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Guide to the J. Walter Thompson Company. Wally O'Brien papers, 1948-1988 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. Walter J. (Wally) O'Brien was an executive with JWT and JWT Group, serving in a number of offices and as Vice Chairman of the company. Collection includes texts and accompanying slides of speeches and presentations; financial and management reports, correspondence and other printed materials as well as audiovisual materials in multiple formats (videocassettes, audio cassettes and tape reels, film reels). Companies represented include Beatrice, Burger King, De Beers, Ford, Goodyear, IBM, Kellogg, Kodak, Kraft, Lord Geller Federico Einstein, Mattel, Nestle, Pepsi, Philips, Reynolds Tobacco, Rolex, Unilever and Warner-Lambert. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.

Collection Details

Collection Number
RL.11620
Title
J. Walter Thompson Company. Wally O'Brien papers
Date
1948-1988 and undated
Extent
15.0 Linear Feet
Repository
David M. Rubenstein Rare Book & Manuscript Library
Language
Materials in English

Collection Overview

Collection includes texts and accompanying slides of speeches and presentations; financial and management reports, correspondence and other printed materials as well as audiovisual materials in multiple formats (videocassettes, audio cassettes and tape reels, film reels). Companies represented include Beatrice, Burger King, De Beers, Ford, Goodyear, IBM, Kellogg, Kodak, Kraft, Lord Geller Federico Einstein, Mattel, Nestle, Pepsi, Philips, Reynolds Tobacco, Rolex, Unilever and Warner-Lambert. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.

More Biographical / Historical Info

Arrangement

Organized into the following series: General Files; Correspondence and Memoranda; Client Files; Presentations, Writngs and Speeches; and Audiovisual Materials.

Using These Materials

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Collection is open for research. However, original audiovisual materials are closed until use copies can be produced.

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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.

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How to Cite

[Identification of item], J. Walter Thompson Company. Wally O'Brien papers, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

