Bates Worldwide, Inc. records, 1934-2003 and undated.

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Bates Worldwide, Inc. records, 1934-2003 and undated.

http://www.worldcat.org/oclc/72823858

Collection includes correspondence, corporate policy manuals, photographs, publications, graphic designs, print advertisements, electronic records and videocassettes that document the activities of this major global advertising agency over the course of its corporate life. Bates built its early reputation as an advertising agency with a particular talent for promoting pharmaceutical products (Carter's Pills, Anacin analgesics) and common household goods (Mars candies, Wonder bread, Palmolive soap, Colgate dental cream). Advertising policies developed around a philosophy Bates called the Unique Selling Proposition (USP), which informed an imperative to identify and promote a single, unique and compelling reason for consumers to use any given product or service. As the company grew into a global business, USP evolved into more complex forms, including the Bates Brand Wheel. Major clients include Brown & Williamson Tobacco Co., Carter-Wallace Corporation, Colgate-Palmolive Company, Hyundai America, the Joint Recruiting Advertising Program of the combined U.S. Armed Services, M&M/Mars Inc., Miller Brewing Company, Pfizer, the U.S. Navy and Wendy's International. There is also some information on the company's founder, Ted Bates, as well as on Rosser Reeves, Bates' first copy writer and the chief architect of the USP concept. Some materials were received as electronic files. Disks were assigned consecutive numbers reflecting the order in which they were encountered. If a work has a corresponding or associated electronic file, the file is included in the container list. The contents of each disk have been migrated to the Special Collections server. Consequently, the contents of these disks are available only in correspondingly numbered electronic subdirectories. Consult a reference archivist for access to the electronic files.

336,000 items (784 lin. ft.)

Duke University Libraries, Duke University Library; Perkins Library

Information

SNAC Resource ID: 8097888

Duke University Libraries, Duke University Library; Perkins Library

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http://n2t.net/ark:/99166/w68h3rhf (corporateBody)

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Pfizer Inc. was founded in 1849 by cousins Charles Pfizer, a chemist, and Charles Erhart, a confectioner. Recent immigrants to Brooklyn, N.Y. from Germany, the cousins opened their business under the name Charles Pfizer & Company in a red-brick building in the Town of Williamsburgh, now the neighborhood of Williamsburg in the borough of Brooklyn. Their first successful product was a form of santonin covered in an almond toffee flavoring that was used to treat intestinal worms. D...

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Cordiant Communications Group (Firm)

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Kobs and Draft (Firm)

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Bates Worldwide (Firm)

http://n2t.net/ark:/99166/w6bd1153 (corporateBody)

Established in 1940 by former executives of the Benton & Bowles agency; one of the largest agencies in the U.S. until its demise in 2003. Bates began as a simple proprietorship, but as the company grew its organizational structure took on different forms: a partnership, then a corporation before becoming a publicly traded transnational entity, and finally becoming a subsidiary in a global holding company. From the 1970s on, Bates' growth and international expansion was fueled by a long serie...

Bates, Ted

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Continental Baking Corporation (New York, N.Y.)

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Backer Spielvogel Bates (Firm)

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Brown & Williamson

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John W. Hartman Center for Sales, Advertising and Marketing History.

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Magazine published by the American Jewish Committee primarily for the Jewish population in the United States. From the guide to the Commentary advertising pages, 1961-1992, (David M. Rubenstein Rare Book & Manuscript Library, Duke University) ...

Colgate-Palmolive Company

http://n2t.net/ark:/99166/w6sb8v6g (corporateBody)