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{{For|the businessman|James Walter Thompson}}
[[Image:JWT logo.gif|frame]]
{{short description|Advertising company}}
{{Use mdy dates|date=January 2015}} <!-- Over 85% of article was ISO-dates/yyyy-mm-dd but Template:Date says WP:MOS discourages, so MDY-->
{{Infobox company
| name = J. Walter Thompson
| logo = J Walter Thompson official logo.jpg
| logo_size = 300
| type = [[Subsidiary]]
| traded_as =
| predecessor = Carlton & Smith
| successor = Wunderman Thompson
| founder = William James Carlton
| defunct =
| fate = Merged with [[Wunderman]] to form [[Wunderman Thompson]]
| area_served = Worldwide
| key_people = {{unbulleted list | [[Tamara Ingram]], CEO | Matt Eastwood, CCO}}
| industry = [[Marketing communications]]
| num_employees =
| parent = [[WPP plc]]
| divisions =
| homepage = {{URL|https://www.wundermanthompson.com/}}
| footnotes =
| caption =
| foundation = [[New York City]], U.S. ({{Start date|1864}})
| location_city = New York City
| location_country = U.S.
| locations =
}}
'''J. Walter Thompson''' ('''JWT''') was an advertisement holding company incorporated in 1896 by American advertising pioneer [[James Walter Thompson]].<ref name="BIG.NYT18">{{cite news|newspaper=[[The New York Times]]|url=https://www.nytimes.com/2018/04/22/business/media/martin-sorrell-advertising-wpp.html|title=Prominent Exit From Ad Industry Sets Off Questions About Future|date=April 22, 2018}}</ref> The company was acquired in 1987 by multinational holding company [[WPP plc]], and in November 2018, WPP merged J. Walter Thompson with fellow agency [[Wunderman]] to form [[Wunderman Thompson]].<ref name="history">{{cite web| url=http://www.wpp.com/wpp/about/whoweare/history.htm|title=Group history|access-date=August 30, 2010|publisher=WPP plc}}</ref><ref>{{cite news|url=https://www.theguardian.com/business/2010/jul/04/wpp-sir-martin-sorrell-profile|title=Sir Martin Sorrell: advertising man who made the industry's biggest pitch|access-date=July 12, 2012|work=[[The Guardian]]|date=July 4, 2010}}</ref><ref>{{Cite news|url=https://adage.com/article/agency-news/wpp-merging-jwt-wunderman/315720|title=WPP is merging JWT with Wunderman|work=Ad Age|access-date=2018-11-26|language=en}}</ref> In October 2023, WPP announced yet another merger in which Wunderman Thompson, along with another group agency [[VMLY&R]], would cease to exist and create a new combined entity named VML. This took effect on January 1, 2024.<ref>{{Cite web |title=WPP announces merger of Wunderman Thompson and VMLY&R, launching VML |url=https://www.insiderintelligence.com/content/wpp-announces-merger-of-wunderman-thompson-vmly-r-launching-vml |access-date=2023-11-05 |website=Insider Intelligence}}</ref>


==History==
'''JWT''' is the current name of the [[United States]] largest and world's fourth largest [[advertising agency]] originally founded by William James Carlton in [[1864]] and renamed by [[James Walter Thompson]] in [[1877]] to The James Walter Thompson Company. JWT is one of the key companies of Sir [[Martin Sorrell]]'s [[WPP Group]] and is headquartered in [[New York]].


===Pre-James Walter Thompson===
JWT claims to be the first agency to invent copy and layouts; build the first full-service advertising agency; pioneer ad careers for women; produce the first sponsored TV program; develop account planning, and create the first international network. JWT's network has more than 8,500 employees in 300-plus offices in 87 countries who serve over 1,200 clients.
J. Walter Thompson traces its origins to the Carlton & Smith agency, which opened its doors in 1864, one of the first known advertising agencies in the United States.<ref name="JWT in Britannica">{{cite web
|url=http://www.britannica.com/EBchecked/topic/298581/J-Walter-Thompson-Co
|title=J. Walter Thompson Co. &#124; American advertising company
|publisher=Britannica.com |access-date=August 29, 2015}}</ref> Founder William James Carlton started selling advertising space in religious magazines, but almost nothing is known about the partner named Smith.


The New York Times wrote that "the agency traces its roots to a newspaper space brokerage that began operation on December 5, 1864."<ref name=JWT.fullnameNYT/>
Clients of JWT include [[HSBC]], [[DTC]], [[Ford Motor Company|Ford]], [[Jet Blue]], [[Kellogg Company|Kellogg]], [[Nestle]], [[Royal Dutch Shell|Shell]], [[Pfizer]], [[Unilever]], [[Vodafone]], [[De Beers]], [[White Castle (restaurant)|White Castle]] and the [[United States Marine Corps]]


===1868–1969===
JWT's 'relationship marketing', or direct, digital and promotions network is [[RMG Connect]]. RMG's network is expanding across JWT offices around the globe, and currently has more than 750 employees in 21 countries and 31 offices.
[[File:JWT logo 1946.png|thumb|The logo of the J. Walter Thompson advertising agency in 1946]]
In 1868, Carlton hired James Walter Thompson as a bookkeeper.<ref name="Timeline" /> Eventually, Thompson found that soliciting and sales were much more profitable, and he became a very effective salesman for the small company.


In 1877, Thompson purchased the business of his employer for $500 and, a year later, purchased the office furniture for $800. He changed the company designation to J. Walter Thompson, as he felt that James Thompson was too common a name in [[New York (state)|New York]]. One of his first clients was a personal friend – [[Robert Wood Johnson I|Robert Wood Johnson]], one of the three brothers who founded [[Johnson & Johnson]] – for whom Thomson personally wrote advertising for the toothpaste brand ''Zonweis.''<ref>{{cite web|url= https://www.kilmerhouse.com/2011/04/125-years-ago-our-sales-office-and-advertising |title= History of J&J by Margaret Gurowitz |date=April 14, 2011}}</ref>
In 2005, JWT "relaunched" the agency by dropping the name "J. Walter Thompson" in exchange for "JWT."


