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Guide to the J. Walter Thompson Company. London Office. New business records, 1946-1998 and undated

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. The London Office first opened in 1899. Collection includes correspondence, policy manuals, presentation texts and designs and other printed materials that document JWT new business proposals for commercial, nonprofit and governmental institutions. Some of the proposals include marketing plans for flotation and privatization of nationalized industries. Companies represented include Barclays Bank, British Airways, British Rail, BUPA (British United Provident Association), Cancer Relief Macmillan Fund, CGL (Computer Games Limited), De Beers, Dunlop, Esso, Findus, Gatwick Airport, H.P. Bulmer, ICI Dulux, ITVA, Jaguar, Kodak, NatWest and Philips, as well as British governmental agencies including the Central Office of Information (later COI Communications), Home Office and Metrication Board. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.

Collection Details

Collection Number
RL.11670
Title
J. Walter Thompson Company. London Office. New business records
Date
1946-1998 and undated
Extent
8.0 Linear Feet
Repository
David M. Rubenstein Rare Book & Manuscript Library
Language
Materials in English

Collection Overview

Collection includes correspondence, policy manuals, presentation texts and designs and other printed materials that document JWT new business proposals for commercial, nonprofit and governmental institutions. Some of the proposals include marketing plans for flotation and privatization of nationalized industries. Companies represented include Barclays Bank, British Airways, British Rail, BUPA (British United Provident Association), Cancer Relief Macmillan Fund, CGL (Computer Games Limited), De Beers, Dunlop, Esso, Findus, Gatwick Airport, H.P. Bulmer, ICI Dulux, ITVA, Jaguar, Kodak, NatWest and Philips, as well as British governmental agencies including the Central Office of Information (later COI Communications), Home Office and Metrication Board. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.

More Biographical / Historical Info

Arrangement

Organized into two series: General Files; Prospect Files.

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.

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], J. Walter Thompson Company. London Office. New business records, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

