancy Salz, 1986 Salz Survey of Advertiser Agency Relations, 1986
Box 4
159. Edward Meyer, Trends in Agency Business, 1986
Box 5
160. R.V. Goldstein, Outlook of Procter Gamble ad chief, 1986
Box 5
161. Richard Stevenson, Marketing Shifts to Promotion, 1986
Box 5
162. John Quelch, Marketing the Premium Product, undated
Box 5
163. Nancy Yoshihara, As Companies Get Tight with Ad Budgets, Agencies and Media Firms Feel Squeezed, 1986
Box 5
164. Joanne Lipman, As Network TV Fades, Many Advertisers Try Age-Old Promotions, 1986
Box 5
165. Yoram Wind, The Myth of Globalization, 1986
Box 5
166. Michael Porter, The Strategic Role of International Marketing, 1986
Box 5
167. Philip Kotler, Global Standardization: Courting Danger, 1986
Box 5
168. Jagcish Seth, Global Markets or Global Competition?, undated
Box 5
169. Francoise Simon-Miller, World Marketing: Going Global or Acting Local? Five Expert Viewpoints, 1986
Box 5
170. Christine Dugas, How Advertising is Reshaping Madison Avenue, 1986
Box 5
171. Greg Ostroff, Advertising Industry Overview, 1986
Box 5
172. Nancy Youman, Liquor Biz Eyes Direct Mail, 1986
Box 5
173. Edward Meyer, The Art of Excellence in the New Age of Advertising, 1986
Box 5
174. Dick Karp, What Makes Advertising Great?, 1986
Box 5
175. The American Dream: 1980s Style, 1986
Box 5
176. The Boomer Generation as Consumer$, 1986
Box 5
177. Graham Phillips, The Role of Advertising or the Importance of a Strong Brand Franchise, 1986
Box 5
178. David McCall, Getting Your Money's Worth, 1986
Box 5
179. Alvin Achenbaum, The Perils of Niche Marketing, 1986
Box 5
180. William E. Phillips, Why Your Advertising Agency Needs a Better Product, 1986
Box 5
181. Personal Marketing, undated
Box 5
182. CBS Strategic Review: U.S. National Advertising Market, undated
Box 5
183. Ruth Ziff, Consumer Markets, 1986
Box 5
184. Au Clair de la Pub (English translation), undated
Box 5
185. Charles Channon, The Role of the Account Planner, 1986
Box 5
186. OJC Shannon, Planning for Quality, Profit and Growth, 1986
Box 5
187. William E. Phillips, Can Commodity Thinking Kill Established Brands?, 1986
Box 5
188. Wall Street Transcript, 1987 Feb.2
Box 5
189. Creating a Sustainable Competitive Edge, undated
Box 5
190. James Jordan, ANA annual meeting speech, 1987
Box 5
191. Royal Bank of Canada Monthly Letter, 1950-1964
Box 5
192. Mary Connors, Catching TV Viewers in the Act of Being Themselves, 1987
Box 5
193. Public Pulse, 31 Major Trends Shaping the Future of American Business, 1987
Box 5
194. Changing Goals/Lifestyles/Attitudes Among American Women in the late 1980s and 1990s, 1987
Box 5
195. Observations on a New Job, undated
Box 5
196. Reuben Mark, Colgate's 10 Commandments, undated
Box 5
197. Peter Barnet, First Class: How to Market Premium Products, 1987
Box 5
198. Phil Burton speech, undated
Box 5
199. J. Brendon Ryan, How to Build and Develop a Terrific Staff, undated
Box 5
200. Edward Meyer, Advertising: A Shot in the Arm or a Shot in the Dark?, 1987
Box 5
201. What Makes a Likeable Commercial?, undated
Box 5
202. Barbara Feigin, The Ultraconsumers: Massive and Here to Stay, 1987
Box 5
203. John Quelch, Marketing the Premium Product, 1987
Box 5
204. Intergold, Our Resons for Conducting an Agency Search, 1987
Box 5
205. Agency selection criteria, 1987
Box 5
206. Myron Magnet, The Money Society, 1987
Box 5
207. Ken Roman and Joel Raphaelson, How to Write Better, undated
Box 5
208. Andrew Kershaw, How to Make Agency Presentations, undated
Box 5
209. Public Pulse, 31 Major Trends Shaping the Future of American Business, 1987
Box 6
210. Norman Berry, Revitilizing Brands, undated
Box 6
211. Tony DeGregorio, Finding a Good Idea is Knowing Where to Look, undated
Box 6