Thompson, who had served as a U.S. Marine during the Civil War, had first been employed by Carlton & Smith to sell space in religious publications.<ref name="Timeline">{{cite web
== Ethos JWT ==
|url=http://colab-sbx-140.oit.duke.edu/sites/timelines/jwt.php
[[Image:Ethos-jwt.gif|frame|Ethos JWT logo]]
|title=J. Walter Thompson Company &#124; Rubenstein Library &#124; People in the Collections
'''Ethos''' is AIDS.
|date=1908-07-15
|publisher=Colab-sbx-140.oit.duke.edu
|access-date=August 29, 2015
|archive-url=https://web.archive.org/web/20140523160028/http://colab-sbx-140.oit.duke.edu/sites/timelines/jwt.php
|archive-date=May 23, 2014
|url-status=dead
}}</ref> Under his leadership, the agency became the seller of advertising space in many American magazines and periodicals.<ref name="JWT in Britannica" /> By 1889, 80 percent of the advertising in the United States was placed through J. Walter Thompson.<ref>Applegate, E. (2012). Stanley B. Resor and the J. Walter Thompson Company: 1908-1961. In The rise of advertising in the United States: A history of innovation to 1960 (p. 134). Lanham: Scarecrow Press</ref>


In 1896, the company incorporated.<ref name = duke1/>
== External links ==
*[http://www.jwt.com/ JWT web site]
*[http://www.jwt.com.br/ JWT web site Brazil]
*[http://www.jwtcanada.ca/ JWT Canada web site]
*[http://www.rmgconnect.com/ RMG Connect web site]
*[http://www.ethosjwt.com/ Ethos web site]
*[http://www.wpp.com/ WPP web site]
*[http://www.mind-advertising.com/us/jwt_us.htm Company profile at Adbrands.net]
*[http://www.jwtsc.com/ JWT Specialized Communications]


More growth followed, and J. Walter Thompson became the first American agency to expand internationally with the opening of J. Walter Thompson London in 1899.<ref>{{cite web|url=http://www.hatads.org.uk/catalogue/record/8aa165f2-9c53-4485-bc1c-f482ae16d6aa |title=The J Walter Thompson (Jwt), London, Advertising Agency Client Account Files And Other Office Papers &#124; Details |publisher=Hatads.org.uk |access-date=August 29, 2015}}</ref> The business subsequently expanded across the globe, being one of the first American agencies in [[Egypt]], [[South Africa]] and [[Asia]].<ref>Ciochetto, L. (2011). China. In Globalisation and advertising in emerging economies: Brazil, Russia, India, and China (p. 95). London: Routledge</ref>
[[Category:Advertising agencies]]
[[Category:Companies established in 1864]]
[[Category:WPP]]


In a special 1964 commemorative issue celebrating the agency's centennial, [[Advertising Age]] wrote that the "history and expansion overseas" of the J. Walter Thompson Co. "seems peculiarly to match the whole history of modern advertising."<ref>{{cite web|url=https://www.amanewyork.org/resources/end-jwt-co/ |title=J. Walter Thompson & Co. and the 1964 Advertising Age Commemorative Issue |publisher=American Marketing Association New York |date=December 31, 2019 |access-date=December 31, 2019}}</ref>
[[de:JWT]]

[[it:J. Walter Thompson Company]]
===1969–2018 ===
[[pt:JWT]]
In 1969, J. Walter Thompson became a public corporation.<ref name=duke1>{{cite web|url= https://library.duke.edu/rubenstein/collections/creators/corporations/jwt2 |title=J. Walter Thompson Company (part 2) |website=Duke University Libraries |access-date=2020-06-04}}</ref>

In the mid-1970s, J. Walter Thompson was hired by the military dictatorship of Chile, led by Augusto Pinochet, to "refurbish the image of the regime" after international and Chilean human-rights organizations had documented [[Human rights violations in Pinochet's Chile|extensive violations]].<ref>{{cite book |last=Burbach |first=Roger |date=2003 |title=The Pinochet Affair: State Terrorism and Global Justice |location=London |publisher=Zed Books |page=63 |isbn=1842774344 }}</ref><ref>{{cite news |last=Perera |first=Victor |date=1975-04-13 |title=Law and order in Chile |access-date=April 30, 2018 |url=https://www.nytimes.com/1975/04/13/archives/law-and-order-in-chile-in-every-chilean-there-is-a-soldier-in-every.html |work=[[The New York Times]]}}</ref>

In 1980, the company was organized into a holding company JWT Group, consisting of J. Walter Thompson Company; Hill & Knowlton; and Lord Geller Federico & Einstein.<ref name=duke1/>

In 1987, British media giant WPP acquired JWT Group.<ref name=chicago1>{{cite web|url= https://www.chicagotribune.com/news/ct-xpm-1987-06-29-8702170748-story.html |title=NOW WPP FACES THE REAL CHALLENGE |website=Chicago Tribune|date=1987-06-29|access-date=2020-06-04}}</ref>

In 2005, the company renamed itself as JWT.<ref name = duke1/>

As of 2014, its most longstanding clients included [[Unilever]]/Lever Brothers (109+ years); Mondelēz International/[[Kraft Foods]] (89+ years); [[Kimberly-Clark]] (84+ years); [[Nestlé]] (81+ years); [[Kellogg's]] (80+ years); and [[Ford Motor]] (67+ years).<ref name=LongStand.NYT>{{Cite news
|url=https://www.nytimes.com/2014/03/10/business/jwt-plans-to-celebrate-150-years-with-a-focus-on-the-future.html
|title=JWT Plans to Celebrate 150 Years With a Focus on the Future
|first=Stuart
|last=Elliott
|date=March 3, 2014 |work=[[The New York Times]] |access-date=April 12, 2017
|issn=0362-4331}}</ref> Other notable clients include [[Avon Products|Avon]], [[Treasury Wine Estates]], [[Edgewell Personal Care|Edgewell]]/Schick, Tudor, [[HSBC]], [[Johnson & Johnson]], [[Newell Brands|Newell]], [[Air Canada]] and the [[United States Marine Corps]].

JWT celebrated its 150th anniversary in 2014 by reverting to its "classic" J. Walter Thompson name.<ref name=JWT.fullnameNYT>{{cite news
|newspaper=[[The New York Times]]
|url=https://www.nytimes.com/2014/04/15/business/media/jwt-to-bring-back-the-classic-j-walter-thompson-name.html
|title=JWT to Bring Back the Classic J. Walter Thompson Name
|first=Stuart |last=Elliott |date=April 14, 2014}}</ref>

In 2015, JWT launched Colloquial, a content-marketing joint venture unit with Group SJR;<ref>{{cite web|url=http://www.marketing-interactive.com/jwt-group-sjr-launch-content-market-unit-colloquial |title=JWT and Group SJR launch content marketing unit Colloquial|date=June 9, 2015 }}</ref> Also in 2015, the company acquired a minority stake in Turkish independent digital agency Wanda Digital.<ref>{{cite web |url=https://www.campaignlive.com/article/j-walter-thompson-acquires-minority-stake-turkey-shop-wanda-digital/1350381 |title=J Walter Thompson acquires minority stake in Turkey shop Wanda Digital |website=Campaign|access-date=2020-06-04}}</ref>

In 2016, the company acquired iStrategyLabs (ISL), a Washington, D.C.–based digital agency.<ref>{{cite web|url=http://adage.com/article/agency-news/j-walter-thompson-snaps-istrategylabs/305286 |title=J. Walter Thompson Co. Snaps Up iStrategyLabs|date=August 2, 2016 }}</ref>

