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SSC&B Lintas Worldwide, 1989-1991

Collection Creator::
Center for Advertising History  Search this
Container:
Box 1 of 7
Type:
Archival materials
Collection Citation:
Smithsonian Institution Archives, Accession 02-078, Center for Advertising History, Project Files
See more items in:
Project Files
Archival Repository:
Smithsonian Institution Archives
EDAN-URL:
ead_component:sova-sia-fa02-078-refidd1e293

Barton Cummings Papers

Creator:
Ayer (N W) Incorporated.  Search this
Cummings, Barton S., 1914- (advertising executive)  Search this
Brower, Charles H.  Search this
Bolte, Brown  Search this
Bond, Edward L., Jr.  Search this
Bernbach, William  Search this
Ogilvy, David  Search this
O'Toole, John  Search this
Seaman, Alfred J.  Search this
Schultz, Arthur W.  Search this
Matthews, Len  Search this
Marsteller, William  Search this
O'Conner, Neal W.  Search this
Mithun, Raymond O.  Search this
Meyer, Ed  Search this
Harper, Marion, 1916-1989 (advertising executive)  Search this
Healy, Robert  Search this
Hagopian, Lewis T.  Search this
Jacoby, Robert F.  Search this
Fatt, Arthur  Search this
Fitzgerald, Clifford  Search this
Foote, Emerson  Search this
Gilliatt, Neal  Search this
Foley, Paul  Search this
Thiele, Edward  Search this
Tinker, Jack  Search this
Names:
Ad Council  Search this
Advertising Educational Foundation  Search this
American Advertising Federation.  Search this
American Association of Advertising Agencies.  Search this
Batten, Barton, Durstine, and Osborn  Search this
Best Foods.  Search this
Colgate-Palmolive.  Search this
Compton, Inc.  Search this
Dancer Fitzgerald Sample.  Search this
Doyle Dane Bernbach.  Search this
Foote, Cone and Belding.  Search this
Grey Advertising.  Search this
Interpublic.  Search this
Jack Tinker & Associates.  Search this
Leo Burnett Co.  Search this
Marstellar Agency.  Search this
McCann Erickson  Search this
Mithun Advertising.  Search this
Ogilvy & Mather.  Search this
SSC&B/Lintas.  Search this
Saatchi & Saatchi.  Search this
Sullivan Stauffer Colwell & Bayles (SSC&B).  Search this
Ted Bates Worldwide, Inc.  Search this
Young & Rubicam  Search this
Extent:
4.5 Cubic feet (11 boxes)
Type:
Archival materials
Collection descriptions
Audiovisual materials
Speeches
Essays
Interviews
Business records
Clippings
Date:
1938-1990
Summary:
Collection documents Barton Cummings's career as an advertising industry spokesman, particularly in the areas of advertising education and advertising in the public interest.
Scope and Contents note:
Series 1: Speeches and publicity relating to Cummings's career as an industry spokesman, particularly in the areas of advertising education, and advertising in the public interest; also numerous awards and citations, and some photographs.

Series 2: Advertising copy written while Cummings was with Benton & Bowles, correspondence, conference proceedings, and business proposals. Of special interest are primary materials documenting the development of a marketing strategy and advertising campaign for Gerald Ford's 1976 Presidential Campaign. Also includes internal correspondence and other documentation relating to the Ad Council's "Buy American" and "American Economic System" campaigns, launched during the recessionary economic climate of the early to mid-1970s.

Series 3: Magazine articles, transcripts of interviews with Cummings, and unpublished anecdotes and reminiscences about the advertising business.

Series 4: Transcripts for 23 of 26 interviews Cummings conducted with legendary advertising figures. Fifteen of these interviews were edited and published in "Advertising's Benevolent Dictators,"Crain Books, 1984.
Arrangement:
Collection is arranged into five series.

Series 1: Speeches & Publicity, 1956-1988

Series 2: Business Papers, 1938-1991

Series 3: Published & Unpublished Manuscripts, 1908-1983

Series 4: Advertising's Benevolent Dictators, undated

Series 5: Multi-Media Materials, undatedf
Biographical/Historical note:
Bart Cummings (born 1914) is a former Chief Executive Officer of Compton Advertising, Incorporated, and Chairman Emeritus of Saatchi & Saatchi Worldwide.