Contents of the Collection

10 Questions to Ask New Prospects When Making Cold Calls, 1992
Box 1
Criteria for Selecting a Worldwide Agency, undated
Box 1
JWT New Business Checklist for Winners, 1992
Box 1
JWT New Business Handbook, 1991
Box 1
Market for Electric Shavers in the United Kingdom, 1957-1958
Box 1
Market Modelling in Action, 1988
Box 1
Publicity handout packet, 1983
Box 9
Summary of the UK Baby Food Market, 1972
Box 1
Things We're Learning About Winning New Business, 1991
Box 1
Abbey National, 1990
Box 1
Activision--Advertising recommendations for the UK launch of River Raid, 1983
Box 1
Air India--The Best of All Possible Worlds, 1989
Box 1
ALCAN Aluminium (UK) Limited--ALCAN-JWT relationship and experience in Canada, 1981
Box 1
ALCAN Group of Companies--Advertising and promotional activities, 1968
Box 1
Alitalia, 1991
Box 1
Allied Breweries--Skol advertising recommendations, 1990
Box 1
APACS Cheque Card Committee, 1989
Box 1
Area Electricity Boards, 1989
(2 folders)
Box 1
Argos, 1976
Box 1
Argos Distributors, 1989
Box 1
ASDA (grocery stores), 1994
Box 1
Associated Biscuits Limited--Review of the Biscuit Market in the UK, 1964
Box 1
Automobile Association--Survey of Motorists, 1965
Box 1
BACS Limited, 1989
(2 folders)
Box 1
Barclays Bank--Agency brief appendix, undated
Box 1
Barclays Bank--Attitudes towards Barclay Card, 19971
Box 1
Barclays Bank--Flight deck and miscellaneous, undated
Box 1
Bausch & Lomb (JWT Direct), 1990
Box 1
Beechams--Advertising Research Theory and Practice, 1964
Box 1
Belling, 1989
Box 1
Bernard Thorpe & Partners--London Stock Exchange flotation communications proposals, 1988
Box 1
Black & Decker, 1989
Box 1
Bondina (BDA) Limited--Preliminary report on the UK market for synthetic household cloths, 1963
Box 1
Bowater Zenith Windows, 1985
Box 1
BP Trading Limited, 1969
Box 1
Braun, 1973
Box 1
Brewers Society--Proposed advertising programme, 1947
Box 1
British Airways, 1995
(3 folders)
Box 1
British Airways--Reply to letter, 1973
Box 1
British Airways--Worldwide media planning guidelines, 1995
Box 1
British Poultry Meat Association, 1976
Box 1
British Rail, 1984
Box 1
British Rail Shipping Services, 1960, 1967
(4 folders)
Box 2
British Rail Shipping Services--Irish Sea Routes, undated
Box 2
British Shoe Corporation--Television advertising (Manfield & Sons), 1958
Box 2
British Steel--Proposal for flotation advertising for privatisation of British Steel, 1988
Box 2
BSB (British Satellite Broadcasting)--JWT's View on the Opportunity, 1987
Box 2
BUPA (British United Provident Association), 1992
Box 2
BUPA (British United Provident Association)--Healthscope, 1989
Box 2
BUPA (British United Provident Association)--JWT: Some Questions Answered, 1992
Box 2
Burton Tailoring--An Approach to Advertising Strategy, 1972
Box 2
Cadbury Schweppes--Brand positioning (Suncrush, Kia Ora), 1973
Box 2
Canary Wharf, 1986
Box 2
Cancer Relief MacMillan Fund--MacMillan Nurse Appeal, 1991
Box 2
Cancer Relief MacMillan Fund--National Appeal, 1991
Box 2
Carteret Products--Sovol, 1968
Box 2
Central Office of Information (COI), 1994
Box 2
Central Office of Information (COI)--Recent Developments at JWT Limited, 1967
Box 2
Charities Aid Foundation, 1978
Box 2
City of Newcastle Upon Tyne, 1989
(2 folders)
Box 2
Clarksons--Recommendations for a company image campaign, 1973
Box 2
Compaq Computer, 1990
Box 2
Computer Games Limited (CGL)--Frogger launch, 1982
Box 2
Computer Games Limited (CGL)--Video Games Qualitative Overview, 1983
Box 2
Cook Electric, 1988
Box 2
Cooks/BEA (British European Airways)--Cooks Silver Wing Holidays, 1969
Box 2
Curwin Poultry Limited, 1969
Box 2
Custom Interiors, 1974
Box 2
Cynamid Agricultural Division--Avenge 2, 1988
Box 2
Dae Health Laboratories, 1967
Box 2
Daily Telegraph, 1991
Box 2
Dearne Valley Partnership, 1992
(2 folders)
Box 2
DeBeers/AAC (Anglo American Corporation of South Africa), 1989
(2 folders)
Box 2
Del Monte--Branding Fresh Fruit Across Europe, 1990
Box 2
Department of Employment/COI (Central Office of Information), 1985
Box 2