===Merger with Wunderman===
J. Walter Thompson Co. ceased its independent existence when holding company owner WPP announced in November, 2018 that it was merging the agency into the digital agency Wunderman.<ref>{{cite web|url=https://adage.com/article/agency-news/wpp-merging-jwt-wunderman/315720 |title=WPP is merging JWT with Wunderman |publisher=Ad Age |date=November 26, 2018 |access-date=December 31, 2019}}</ref> While called a merger of equals, observers note that it is really a takeover by Wunderman and an end to JWT, noting of the end of America's first ad agency that its "demise is a metaphor of the demise of Madison Avenue."<ref>{{cite web|url=https://www.forbes.com/sites/avidan/2018/11/26/why-is-wpp-merging-wunderman-and-jwt/#744bbd4d5843 |title=Why WPP Is Merging Wunderman And JWT |work=Forbes |date=November 26, 2018 |access-date=December 31, 2019}}</ref> At the time, the company was headquartered in New York City and had more than 200 offices in over 90 countries and employed over 12,000 marketing professionals.<ref>{{Cite web
|url=https://www.jwt.com/en/about-us
|title=J. Walter Thompson Worldwide - About Us
|website=JWT.com|access-date=August 17, 2018}}</ref>

===Legacy===
J. Walter Thompson was among the first agencies to employ writers and artists to create interesting advertisements for their clients, replacing the standard ads created by in-house departments.<ref name="AdAge Article">{{cite web|url=http://adage.com/article/adage-encyclopedia/j-walter-thompson/98904/ |title=J. Walter Thompson Co. &#124; AdAge Encyclopedia of Advertising - Advertising Age |publisher=Adage.com |date=September 15, 2003 |access-date=August 29, 2015}}</ref> It was also the first agency to provide a wide range of advertising services to clients, including copy, layout, package design, [[trademark]] development and rudimentary, [[market research]].<ref name="AdAge Article" /> Many of these methods can be seen in notable work that the agency has produced, including work for [[Kraft Foods|Kraft Cheese]] that resulted in the creation of the grilled-cheese sandwich, a campaign for [[JBS USA|Swift & Co.]] that added measurement marks to sticks of butter, the [[Toys "R" Us]] Kid slogan and jingle, [[De Beers]] diamond ads ("A Diamond is Forever") and the "I wish I were an [[Oscar Mayer]] Wiener" campaign.<ref>{{cite web|url=http://www.cbsnews.com/news/j-walter-thompson-agency-jwt-celebrates-150-years-of-advertisements/ |title=Ad agency J. Walter Thompson, JWT, marks 150 years of iconic ads and catchy jingles |publisher=CBS News |date=December 23, 2014 |access-date=August 29, 2015}}</ref>

The agency is also credited with hiring the first female [[Copywriting|copywriter]], [[Helen Lansdowne Resor]].<ref>{{cite web
|url=http://advertisinghall.org/members/member_bio.php?memid=774
|title=AAF Hall of Fame: Members
|publisher=Advertisinghall.org |access-date=August 29, 2015}}</ref> While with the agency, she pioneered ideas including celebrity testimonials, sex appeal, and was responsible for developing its reputation as an agency where bright young women could succeed.<ref name="AdAge Article" /> Lansdowne went on to become the first female creative director in the industry. To honor this legacy, in 2014 J. Walter Thompson announced a $250,000 scholarship opportunity called the Helen Lansdowne Resor Scholarship. It assists and promotes talented female creative advertising students who aspire to join the ranks of creative leadership.<ref>{{cite web
|url=http://www.aaaa.org/careers/scholarships/Pages/HelenLansdowneResorScholarship.aspx
|title=Helen Lansdowne Resor Scholarship |publisher=Aaaa.org
|access-date=August 29, 2015}}</ref>

The New York Times reported that "some two million other documents ... (are) ..
within the J. Walter Thompson Archives at Duke University in Durham, North Carolina."<ref name=INC96>{{cite news |newspaper=[[The New York Times]]
|url=https://www.nytimes.com/1988/10/09/business/the-big-new-pitch-for-old-ads.html
|title=The Big New Pitch for Old Ads
|first=Randall |last=Rothenberg |date=October 9, 1988}}</ref> Among these are internal position papers for JWT being challenged by and countering the [[American Medical Association]]. Many of these documents are the basis of the agency's award-winning creative work.

==Criticism==
In June 2018, then CEO, Gustavo Martinez officially parted ways with J. Walter Thompson (JWT) and parent company WPP two months after settling a sexual harassment case brought by a female colleague.<ref>{{Cite web|url=https://www.bandt.com.au/former-jwt-global-ceo-official-turfed-sexual-assault-court-case/|title=Former JWT Global CEO Finally Turfed After Sexual Harassment Court Case|date=2018-06-12|website=B&T|language=en-US|access-date=2020-04-25}}</ref><ref>{{Cite web|url=https://www.adweek.com/agencies/wpp-parts-with-former-jwt-ceo-gustavo-martinez-2-months-after-settling-sexual-harassment-case/|title=WPP Parts With Former JWT CEO Gustavo Martinez 2 Months After Settling Sexual Harassment Case|last1=Coffee|first1=Patrick|date= June 7, 2018|website=www.adweek.com|language=en-US|access-date=2020-04-25}}</ref>

In May 2018 Jo Wallace, a creative director at the London branch, who identifies as a gay woman, stated at a Creative Equals conference that she would "obliterate JWT's reputation as an agency full of white, English, privileged, straight men". Five straight, white men queried this statement with the company's human resources department and were later fired. In July 2021, an employment tribunal decided that the men were unfairly dismissed, unlawfully victimised, discriminated against for being male and harassed.<ref>{{cite web |url=https://www.adweek.com/agencies/how-jwt-was-hit-with-and-lost-a-lawsuit-about-discriminating-against-men/ |title = What Led to JWT Being Sued by Its Creative Directors?| date=July 12, 2021 }}</ref>