212. Alvin Achenbaum, Feeling the Squeeze, 1987
Box 6
213. Career in agency account management
Box 6
214. John Merwin, We Don't Learn from Clients, We Learn from Each Other, 1987
Box 6
215. Yankelovich Monitor Overview of Food Trends
Box 6
216. Goldman Sachs, Overview and Database Adevtising Industry, 1987
Box 6
217. David Leddick, The Europeanization of America, undated
Box 6
218. Xu Bai-Yi, A Brief History of Advertising in China, undated
Box 6
219. Achenbaum at Large, 1987
Box 6
220. The Shift of Marketing Dollars from Advertising to Promotion, 1987
Box 6
221. Phillip Smith, The Seven Principles of Disciplined Creativity, 1987
Box 6
222. Laurie Peterson, Harvard's Quelch on the Future of Promotion, 1987
Box 6
223. The Media Consumer
Box 6
224. The Shift of Marketing Dollars from Advertising to Promotion, 1987
Box 6
225. George Weidemann, Personal Marketing When the Consumer Talks Back, 1987
Box 6
226. Walter Wriston, A New Kind of Free Speech, 1987
Box 6
227. What is Planning?, undated
Box 6
228. The Food World of Teenagers, 1988
Box 6
229. Manfred F.R. Kets de Vries, The Dark Side of CEO Succession, 1988
Box 6
230. Kenneth Roman, How to Manage Ideas, undated
Box 6
231. Reuben Mark, Colgate's 10 Commandments, undated
Box 6
232. James Heekin, How I Would Get More Creativity from My Agency, 1968
Box 6
233. Douglas Haley, Industry Promotion and Advertising Trends: Why Are They Important?, 1987
Box 6
234. Marie Greener, Insights Gained from Group Sessions among Creatives: The Role of Research, 1987
Box 6
235. Barbara Feigin, The Role of Agency Research Departments: A Perspective for the 90s, 1988
Box 6
236. Marie Greener and Joseph Gearing, A Study on the Creative's Perspective on Copy Development Research, 1985
Box 6
237. Curvin O'Reilly, Why Some People Have More Ideas, 1988
Box 6
238. What Makes Advertising Great, 1986
Box 6
239. Carolyn Carter, New Aspirations for Advertising: What the Death of the Yuppie Means to Madison Avenue, 1988
Box 6
240. Barbara Feigin, The Ultraconsumers: Massive and Here to Stay, 1988
Box 6
241. Edward Meyer, Creative Catalysts: Forces that Will Shape Advertising in the 1990s, 1988
Box 6
242. Edward Meyer, 1988 A Watershed Year for Creativity, 1988
Box 6
243. Saatchi Saatchi Business Services Network, 1988
Box 6
244. Weighing the Balance: Advantages of Agency Media Service vs. In-House Media Operation, 1987
Box 6
245. Advertising as a Productivity Force, 1988
Box 6
246. Corporate Survival: Teamwork is the Key, undated
Box 6
247. New York Times Poll Nutrition Survey, 1987
Box 6
248. Zapping of TV Ads Appears Pervasive, 1988
Box 6
249. Old Standbys Hold Their Own, 1988
Box 6
250. A World Without Advertising, 1988
Box 6
251. Household and Lifestyle Trends, 1988
Box 6
252. Marisa Manley, Before You Sign That Lease..., 1988
Box 6
253. General Foods compensation policy, 1988
Box 6
254. Lee Orkin negotiation seminar, 1988
Box 6
255. J.E. Pepper, Passion in Advertising, 1988
Box 6
256. Research Today: Where the Action Is (ARF conference transcripts), 1988
Box 6
257. Laurie Petersen, Global Promotion, 1988
Box 6
258. Lee Orkin compensation/negotiation seminar, 1988
Box 7
259. Gene Bylinsky, Technology in the Year 2000, 1988
Box 7
260. Movies on Our Minds: A Few Creative Thoughts on How to Build Box Office for Warner Brothers, 1988
Box 7
261. IBM Total Quality, 1988
Box 7
262. George Will, Bulwer-Lytton Fiction Contest, 1987
Box 7
263. Sports Illustrated (U.S. Hockey Team Olympic win), 1988
Box 7
264. Ogilvy Orchestration, We Sell or Else, undated
Box 7
265. Acquisition and Diversification, undated
Box 7
266. Ultress Success, Connecting with the Nineties, 1988
Box 7
267. Bob Schoenfein, Love Lessons: The Wooing, the Romancing, the Winning of New Business, 1988
