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Guide to the J. Walter Thompson Company. Thompson Way/Thompson Total Branding records, approximately 1975-2000 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. Collection consists of training and policy manuals, presentations, other printed materials and videocassettes pertaining to the T-Plan, Thompson Way and Thompson Total Branding programs. Materials appear in English, Spanish and Japanese and include materials from JWT offices in The U.S., Argentina, Australia, Canada, India, Italy, Japan, Mexico and Thailand. Case study information for individual companies include DeBeers, Ford, Nabisco (Ritz crackers), Nabob Coffee, Nestle, Steppenwolf Theater and White Castle. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.

Collection Details

Collection Number
RL.11328
Title
J. Walter Thompson Company. Thompson Way/Thompson Total Branding records
Date
approximately 1975-2000 and undated
Extent
6.0 Linear Feet
Repository
David M. Rubenstein Rare Book & Manuscript Library
Language
Materials in English, Spanish, Japanese.

Collection Overview

Consists of training and policy manuals, presentation materials, other printed materials and videocassettes pertaining to the T-Plan, Thompson Way and Thompson Total Branding programs. Materials appear in English, Spanish and Japanese and include materials from JWT offices in The U.S., Argentina, Australia, Canada, India, Italy, Japan, Mexico and Thailand. Case study information for individual companies include DeBeers, Ford, Nabisco (Ritz crackers), Nabob Coffee, Nestle, Steppenwolf Theater and White Castle. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.

More Biographical / Historical Info

Arrangement

Organized into the following series: Thompson Way; Thompson Total Branding; 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.

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], J. Walter Thompson Company. Thompson Way/Thompson Total Branding records, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

Contents of the Collection

A guide to the JWT T-Plan, approximately 1975
Box 1
Advertising Planning Methods, 1987-1996
(2 folders)
Box 1
Advertising Process and Procedures, 1995
Box 1
El Manuel Para Cuentos de JWT (Spanish version of JWT Account Manager's Handbook), 1989
Box 1
Expanded Thompson Way Program, 1990
Box 1
Japan--Account Managers Handbook (in Japanese), undated
Box 1
Japan--JWT Guide to Research (in Japanese), 1992
Box 1
Japan--JWT Media Person's Handbook (in Japanese), 1992
Box 2
JWT Account Manager's Handbook, 1990
Box 2
JWT Director-in-charge: Roles and Expectations, 1993
Box 2
JWT Guide to Research, 1993
Box 2
JWT Media Person's Handbook, 1989
Box 2
JWT New Business Checklist for Winners, 1992
Box 2
JWT New Business Handbook, 1991
Box 2
JWT Office Managers' Development Program "Swap Shop", 1992
Box 2
JWT Office Managers' Development Program "Swap Shop", 1992
Box 3
La Guia para Investigacion de JWT (Spanish version of JWT Guide to Research), 1990
Box 3
Selling the Most Effective, Distinctive Advertising in the Marketplace, 1991
(2 folders)
Box 3
Spring Training '92: Better Together, 1992
(2 folders)
Box 3
Thompson Account Managers' Handbook, undated
Box 3
Thompson Account Managers' Handbook, 1991
Box 4
Thompson Way, undated
Box 4
Thompson Way graduate recruitment (London), 1996
Box 4
Thompson Way Handbook, 1990
Box 4
What Others Really Think About Account Managers, 1990
Box 4
Miscellaneous binders for exhibits, undated
Box 9
Argentina--Training program, 1996
Box 4
Bangkok--Total Branding X-Files package "They Don't Do It Like This at Any Other Agency", 1996
Box 8
Canada--A Successful Quest for Total Branding: J. Walter Thompson Canada and Nabob (Coffee) 1997-1998, 1998
Box 10
Europe--Introductory presentation, 1996
(2 folders)
Box 4
Europe--Pre-release version, 1996
Box 4
Ford--No Boundaries Total Branding plan, 1991
Box 4
Hindustan Thompson--All-India TTB introduction, 1996
Box 5
Hindustan Thompson--Say Hello to Thompson Total Branding, 1996
Box 5
Japan--TTB introducing package, 1996
Box 5
London--Core team meeting, 1997
Box 5
London--Thompson Way of Total Branding, 1996
(3 folders)
Box 5
London--Total Branding: The Branding Idea, 1999
Box 5
London--TTB overview presentation, 1997
Box 5
Melbourne--TTB handbook, 1996
Box 5
Melbourne--X-Files presentation, 1996
Box 6
Mexico--TTB meeting "Transformation" binder, undated
Box 6
Milan--TTB introduction slides, approximately 1996
Box 6
Mumbai--Contract/Branding TTB introduction, 1995-1996
Box 6
Mumbai--TTB workshop notepad, undated
Box 6
Nestle conference, 1996
Box 6
Nestle/Sao Paulo--The War of the Milk Modifiers, 1993-1995
(2 folders)
Box 6
Our Best Total Branding, 1999
Box 6
Our New Management Vision, 1996
Box 6
Pre-launch planning meeting, 1996
Box 7
Pre-release version, 1996
Box 7
Ritz Crackers TTB awards (Chicago), 2000
Box 7
Software rollout, 1997
Box 7
Steppenwolf Theater Company--Thompson Total Branding Program, JWT Chicago, 2001
Box 7
Thompson Total Branding workshop, 1999
Box 7
Thompson Way of Total Branding examples, 1996
Box 7
Total Branding brochure, undated
Box 7
Total Branding glossary, 1996
Box 7
White Castle case study, 1996
Box 7
Total Branding T-shirt, undated
Box 7
Total Branding Workshop (Mumbai) polo shirt, 1996
Box 7
Pre Release Version The Thompson Way of Total Branding, 1996