==Clients==
[[File:J. Walter Thompson Advertisement 1903.JPG|thumb|right|175px|J. Walter Thompson Co. advertisement, 1903]]
Other significant clients have included:<ref>{{cite web
|url=http://www.adforum.com/agency/8/clients/page-2/j-walter-thompson-new-york
|title=Agency Clients - J. Walter Thompson New York
|publisher=AdForum.com |access-date=August 29, 2015}}</ref><ref name=LongStand.NYT/>
{{columns-list|colwidth=17em|
* [[7-Eleven]]
* [[Ad Council]]
* [[Air Canada]]
* [[Air India]]
* [[Amnesty International]]
* [[Anheuser-Busch InBev]]
* [[Bayer]]
* [[Beecham Group]]
* [[Blockbuster LLC]]
* [[BMW]]
* [[Brisk (beverage)|Brisk]]
* [[BTS Skytrain]]
* [[Campari Group]]
* [[Cancer Council Australia]]
* [[Coca-Cola]]
* [[Comex Group]]
* [[DeBeers]]
* [[Diageo]]
* [[DirecTV]]
* [[Eli Lilly and Company]]
* [[Energy Star]]
* [[Ford Motor Company|Ford]]
* [[H&R Block]]
* [[Häagen-Dazs]]
* [[HSBC]]
* [[Human Rights Watch]]
* [[ING Group]]
* [[Instituto Ayrton Senna]]
* [[Intel]]
* [[Johnson & Johnson]]
* [[Kellogg's]]
* [[Kemper Corporation|Kemper]]
* [[Kimberly-Clark]]
* [[Kumho Tire]]
* [[Liggett & Myers]]
* [[Macy's]]
* [[Mad Catz Interactive]] [[SharkWire Online]] for [[Nintendo 64]]
* [[Mazda]]
* [[Meccano Ltd.]]
* [[Merrill Lynch]]
* [[Microsoft]]
* [[Miller Brewing Company]]
* [[Ministry of Defence (United Kingdom)]]
* [[Mitsui Chemicals]]
* [[Mondelez International]]
* [[Morinaga Milk Industry]]
* [[Motorola]]
* [[Bandai Namco Entertainment|Namco Hometek]]/[[Tekken 4]]
* [[Nestlé]]
* [[Newell Brands]]
* [[Nokia]]/[[Microsoft Mobile]]
* [[Northwell Health]]
* [[Northwestern Mutual]]
* [[Nova (eikaiwa)|Nova]]
* [[Nike, Inc|Nike]]
* [[Nikon]]
* [[Partnership for Drug-Free Kids]]
* [[PepsiCo]]
* [[Puma SE]]
* [[Qwest]]
* [[Rolex]]
* [[Royal Automobile Club of Australia]]
* [[Royal Caribbean International|Royal Caribbean]]
* [[Energizer]]/[[Schick (razors)|Schick]]
* [[Samsonite]]
* [[Samsung Electronics]]
* [[Saudi Telecom Company]]
* [[Joseph Schlitz Brewing Company|Schlitz]]
* [[Sears]]
* [[Sega]]
* [[Sprint Corporation|Sprint]]
* [[Subaru]]
* [[Suntory]]
* [[Royal Dutch Shell|Shell]]
* [[Tata Group|Tata]]
* [[The Secret Garden]]
* [[Tim Hortons]]
* [[Toys R Us]]
* [[Tribeca Film Festival]]
* [[:jp:ユニ・チャーム|Unicharm]]
* [[Unilever]]
* [[United Service Organizations]]
* [[United States Marine Corps]]
* [[USA Network]]
* [[Victim Support]]
* [[Volvo Cars]]
* [[Walmart]]
}}

==Distinctive ads==
{{columns-list|colwidth=22em|
* Woodbury Soap, "A skin you love to touch" (1911)<ref>{{cite web|url=http://historymatters.gmu.edu/mse/ads/model.html
|title=Model Interpretation |publisher=Historymatters.gmu.edu |access-date=November 7, 2013}}</ref>
* JWT popularizes the grilled cheese sandwich for [[Kraft Foods|Kraft]] (1930)<ref>{{cite web|url=https://digiday.com/marketing/unsolved-mysteries-jwt-really-invent-grilled-cheese-sandwich/ |title=Internet mysteries: Did JWT really invent the grilled cheese sandwich? |website=Digiday |date=2015-07-10 |access-date=2023-11-25}}</ref>
* JWT sells [[Kellogg's]] Rice Krispies with [[Snap, Crackle and Pop|"Snap, Crackle, and Pop"]] (1930)
* Introduced the first toilet advertising for [[Scott Paper Company|Scott Paper]] (1931)<ref>{{cite web|url=https://www.nytimes.com/1988/10/09/business/the-big-new-pitch-for-old-ads.html |title=The Big New Pitch for Old Ads |website=The NY Times |date=1988-10-09 |access-date=2020-06-05}}</ref>
* Introduced Kraft [[Miracle Whip]] (1933)<ref>{{cite web|url=https://adage.com/article/adage-encyclopedia/kraft-foods/98739 |title=Kraft Foods |website=The NY Times |date=2003-09-15 |access-date=2020-06-05}}</ref>
* Produced the first-ever TV program for [[Libby's|Libby, McNeill & Libby]] (1939)
* Ford, "There's a Ford in your future" (1945)<ref name="Lessons from the Commodore">{{cite web |url=http://www.campaignlive.co.uk/news/login/1310284
|title=JWT: lessons from the Commodore |publisher=campaign live |access-date=February 10, 2015}}</ref>
* JWT creates "The Bologna Song" (1962)<ref>{{cite web|url=http://www.wisconsinhistory.org/dictionary/index.asp?action=view&term_id=14983&keyword=thompson

