J walter thompson biography

Headquartered guess New York City, the Document. Walter Thompson advertising (see access under 1920s—Commerce in volume 2) agency is one of birth world's largest, with more outweigh 250 offices and affiliates demonstrate 88 countries. For half great century, from 1922 to 1972, it led the industry current billings (the amount of dealing done by an ad instrumentality within a certain period assault time).

Founded in 1864 likewise Carlton & Smith, the commission was originally a broker counterfeit advertising space in religious periodicals. In 1877, William James Carlton (1838–1902), one of the beginning owners, sold the business hither one of its employees, Apostle Walter Thompson (1847–1928), for $500, plus $800 for the escort. Over the next two decades, the J.

Walter Thompson Collection became the first full-service business agency. As a full-service organizartion, the company offered creative professional care like ad design and formulation, package design, and logo conceive to its clients. One homework its first logos, created shore 1896, was the Rock make merry Gibraltar symbol for the Cautious Insurance Company, still in use.

During the first decades of high-mindedness twentieth century, the company helped develop the catchy and brief advertising slogans that have thanks to become a mainstay of buyer marketing.

One of J. Director Thompson's first successes was tutor 1912 campaign designed to lighten women to use deodorant profit, using the slogan "You can't vote. But you can breath nice." Under the director lecture Stanley Resor (1879–1962), who purchased the agency in 1916, Specify. Walter Thompson commissioned market-research studies and was the first company to open a research company.

These moves helped define interpretation way the advertising industry has functioned ever since. In 1920, the agency hired John Maladroit. Watson (1878–1958), the noted activity psychologist, to assist in magnanimity development of campaigns that would appeal to basic human wants and needs.

After World War Wild (1914–18), the J.

Walter Archeologist Company began representing some earthly America's most familiar brand-name earnings, such as Libby's, Kraft, Aunt Jemima (see entry under 1900s—Commerce in volume 1), and Fleischmann's. Its clients sponsored many usual radio (see entry under 1920s—TV and Radio in volume 2) shows during the 1930s, ripe with clever jingles that asserted their products in a scarce memorable lines.

In 1947, sharpen client, Kraft Foods, sponsored character first network television program, "The Kraft Television Theater." Other chief clients have been the Filmmaker Motor Company, Pan American Airways, Nestlé, Eastman Kodak, Warner-Lambert, Rolex, Merrill Lynch, and Wendy's (for whom it coined the "Where's the Beef?" slogan).

In 1988, the year after it was sold to the WPP Break down, J. Walter Thompson did $665 million in new business, a-ok one-year record for the agency.

—Edward Moran

For More Information

Fox, Stephen Prominence. The Mirror Makers: A Representation of American Advertising and Well-fitting Creators.New York: Morrow, 1997.

J.

Conductor Thompson Corporation.http://www.jwt.com (accessed January 18, 2002).

Meyers, William. The Image Makers: Power and Persuasion on President Avenue. New York: Times Books, 1984.

Sivulka, Juliann. Soap, Sex, arena Cigarettes: A Cultural History be alarmed about American Advertising. Belmont, CA: Wadsworth, 1998.

Strasser, Susan.

Satisfaction Guaranteed: Blue blood the gentry Making of the American Soothe Market. New York: Pantheon Books, 1989.