Box 7
268. Graham Phillips, Agency Compensation: Which End of the Telescope?, 1988
Box 7
269. Alec Gerster, Demanding Media Consumer, 1988
Box 7
270. Mystique Marketing, 1988
Box 7
271. Robert Bloom, The Agency of the Future, 1988
Box 7
272. Advertising Age, The Power of Advertising: A Unifying Force for the 21st Century, 1988 Nov. 9
Box 7
273. Thomas Keiser, Negotiating with a Customer You Can't Afford to Lose, 1988
Box 7
274. Negotiating Compensation with Clients, 1988
Box 7
275. Jeffrey Trachtenberg, Viewer Fatigue?, 1988
Box 7
276. George Will, Impact of Technological Change on the World, 1989
Box 7
277. Advertising vs. Promotion, undated
Box 7
278. Merrill Lynch, Advertising Agencies Industry Review, 1988
Box 7
279. AAAA, The Advertising Agency of the Future, 1989
Box 7
280. The Impact of Advertising Expenditures on Profits for Consumer Businesses, 1987
Box 7
281. Advertising's Big Bang, 1989
Box 7
282. Phillip Rawstorne, The Secrets of Market Domination, 1989
Box 7
283. James Capel, The Global Advertising Marketplace, 1988
Box 7
284. Media Advertising TWST roundtable, 1989
Box 8
285. Brand character project, 1981
Box 8
286. How Advertising Works, 1989
Box 8
287. AAAA, The Value Side of Productivity, 1989
Box 8
288. Magid Abraham and Leonard Lodish, Advertising Works, 1989
Box 8
289. Hal Riney, How to Not Fire Your Ad Agency, 1989
Box 8
290. Michael Turner, What Makes a Good AE, 1980
Box 8
291. Effective Account Management, undated
Box 8
292. William Weed, How to Create a Creative Climate, undated
Box 8
293. William Phillips, Principles of Account Management, 1975
Box 8
294. Jerry Zaret, Creativity or A Marshmallow a Day Keeps Your Freckles on Straight, undated
Box 8
295. Alex Biel, The Accountability of Advertising, 1989
Box 8
296. Bob Schoenfein, Seven Deadly Sins of Credentials Presentations, 1989
Box 8
297. Gary Hamel and C.K. Prahalad, Strategic Intent, 1989
Box 8
298. Kevin McCormack, Client compensation, 1989
Box 8
299. Implementing Total Quality, undated
Box 8
300. Ken Dychtwald, The Shifting American Marketplace, undated
Box 8
301. Why People Don't Read Long-Copy Ads, undated
Box 8
302. American Households of the 1990s, 1989
Box 8
303. Integration of Direct Marketing and Sales Promotion, 1989
Box 8
304. Current Advertiser Practices in Compensating Their Advertising Agencies, 1989
Box 8
305. Tom Wolfe, Aspirations of an American Century, 1989
Box 8
306. American Households of the 1990s, 1989
Box 8
307. Creative Strategy examples, 1989
Box 8
307a. Creative Strategy examples, 1989
Box 8
308. J. Walker Smith, Marketers' Perceptions of the Marketing Process in the Eighties, 1987
Box 8
309. Andrall Pearson, Six Basics for General Managers, 1989
Box 8
310. The Business of New Business, 1989
Box 8
311. Marketing to the Small Businessman, 1988
Box 8
312. Helen Galland, Changes in the World of Retailing Today, 1989
Box 9
313. Problems facing retailers, 1989
Box 9
314. Micro-marketing, Stalking the New Consumer, 1989
Box 9
315. John Philip Jones, Cure the Industry with More Creativity, 1989
Box 9
316. Murray Gross, Supermarkets: New Battlefield, New Opportunity, 1989
Box 9
317. The Value of a Brand, 1989
Box 9
318. Tracy Carlson, I Am the Very Model of a Manager of Marketing, undated
Box 9
319. Communications Industry Forecast 1989-1993, 1989
Box 9
320. H.E. McDonald, The Great Uneven Agency Playing Field, 1989
Box 9
321. JWT Summary of Brand Strategy, undated
Box 9
322. Roger Clayton, Whole Brain presentation, 1990
Box 9
323. JWT Consumer's Buying System, undated
Box 9
324. MIT Study: Management in the 1990s, 1989
Box 9
325. Growing Revenue in Media and Communications Businesses, undated
Box 9
326. Brian Dumaine, P, 1989
Box 9