|title=Oscar Mayer Wiener Song
|publisher=Wisconsinhistory.org |access-date=November 7, 2013}}</ref> and the "I wish I were an Oscar Mayer Weiner" song for [[Oscar Mayer]] (1962)<ref name="Lessons from the Commodore" />
* United States Marine Corps, "The Few. The Proud. The Marines." (1972)
* Have a Lark jingle based on William Tell (1960) <ref>{{cite web|url=https://www.youtube.com/watch?v=a0H7kYwK-M8 | title=1960s Lark Cigarettes "William Tell Overture" Commercial | website=[[YouTube]] }}</ref>
* JWT creates the [[Andrex]] Puppy. (1972)<ref>{{cite web|url=http://www.marketingmagazine.co.uk/article/1082962/andrex-lines-celebratory-campaign-mascot-puppy-turns-40|title=Andrex lines up celebratory campaign as mascot puppy turns 40|work=Marketing Magazine|access-date=2013-11-07}}</ref>
* 7UP, "The Uncola" (1967)<ref>{{cite web|url=http://adage.com/article/special-report-the-advertising-century/ad-age-advertising-century-top-100-advertising-campaigns/140150/ |title=Ad Age Advertising Century: Top 100 Advertising Campaigns &#124; Special: The Advertising Century |publisher=Advertising Age |date=March 29, 1999 |access-date=November 7, 2013}}</ref>
* JWT uses [[Sarah Michelle Gellar]] in a controversial [[Burger King]] ad that criticized McDonald's (1981)
* JWT creates Toys "R" Us "I don't want to grow up" campaign (1982)<ref name="Lessons from the Commodore" />
* JWT launches [[Ford Global Anthem (advertisement 1999)|Ford Global Anthem]] (1999)
* JWT Thompson breaks the [[Guinness World Records|Guinness World Record]] for the world's largest billboard (2000)
* ''The Times of India'', "Lead India"; wins a Grand Prix at the [[Cannes Lions]] festival (2008).<ref>{{cite web|author=N Shatrujeet, Jun 22, 2008, 12.17am IST |url=https://timesofindia.indiatimes.com/india/Now-Lead-India-wins-Integrated-Lion-at-Cannes/articleshow/3152500.cms |archive-url=https://archive.today/20130820235209/http://articles.timesofindia.indiatimes.com/2008-06-22/india/27781894_1_cannes-lions-integrated-lions-direct-grand-prix |url-status=live |archive-date=August 20, 2013 |title=Now, Lead India wins Integrated Lion at Cannes |date=June 22, 2008 |work=[[The Times of India]] |access-date=November 7, 2013}}</ref>
* Samsonite "Heaven and Hell"; JWT Shanghai wins a Grand Prix at Cannes (2011).<ref>{{Cite news|url=https://campaignbriefasia.com/2012/06/18/jwt-shanghais-samsonite-heaven/|title=JWT Shanghai's Samsonite 'Heaven and Hell' becomes The Gunn Report's most awarded print {{sic|adver|tisment|nolink=y}} of all time|work=Campaign Brief Asia|access-date=2017-04-12}}</ref>
* Banco Popular, "The Most Popular Song"; JWT Puerto Rico wins the Grand Prix for PR at Cannes (2012)<ref>{{cite web |url=http://www.canneslions.com/inspiration/past_grands_prix_advert.cfm?sub_channel_id=313 |title=Banco Popular de Puerto Rico, 'The Most Popular Song' &#124; Inspiration &#124; Cannes Lions International Festival of Creativity |publisher=Canneslions.com
|access-date=2013-11-07 |url-status=dead |archive-url=https://web.archive.org/web/20131106021407/http://www.canneslions.com/inspiration/past_grands_prix_advert.cfm?sub_channel_id=313 |archive-date=November 6, 2013 |df=mdy-all }}</ref>
* Kit Kat, "Kit Kat into space" campaign by JWT London (2012)<ref name="Lessons from the Commodore" />
* Kit Kat, "Android KitKat" (2014)<ref name="Lessons from the Commodore"/>
* Air India's Maharajah mascot (1940s) <ref name="maharaja">{{cite news |last=Deol |first=Taran |url=https://theprint.in/features/this-indian-maharajah-dressed-up-as-playboy-waitress-sumo-wrestler-many-other-avatars/500919/ |title=This Indian 'Maharajah' dressed up as Playboy waitress, sumo wrestler & many other avatars |work=The Print |location=New Delhi |publisher=Printline Media Private Limited |date=2020-09-12 |access-date=2020-09-12 |quote=the Maharajah — sketched by Umesh Rao, an artist at J. Walter Thompson in Mumbai }}</ref>
}}

==See also==
* [[History of advertising]]
* [[Stanley B. Resor|Stanley Resor]]

==References==
{{Reflist}}

==Further reading==
{{columns-list|colwidth=22em|
* Davis, Rhiannon, "Negotiating Local and Global Knowledge and History: J. Walter Thompson around the Globe, 1928–1960," ''Journal of Australian Studies'' (2012) 36#1 pp 81–97.
* Farwell, Tricia M. Review of "Globalizing Ideal Beauty: How Female Copywriters of the J. Walter Thompson Advertising Agency Redefined Beauty for the Twentieth Century." ''Journalism and Mass Communication Quarterly'' 88#2 (2011): 446.
* Hultquist, Clark Eric. "Americans in Paris: The J. Walter Thompson Company in France, 1927–1968." ''Enterprise and Society'' 4#3 (2003): 471-501.
* Kreshel, Peggy J. "John B. Watson at J. Walter Thompson: The legitimation of 'science' in advertising." ''Journal of Advertising'' 19#2 (1990): 49-59.
* Kreshel, Peggy J. "The "culture" of J. Walter Thompson, 1915–1925." ''Public Relations Review'' 16.3 (1990): 80-93.
* McDonough, John, and Karen Egolf, eds. ''The advertising age encyclopedia of advertising'' (1st ed 2003) vol 3 pp 1530-37
* Mashon, Mike. "NBC, J. Walter Thompson, and the Struggle for Control of Television Programming, 1946-58." in ''NBC: America's Network'' (2007) pp: 135-152.
* Merron, Jeff. "Putting Foreign Consumers on the Map: J. Walter Thompson's Struggle with General Motors' International Advertising Account in the 1920s." ''Business History Review'' 73#03 (1999): 465-502.
* Merron, Jeffrey L. ''American culture goes abroad: J. Walter Thompson and the General Motors export account, 1927-1933'' (1991)
* Mishra, Karen E. "J. Walter Thompson: Building trust in troubled times." ''Journal of Historical Research in Marketing'' 1#2 (2009): 246-269. [http://www.trustiseverything.com/wp-content/uploads/2012/07/jhrm2009.pdf online]
* Moreno, Julio E. "J. Walter Thompson, the Good Neighbor Policy, and Lessons in Mexican Business Culture, 1920–1950." ''Enterprise and Society'' 5#2 (2004): 254-280.
* Moreno, Julio E. "Marketing in Mexico: Sears, Roebuck Company, J. Walter Thompson, and the Culture of North American Commerce in Mexico City during the 1940s." ''Enterprise and Society'' 1#4 (2000): 683-692.
* Nixon, Sean. "Apostles of Americanization? J. Walter Thompson Company Ltd, Advertising and Anglo-American Relations 1945–67." ''Contemporary British History'' 22#4 (2008): 477-499.
* Pouillard, Véronique. "American advertising agencies in Europe: J. Walter Thompson's Belgian business in the inter-war years." ''Business history'' 47#1 (2005): 44-58.
* Scanlon, Jennifer. "Advertising women: The J. Walter Thompson Company women's editorial department." in ''The gender and consumer culture reader'' (2000) pp: 201-25.
* Schwarzkopf, Stefan. "Discovering the Consumer: Market Research, Product Innovations, and the Creation of Brand Loyalty in Britain and the United States in the Interwar Years." ''Journal of Macromarketing'' 29 (2009): 8-20.
* Silva, Jonathan. "The marketing complex: the J. Walter Thompson company, 1916-1929." ''Essays in Economic and Business History'' 14 (1996): 207-18.
* Spring, Dawn. "The Globalization of American Advertising and Brand Management: A Brief History of the J. Walter Thompson Company, Proctor and Gamble, and US Foreign Policy." ''Global Studies Journal'' (2013) 5#4
* West, Douglas C. "From T-Square to T-Plan: the London office of the J. Walter Thompson advertising agency 1919–70." ''Business History'' 29#2 (1987): 199-217.
* Woodard, James P. "Marketing modernity: the J. Walter Thompson Company and North American advertising in Brazil, 1929-1939." ''Hispanic American Historical Review'' 82#2 (2002): 257-290.
}}

==External links==
* {{official website|https://www.wundermanthompson.com/}}
* [http://guides.library.duke.edu/jwt Guide to select collections from the JWT Archives in the Hartman Center at Duke University]
* {{cite web |url=http://www.hatads.org.uk/catalogue/record/8aa165f2-9c53-4485-bc1c-f482ae16d6aa/ |title=The J Walter Thompson (JWT), London, advertising agency client account files and other office papers, 1926–1977 |publisher=[[History of Advertising Trust]] |access-date=May 1, 2015 |archive-date=October 22, 2019 |archive-url=https://web.archive.org/web/20191022050422/http://www.hatads.org.uk/catalogue/record/8aa165f2-9c53-4485-bc1c-f482ae16d6aa |url-status=dead }}

{{WPP}}
{{Authority control}}

[[Category:Advertising agencies of the United States]]
[[Category:Advertising theorists]]
[[Category:Companies established in 1864]]
[[Category:WPP plc]]
[[Category:Companies based in New York City]]
[[Category:1864 establishments in New York (state)]]

Latest revision as of 22:07, 20 November 2024

For the businessman, see James Walter Thompson.

