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Guide to the J. Walter Thompson Company. Radio and Television Department. Maury Holland papers, 1948-1959

Summary

Founded in 1864, the J. Walter Thompson Company (JWT) is one of the oldest and largest enduring advertising agencies in the United States. It is headquartered in New York. Maury (C. Maurice) Holland (1896-1974) was a Vaudeville and Broadway actor before joining the JWT New York Office's Radio and Television Department in 1936 to direct radio and television programs for the agency. Collection includes scripts for and copies of outgoing memoranda regarding content and format of television programs and advertisements, as well as budget and production information. Programs include Bat Masterson, Jackie Gleason Show, Kraft Television Theatre, Naked City and The Price is Right. Actors and writers represented in the collection include J.P. McEvoy, Jackie Gleason, Milton Berle, Mitch Miller and Moura Budberg. Advertisers include the Advertising Council, Coldene, Kraft, Quaker Oats and Rinso. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.

Collection Details

Title
J. Walter Thompson Company. Radio and Television Department. Maury Holland papers
Date
1948-1959
Creator
J. Walter Thompson Company
Extent
1.2 Linear Feet, 750 Items
Repository
David M. Rubenstein Rare Book & Manuscript Library
Language
English.

Collection Overview

Collection includes scripts for and copies of outgoing memoranda regarding content and format of television programs and advertisements, as well as budget and production information. Programs include Bat Masterson, Jackie Gleason Show, Kraft Television Theatre, Naked City and The Price is Right. Actors and writers represented in the collection include J.P. McEvoy, Jackie Gleason, Milton Berle, Mitch Miller and Moura Budberg. Advertisers include the Advertising Council, Coldene, Kraft, Quaker Oats and Rinso. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.

More Biographical / Historical Info

Using These Materials

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Collection is open for research.

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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], J. Walter Thompson Company. Radio and Television Department. Maury Holland papers, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

Contents of the Collection

Advertising Council--Confidence in a Growing America campaign, 1958
Box 1
Bat Masterson, 1958-1959
Box 1
Budgets, 1958
Box 1
Chicago correspondence, 1958
Box 1
Chicago correspondence--Naked City, 1959
Box 1
Coldene, 1959
Box 1
Correspondence, 1958
Box 1
East coast production bills, 1958
Box 1
Folios, 1958-1959
Box 1
J.P. (Joseph Patrick) McEvoy, 1959

J.P. (Joseph Patrick) McEvoy (1897-1958); American author who contributed to popular magazines such as Saturday Evening Post and Reader's Digest; playwright for Ziegfield Follies and Broadway; novelist whose works were adapted into the Show Girl series of movies by Hollywood; creator of the Dixie Dugan comic series. Correspondence in folder concerns McEvoy's scripts adapted for television, between Holland and Mrs. Peggy McEvoy.

Box 1
Jackie Gleason A-B (as broadcast) scripts, 1958-1959
(4 folders)
Box 1
Jackie Gleason Show, 1958-1959
(2 folders)
Box 2
John Crosby clippings, 1949

John Crosby (1912-1991); American journalist, columnist, radio and television critic, television panel host, writer of suspense novels.

Box 2
Kraft clippings, 1958
Box 2
Kraft show, 1958
Box 2
Kraft summer budget, 1958
Box 2
Kraft television, 1950-1954
Box 2
Memoranda, 1958
Box 2
Milton Berle, 1958
Box 2
Mitch Miller, 1959
Box 2
Most Blessed Woman releases, 1957-1958
(2 folders)
Box 2
Moura Budberg correspondence, 1957

(Baroness) Moura Budberg (Maria Ignatievna Budberg; 1891-1974) was a Russian-born translator, writer and reputed double agent spy for Britain and the Soviet Union. Longtime association with literary figures including Maxim Gorky and H.G. Wells.

Box 2
Naked City, 1958-1959
(2 folders)
Box 2
NBC correspondence, 1958
Box 2
NBC Network Production Facilities, 1956
Box 2
Price is Right, 1958
(2 folders)
Box 2
Price is Right commercials, 1958
(2 folders)
Box 3
Quaker Oats commercials, 1959
Box 3
Returned scripts, 1958
Box 3
Review of Kraft Television, 1957
Box 3
Rinso Blue, 1958
Box 3
Stripe toothpaste commercial, 1958
Box 3
Talent associates, 1958
Box 3
Teletypes, 1958
Box 3
 

Historical Note

The J. Walter Thompson Company (JWT) was founded in New York in 1864 and is one of the world's oldest and largest advertising firms.

Maury (C. Maurice) Holland was a vaudevillian and Broadway actor (1920s) who worked for Columbia in both silent films and talkie shorts (1930s) and then joined the JWT New York Office's Radio and Television Department in 1936 to direct radio shows for the agency. The Radio/TV Department was responsible for creating and working with radio and television programs to advertise JWT client products. Among other programs, Holland directed Kraft Television Theatre, a live anthology drama series on NBC, from 1948 to the show's cancellation in 1958. He died Nov. 14, 1974 in Greenwich, Conn.

Related Material

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

J. Walter Thompson Company. 16mm as-broadcast scripts;

J. Walter Thompson Company. Carroll Carroll papers;

J. Walter Thompson Company. Radio and Television Department records


Click to find related materials at Duke University Libraries.

Provenance

The J. Walter Thompson Company. Radio and Television Department. Maury Holland papers were received by the David M. Rubenstein Rare Book & Manuscript Library as a gift in 2003.

Processing Information

Processed by Andrea Franzius and Ruth E. Bryan 2003; reprocessed by Richard Collier June 2018;

Completed Nov. 26, 2003

Encoded by Andrea Franzius, Lynn Eaton, and Ruth E. Bryan

Accession 2003-0217 is described in this finding aid.