326a. John Paul Newport Jr., American Express: Service that Sells, 1989
Box 9
327. Edward Meyer, Getting Back to Basics, 1989
Box 9
328. Larry Chiagouris and Leslie Perrell, Asking the Right Questions, 1989
Box 9
329. Market-Driven Communications: Best Practices (IBM), 1989
Box 9
330. How to Double or Triple Productivity, 1989
Box 9
331. Go for It: A Guide to Careers in Advertising, 1989
Box 9
332. Edward Meyer, NRMA speech, 1990
Box 9
333. Grey publicity, 1956-1969
Box 9
334. Barbara Feigin, Videocart speech, 1990
Box 9
335. John Philip Jones, Ad Spending: Maintaining Market Share, 1990
Box 9
336. James Schroer, Ad Spending: Growing Market Share, 1990
Box 9
337. AAAA, Negotiating Agency Compensation, 1989
Box 9
338. Consumer Advertising: Diversification Begets Integration, 1989
Box 9
339. Ben Stein, Human Capital, 1990
Box 9
340. Building Mars' Marketing Power for the 90s, 1989
Box 9
341. Len Gross, How to Be a More Effective Account Manager, 1989
Box 9
342. King Customer, 1990
Box 9
343. Lisbeth Schorr, Raising the Odds of Children's Success, 1989
Box 9
344. AAAA, Negotiating Agency Compensation, 1989
Box 9
345. Robert Buzzell, The Costly Bargain of Trade Promotion, 1990
Box 9
346. Henry Mintzberg, The Manager's Job: Folklore and Fact, 1990
Box 9
347. Broadview, Selling Your Company, 1990
Box 9
348. Broadview, Mergers and Acquisitions of Information Services Companies for 1989, 1990
Box 9
349. Allan Baldinger, Defining and Applying the Brand Equity Concept, 1990
Box 9
350. AAAA, Compensation in the Nineties, 1990
Box 9
351. Norma Rosenberg, How to Prepare a Business Plan, 1990
Box 9
352. A Brand is a Curious Beast, undated
Box 10
353. JWT, Write if You Want Work, undated
Box 10
354. Charles Garfield, Peak Performers vs. Workaholics, 1990
Box 10
355. Building Mars' Marketing Power for the 90s, 1989
Box 10
356. Roger Edwards, International marketing speech, 1989
Box 10
357. Saatchi Saatchi creative philosophy, 1990
Box 10
358. Advertising Spending, 1990
Box 10
359. Magid Abraham and Leonard Lodish, Getting the Most Out of Advertising and Promotion, 1990
Box 10
360. Patricia Sellers, What Consumers Really Want, 1990
Box 10
361. Advertising Spending, 1990
Box 10
362. JWT, Write if You Want Work, undated
Box 10
363. Managing the agency financially, 1990
Box 10
364. James Fallows, Containing Japan, 1989
Box 10
365. Some Thoughts on Client Profitability, undated
Box 10
366. Jack Frantz, Managing Account Management People, 1990
Box 10
367. Chiat/Day/Mojo creative development, 1990
Box 10
368. Philip Geier, Opportunities and Problems Facing the Global Advertising Business, 1990
Box 10
369. Conference Board, Creating Customer Satisfaction, 1990
Box 10
370. Grey research techniques, 1971-1990
Box 10
371. Bridge-Building Marketing, 1990
Box 10
372. Grey's Approach to New Products, 1987
Box 10
373. Grey's Philosophy of Brand Character, 1987
Box 10
374. IBM strategic presentation, 1988
Box 10
375. Howard Shank, How to Retire Without Going Crazy, 1990
Box 10
376. John Philip Jones, The Double Jeopardy of Sales Promotions, 1990
Box 10
377. Advertising Council, Breaking the Cycle of Disadvantage, 1990
Box 10
378. Public Pulse, 31 Major Trends Shaping the Future of American Business, undated
Box 10
379. Communications Consistency, undated
Box 10
380. Market by Market Planning, 1990
Box 10
381. Radio: Grey's Perspective, 1990
Box 10
382. Carolyn Carter, Speech to women in communication, 1990
Box 10
383. AAAA, A Practical Solution to Client-Agency Account Conflicts, 1988
Box 10
384. Deep Thinker: How Not to Build a Firm, 1990
Box 10
385. Andy Zipser, Mad as in Madison Avenue, 1990
Box 10
386. George Weidemann, Personal Marketing When the Customer Talks Back, 1987
Box 10