J. Walter Thompson
Company typeSubsidiary
IndustryMarketing communications
PredecessorCarlton & Smith
FoundedNew York City, U.S. (1864 (1864))
FounderWilliam James Carlton
FateMerged with Wunderman to form Wunderman Thompson
SuccessorWunderman Thompson
Headquarters
New York City
,
U.S.
Area served
Worldwide
Key people
ParentWPP plc
Websitewww.wundermanthompson.com

J. Walter Thompson (JWT) was an advertisement holding company incorporated in 1896 by American advertising pioneer James Walter Thompson.[1] The company was acquired in 1987 by multinational holding company WPP plc, and in November 2018, WPP merged J. Walter Thompson with fellow agency Wunderman to form Wunderman Thompson.[2][3][4] In October 2023, WPP announced yet another merger in which Wunderman Thompson, along with another group agency VMLY&R, would cease to exist and create a new combined entity named VML. This took effect on January 1, 2024.[5]

History

[edit]

Pre-James Walter Thompson

[edit]

J. Walter Thompson traces its origins to the Carlton & Smith agency, which opened its doors in 1864, one of the first known advertising agencies in the United States.[6] Founder William James Carlton started selling advertising space in religious magazines, but almost nothing is known about the partner named Smith.

The New York Times wrote that "the agency traces its roots to a newspaper space brokerage that began operation on December 5, 1864."[7]

1868–1969

[edit]
The logo of the J. Walter Thompson advertising agency in 1946

In 1868, Carlton hired James Walter Thompson as a bookkeeper.[8] Eventually, Thompson found that soliciting and sales were much more profitable, and he became a very effective salesman for the small company.

In 1877, Thompson purchased the business of his employer for $500 and, a year later, purchased the office furniture for $800. He changed the company designation to J. Walter Thompson, as he felt that James Thompson was too common a name in New York. One of his first clients was a personal friend – Robert Wood Johnson, one of the three brothers who founded Johnson & Johnson – for whom Thomson personally wrote advertising for the toothpaste brand Zonweis.[9]

Thompson, who had served as a U.S. Marine during the Civil War, had first been employed by Carlton & Smith to sell space in religious publications.[8] Under his leadership, the agency became the seller of advertising space in many American magazines and periodicals.[6] By 1889, 80 percent of the advertising in the United States was placed through J. Walter Thompson.[10]

In 1896, the company incorporated.[11]

More growth followed, and J. Walter Thompson became the first American agency to expand internationally with the opening of J. Walter Thompson London in 1899.[12] The business subsequently expanded across the globe, being one of the first American agencies in Egypt, South Africa and Asia.[13]

In a special 1964 commemorative issue celebrating the agency's centennial, Advertising Age wrote that the "history and expansion overseas" of the J. Walter Thompson Co. "seems peculiarly to match the whole history of modern advertising."[14]

1969–2018

[edit]

In 1969, J. Walter Thompson became a public corporation.[11]

In the mid-1970s, J. Walter Thompson was hired by the military dictatorship of Chile, led by Augusto Pinochet, to "refurbish the image of the regime" after international and Chilean human-rights organizations had documented extensive violations.[15][16]

In 1980, the company was organized into a holding company JWT Group, consisting of J. Walter Thompson Company; Hill & Knowlton; and Lord Geller Federico & Einstein.[11]

In 1987, British media giant WPP acquired JWT Group.[17]

In 2005, the company renamed itself as JWT.[11]

As of 2014, its most longstanding clients included Unilever/Lever Brothers (109+ years); Mondelēz International/Kraft Foods (89+ years); Kimberly-Clark (84+ years); Nestlé (81+ years); Kellogg's (80+ years); and Ford Motor (67+ years).[18] Other notable clients include Avon, Treasury Wine Estates, Edgewell/Schick, Tudor, HSBC, Johnson & Johnson, Newell, Air Canada and the United States Marine Corps.

JWT celebrated its 150th anniversary in 2014 by reverting to its "classic" J. Walter Thompson name.[7]

In 2015, JWT launched Colloquial, a content-marketing joint venture unit with Group SJR;[19] Also in 2015, the company acquired a minority stake in Turkish independent digital agency Wanda Digital.[20]

In 2016, the company acquired iStrategyLabs (ISL), a Washington, D.C.–based digital agency.[21]

Merger with Wunderman

[edit]

J. Walter Thompson Co. ceased its independent existence when holding company owner WPP announced in November, 2018 that it was merging the agency into the digital agency Wunderman.[22] While called a merger of equals, observers note that it is really a takeover by Wunderman and an end to JWT, noting of the end of America's first ad agency that its "demise is a metaphor of the demise of Madison Avenue."[23] At the time, the company was headquartered in New York City and had more than 200 offices in over 90 countries and employed over 12,000 marketing professionals.[24]

Legacy

[edit]

J. Walter Thompson was among the first agencies to employ writers and artists to create interesting advertisements for their clients, replacing the standard ads created by in-house departments.[25] It was also the first agency to provide a wide range of advertising services to clients, including copy, layout, package design, trademark development and rudimentary, market research.[25] Many of these methods can be seen in notable work that the agency has produced, including work for Kraft Cheese that resulted in the creation of the grilled-cheese sandwich, a campaign for Swift & Co. that added measurement marks to sticks of butter, the Toys "R" Us Kid slogan and jingle, De Beers diamond ads ("A Diamond is Forever") and the "I wish I were an Oscar Mayer Wiener" campaign.[26]

The agency is also credited with hiring the first female copywriter, Helen Lansdowne Resor.[27] While with the agency, she pioneered ideas including celebrity testimonials, sex appeal, and was responsible for developing its reputation as an agency where bright young women could succeed.[25] Lansdowne went on to become the first female creative director in the industry. To honor this legacy, in 2014 J. Walter Thompson announced a $250,000 scholarship opportunity called the Helen Lansdowne Resor Scholarship. It assists and promotes talented female creative advertising students who aspire to join the ranks of creative leadership.[28]

The New York Times reported that "some two million other documents ... (are) .. within the J. Walter Thompson Archives at Duke University in Durham, North Carolina."[29] Among these are internal position papers for JWT being challenged by and countering the American Medical Association. Many of these documents are the basis of the agency's award-winning creative work.

