智威汤逊广告公司简介.doc

James Walter Thompson
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James Walter Thompson (28 October 1847 – 16 October 1928) was the namesake of the JWT advertising agency and a pioneer of many advertising techniques. He was born in Pittsfield, Massachusetts.
In 1864, while Thompson was serving in the Marine Corps, William James Carlton had started selling advertising space in religious magazines. The agency was called Carlton and Smith although almost nothing is known about the Smith partner. In 1868, Carlton hired Thompson as a bookkeeper. 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 bought the agency for $500 and renamed it J. Walter Thompson Company. Notably, Thompson paid $800 for the Carlton and Smith furniture in the same transaction.
Realizing that he could sell more space if the company provided the service of developing content for advertisers, Thompson hired writers and artists to form the first known Creative Department in an advertising agency. He is credited as the "father of modern magazine advertising" in the US.
Thompson is responsible for some enduring brand images in popular culture, like the Rock of Gibraltar used for the Prudential Insurance Company.
Inventory of the J. Walter Thompson Company. James Webb Young Papers, 1927-1984

Descriptive Summary
Title
J. Walter Thompson Company. James Webb Young Papers, 1927-1984
Creator
J. Walter Thompson Company.
Extent
1.2 Linear Feet
ca. 275 Items
Repository
Duke University Rare Book, Manuscript, and Special Collections Library Durham, North Carolina 27708-0185
Language
English.

Administrative Information
Access Restrictions
Access to the originals is restricted. Photocopies are available for general use.
In addition, patrons must sign the Acknowledgment of Legal Responsibility and Privacy Rights form before using this collection.
Also, all or portions of this collection may be housed off-site in Duke University's Library Service Center. Consequently, there may be a 24-hour delay in obtaining these materials.
Please contact Research Services staff before visiting the Rare Book, Manuscript, and Special Collections Library to use this collection.
Use Restrictions
The copyright interests in the J. Walter Thompson Company Archives have not been transferred to Duke University. For further information, see the section on copyright in the Regulations and Procedures of the Rare Book, Manuscript, and Special Collections Library.
Provenance
The papers of James Webb Young were transferred to the Rare Book, Manuscript, and Special Collections Library from the J. Walter Thompson Company in 1987.
Preferred Citation
[Identification of item], J. Walter Thompson Company Archives: James Webb Young Papers, Rare Book, Manuscript, and Special Collections Library, Duke University.
Processing Information
Processed by: Donna Longo DiMichele and Daniel L. Daily
Processing of this collection was supported in part by gifts from the J. Walter Thompson Company Fund and the John and Kelly Hartman Foundation.
Encoded by Stephen Douglas Miller
This finding aid is NCEAD compliant.

Collection Overview
The James Webb Young Papers chiefly consist of correspondence, memoranda, reports, and publications and span the years 1927-1984. These materials provide insights into Young's career as well as the operational aspects of the J. Walter Thompson Company, especially the early development of their international branch offices.
From the perspective of James Webb Young's entire career in advertising, this collection reflects a small portion of his contributions to the J. Walter Thompson Company and the advertising business as a whole, for which he was awarded in 1945 the Gold Medal for a distinguished career in advertising. While these papers represent Young's pioneering work in establishing the J. Walter Thompson Company abroad as well as reflect some his contributions to public service advertising and advertising strategy, primarily through The Compleat Angler, A Footnote to History, and other works in the Publications category, they are an incomplete record of his distinguished career.
The International Branch Notebooks category primarily contains correspondence, minutes, memoranda, research reports and tables which pertain to the organization and initial operations of J. Walter Thompson branch offices abroad, particularly in London, Africa, South America, and Europe during the late 1920s and early 1930s. A substantial amount of this material focuses upon J. Walter Thompson's advertising for General Motors, especially for markets in Europe and South America. Though Young officially retired in 1928, he served as Consultant and director (1928-1964) and became a key figure in establishing the earliest international branch offices for the J. Walter Thompson Company. Among the correspondents in this series are Sam Meek, Stanley Resor, and Henry C. Flowers.
In the Publications category are works written by Young, some of which were privately printed by the Piñon Press in Coapa, New Mexico. The works published by the Piñon Press have been individually cataloged and can be searched by author and title. The Publications category includes editions of A Technique for Producing Ideas and How to Become an Advertising Man. As a whole, these works reflect aspects of Young's advertising philosophy and strategies, and partially document his involvement in public service advertising in the United States as well as his early career from an autobiographical perspective

智威汤逊广告公司简介
　　JWT是智威汤逊的英文缩写。
　　智威汤逊创始于1864年，是全球第一家广告公司，也是全球第一家开展国际化作业的广告公司。
　　自成立以来，智威汤逊（JWT）一直以“不断自我创新，也不断创造广告事业”著称于世。JWT首开先例的顾客产品调查、第一本杂志指南、第一本农业指南、提供给国际投资人的第一本行销指南、制作第一个电台表演秀、制作第一个商业电视传播、第一个使用电脑策划及媒体购买……。智威汤逊以品牌全行销规划(Thompson Total Branding)，结合广告、直效行销、促销、赞助及公关活动，致力于协助客户达成短期业绩成长，并创造长期的品牌价值。
　　时至今日，140周岁的JWT风采依旧，昂首跻身于世界4大顶尖广告公司之列。JWT的大家庭有300多个分公司、办事处的10000多名成员，遍布在全球六大洲的主要城市，为客户提供全方位的品牌服务。目前智威汤逊隶属于全球最大的传播集团WPP。
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智威汤逊（JWT）的「第一」
　　JWT智威汤逊广告公司不仅是全世界第一家广告公司，同时他还有许多开创性的「第一」纪录：
· 全球第一家提出「广告不仅是卖产品讯息而是与消费者建立关系」理论的广告公司」
· 全球第一家提出并执行”Brand Idea” (品牌创意点)的广告公司
· 全球第一家以Research (市调)来企划品牌的广告公司
· 全球第一家以Sex (性)做为广告表现的广告公司
· 全球第一家运用电台广播剧及电视剧做置入性营销的广告公司
· 全球第一家设立 ”品牌策略规划部门” 的广告公司
· 全球第一家与客户(联合利华)合作关系超过一百年的广告公司