387. Judith Waldrop, You'll Know the 21st Century when..., 1990
Box 10
388. Don Schultz, Integrating Marketing Communications in an Age of Specialization, 1990
Box 10
389. A Strategic Branding Model for Maximum Business Growth, 1990
Box 10
390. Television production, 1991
Box 10
391. Regis McKenna, Marketing is Everything, 1991
Box 10
392. Peter McWilliams, How to Publish Your Own Book, 1991
Box 10
393. Agency compensation, undated
Box 10
394. AAAA, Advertising in a Recession, 1991
Box 10
395. APC breakfast correspondence (humor), 1973
Box 10
396. Grey Travel and Entertainment Policies and Procedures, 1990
Box 10
397. Hilton Grey UK Retail Center, 1991
Box 10
398. Advertising in a recession, 1991
Box 10
399. Russell Haley and Allan Baldinger, The ARF Copy Research Validity Project, 1991
Box 10
400. The Customer-Driven Company, 1991
Box 11
401. Alec Gerster, The New Media World, undated
Box 11
402. Mark Landler, What's in a Name? Less and Less, 1991
Box 11
403. Alec Gerster, Who Should Buy Your Media? The Case for Full Service Agencies, 1991
Box 11
404. Nancy Sutton, Commencement speech at Allegheny College, 1990
Box 11
405. AAAA, Advertising in a Recession, 1991
Box 11
406. The Purest Treasure, 1991
Box 11
407. Barbara Feigin, The Role of Agency Research Departments, 1988
Box 11
408. Agency without Walls: Mixing and Matching at Grey, 1991
Box 11
409. Integrated marketing communications articles, 1991
Box 11
410. Discussion with Wal-Mart, 1991
Box 11
411. Survey of National Consumer Goods Advertisers, 1991
Box 11
412. Gretchen Morgenson, The Trend is Not Their Friend, 1991
Box 11
413. Mark Landler, What Happened to Advertising?, 1991
Box 11
414. AAAA, It Works! How Investment Spending in Advertising Pays Off, 1991
Box 11
415. Barbara Feigin, Tough Times, Tougher Customers: No More Business as Usual, 1991
Box 11
416. Price Pritchett, The Ethics of Excellence, 1991
Box 11
417. John F. Mars, The Five Principles of Mars, undated
Box 11
418. Discussion with Wal-Mart, 1991
Box 11
419. Presentation to ConAgra Frozen Foods, 1991
Box 11
420. Clients and Categories with Additional Business Opportunities for Grey Advertising, 1991
Box 11
421. AAAA, It Works! How Investment Spending in Advertising Pays Off, 1991
Box 11
422. Grey, Ten Observations on Financial Management, undated
Box 11
423. Edwin Artzt, Grooming the Next Generation of Management, 1991
Box 11
424. Wall Street Journal, Why Advertise?, 1991
Box 11
425. Smith Barney, Advertising/Marketing Services, 1991
Box 11
426. Integrated Marketing Communications reprints, 1991
Box 11
427. Michael Moore, Media-Buying Consortia: They Can't Happen Here--Or Can They?, 1992
Box 11
428. Robert Berenson, What Makes Advertising Great?, undated
Box 11
429. Robert Berenson, What Makes Advertising Great?, 1992
Box 11
430. Tough Times, Tougher Customers: No More Business as Usual, 1992
Box 11
431. AAAA, Real Ad Spending and Its Effect on Market Share, 1992
Box 11
432. Grey Brand Character Advertising Philosophy, undated
Box 11
433. George Salk, Competing on Capabilities: The New Rules of Corporate Strategy, 1992
Box 11
434. Robert Berenson, What's Happening in the World of Packaged Goods Marketing?, 1992
Box 12
435. The Age of Interactive TV, 1992
Box 12
436. Ambassador Program speech reference book, 1992
Box 12
437. Speech 1: Censorship is Contagious: You, Advertising and the First Amendment, 1992
Box 12
438. Speech 2: Changing Portraits: The Image of Women and Men in Advertising, 1992
Box 12
439. Speech 3: Ethics and Advertising: A Moral Compass, 1992
Box 12
440. Speech 4: Everything You Wanted to Know about Advertising But Couldn't Find Anybody to Ask, 1992
Box 12
441. Speech 5: Television Advertising: It's No Longer Black and White, 1992