Criticism

[edit]

In June 2018, then CEO, Gustavo Martinez officially parted ways with J. Walter Thompson (JWT) and parent company WPP two months after settling a sexual harassment case brought by a female colleague.[30][31]

In May 2018 Jo Wallace, a creative director at the London branch, who identifies as a gay woman, stated at a Creative Equals conference that she would "obliterate JWT's reputation as an agency full of white, English, privileged, straight men". Five straight, white men queried this statement with the company's human resources department and were later fired. In July 2021, an employment tribunal decided that the men were unfairly dismissed, unlawfully victimised, discriminated against for being male and harassed.[32]

Clients

[edit]
J. Walter Thompson Co. advertisement, 1903

Other significant clients have included:[33][18]

Distinctive ads

[edit]
  • Woodbury Soap, "A skin you love to touch" (1911)[34]
  • JWT popularizes the grilled cheese sandwich for Kraft (1930)[35]
  • JWT sells Kellogg's Rice Krispies with "Snap, Crackle, and Pop" (1930)
  • Introduced the first toilet advertising for Scott Paper (1931)[36]
  • Introduced Kraft Miracle Whip (1933)[37]
  • Produced the first-ever TV program for Libby, McNeill & Libby (1939)
  • Ford, "There's a Ford in your future" (1945)[38]
  • JWT creates "The Bologna Song" (1962)[39] and the "I wish I were an Oscar Mayer Weiner" song for Oscar Mayer (1962)[38]
  • United States Marine Corps, "The Few. The Proud. The Marines." (1972)
  • Have a Lark jingle based on William Tell (1960) [40]
  • JWT creates the Andrex Puppy. (1972)[41]
  • 7UP, "The Uncola" (1967)[42]
  • JWT uses Sarah Michelle Gellar in a controversial Burger King ad that criticized McDonald's (1981)
  • JWT creates Toys "R" Us "I don't want to grow up" campaign (1982)[38]
  • JWT launches Ford Global Anthem (1999)
  • JWT Thompson breaks the Guinness World Record for the world's largest billboard (2000)
  • The Times of India, "Lead India"; wins a Grand Prix at the Cannes Lions festival (2008).[43]
  • Samsonite "Heaven and Hell"; JWT Shanghai wins a Grand Prix at Cannes (2011).[44]
  • Banco Popular, "The Most Popular Song"; JWT Puerto Rico wins the Grand Prix for PR at Cannes (2012)[45]
  • Kit Kat, "Kit Kat into space" campaign by JWT London (2012)[38]
  • Kit Kat, "Android KitKat" (2014)[38]
  • Air India's Maharajah mascot (1940s) [46]

See also

[edit]

References

[edit]
  1. ^ "Prominent Exit From Ad Industry Sets Off Questions About Future". The New York Times. April 22, 2018.
  2. ^ "Group history". WPP plc. Retrieved August 30, 2010.
  3. ^ "Sir Martin Sorrell: advertising man who made the industry's biggest pitch". The Guardian. July 4, 2010. Retrieved July 12, 2012.
  4. ^ "WPP is merging JWT with Wunderman". Ad Age. Retrieved November 26, 2018.
  5. ^ "WPP announces merger of Wunderman Thompson and VMLY&R, launching VML". Insider Intelligence. Retrieved November 5, 2023.
  6. ^ a b "J. Walter Thompson Co. | American advertising company". Britannica.com. Retrieved August 29, 2015.
  7. ^ a b Elliott, Stuart (April 14, 2014). "JWT to Bring Back the Classic J. Walter Thompson Name". The New York Times.
  8. ^ a b "J. Walter Thompson Company | Rubenstein Library | People in the Collections". Colab-sbx-140.oit.duke.edu. July 15, 1908. Archived from the original on May 23, 2014. Retrieved August 29, 2015.
  9. ^ "History of J&J by Margaret Gurowitz". April 14, 2011.
  10. ^ Applegate, E. (2012). Stanley B. Resor and the J. Walter Thompson Company: 1908-1961. In The rise of advertising in the United States: A history of innovation to 1960 (p. 134). Lanham: Scarecrow Press
  11. ^ a b c d "J. Walter Thompson Company (part 2)". Duke University Libraries. Retrieved June 4, 2020.
  12. ^ "The J Walter Thompson (Jwt), London, Advertising Agency Client Account Files And Other Office Papers | Details". Hatads.org.uk. Retrieved August 29, 2015.
  13. ^ Ciochetto, L. (2011). China. In Globalisation and advertising in emerging economies: Brazil, Russia, India, and China (p. 95). London: Routledge
  14. ^ "J. Walter Thompson & Co. and the 1964 Advertising Age Commemorative Issue". American Marketing Association New York. December 31, 2019. Retrieved December 31, 2019.
  15. ^ Burbach, Roger (2003). The Pinochet Affair: State Terrorism and Global Justice. London: Zed Books. p. 63. ISBN 1842774344.
  16. ^ Perera, Victor (April 13, 1975). "Law and order in Chile". The New York Times. Retrieved April 30, 2018.
  17. ^ "NOW WPP FACES THE REAL CHALLENGE". Chicago Tribune. June 29, 1987. Retrieved June 4, 2020.
  18. ^ a b Elliott, Stuart (March 3, 2014). "JWT Plans to Celebrate 150 Years With a Focus on the Future". The New York Times. ISSN 0362-4331. Retrieved April 12, 2017.
  19. ^ "JWT and Group SJR launch content marketing unit Colloquial". June 9, 2015.
  20. ^ "J Walter Thompson acquires minority stake in Turkey shop Wanda Digital". Campaign. Retrieved June 4, 2020.
  21. ^ "J. Walter Thompson Co. Snaps Up iStrategyLabs". August 2, 2016.
  22. ^ "WPP is merging JWT with Wunderman". Ad Age. November 26, 2018. Retrieved December 31, 2019.
  23. ^ "Why WPP Is Merging Wunderman And JWT". Forbes. November 26, 2018. Retrieved December 31, 2019.
  24. ^ "J. Walter Thompson Worldwide - About Us". JWT.com. Retrieved August 17, 2018.
  25. ^ a b c "J. Walter Thompson Co. | AdAge Encyclopedia of Advertising - Advertising Age". Adage.com. September 15, 2003. Retrieved August 29, 2015.
  26. ^ "Ad agency J. Walter Thompson, JWT, marks 150 years of iconic ads and catchy jingles". CBS News. December 23, 2014. Retrieved August 29, 2015.
  27. ^ "AAF Hall of Fame: Members". Advertisinghall.org. Retrieved August 29, 2015.
  28. ^ "Helen Lansdowne Resor Scholarship". Aaaa.org. Retrieved August 29, 2015.
  29. ^ Rothenberg, Randall (October 9, 1988). "The Big New Pitch for Old Ads". The New York Times.
  30. ^ "Former JWT Global CEO Finally Turfed After Sexual Harassment Court Case". B&T. June 12, 2018. Retrieved April 25, 2020.
  31. ^ Coffee, Patrick (June 7, 2018). "WPP Parts With Former JWT CEO Gustavo Martinez 2 Months After Settling Sexual Harassment Case". www.adweek.com. Retrieved April 25, 2020.
  32. ^ "What Led to JWT Being Sued by Its Creative Directors?". July 12, 2021.
  33. ^ "Agency Clients - J. Walter Thompson New York". AdForum.com. Retrieved August 29, 2015.
  34. ^ "Model Interpretation". Historymatters.gmu.edu. Retrieved November 7, 2013.
  35. ^ "Internet mysteries: Did JWT really invent the grilled cheese sandwich?". Digiday. July 10, 2015. Retrieved November 25, 2023.
  36. ^ "The Big New Pitch for Old Ads". The NY Times. October 9, 1988. Retrieved June 5, 2020.
  37. ^ "Kraft Foods". The NY Times. September 15, 2003. Retrieved June 5, 2020.
  38. ^ a b c d e "JWT: lessons from the Commodore". campaign live. Retrieved February 10, 2015.
  39. ^ "Oscar Mayer Wiener Song". Wisconsinhistory.org. Retrieved November 7, 2013.
  40. ^ "1960s Lark Cigarettes "William Tell Overture" Commercial". YouTube.
  41. ^ "Andrex lines up celebratory campaign as mascot puppy turns 40". Marketing Magazine. Retrieved November 7, 2013.
  42. ^ "Ad Age Advertising Century: Top 100 Advertising Campaigns | Special: The Advertising Century". Advertising Age. March 29, 1999. Retrieved November 7, 2013.
  43. ^ N Shatrujeet, Jun 22, 2008, 12.17am IST (June 22, 2008). "Now, Lead India wins Integrated Lion at Cannes". The Times of India. Archived from the original on August 20, 2013. Retrieved November 7, 2013.{{cite web}}: CS1 maint: multiple names: authors list (link) CS1 maint: numeric names: authors list (link)
  44. ^ "JWT Shanghai's Samsonite 'Heaven and Hell' becomes The Gunn Report's most awarded print advertisment [sic] of all time". Campaign Brief Asia. Retrieved April 12, 2017.
  45. ^ "Banco Popular de Puerto Rico, 'The Most Popular Song' | Inspiration | Cannes Lions International Festival of Creativity". Canneslions.com. Archived from the original on November 6, 2013. Retrieved November 7, 2013.
  46. ^ Deol, Taran (September 12, 2020). "This Indian 'Maharajah' dressed up as Playboy waitress, sumo wrestler & many other avatars". The Print. New Delhi: Printline Media Private Limited. Retrieved September 12, 2020. the Maharajah — sketched by Umesh Rao, an artist at J. Walter Thompson in Mumbai