Contents of the Collection

Advertising, 1982-1986
(2 folders)
Box 1
Agency commitment to clients, 1984-1985
Box 1
Andy Awards, 1985-1987
Box 1
Articles, 1968-1985
(5 folders)
Box 1
Articles, 1984-1985
Box 2
Asia-Pacific, 1984-1986
Box 2
Asia-Pacific--China, 1985
Box 2
Asia-Pacific--Far East, 1985-1986
Box 2
Asia-Pacific--Japan, 1984-1986
Box 2
Asia-Pacific Media Forum, 1985
Box 2
Canada, 1986
Box 2
Client planning budgets, 1984-1985
Box 2
Credentials book, 1985
Box 2
Europe, 1983-1986
(4 folders)
Box 2
Europe, 1983-1986
Box 3
Hill & Knowlton, 1983-1985
Box 3
Hill & Knowlton, LGFE (Lord Geller Federico & Einstein) and MRB Group profiles, 1987
Box 3
Ireland, 1986
Box 3
Itineraries, 1982-1984
Box 3
James Webb Young Fund/Board of Trustees, 1984-1985
Box 3
JWT Group, 1984-1987
Box 3
JWT USA operating costs, 1986
Box 3
Latin America, 1983-1985
Box 3
Marketing philosophies, undated
Box 3
Multinational background material, 1983-1984
Box 3
Multinational booklet, 1984
Box 3
Multinational budgeting, 1985
Box 3
Multinational business building, 1984-1985
Box 3
Multinational client development, 1984-1985
Box 3
Multinational Client Service Operating Review, 1984
Box 3
Multinational Client Services 1986 Headquarters Recommendation, 1985
Box 3
Multinational Client Services Action Plan proposal 1986, 1985
Box 4
Multinational Client Services Headquarter Financial Review, 1985
Box 4
Multinational coordination, 1984
Box 4
Multinational creative teams, 1985
Box 4
Multinational finances, 1983-1985
Box 4
Multinational meeting agreement, 1984
Box 4
Multinational meetings, 1983
Box 4
Multinational meetings with Denis Lanigan, 1982-1984
Box 4
Multinational planning, 1984
Box 4
Multinational planning budget results, 1984
Box 4
Multinational program, undated
Box 4
Multinational review, 1984-1985
Box 4
New business: Food, 1986-1987
Box 4
Professional Development at JWT, 1985
Box 4
Retail Advertising Conference, 1985
Box 5
Selection Committee, Chicago Advertising Person of the Year, 1982
Box 5
T-Plan, 1982-1984
Box 5
Top 20 worldwide clients, 1985
Box 5
Travel, 1985
Box 5
Worldwide Clients booklet, undated
Box 5
Worldwide Client Service Director, 1985
(2 folders)
Box 5
Worldwide Client Service Directors' Meetings, 1984-1985
(3 folders)
Box 5
Worldwide Client Service Review, 1985
(2 folders)
Box 5
Worldwide Client Services booklet, undated
Box 5
Advertising Age survey, 1982-1985
Box 6
Assignments, 1983-1988
Box 6
Awards, 1982-1988
(2 folders)
Box 6
Booz Allen & Hamilton, 1985
Box 6
Cableshop, 1978-1987
Box 6
Chronological file, 1984-1985
(4 folders)
Box 6
Chronological file, 1985
(8 folders)
Box 7
Chronological file, 1986
(2 folders)
Box 8
Clients A-P, 1982-1987
(14 folders)
Box 8
Clients R-W, 1982-1987
(6 folders)
Box 9
Compensation agreements, 1984-1985
Box 9
Congratulatory letters, 1982-1984
Box 9
Creative Directors, 1986
Box 9
Desk-to-desk memos, 1982-1984
Box 9
Doug Richardson, 1984-1985
Box 9
EPCOT Conference, 1984
Box 9
Evaluations and reviews, 1982-1984
Box 9
Finances, 1982-1987
(2 folders)
Box 9
George Berry, 1984-1985
Box 9
Holiday planning, 1982-1984
Box 9
Jack Scollay, 1984-1985
Box 10
Joe Sasernick, 1983
Box 10
JWT USA General Managers, 1982-1984
(2 folders)
Box 10
Lansdowne Advertising, undated
Box 10
Media, 1980-1984
Box 10
Meetings, 1982-1985
Box 10
Multinational, 1984-1985
(2 folders)
Box 10
New business, 1982-1987
Box 10
Office location, 1983
Box 10
Personal, 1982-1984
Box 10
Programs, 1983
Box 10
Recommendations, 1983-1984
Box 10
Robin Restall transfers, 1984-1985
Box 11
Sadler Wells Royal Ballet, 1986
Box 11
Staff, 1982-1984
(2 folders)
Box 11
Task forces, 1985-1986
Box 11
Thanks, 1982-1984
Box 11
Tom Veres, 1985-1987
Box 11
Wolf Lieschke, 1984
Box 11
World Advertising Review (publication), 1985
Box 11
Young and Rubicam, 1985
Box 11
3M, 1985
Box 12
Activision, 1982-1983
Box 12
Adolph Coors, 1982-1984
Box 12
Bacardi, 1984-1986
Box 12
Baskin Robbins, 1984
Box 12
Beatrice, 1983-1985
(3 folders)
Box 12
Black and Decker, 1983-1985
(2 folders)
Box 12
Burger King, 1982-1985
(2 folders)
Box 12
Burger King--Africa, 1985
Box 12
Burger King--Asia-Pacific, 1985
Box 12
Burger King--Canada, 1984
Box 12
Burger King--Europe, 1984-1985
Box 12
Burger King--International reviews, 1984-1985
Box 12
Burger King--Latin America, 1984-1985
Box 12
Burger King--MMA (Managers' Monthly Assessments), 1984-1985
Box 13
Carnation, 1985
Box 13
Chevron, undated
Box 13
Client alignment list, 1984-1985
Box 13
Client information, 1983-1984
Box 13
Client lists, 1985
Box 13
De Beers, 1984-1985
Box 13
