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Dolores Valdes-Zacky Papers

Sponsor:
Coors Brewing Company  Search this
Creator:
Valdes Zacky, Dolores  Search this
Names:
Arrowhead Puritas Waters, Inc.  Search this
Mitsubishi  Search this
Partnership for a Drug-Free America  Search this
Thompson, J. Walter (advertising agency).  Search this
Vons Grocery Company  Search this
Extent:
2 Cubic feet (2 boxes, 3 oversize folders)
Type:
Collection descriptions
Archival materials
Magazines (periodicals)
Oral history
Storyboards
Proposals
Commercials
E-mail
Press releases
Newsletters
Correspondence
Articles
Awards
Books
Dvds
Photographs
Advertisements
Clippings
Date:
1955 - 1999
Summary:
The collection documents the work of Dolores Valdes-Zacky and her advertising firm Valdes-Zacky Associates, who specialize in the Hispanic consumer market.
Scope and Contents:
The collection includes guidebooks on marketing to Hispanics; business records; letters and emails; photographs; an award; case studies; ad campaign proposals; story boards; press releases; print advertisements for the agency and for its clients, as well as for products; a DVD of commercials; newsletters; magazine and newspaper articles. Some items in the collection relate to Valdes Zacky's work with the J. Walter Thompson firm.
Arrangement:
The collection is divided into two series.

Series 1: Background Materials, 1955-1999

Series 2: Advertising and Marketing Materials, 1989-1999
Biographical / Historical:
Dolores Valdes-Zacky started her career in advertising with the J. Walter Thompson agency. She left to start her own firm, Valdes-Zacky Associates in 1987, specializing in tapping the Hispanic consumer market. Some of the agency's clients have been Mitsubishi Motors, Adolph Coors Company, Arrowhead Puritas Waters, Vons Grocery, and the Partnership for a Drug Free America.
Provenance:
Collection donated by Dolores Valdes Zacky, 2016.
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 history  Search this
Minorities in advertising  Search this
Advertising campaigns  Search this
Advertising agencies  Search this
Advertising executives  Search this
Women in advertising  Search this
Marketing -- 1950-2000  Search this
Genre/Form:
Magazines (periodicals) -- 20th century
Oral history -- 20th century
Storyboards
Proposals -- 20th century
Commercials -- 20th century
E-mail
Press releases -- 20th century
Newsletters -- 20th century
Correspondence -- 20th century
Articles -- 20th century
Awards
Books -- 20th century
DVDs
Photographs -- 20th century
Advertisements -- 20th century
Clippings -- 20th century
Citation:
Dolores Valdes-Zacky Papers, 1955-1999, Archives Center, National Museum of American History.
Identifier:
NMAH.AC.1394
See more items in:
Dolores Valdes-Zacky Papers
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-1394

Hector and Norma Orcí Advertising Agency Records

Creator:
Orci, Hector  Search this
Orci, Norma  Search this
Orci Advertising Agency  Search this
Names:
McCann Erickson  Search this
Extent:
3.5 Cubic feet (10 boxes)
Type:
Collection descriptions
Archival materials
Letters (correspondence)
Born digital
Newsletters
Business records
Clippings
Photographs
Training manuals
Slides (photographs)
Programs
Reports
Advertisements
Awards
Oral history
Advertising
Date:
1979-2016, undated
Summary:
The Hector and Norma Orcí Advertising Agency Records document the history, educational, and creative output produced by Hector and Norma Orcí throughout their extensive career in advertising. The Orcís founded their own independent agency in 1986 in Los Angeles. The Orcí Advertising Agency successfully introduced various products to Latinos in the United States and developed a reputation as one of the top advertising agencies to understand the US Latino market. The collection showcases the agency's history and awards, advertising and marketing campaigns, and its role in educating advertising agencies on the importance of the US Latino market.
Scope and Contents:
The collection documents the Orcí Advertising Agency and its work in helping clients market their products to U.S. Latinos, its marketing methods and creative philosophy, and its role in educating other advertising companies about the Latino consumer market in the United States. The collection includes the founding and history of the agency, business records, awards and press clippings, training materials for staff, reports on the US Latino market for various products, training and curriculum materials for a UCLA Extension course on advertising in the US Latino market, account reports, conference materials, slides and photographs, and campaigns and advertising materials developed for clients such as Allstate, Honda, and Pepsi. Video footage of Spanish-language commercials developed by the Orcí Advertising Agency is also part of the collection.
Arrangement:
The collection is divided into five series.