Box 12
442. Speech 6: The Bottom Line is Helping People, 1992
Box 12
443. Modules of Ambassador Program, 1992
Box 12
444. Module 1: Advertising Self-Regulation, 1992
Box 12
445. Module 2: Advertising Tax, 1992
Box 12
446. Module 3: Advertising to Children, 1992
Box 12
447. Module 4: Alcohol Advertising, 1992
Box 12
448. Module 5: Political Advertising, 1992
Box 12
449. Module 6: Special Markets: Advertising to Minorities, 1992
Box 12
450. Module 7: Subliminal Advertising, 1992
Box 12
451. Module 8: Tobacco Advertising, 1992
Box 12
452. How to Evaluate Place-Based Media, 1992
Box 12
453. Joan Walker, The New Business of Advertising, 1992
Box 12
454. Building Great Advertising with Brand Character, 1992
Box 12
455. Alvin Achenbaum, Craps or Poker: Gambling on New Market Entries, 1992
Box 12
456. Grey Europe, Middle East and Africa Management Meeting, 1991
Box 12
457. Nancy Salz, Salz Survey of Advertiser-Agency Relations, 1992
Box 12
458. Never Lose Another Client!, 1992
Box 12
459. Grey historical timeline, 1992
Box 12
460. Kids Media Marketplace, 1992
Box 12
461. Interviews with former Grey employees, 1992
Box 12
462. W. Chan Kim and Renee Maybaurgne, Parables of Leadership, 1992
Box 12
463. Grey Europe, Middle East and Africa Management Meeting, 1991
Box 12
464. Christopher Power, Will It Sell in Podunk? Hard to Say, 1992
Box 12
465. The Purest Treasure, 1991
Box 12
466. Edith Weiner, What Does the Future Hold: Trends of and for the 90s, 1992
Box 12
467. Todd Garrett, Globalization and Its Significance to P, 1992
Box 12
468. Barbara Feigin, The Future is Now: Maintaining Your Edge in a Changing Marketplace, 1992
Box 12
469. Robert Lauterborn, Accountability, Budgets and Compensation Systems, 1992
Box 12
470. Thomas Bonoma, How to Be a CEO, 1992
Box 12
471. James R. Wills Jr., Winning New Business: An Analysis of Advertising Agency Activities, 1992
Box 12
472. David Aaker, Managing Brand Equity (excerpts), undated
Box 12
473. Grey credentials, 1992
Box 12
474. Bob Schoenfein, Seven Deadly Sins of Credentials Presentations, 1990
Box 12
475. Robert Berenson, How to Sell Your Big Creative Idea, Every Time, 1992
Box 12
476. Robert Berenson, Great Advertising Doesn't Just Happen, 1992
Box 12
477. Disney Institute, 1992
Box 13
478. Topic for discussion at AAAA informal board meeting, 1993
Box 13
479. Barbara Feigin, The New Rules of the Game: How to Win in Today's Marketplace, 1993
Box 13
480. Coalition for Brand Equity progress report, 1993
Box 13
481. Barbara Feigin and Stephen Novick, The Brand Contract: A New Business-Building Tool for the 90s, 1993
Box 13
482. Promotion and Perks, 1993
Box 13
483. Peter Glen, Resolutions for New Realities, 1991
Box 13
484. Stuart Sanders, Prospect Personality Profiling: Chemistry, Not Creative Wins New Business, 1993
Box 13
485. Ron Fierman, Renegotiating Compensation with Current Clients, 1993
Box 13
486. General Foods compensation conversation, 1992
Box 13
487. Alec Gerster, The Empowered Viewer, 1993
Box 13
488. Our New Business Challenge: Our Solution, Your Goal, 1993
Box 13
489. Grey Europe, Middle East and Africa management meeting, 1993
Box 13
490. Brands on Trial (Adweek), 1993
Box 13
491. The Ultimate Rejection (humor), undated
Box 13
492. A Few Random Thoughts about Media and Where It's Going, undated
Box 13
493. Morgan Stanley, Private Label vs. Branded Products: A Marketing Revolution, 1993
Box 13
494-497 folders missing
Box 13
498. Edwin Artzt, The Future of Advertising, 1994
Box 13
499. Milt Weinstock, Brand equity presentation to Cadbury, 1994
Box 13
500. Barbara Feigin, High-Tech, High-Touch, Higher Sales: Relationship Marketing, 1994
Box 13