Cummings began his advertising career working during school breaks at his father's advertising agency, the Earl Cummings Advertising Agency (later Cummings Brand McPherson Associates Inc.) in Rockford, Illinois. He graduated with a degree in Journalism from the University of Illinois in 1935, where he also played varsity football. Cummings maintained a lifelong interest in football, and in 1959 was awarded the Sports Illustrated Silver Anniversary Award for former college football stars who go on to distinguish themselves in other fields.

After graduation, Cummings took a trainee position with his father's agency, leaving several months later to take a trainee position with Swift & Company. From 1936 until 1942 he was with Benton & Bowles in New York, where he was a copywriter on accounts for Hellmann's Real Mayonnaise and Lord Calvert Whiskey, among others. During World War II, he served in the Offices of War Information and Price Administration in Washington, D.C. He resigned in 1943 to join the Navy, and was assigned to the Amphibious Forces, 7th fleet. He saw action in Guinea, Borneo and the Philippines.

After the War, Cummings joined Maxon, Inc. as an account executive, and was elected to Vice President a year later. In 1947, he began a long and successful career with Compton Advertising, moving from account executive to President in only eight years. In 1963, Cummings was named chairman and chief executive officer, a position he held for nearly twenty years. When Compton merged with Saatchi & Saatchi in the 1980s, Cummings was named chairman emeritus of that international agency.

Mr. Cummings has enjoyed a distinguished career as leader and spokesman for every major advertising industry association. He has served as chairman of the American Association of Advertising Agencies (1969 70); chairman of the American Advertising Federation (1972 73), Chairman of the Ad Council (1979 81), chairman of the board of trustees for the James Webb Young Fund at the University of Illinois, and chairman and director of the Advertising Educational Foundation. Other public service includes work as the chairman of the advertising division for the New York Heart Association (1963 73), chairman of the Public Service Advisory Committee for the City of New York, and director of the Better Business Bureau of Metropolitan New York (1954 77). Throughout his career, Mr. Cummings has championed the use of advertising in the public interest, and has been outspoken on the need for advertising education and industry self-regulation.
Related Materials:
Materials in the Archives Center

NW Ayer Advertsing Agency Records (AC0059)
Provenance:
Collection donated by Barton S. Cummings in November 1991.
Restrictions:
Collection is open for research.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
Advertising copy  Search this
advertising  Search this
Genre/Form:
Audiovisual materials
Speeches
Essays -- 1950-1990
Interviews -- 1950-2000
Business records -- 1950-2000
Clippings -- 1950-2000
Citation:
Barton Cummings Collection, 1938-1990, Archives Center, National Museum of American History.
Identifier:
NMAH.AC.0421
See more items in:
Barton Cummings Papers
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-0421

Cover Girl Advertising Oral History and Documentation Project

Creator:
Bunting, George L., Jr.  Search this
Brinkley, Christie  Search this
Ellsworth, Scott, Dr.  Search this
Colonel, Sheri  Search this
Giordano, Lynn  Search this
Ford, Eileen  Search this
Hall, L. C. "Bates"  Search this
Grathwohl, Geraldine  Search this
Huebner, Dick  Search this
Harrison, Fran  Search this
Lindsay, Robert  Search this
Hunt, William D.  Search this
McIver, Karen  Search this
MacDougall, Malcolm  Search this
Noble, Stan  Search this
Nash, Helen  Search this
Noxell Corporation.  Search this
Bergin, John  Search this
O'Neill, Jennifer  Search this
Oelbaum, Carol  Search this
Pelligrino, Nick  Search this
Poris, George  Search this
Roberts, F. Stone  Search this
Tiegs, Cheryl  Search this
Troup, Peter  Search this
Weithas, Art  Search this
Witt, Norbert  Search this
Names:
Noxzema Chemical Company  Search this
Extent:
15.5 Cubic feet (30 boxes)
Type:
Archival materials
Collection descriptions
Interviews
Business records
Audiotapes
Bumper stickers
Annual reports
Oral history
Photographs
Press releases
Scrapbooks
Television scripts
Videotapes
Tear sheets
Place:
Hunt Valley (Maryland)
Baltimore (Md.)
Maryland
Date:
1959-1990
Summary:
The Cover Girl Make-Up Advertising Oral History and Documentation Project, 1923-1991, is the result of a year-long study in 1990, which examined the advertising created for Noxell Corporation's Cover Girl make-up products from 1959 to 1990. The objective of the project was to document, in print and electronic media, the history of Cover Girl make-up advertising since its inception in 1959.
Scope and Contents:
Twenty-two oral history interviews (conducted by Dr. Scott Ellsworth for the Archives Center) and a variety of print and television advertisements, photographs, scrapbooks, personal papers, business records and related materials were gathered by the Center for Advertising History staff. The objective was to create a collection that provides documentation, in print and electronic media, of the history and development of advertising for Cover Girl make-up since its inception in 1959.