De Beers--International, 1980
Box 13
De Beers--MMA, 1983-1985
Box 13
Dole, 1984-1985
Box 13
Emery Air Freight, 1984-1986
Box 13
Ford, 1984-1985
Box 13
Ford--Asia-Pacific, 1984-1985
Box 13
Ford--Case history, 1984
Box 13
Ford--Europe, 1984-1985
Box 13
Ford--Latin America, 1984-1985
Box 13
Ford--MMA, 1984-1985
Box 13
Ford--Worldwide Supervisors' Meeting, 1984
Box 13
Gazelle, 1985
Box 13
Gillette, 1985
Box 13
Goodyear, 1960-1984
Box 13
Goodyear, 1983-1986
(3 folders)
Box 14
Goodyear--International, 1984
(2 folders)
Box 14
Goodyear--MMA, 1984
Box 14
Goodyear--Presentations, 1984-1985
(4 folders)
Box 14
IBM, 1984-1986
(2 folders)
Box 14
IBM--Asia-Pacific, 1984-1985
Box 15
IBM--Europe, undated
Box 15
IBM--Japan, undated
Box 15
IBM--Latin America, undated
Box 15
IBM--Meeting with Warren Paul, 1985
Box 15
Jacobs Suchard, 1984-1985
Box 15
Kellogg, 1984-1985
Box 15
Kellogg--Asia-Pacific, 1984-1985
Box 15
Kellogg--Case history, 1984-1985
Box 15
Kellogg--Compensation, 1985
(2 folders)
Box 15
Kellogg--Europe, 1984-1986
Box 15
Kellogg--Latin America, 1984-1985
Box 16
Kellogg--Meeting, 1984
Box 16
Kellogg--MMA, 1984
Box 16
Kellogg--Multinational costs, 1985
Box 16
Kellogg--National sales meeting, 1985
Box 16
Kellogg--South Africa, 1984-1986
Box 16
Kellogg--USA/Canada, 1985
Box 16
Kodak, 1985-1986
(2 folders)
Box 16
Kodak--Leaders and Leadership, 1984
Box 16
Kodak--MMA, 1985
Box 16
Kraft, 1983-1985
Box 16
Kraft--Bill Ross, 1980-1985
Box 16
Kraft--Canada, 1984-1985
Box 16
Kraft--Latin America, 1985
Box 16
Kraft--Mexico, 1980-1981
Box 16
Kraft--MMA, 1983-1985
Box 17
Kraft--Presentations, 1984-1985
(2 folders)
Box 17
Marine Corps, 1982-1983
Box 17
Mattel, 1983-1986
(5 folders)
Box 17
Mattel--Presentations, 1983-1985
(2 folders)
Box 17
Nabisco, 1984-1986
Box 18
Nabisco--MMA, undated
Box 18
Nestle, 1982-1985
(9 folders)
Box 18
Nestle, 1985-1986
(3 folders)
Box 19
Nestle--Coffee, presentations, 1984-1985
Box 19
Nestle--Frozen foods, 1984
Box 19
Nestle--MMA, 1984
Box 19
Nestle--Presentation, 1985
Box 19
Papa Giuseppi, 1985
Box 19
Parker Pen, undated
Box 19
Pepsi, 1984-1986
(3 folders)
Box 19
Pepsi--Brand copy review, 1984
Box 19
Pepsi Challenge, 1984
Box 20
Pepsi Challenge case history, 1984
Box 20
Pepsi--Latin America, 1984-1986
Box 20
Pepsi--Pepsi Taste Goin' Over the Top campaign, 1984
Box 20
PepsiCo, 1983-1985
(2 folders)
Box 20
PepsiCo--Advertising management, 1985
Box 20
PepsiCo--MMA, 1985
Box 20
PepsiCo--Profile of JWT NY, 1985
Box 20
PepsiCo--Response to New Coke, 1985
Box 20
PepsiCo--Rod Malcolm briefing, 1984
Box 20
Philips, 1984-1986
(4 folders)
Box 21
Pillsbury, 1984
Box 21
Procter & Gamble--Bible on strategy, undated
Box 21
Quaker Oats, 1982-1984
(2 folders)
Box 21
Reynolds Metals, 1985
Box 21
RJ Reynolds, 1984-1986
(6 folders)
Box 21
RJ Reynolds--MMA, 1985
Box 21
Rolex, 1984
Box 22
Rolex--MMA, 1985
Box 22
Rolex--Print advertising, 1948-1981 and undated
(2 folders)
Box 22
Rowntree Mackintosh, 1983-1985
Box 22
Royal Canadian Mint, 1985
Box 22
R.T. French, 1984
Box 22
Safeway, 1984
Box 22
S.C. Johnson, 1984-1986
Box 22
Schering-Plough, 1985
Box 22
Scott Paper, 1986
Box 22
Seagrams, 1984-1985
Box 22
Shiseido (JWT-Japan), 1984-1985
Box 22
Spalding, 1985
Box 22
Sprint, 1984
Box 22
Teachers, 1985
Box 22
Tetra Pak, 1985-1986
Box 22
Texaco, 1985
Box 22
Toshiba, 1985
Box 22
Twentieth Century Fox, 1985
Box 22
Uncle Ben's, 1984
Box 22
Unilever, 1975-1985
(3 folders)
Box 22
Unilever, 1983-1986 and undated
(11 folders)
Box 23
Unilever--Billings and profits, 1983
Box 23
Unilever--Business building plan, 1985
Box 23
Unilever--Case histories, 1985
Box 24
Unilever--Coordination, 1983-1985
(3 folders)
Box 24
Unilever--F.H. Faulding, 1985
Box 24
Unilever--London Office, 1983-1986
(2 folders)
Box 24
Unilever--Lux Toilet Soap case history, 1984
Box 24
Unilever--MMA, 1985
Box 24
Unilever--Multinational business building plan, 1985
Box 24
Unilever--New York Office, 1984-1985
Box 24
Unilever--Puerto Rico, 1984-1985
Box 24
Unilever--Remuneration, 1983-1985
Box 24
Unilever--Remuneration, 1983-1985
Box 25
Unilver--S.C. Johnson, 1980-1985
(2 folders)
Box 25
Unilever--Seminar and conferences, 1985
Box 25
Unilever--Slide presentation, 1984
Box 25
Unilever--Sunkist Japan, 1985
Box 25
Via Kelle, 1986
Box 25
Warner-Lambert, 1981-1986
(4 folders)
Box 25
Warner-Lambert--MMA, 1985
Box 25
Wedgwood, 1986
Box 25
Ad Club breakfast, 1984 Nov. 20
Box 25
American Consumer: Myth and Reality, 1984
(2 folders)
Box 25
Analysts meeting (Don Johnston), 1984
(2 folders)
Box 25
Analyst presentation (Don Johnston), 1983
Box 25