Department of Employment/COI (Central Office of Information)--The Future's Going to Work, 1988
Box 2
Department of Social Security/COI (Central Office of Information)--Advertising for Family Credit, 1989
Box 2
Department of Trade and Industry/COI (Central Office of Information), 1987
Box 2
Dimplex Heating Appliances, 1961-1962
(2 folders)
Box 3
Distillers Company Limited--Brand Choice of Whisky in On-Licenses, 1966
Box 3
Dixon Group/Peter Morris--The Need for a Brand Authority in the Electrical Retailing Market, 1994
Box 3
Dunlop Rubber Company, 1960
Box 3
Dunlop Rubber Company--Research on Tyres (BMRB), 1964
Box 3
Dunlop Rubber Company--Tyre Companies Image Study, 1968
Box 3
Earth Centre, 1992
Box 3
Electricity Association, 1989
Box 3
Electricity Council, 1975
Box 3
Electricity Supply Industry, 1984
Box 3
Elida Gibbs--Denim fragrance, 1990
Box 3
ELS (Executive Leather Sofa), 1990
Box 3
Encyclopaedia Britannica, 1978
Box 3
Engineering Marketing Group--Making Engineering Matter, 1998
Box 3
English China Manufacturers Association--Proposals for research into the market for British Pottery (BMRB), 1957
Box 3
Esso, 1991
(2 folders)
Box 3
Esso--JWT: The Quest for Quality, undated
Box 3
Esso--JWT response on terms of business, 1991
Box 3
Esso--JWT response to invitation to bid on lubricants business, 1991
Box 3
Esso--JWT response to invitation to bid on retail, corporate, and lubricants business, 1991
Box 3
Euro Tunnel--Attitudes towards Eurotunnel, undated
Box 3
Euro Tunnel--JWT European credentials, 1991
Box 3
European Commission (EC)--Ecolabeling UK strategy, 1992
Box 3
European Telecom/Racal Survey--Transforming a Joint Venture into a Winning Brand, 1997
Box 3
Eurostar--Cross Channel high-speed train service, 1992
Box 3
Evening Standard, 1992
(2 folders)
Box 3
Findus (UK) Limited--Competitive review, 1989
Box 3
Findus (UK) Limited--Dinner Supreme, 1988
Box 3
Findus (UK) Limited--Pancakes Away Day, 1989
Box 3
Findus (UK) Limited--The Finest Food-Frozen brand review, 1989
Box 3
Findus (UK)/Nestle, 1991
Box 3
Fisher Price, 1991
Box 3
Florsheim Shoes--Men's footwear market, 1994
Box 3
Florsheim Shoes--Mens's shoe market advertising review, 1994
Box 3
Flour Advisory Bureau--Recommendation on the co-operative promotion of bread, 1967
Box 3
Forte Hotels, 1992
Box 3
Friskies Petcare, 1992
Box 3
Frito-Lay--The Jewel in the PepsiCo Crown, 1990
Box 3
Frizzell Group, 1991
Box 3
Galileo, 1988
Box 4
Gateway, 1989-1990
(2 folders)
Box 4
Gatwick Airport (Duty-free shops), 1990
Box 4
Gatwick Airport (Duty-free shops), 1990
Box 8
Gatwick Airport (Duty-free shops), 1990
Oversize-folder 1
Geest Prepared Produce, 1992
Box 4
General Council of the Bar, 1989
Box 4
Glenlivet Scotch Whisky, 1991
Box 4
GNI Limited, 1987
Box 4
Golden Wonder--Crisps, 1988
Box 4
Golden Wonder--Pots, 1982
Box 4
Golden Wonder--What Makes Wotsits So Wonderfully Wotsit?, 1991
Box 4
Goldsmith Jewelers (JWT Direct), 1990
Box 7
GPA Group (aircraft leasing), 1991
Box 4
Great Lakes Tourism (U.S.), 1990
Box 4
Hamfield Publications, 1990
Box 4
Harris Queensway, 1987
Box 4
Harveys of Bristol--Harveys Sherries in Europe, 1988
Box 4
Hawley's Toy Store, 1986, 1989
(3 folders)
Box 4
Heineken, 1990
(2 folders)
Box 4
Hilton International, 1992
Box 4
H.J. Heinz, 1990
Box 4
HM Treasury/British Telecom--BT Share Offer, 1991
Box 4
HM Treasury/British Telecom--BT Share Offer: Project Angle II, 1991
Box 4
Hoechst UK Agricultural Division, 1989
Box 4
Home Office/COI--Crime Prevention, 1987
Box 4
Home Office/COI--Partners Against Crime, undated
Box 4
Home Office/COI--Police recriutment campaign, 1980
Box 4
Hoover International Appliances, 1997
Box 4
Hoseasons, 1992
Box 4
H.P. Bulmer--Soft drinks, 1994
Box 4
H.P. Bulmer--Strongbow cider, 1988
Box 4
H.P. Bulmer--Woodpecker, 1990
Box 4
ICI--Decorative paints, undated
Box 4
ICI--Dulux, 1994
Box 4
ICI--Dulux: Project Shepherd, 1992
Box 4
ICI--Fibres (Tactel), 1987
Box 4
ICI--JWT presentations, 1987
(2 folders)
Box 4
ICI--Why Pay Pots for Paint?, 1992
Box 5
Irish Tourist Board, 1988
Box 5