Collection also includes earlier material related to other Noxell products, including Noxzema, with no direct connection to the Cover Girl campaign.
Arrangement:
The collection is arranged into eight series.

Series 1: Research Files

Series 2: Interviewee Files

Series 3: Oral History Interviews

Series 4: Television Advertising Materials

Series 5: Print Advertising Materials

Series 6: Company Publications and Promotional Literature

Series 7: Photographs

Series 8: Scrapbooks
Biographical / Historical:
George Avery Bunting founded the Noxzema Chemical Company in Baltimore, Maryland in 1917. In the 1890s, he left behind a teaching job on Maryland's Eastern shore to move to Baltimore, where he hoped to pursue a career as a pharmacist. He landed a job as errand boy and soda jerk at a local drugstore, where he worked while attending classes at the University Of Maryland College of Pharmacy. Valedictorian of the Class of 1899, Bunting was promoted to manager of the drugstore, which he purchased. Bunting began to experiment with the formulation of medicated pastes and compounds, which he marketed to his customers. In 1909, he began refining a medicated vanishing cream, which he introduced in 1914. "Dr. Bunting's Sunburn Remedy," an aromatic skin cream containing clove oil, eucalyptus oil, lime water, menthol and camphor, was mixed by hand at his pharmacy. Marketed locally as a greaseless, medicated cream for the treatment of a variety of skin conditions, including sunburn, eczema, and acne, the product was renamed "Noxzema" for its reputed ability to "knock eczema." By 1917, the Noxzema Chemical Company was formed. During the 1920s, distribution of the product was expanded to include New York, Chicago, and the Midwest and, by 1926, the first Noxzema manufactory was built in northwest Baltimore to accommodate the demand for nearly a million jars a year.

Having achieved a national market by 1938, Noxzema Chemical Company executives pursued product diversification as a means to maintain the corporate growth of the early years. In the 1930s and 1940s, line extensions included shaving cream, suntan lotion and cold cream, all with the distinctive "medicated" Noxzema aroma.

In the late 1950s, Bill Hunt, director of product development at Noxzema, suggested a line extension into medicated make-up. Creatives at Sullivan, Stauffer, Colwell & Bayles, Incorporated (SSC&B), Noxzema's advertising agency since 1946, suggested that the advertising for the new product focus on beauty and glamour with some reference to the medicated claims made for other Noxzema products. In contrast to other cosmetics, which were sold at specialized department store counters, Noxzema's medicated make-up would be marketed alongside other Noxzema products in grocery stores and other mass distribution outlets. After experimenting with names that suggested both glamour and the medicated claims (including Thera-Blem and Blema-Glow), Bill Grathwohl, Noxell's advertising director, selected Carolyn Oelbaum's "Cover Girl," which conveyed the product's usefulness as a blemish cover-up, while invoking the glamorous image of fashion models. These three elements of the advertising, wholesome glamour, mass marketing, and medicated make-up, remain central to Cover Girl advertising nearly a half-century later.

Beginning with the national launch in 1961, American and international fashion models were featured in the ads. The target audience was identified as women between eighteen and fifty-four and, initially, the "glamour" ads were targeted at women's magazines, while the "medicated" claims were reserved for teen magazines. Television ads featured both elements. Cover Girl advertising always featured beautiful women -- especially Caucasian women, but the Cover Girl image has evolved over time to conform to changing notions of beauty. In the late 1950s and 1960s, the Cover Girl was refined and aloof, a fashion conscious sophisticate. By the 1970s, a new social emphasis on looking and dressing "naturally" and the introduction of the "Clean Make-up" campaign created a new advertising focus on the wholesome glamour of the "girl next door," a blue-eyed, blonde all-American image. In the 1980s, the Cover Girl look was updated to include African-American, Hispanic and working women.

In January 1970, SSC&B bought 49% of the Lintas Worldwide advertising network. After SSC&B was acquired by the Interpublic Group of Companies in 1979, the entire Lintas operation was consolidated under the name SSC&B/Lintas in 1981. With the Procter & Gamble buy-out of the Noxell Corporation in September 1989, the cosmetics account was moved to long-time P&G agency Grey Advertising, in order to circumvent a possible conflict of interest between P&G competitor Unilever, another Lintas account. In 1989 SSC&B/Lintas, Cover Girl's agency since its launch in 1961, lost the account it helped to create and define, but the brand continues to dominate mass-marketed cosmetics.