501. Margaret Henderson Blair and Karl Rosenberg, Convergent Findings Increase Our Understanding of How Advertising Works, 1994
Box 13
502. GTFH Management Vision, 1993
Box 13
503. Bates USA, These Prices Are Killing Us: What Brand-Driven Marketing Must Do to Combat Price-Driven Competition, undated
Box 13
504. Dick Martin, The Executive's Guide to Handling a Press Interview, 1994
Box 13
505. Edward Meyer, Staying Ahead of the Curve: New Trends in Advertising, 1994
Box 13
506-521. The Ambassador Program, 1 of 4, 1993
Box 13
506-521. The Ambassador Program, 2 of 4, 1993
Box 13
506-521. The Ambassador Program, 3 of 4, 1993
Box 13
506-521. The Ambassador Program, 4 of 4, 1993
Box 13
522. Larry Light, Building Brand Relationships, 1993
Box 13
523. Leo Burnett, Relationship Marketing, 1994
Box 14
524. Grey, Agency Compensation and Client Negotiation, 1988
Box 14
525. Texaco Globalization, 1995
Box 14
526. Grey Responds to Mars, Incorporated Advertising Agency Review, 1995
Box 14
527. Milt Weinstock, Before Anything...The Idea, 1995
Box 14
528. Kid Power Conference, 1995
Box 14
529. Eric Miller, The Context of Trends: The Reshaping of America, 1995
Box 14
530. Grey London, World Trends in Advertising, 1995
Box 14
531. Conference Board, The Changing Global Role of the Marketing Function, 1995
Box 14
532. Bob Berenson, Gaining the Competitive Advantage in the New World of Health Care, 1994
Box 14
533. Grey Sydney, Insights on the Global Market for RTE Cereal, 1995
Box 14
534. How World-Class Marketers Stay that Way: Going Beyond Ideas, Demanding Insights, undated
Box 14
535. Celebrity worth in advertising, 1987-1995
Box 14
536. Strategic vision articles, 1993
Box 14
537. Advertising's Role in Building Brand Equity, 1993
Box 14
538. Tom Teran, Building Brand Equity in the Age of Consumer Pragmatism, 1994
Box 14
539. DDB Needham corporate handbook, 1995
Box 14
540. Grey update of international countries 1990-1995, 1995
Box 14
541. Getting the Best from Your Agency Resources, 1995
Box 14
542. Spotlight, article on Dick Karp, 1987
Box 14
543. Pan Pacific Consortium, Nothing in Common?, 1987
Box 14
544. Larry Light, Brand Loyalty Marketing; John Philip Jones, Does Advertising Produce Sales Today or Sales Tomorrow?, 1994
Box 14
545. Lee Anne Morgan, Organizing for the Betterment of the Brand, 1997
Box 14
546. Shelley Lazarus, Positioning the Agency as a Brand, 1997
Box 14
547. Niall FitzGerald, The Need for Duality, 1997.
Box 15
548. Bopb Schoenfein, Guide for New Business Presentations, 1997
Box 15
549. Organizing for Global Competitiveness, 1996
Box 15
550. Managing the New Chase Corporate Brand, 1996
Box 15
551. John Kotter, Leading Change: Why Transformation Efforts Fail, 1995
Box 15
552. Tough Times, Tougher Customers: The Changing American Mindset, undated
Box 15
553. Wendy Lurie, Qualitative skills workshop, 1998
Box 15
554. Barbara Feigin, The Power of Positioning in Creating Brand Value, 1998
Box 15
555. Mike Becker, Observations, undated
Box 15
556. Saatchi Saatchi, Lovemarks, 2001
Box 15
557. Brendon Ryan, Hey, This Stuff Actually Works!, 2002
Box 15
558. Carolyn Carter, Premium by Design, 2002
Box 15
AAE (Assistant Account Executive) seminars, 1993-2002
Box 15
AEF (Advertising Educational Foundation), 2004
Box 15
AEF-VPP (Advertising Educational Foundation-Visiting Professor Program), 2002-2004
Box 15
Agilent presentation, 2002
Box 16
Ambassador Program, 1998-1999
Box 16
ANA (Association of National Advertisers) presentation, 1993
Box 16
Assistant Media Planners presentations, 1992-1993, 1998
Box 16
Borden's--Credentials presentation, 1996
Box 16
Brand equity, 1998
Box 16
Brand globalization (Texaco), 1995
Box 16
Brands under Attack, 1993
Box 16
Business 2.0 magazine, 1999
Box 16
CEO dialogue, 2000
Box 16