Andy Awards 21st Annual Competition, undated
Box 25
Andy Awards presentation, 1985
Box 25
Annual Meeting (Glen Dell, Don Johnston), 1986
Box 25
Bill Bernbach speech, 1984
Box 25
Brand Leadership California Portfolio Managers (Glen Dell, Don Johnston), 1985
Box 26
Case for New Growth Perspective (Security Analysts Meeting), 1981-1982
(5 folders)
Box 26
Cashel workshop, 1986
(2 folders)
Box 26
Chicago client dinner multinational presentation, undated
Box 27
Chicago Hospital Public Relations Society Communicator's Showcase, 1981
Box 27
Chicago Security Analysts Meeting, 1981
Box 27
Creativity Speech, undated
Box 27
DuPont, 1984
Box 27
ECS presentation, undated
Box 27
Essence of Positioning is Sacrifice (Joel Baumwoll), 1983
Box 27
European Managers Meeting, 1982
Box 27
Evolution of an Owl to a Hawk (Don Robertson), 1983
Box 27
Financial Analysts Meeting (Don Johnston), 1979
(3 folders)
Box 27
Frozen Foods presentation for Nestle, 1984
Box 27
George Black on advertising wearout, 1981-1986
Box 27
Global Approach to Marketing--And one way we can grow with it, undated
Box 27
Global Marketing--And one way we can prosper from it, 1984
Box 27
Global Marketing From Now to the Twenty-First Century, undated
Box 27
Global marketing management, 1986
Box 27
Global marketing trends, 1985
(3 folders)
Box 28
Global Media Commission (IAA), 1984-1986
Box 28
Globalism: A Mirage or a Market, 1986
(2 folders)
Box 27
H&R Block Cassette, 1980
Box 28
International presentation, undated
Box 28
International transfers--Lessons learned, 1984
Box 28
Introduction to Epcot Meeting: Serving multinational clients at JWT, 1984
(2 folders)
Box 28
J. Walter Goes Global, undated
Box 28
James Webb Young Seminar, 1983-1985
Box 28
Jonathon Miller, Stephen King Transcript, undated
Box 28
Just to start the ball rolling (Advertising Education Foundation), 1986
Box 28
JWT: First Multinational Agency, undated
Box 28
JWT booklet (What is advertising), 1986
Box 28
JWT credentials, undated
Box 28
JWT/FDAF Chairman's Meeting (Wally O'Brien, Bucky Buchanan), 1982
Box 28
JWT Group: A Company of Companies, undated
Box 29
JWT Group Analyst Meeting NY (Don Johnston, Herbert Eames), 1983
Box 29
JWT Group Financial Analysts Meeting (Don Johnston), 1980
(2 folders)
Box 29
JWT Group: Growing Through Brand Leadership:(Don Johnston, Jeremy Bullmore, Glen Dell), 1986
Box 29
JWT Group Security Analysts Meeting-New York, 1981
Box 29
JWT Multinational Client Services Plan, 1986
Box 29
JWT Toronto "The Industry's Most Creative Agency", 1983
Box 29
JWT USA: The Best in New York, 1983
Box 29
JWT Worldwide Account Services, undated
Box 29
Latin American Managers Meeting, 1982
Box 29
Local Marketing, 1985
Box 29
Managing Change: The Role of Communications, 1981
Box 29
Managing in the Global Village, 1985
Box 29
Miscellaneous, 1982-1984
Box 30
Multinational Client Business Building Program, undated
Box 30
Multinational Client Plan, 1984
Box 30
Multinational Progress Report, 1985
Box 30
Multinational Review, 1984
Box 30
Multinational Strategies, undated
Box 30
Myth and Reality in the Advertising Business (Don Johnson, Alun Jones), 1978
(2 folders)
Box 30
National Quality Month Forum, 1985
Box 30
New Business Reports, undated
Box 30
NY Analysts Meeting: Creativity, Growth, and the Bottom Line, 1985
Box 30
Old Bank Robbers' Guide to Where the New Money Is (Citicorp), undated
Box 30
Operations Committee, 1985
Box 30
Outlook for '86 (Presentation to Paine Webber), 1985
Box 31
Philadelphia Analysts Meeting (Don Johnston, Herbert Eames), 1984
Box 31
Planning cycle, 1985
Box 31
Presentaton to New York Office, 1983
Box 31
Presentation to Security Analysts (Don Johnston, Herbrt Eames), 1982
Box 31
Quality Control, National Quality Month Forum, 1985
Box 31
Security Analyst and Stockholder Meetings, 1980
Box 31
Security Analysts Meeting, 1979-1980
(2 folders)
Box 31
Security Analysts Meeting (Don Johnston, Wayne Fickinger), 1981-1984
(3 folders)
Box 32
Some thoughts on beginning a career in advertising, undated
Box 32
Speech for Joe O'Donnell, 1982
Box 32
Speech to JWT Personnel, 1981
Box 32
Werthein Breakfasts (Don Johnston, Glen Dell), 1985
Box 32
"What is an Advertising Idea" Workshop, 1986
Box 32
What is multinationality? Can it be cured?, 1985
Box 32
Worldwide Client Service Directors (Denis Lanigan), 1984
Box 32
Worldwide marketing: What does it mean to us, undated
Box 32
Worldwide management trends, undated
Box 32
Worldwide presentation, 1985
Box 32
New York Analylsts Meeting: Creativity, Growth and the Bottom Line (Don Johnston, Glen Dell), 1985