Further reading

[edit]
  • Davis, Rhiannon, "Negotiating Local and Global Knowledge and History: J. Walter Thompson around the Globe, 1928–1960," Journal of Australian Studies (2012) 36#1 pp 81–97.
  • Farwell, Tricia M. Review of "Globalizing Ideal Beauty: How Female Copywriters of the J. Walter Thompson Advertising Agency Redefined Beauty for the Twentieth Century." Journalism and Mass Communication Quarterly 88#2 (2011): 446.
  • Hultquist, Clark Eric. "Americans in Paris: The J. Walter Thompson Company in France, 1927–1968." Enterprise and Society 4#3 (2003): 471-501.
  • Kreshel, Peggy J. "John B. Watson at J. Walter Thompson: The legitimation of 'science' in advertising." Journal of Advertising 19#2 (1990): 49-59.
  • Kreshel, Peggy J. "The "culture" of J. Walter Thompson, 1915–1925." Public Relations Review 16.3 (1990): 80-93.
  • McDonough, John, and Karen Egolf, eds. The advertising age encyclopedia of advertising (1st ed 2003) vol 3 pp 1530-37
  • Mashon, Mike. "NBC, J. Walter Thompson, and the Struggle for Control of Television Programming, 1946-58." in NBC: America's Network (2007) pp: 135-152.
  • Merron, Jeff. "Putting Foreign Consumers on the Map: J. Walter Thompson's Struggle with General Motors' International Advertising Account in the 1920s." Business History Review 73#03 (1999): 465-502.
  • Merron, Jeffrey L. American culture goes abroad: J. Walter Thompson and the General Motors export account, 1927-1933 (1991)
  • Mishra, Karen E. "J. Walter Thompson: Building trust in troubled times." Journal of Historical Research in Marketing 1#2 (2009): 246-269. online
  • Moreno, Julio E. "J. Walter Thompson, the Good Neighbor Policy, and Lessons in Mexican Business Culture, 1920–1950." Enterprise and Society 5#2 (2004): 254-280.
  • Moreno, Julio E. "Marketing in Mexico: Sears, Roebuck Company, J. Walter Thompson, and the Culture of North American Commerce in Mexico City during the 1940s." Enterprise and Society 1#4 (2000): 683-692.
  • Nixon, Sean. "Apostles of Americanization? J. Walter Thompson Company Ltd, Advertising and Anglo-American Relations 1945–67." Contemporary British History 22#4 (2008): 477-499.
  • Pouillard, Véronique. "American advertising agencies in Europe: J. Walter Thompson's Belgian business in the inter-war years." Business history 47#1 (2005): 44-58.
  • Scanlon, Jennifer. "Advertising women: The J. Walter Thompson Company women's editorial department." in The gender and consumer culture reader (2000) pp: 201-25.
  • Schwarzkopf, Stefan. "Discovering the Consumer: Market Research, Product Innovations, and the Creation of Brand Loyalty in Britain and the United States in the Interwar Years." Journal of Macromarketing 29 (2009): 8-20.
  • Silva, Jonathan. "The marketing complex: the J. Walter Thompson company, 1916-1929." Essays in Economic and Business History 14 (1996): 207-18.
  • Spring, Dawn. "The Globalization of American Advertising and Brand Management: A Brief History of the J. Walter Thompson Company, Proctor and Gamble, and US Foreign Policy." Global Studies Journal (2013) 5#4
  • West, Douglas C. "From T-Square to T-Plan: the London office of the J. Walter Thompson advertising agency 1919–70." Business History 29#2 (1987): 199-217.
  • Woodard, James P. "Marketing modernity: the J. Walter Thompson Company and North American advertising in Brazil, 1929-1939." Hispanic American Historical Review 82#2 (2002): 257-290.
[edit]
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