Challenges to the Advertising Agencies--AAAA Board meeting, 1999
Box 16
Chase--Credentials (Kevin McCabe), 1993
Box 16
Columbia University presentation, 1998
Box 16
Columbia University presentation, 1999
Box 16
Competitive Branding Systems, 1998
Box 17
Downshifting in America, 1992
Box 17
Edison Awards presentation, 1997
Box 17
FAST (Future of Advertising Stakeholders) Summit speech, 1998
Box 17
Great Advertising Doesn't Just Happen (Barbara Feigin), 1988
Box 17
Great Advertising Doesn't Just Happen--Brand Character: Grey's Secret Weapon, 1989
Box 17
Great Advertising Doesn't Just Happen--Columbia University, 1992
Box 17
Great Advertising Doesn't Just Happen--MIT, 1998
Box 17
Great Advertising Doesn't Just Happen--Syracuse University, 1994
Box 17
Grey Direct presentation, 1997
Box 17
Grey Interactive: Building a Global Interactive Network in a Global Medium, 1997
Box 17
How to Sell Your Big Idea, Every Time, 1996
Box 17
Index to bookshelf, undated
Box 18
International Week, 1992
Box 18
International Week speech, 1992
Box 18
Internet advertising, 1998
Box 18
Internet seminar, 2000
Box 18
Jim McConnell, New business presentation: How to Win by Not Losing, 1998
Box 18
Leigh Bureau speaker list, 1992
Box 18
MAIP (Multicultural Advertising Intern Program?) presentation, 1999
Box 18
Management breakfast talk, 1998
Box 18
Media buyers and planners presentation, 1999
Box 18
Miscellaneous articles, 1998-1999
Box 18
NetBits Beyond Interactive training seminar, 2000
Box 18
New Snack/Pringles presentation, 1998
Box 18
Northwestern University presentation, 1998
Box 18
Raise policy script, 1992
Box 18
Roger Edwards--Advertising trends BAT presentation, 1993
Box 18
Roger Edwards--Advertising trends BAT presentation, 1993
Box 19
State of Grey and Outlook for the Future, 1991
Box 19
Tough Times, Tougher Customers (Barbara Feigin), 1991
Box 19
Unisys presentation--B2B best practices, 2004
Box 19
What Makes Great Advertising Great?, 2004
Box 20
What's Happening in the World of Packaged Goods Marketing?--Fairfield University, 1992
Box 20
When Clients Drive You Crazy (Warren Berger), 1999
Box 20
World Trends in Advertising (Roger Edwards), 1994
Box 20
Worldwide Week, 1994-
Box 20
AAE Seminar, 2000
Box 21
CEO Dialogue May 11 2000, 2000
Box 21
Grey Craft Reel, 1998
Box 21
Hot Grey, 1998
Box 21
Media Buyers and Planners Presentation, 1999
Box 21
Showreel, 2003
Box 21
Berkeley presentation, 2004
Box 21
Grey presentation reel, 2004
Box 21
VPP Reel, 2003
Box 21
What Makes Great Advertising, 2004
Box 21
Columbia Presentation, 1998
Box 21
MIT Presentation, 1997
Box 21
Northwestern University Craft Reel, 1998
Box 21
University of California at Berkeley Presentation March 10, 2004, 2004
Box 21
What Makes Great Advertising, 2004
Box 21
B2B Marketing Presentation, 2004
Box 21
University of California at Berkeley Presentation March 10, 2004, 2004
Box 21
 

Historical Note

BA/BA in journalism and marketing from Syracuse University; MS from Medill School of Journalism, Northwestern University. Began 1964 as Assistant Account Executive at Grey Advertising. Career at Grey: Executive Vice President 1977; President, Grey/NY 1993; Chairman/General Manager Grey Global Group 1999; retired 2005.

Related Material

Related materials may be found in the following Hartman Center collections: Caroline Bien Papers; Alvin Achenbaum Papers; J. Walter Thompson Company Advertising Vertical Files.


Click to find related materials at Duke University Libraries.

Provenance

The Bob Berenson Papers were received by the David M. Rubenstein Rare Book & Manuscript Library as a gift in 2005.

Processing Information

Processed by Richard Collier, Dec. 2015

Accessions described in this collection guide: 2005-0011