17 commercials from JWT; 7 commercials from LGFE

Box AV1
Video-cassette RL11620-Umatic-001
Security Analysts Meeting (Don Johnston); 16 commercials, 1979
Box AV1
Video-cassette RL11620-Umatic-002
Security Analysts Meeting (Don Johnston; Herbert Eames speeches), 1983
Box AV1
Audio-cassette RL11620-CS-001
Security Analysts Meeting (Don Johnston; Herbert Eames speeches), 1983
Box AV1
Audio-cassette RL11620-CS-002
Financial Analysts Meeting (Don Johnston), 1980
Box AV1
Audio-reel RL11620-RR-001
Lord Geller Federico Einstein: Callard & Bowser "Help England Back on Its Feet" :60 radio spot to accompany Don Johnston speech to Analysts, 1983
Box AV1
Audio-reel RL11620-RR-002
Lord Geller Federico Einstein: Callard & Bowser "Help England Back on Its Feet" :60 radio spot to accompany Don Johnston speech to Analysts, 1983
Box AV1
Audio-reel RL11620-RR-003
JWT Group Financial Analysts Meeting commercial reel: 18 spots, 1980
Reel 1
Film-reel RL11620-F16-001
 

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. Walter J. (Wally) O'Brien was an executive with JWT and JWT Group, serving in a number of offices and as Vice Chairman of the company.

Marquette University; joined JWT New York as copywriter 1962; Account Supervisor, London Office 1966; Director, Frankfurt Office 1969; Group Account Director, Chicago Office 1972; Senior Vice President 1975; General Manager, Chicago 1979; General Manager, New York 1982; President and Chief Operating Officer, JWT USA 1982; Vice Chairman and Director of Multinational Client Services 1984; resigned 1986; partner in O'Reilly O'Brien Clow/RSCG 1986

Related Material

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

J. Walter Thompson Company. Account Files;

J. Walter Thompson Company. Corporate Documentation;

J. Walter Thompson Company. Don Johnston papers;

J. Walter Thompson Company. Herbert Eames papers;

J. Walter Thompson Company. Writings and Speeches


Click to find related materials at Duke University Libraries.

Provenance

The J. Walter Thompson Company. Wally O'Brien papers were received by the David M. Rubenstein Rare Book & Manuscript Library as a gift in 2004.

Processing Information

Processed by Richard Collier, June 2018;

Accessions described in this collection guide: 2004-0320