This project is the result of a year-long study of advertising created for the Noxell Corporation's Cover Girl make-up products, 1959-1990. The effort was supported in part by a grant from the Noxell Corporation. The target audience was identified as women 18-54, and initially, the "glamour" ads were targeted at women's magazines, while the "medicated" claims were reserved for teen magazines. Television ads featured both elements. Cover Girl advertising has always featured beautiful women (especially Caucasian women), but the Cover Girl image evolved over time to conform with changing notions of beauty. In the late 1950s-1960s, the Cover Girl was refined and aloof, a fashion conscious sophisticate. By the 1970s, a new social emphasis on looking and dressing "naturally" and the introduction of the "Clean Make-up" campaign created a new advertising focus on the wholesome glamour of the "girl next door," a blue-eyed, blonde all-American image. Through the 1980s, the Cover Girl look was updated to include African-American and Hispanic models and images of women at work.
Related Materials:
Materials in the Archives Center

Warshaw Collection of Business Americana (AC0060)

N W Ayer Advertising Agency Records (AC0059)
Separated Materials:
The Division of Home and Community Life, Costume Collection holds eighty-six cosmetic items and one computer that were also donated by the Noxell Corporation in 1990 in conjunction with the oral history project. These artifacts include lipstick, manicure sets, brushes, make-up, eye shadow, blush, powder puffs, eyelash curler, nail polish, and mascara. See accession number 1990.0193.
Provenance:
Most of the materials in the collection were donated to the Center for Advertising History by the Noxell Corporation, 1990. All storyboards and videoscripts, and a large collection of business records and proofsheets were donated by George Poris in June 1990. All mechanicals were donated by Art Weithas in June 1990. (These contributions are noted in the finding aid).
Restrictions:
Collection is open for research. Researchers must handle unprotected photographs with gloves. Researchers must use reference copies of audio-visual materials. When no reference copy exists, the Archives Center staff will produce reference copies on an "as needed" basis, as resources allow.
Rights:
Copyright and trademark restrictions.
Topic:
Women in advertising  Search this
advertising -- 1930-1940 -- California  Search this
Cosmetics -- advertising  Search this
Endorsements in advertising  Search this
Beauty culture  Search this
advertising -- 1950-2000  Search this
African American women -- Beauty culture  Search this
Modelling -- 1950-1990  Search this
Sex role in advertising  Search this
Radio advertising  Search this
Television advertising  Search this
Genre/Form:
Interviews -- 1950-2000
Business records -- 20th century
Audiotapes
Bumper stickers
Annual reports
Oral history -- 1990-2000
Photographs -- Black-and-white photoprints -- Silver gelatin -- 1950-2000
Press releases
Scrapbooks -- 20th century
Television scripts
Videotapes
Tear sheets
Citation:
Cover Girl Advertising Oral History & Documentation Project, 1959-1990, Archives Center, National Museum of American History.
Identifier:
NMAH.AC.0374
See more items in:
Cover Girl Advertising Oral History and Documentation Project
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-0374
Additional Online Media:

*Alfred J. Seaman, SSC&B/Lintas

Collection Creator:
Ayer (N W) Incorporated.  Search this
Cummings, Barton S., 1914- (advertising executive)  Search this
Brower, Charles H.  Search this
Bolte, Brown  Search this
Bond, Edward L., Jr.  Search this
Bernbach, William  Search this
Ogilvy, David  Search this
O'Toole, John  Search this
Seaman, Alfred J.  Search this
Schultz, Arthur W.  Search this
Matthews, Len  Search this
Marsteller, William  Search this
O'Conner, Neal W.  Search this
Mithun, Raymond O.  Search this
Meyer, Ed  Search this
Harper, Marion, 1916-1989 (advertising executive)  Search this
Healy, Robert  Search this
Hagopian, Lewis T.  Search this
Jacoby, Robert F.  Search this
Fatt, Arthur  Search this
Fitzgerald, Clifford  Search this
Foote, Emerson  Search this
Gilliatt, Neal  Search this
Foley, Paul  Search this
Thiele, Edward  Search this
Tinker, Jack  Search this
Container:
Box 10, Folder 24
Type:
Archival materials
Date:
undated
Collection Restrictions:
Collection is open for research.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Collection Citation:
Barton Cummings Collection, 1938-1990, Archives Center, National Museum of American History.
See more items in:
Barton Cummings Papers
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0421-ref557

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