Irish Tourist Board--Ireland: Where All the Time in the World Isn't Enough, 1988
Box 5
ITP Limited (publishing), 1985
Box 5
ITV Association--Never a Dull Moment, 1988
Box 5
ITV Association--Phase Two, 1989
Box 5
ITV Association--Time for Children, 1980
Box 5
Jaguar--Implications of Channel 4 terms of business, 1993
Box 5
Jaguar--Millward Brown presentation, 1992
Box 5
Jaguar--XJ Series, 1994
Box 5
Japan Festival, 1990
Box 5
John West Foods Limited, 1990
Box 5
JVC (UK) Limited, 1992
Box 5
JVC (UK) Limited--Brown Goods and Brand Values, 1992
Box 5
Kellogg--All-Bran: The Inside Story, 1988
Box 5
Kodak--Copy products, 1988
Box 5
Kodak--Ektaprint European launch, 1988
Box 5
Kwik-Fit (automotive services), 1989
(3 folders)
Box 5
Levi Strauss--Advertising recommendations for Northern Europe, 1982
Box 5
London Brewers Council--Exhibition, 1946
Box 5
London Docklands Development Corporation, 1989
Box 5
Lotus (computer software), 1984
Box 5
Lowenbrau, 1990
Box 5
M&G plc, 1989
(2 folders)
Box 5
Mansfield Breweries--Mansfield and Riding Bitters, 1990
Box 5
Maples Group, 1980
Box 5
Marks & Spencer, 1992
Box 5
Marlow Foods, 1988
Box 5
Mateus, 1990
Box 5
Mateus--Rose, 1990
Box 5
Mattesons Wall's Ltd., 1989
Box 5
Metrication Board, 1970
(2 folders)
Box 5
National Maritime Museum Greenwich, 1989
Box 5
National Power, 1989
(3 folders)
Box 5
NatWest (National Westminster Bank), 1989
Box 6
NatWest (National Westminster Bank)--Advertising: The Way Ahead, 1989
Box 6
NatWest (National Westminster Bank)--Centralised Media Management, 1988
(2 folders)
Box 6
NatWest (National Westminster Bank)--Cluster analysis, 1988
Box 6
NatWest (National Westminster Bank)--Competitive advertising review, personal sector, 1988
Box 6
NatWest (National Westminster Bank)--Creative, 1988
Box 6
NatWest (National Westminster Bank)--Research brief, 1989
Box 6
NatWest (National Westminster Bank)--Strategy, 1989
(2 folders)
Box 6
NCM Credit Insurance, 1991
Box 6
Nintendo/Mike Hayes--Creative Ninspiration, 1993
Box 6
Nuclear Electric, 1990-1992
(2 folders)
Box 6
Nuclear Electric--Harnessing the Power of Communications 1991-1994, 1991
Box 6
Nuclear Electric--Project Fossil, 1990
Box 6
PageB (Proprietary Association of Great Britain), 1997
Box 6
Philips Electronics--Gemini video system UK launch
Box 6
Philips Electronics--Laservision, 1980, 1982
(2 folders)
Box 6
Philips Electronics--Laservision false purchase study, 1982
Box 6
Philips Electronics--Laservision launch, 1982
Box 6
Philips Electronics--Presentation supplement, 1980
Box 6
Philips Electronics--Qualitative investigation into Laservision, 1983
Box 6
Philips Electronics--VLP video disc system, 1980
Box 6
Polycell, 1988
Box 6
PowerGen (energy company), 1989
Box 6
Project Jason (financial services), 1990
Box 6
Thomson Holidays--You Don't Have to Hope for the Best, 1982
Box 6
Toshiba--Brown Goods and Brand Values, 1989
Box 6
Twelve Regional Electricity Companies of England and Wales--Flotation advertising, 1990
(2 folders)
Box 6
United States Travel Service--Tender, 1976
Box 6
Walker Brothers (Scotch whisky)--Project J (JWT Hamburg), 1988
Box 6
 

Historical Note

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. The London Office first opened in 1899.

Related Material

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

J. Walter Thompson Company. London Office. Anthony Rau papers;

J. Walter Thompson Company. London Office. David Faulkner papers;

J. Walter Thompson Company. London Office. Jack Cronin papers;

J. Walter Thompson Company. London Office. Miles Colebrook papers;

J. Walter Thompson Company. London Office. Print advertisements;

J. Walter Thompson Company. London Office records;


Click to find related materials at Duke University Libraries.

Provenance

The J. Walter Thompson Company. London Office. New business records were received by the David M. Rubenstein Rare Book & Manuscript Library as a gift in 1998-2008.

Processing Information

Processed by Richard Collier, Sept. 2018;

Accessions described in this collection guide: 1998-0509, 2008-0270