Television commercials for TTB case histories: Ford F0150 "Canyon", "Working Harder/Toughness"; ESSO :Nightwatch"; Oscar Mayer "Talent Search/Superbowl"; Nutri-Grain "Engine Room"; USMC "Transformation"; California Lottery "Kitchen Window", "Fish"; Lux "Airport"; Aguila Beer "Beach Party"; Sprint Sense "Just a Dime"; Heineken (Switzerland) total communications video case study

Box AV1
Video-cassette RL11328-Umatic-001
Ritz crackers television spots, undated

Bed, Bell, Snowman, Football, Soup, Peanut Butter, On the Go, Conga

Box AV1
Video-cassette RL11328-Umatic-002
Rock Video on Total Branding, 1996

JWT in-house video, Kuala Lampur Malaysia. 8:00

Box AV1
Video-cassette RL11328-Umatic-003
Thompson Total Branding Award, Advertising TV, 1998
Box AV1
Video-cassette RL11328-Umatic-004
Thompson Total Branding Award, Case History Video, 1998
Box AV1
Video-cassette RL11328-Umatic-005
Total Branding Launch JWT Milan (NTSC), 1996
Box AV1
Video-cassette RL11328-Umatic-006
Case Nescau case study (Brazil), undated

Sixteen television spots; NTSC.

Box AV1
Video-cassette RL11328-VHS-001
Thompson Total Branding Parts 1 and 2, 1996

Client material includes De Beers, Motorola, Gerber Baby, White Castle, Midas, Marine Corps, Philly Cheese, Oscar Mayer, Nutri-Grain, Radio 3 Amsterdam, Andrex/Scott Paper, Sprint, John Cleese

Box AV1
Video-cassette RL11328-VHS-002
Thompson Total Branding X-Files Presentation (Melbourne), 1996
Box AV1
Video-cassette RL11328-VHS-003
Total Branding Video, 1996

For Internal Use Only, Workshops and presentations (John Furr)

Box AV1
Video-cassette RL11328-VHS-004
Bangkok--Total Branding X-Files package "They Don't Do It Like This at Any Other Agency", 1996
Box AV1
Video-cassette RL11328-OP-005
Ford No Boundaries (PAL), undated
Box AV1
Video-cassette RL11328-Bcam-001
TTB Advertising Radio: Nabob Coffee, undated
Box AV1
Audio-cassette RL11328-CS-001
Bangkok--Total Branding X-Files package "They Don't Do It Like This at Any Other Agency", 1996
Box AV1
Audio-cassette RL11328-CS-002
Forever M De Beers Global, Millennium Campaign presentation, undated
Box AV1
Video-disc RL11328-OP-001
Ritz crackers Powerpoint presentation, undated
Box AV1
Video-disc RL11328-OP-002
Successful Quest for Total Branding: J. Walter Thompson Canada and Nabob Coffee 1997-1998, 1998
Box AV1
Video-disc RL11328-OP-003
Thompson Total Branding Awards winners, 2000
Box AV1
Video-disc RL11328-OP-004
TTB 2001 Awards Highly Commended, 2001
Box AV1
Video-disc RL11328-OP-005
 

Historical Note

JWT's advertising reputation was historically based on a systematic approach to account planning and management. Beginning around 1916, JWT developed a simple mnemonic called the T-Square, a printed or metal draftsman's t-square that bore five key questions to guide account strategy. In the 1920s, account planning was further systematized with the Plan and Data Form, which considered the market situation, consumer base and advertising strategy. During the 1960s the London Office developed what came to be known as the T-Plan. The T-Plan began with a situation analysis that took into account not only the position of the product in the market, but also that of competing products, and undertook a much finer-grained analysis of the consumer base. This information drove actions by two different parties within JWT: the Target Planning Team working on the account, and the Strategy Review Board, a management oversight committee who reviewed and made recommendations on how a campaign should progress. The Thompson Way was launched in 1987, a set of account management tools intended to reinforce JWT's core mission of the time "to deliver greater value from their advertising than any other agency." In 1996, a new version, called Thompson Total Branding, emerged, that incorporated market assessments, product positioning, target audience and brand vision into a comprehensive and integrated brand communications strategy. Thompson Total Branding also sought to reposition the entire agency in terms of global brand communications. The following year, 1997, JWT launched Thompson Total Targeting, which integrated brand communications with marketing database analysis.

Related Material

Related materials may be found in the following J. Walter Thompson Company Archives collections held in the Hartman Center:

Account Files; Chicago Office records; Newsletter collection; Peter Schweitzer papers; Publications.


Click to find related materials at Duke University Libraries.

Provenance

The J. Walter Thompson Company. Thompson Way/Thompson Total Branding records were received by the David M. Rubenstein Rare Book & Manuscript Library as a gift in 1993-2002.

Processing Information

Processed by Richard Collier, Carmen Pharr, October 2016

Accessions described in this collection guide: 1993-070, 1997-0108, 1998-384, 2002-0132