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J. Walter Thompson Company. Vergil D. Reed and Lubertus Smilde papers, 1944-1960.

Title: Vergil D. Reed and Lubertus Smilde papers, 1944-1960.

Vergil Reed was director of the U.S Bureau of the Census (1940s), Director of Research and an economist with J. Walter Thompson Company (1940s-1950s), as well as a professor of marketing and foreign trade at Michigan State, Columbia and Boston Universities. Lubertus Smilde was Reed's colleague and successor in the Market Research Department at JWT. Collection includes correspondence, memoranda, office files, client files, reports, speeches, and newspaper clippings, as well as some advertisements. The material forms the body of extant records for Reed's work as Director of Research for JWT; however, a substantial portion of the collection originated in the office of Reed's colleague and successor, Lubertus Smilde. Topics include analysis of population trends and their influence on various markets; views of the private enterprise system; how research findings might be applicable to JWT clients; and work on JWT's World Markets series. Correspondents include Arno Johnson, Samuel Meek, and Norman Strouse. The papers depict Reed, as well as Smilde, as a trained economist leading JWT's Research Department. In a letter to Stanley Resor, written on October 11, 1945 by Paul H. Nystrom, a professor at Columbia University's School of Business, Reed's strength as an economist is mentioned (in the Correspondence Series). Nystrom suggests Reed's role at JWT, recommending to Resor that Reed continue the study of population trends and to apply their meaning to business. This is reflected in materials in the collection, which contains a numerous documents showing the analysis of population trends and the illustration of their influence to the various markets, especially those of the foreign nations. The information was compiled by Reed and later by Smilde and was distributed to the JWT personnel and clients. In a memorandum written by Reed on May 1, 1958 to Robert Berry, for example, Reed provides facts on population trends and his interpretations of them to be included in Norman Strouse's speech (in the New York Office folder in the JWT Office Series). The papers also include market analysis compiled by other JWT offices. For instance, the JWT Office Series contains a report prepared by the Tokyo Office on Japanese dairy product market. Many materials throughout the collection include reference to the World Markets Books, a series prepared and published by JWT. The papers, especially those in the folder titled World Markets Books (1958) in the Subject Files Series, indicate that Reed had an important role for the project. The Series did not see the completion at the time of Reed's retirement. In a letter written to Howard Kohl on April 16, 1958, Reed suggests Smilde to be his successor (in the Correspondence Series). Subsequently, the Smilde papers, dated mostly from 1960, frequently mentions the World Markets books.

ArchivalResource: 1000 items 1.3 lin. ft.

http://www.worldcat.org/oclc/67838459 View

J. Walter Thompson Company. Writings and speeches, ca. 1918-1998.

Title: Writings and speeches, ca. 1918-1998.

Primarily printed texts of speeches given by advertising executives employed at the J. Walter Thompson Company. Also included to a lesser extent are articles and books with articles or chapters written by JWT staff. Topics include general trends in advertising and marketing, specific themes related to JWT's policies and philosophies, year-end reports, specific marketing strategies. Notable individuals represented include Stanley B. Resor (president of the company 1916-1961) Norman H. Strouse, Dan Seymour, John B. Watson, Arno H. Johnson, and James Webb Young.

ArchivalResource: 1,124 items.

http://www.worldcat.org/oclc/80782979 View

J. Walter Thompson Company. Writings and Speeches, 1912-2000 and undated.

Title: Writings and Speeches, 1912-2000 and undated.

The J. Walter Thompson Company Writings and Speeches collection spans 1912 through 2000 and includes primarily printed texts of speeches given by advertising executives employed at the J. Walter Thompson Company. Also included to a lesser extent are clippings or reprints of articles, reports, and white papers, along with some books written in whole or in part by JWT staff. Topics include general trends in advertising and marketing, specific themes related to JWT's policies and philosophies, year-end reports, specific marketing strategies. Notable individuals represented include Rena Bartos, Charlotte Beers, Jeremy Bullmore, Nariman Dhalla, Arno Johnson, Don Johnston, Denis Lanigan, Burt Manning, Vergil Reed, Stanley Resor, Dan Seymour, Norman H. Strouse, and James Webb Young. The collection was originally started by the Information Center of JWT New York Office. Collection is arranged alphabetically by last name; therein materials are arranged chronologically. At the end of the named listing, there are grouped writings and speeches involving multiple authors; materials where authorship cannot be attributed; and writings that comprised the Creative Forum in the 1960s.

ArchivalResource: 20,000 items (30 lin. ft.)

http://www.worldcat.org/oclc/233721189 View