Series 1: Background Materials, 1979-2010, undated

Series 2: Advertising and Marketing Materials, 1986-2003, undated

Series 3: Teaching Materials, 1985-2012, undated

Series 4: Conference Materials, 1984-1999, undated

Series 5: Audiovisual Materials, 1986-2016
Biographical / Historical:
Once employees of La Agencía de McCann-Erickson advertising company, Hector and Norma Orcí founded their own independent agency in 1986. The Orcí Advertising Agency, also known as La Agencía de Orcí & Asociados, is based in Los Angeles. Since its inception, the Orcí Advertising Agency has devoted itself to US Latino marketing and teaching other advertising agencies how to effectively advertise and sell products to US Latinos. The Orcís quickly developed an impressive roster of successful campaigns for major clients and continue to be a well-respected agency in the advertising sector.
Separated Materials:
The Division of Work and Industry holds the following artifacts related to this collection:

Virgin of Guadalupe Painting, Accession #: 2015.0306.01

INS Eagle Painting, Accession #: 2015.0306.02

Don Quixote Figurine, Accession #: 2015.0306.03
Provenance:
Collection donated by Hector and Norma Orcí, 2016.
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:
Hispanic American businesspeople  Search this
Hispanic American leadership  Search this
Hispanic American consumers  Search this
Mexican American leadership  Search this
mexican Americans and mass media  Search this
advertising -- Beer -- 1950-2000  Search this
Mexican American business enterprises  Search this
advertising -- 21st century  Search this
Advertising campaigns  Search this
Hispanic American business enterprises  Search this
advertising -- Beverages  Search this
Hispanic American capitalists and financiers  Search this
Advertising history  Search this
advertising -- Soft drinks  Search this
Advertising executives  Search this
Hispanic Americans and mass media  Search this
Advertising agencies -- United States  Search this
Minority consumers  Search this
advertising -- Automobiles  Search this
Hispanic American businesswomen  Search this
Minorities in advertising  Search this
Latinos in American society and culture  Search this
Hispanic Americans -- Press coverage  Search this
Genre/Form:
Letters (correspondence) -- 20th century.
Letters (correspondence) -- 21st century
Letters (correspondence) -- 21st century
Born digital
Newsletters -- 21st century
Business records -- 21st century
Clippings -- 20th century
Photographs -- 20th century
Training manuals -- 21st century
Slides (photographs) -- 20th century
Programs -- 20th century
Clippings -- 21st century
Newsletters -- 20th century
Programs -- 21st century
Reports -- 21st century
Slides (photographs) -- 21st century
Reports -- 20th century
Advertisements -- 21st century
Training manuals -- 20th century
Awards
Business records -- 20th century
Oral history -- 2010-2020
Advertising -- 20th century
Photographs -- 21st century
Advertisements -- 20th century
Citation:
Hector and Norma Orcí Advertising Agency Records, 1979-2016, Archives Center, National Museum of American History.
Identifier:
NMAH.AC.1384
See more items in:
Hector and Norma Orcí Advertising Agency Records
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-1384
Online Media:

Barton Cummings Papers

Creator:
Ayer (N W) Incorporated.  Search this
Cummings, Barton A., 1914-1994 (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:
Collection descriptions
Archival materials
Audiovisual materials
Speeches
Essays
Interviews
Business records
Clippings
Date:
1938-1991, undated
Summary:
Collection documents Barton Arthur 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:
Collection documents Cummings's professional career as an industry spokesman, particularly in the areas of advertising education, and advertising in the public interest. Materials include manuscripts, interviews, photographs, speeches, awards, magazine articles, interview transcriptions, and newspaper clippings. There is a significant amount of material relating to his book Advertising's Benevolent Dictators published in 1984. Collection is arranged into five series. Series 1, Speeches and publicity, Series 2, Business papers, Series 3, Published and unpublished manuscripts, Series 4, Advertising's Benevolent Dictators, and Series 5, Multi-media materials.
Arrangement:
Collection is arranged into five series.

Series 1, Speeches and Publicity, 1950-1988, undated

Series 2, Business Papers, 1938-1991

Series 3, Published and Unpublished Manuscripts, 1981-1991, undated

Series 4, Advertising's Benevolent Dictators, undated

Series 5, Multi-Media Materials, undated
Biographical/Historical note:
Barton Arthur Cummings (1914-1994) was 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, Incorporated) 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, DC. 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, Incorporated 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 enjoyed a distinguished career as leader and spokesman for every major advertising industry association. He served as chairman of the American Association of Advertising Agencies (1969-1970); chairman of the American Advertising Federation (1972-1973), Chairman of the Ad Council (1979-1981), 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 included work as the chairman of the advertising division for the New York Heart Association (1963-1973), chairman of the Public Service Advisory Committee for the City of New York, and director of the Better Business Bureau of Metropolitan New York (1954-1977). Throughout his career, Mr. Cummings championed the use of advertising in the public interest, and washas been outspoken on the need for advertising education and industry self-regulation.

Mr. Cummings was preceded in death by his first wife Regina Pugh Cummings when he died in 1994. He was survived by his second wife Margaret K. Cummings, children Ann Haven Cummings Iverson, Peter Barton Cummings, and Susan Cummings, and one grandchild, Haven Cummings Iverson.
Related Materials:
Materials in the Archives Center

AC0059, NW Ayer Advertsing Agency Records

AC0394, Marion Harper Papers
Provenance:
Collection donated by Barton Arthur 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

Castor Advertising Corporation Collection

Topic:
Coca-Cola (Trademark)
Creator:
Fernandez, Castor  Search this
Castor Advertising Corporation  Search this
Names:
Anheuser-Busch, Inc.  Search this
Heublein, Inc.  Search this
International Rescue Committee  Search this
Richardson-Vicks Inc  Search this
Extent:
1 Cubic foot (4 boxes)
Type:
Collection descriptions
Archival materials
8mm films
Advertisements
Business records
Dvds
Handbooks
Letters (correspondence)
Masters theses
Magazines (periodicals)
Newsletters
Photographs
Press releases
Vhs (videotape format)
Newspaper clippings
Hispanic american periodicals
Date:
1960-2007, 2018
Summary:
This collection consists of materials documenting the Castor Advertising Corporation, Castor SG&B, and Castor Spanish International, which specialized in reaching Hispanic audiences.
Content Description:
Archival materials documenting the Castor Advertising Corporation, Castor SG&B, and Castor Spanish International. This collection includes correspondence, business records, awards, a copy of Fernández's MBA thesis, photographs, newspaper clippings, magazines, a DVD containing an interview with Fernández, and advertising reels recorded on VHS tapes, cassettes, and 16mm film.
Arrangement:
This collection is arranged into four series.

Series 1: Background Materials, 1961-2001, 2018

Series 2: Advertising Materials, 1969-1987

Series 3: Newspaper Clippings and Publications, 1968-2000

Series 4: Audiovisual Materials, 1960-2007
Biographical / Historical:
Castor A. Fernández Capote was born in 1943 in Havana, Cuba and moved to the United States in 1961. Fernández first lived in Miami, Florida but moved to New York City soon after. He attended City College of New York where he received his Bachelor and Master of Business Administration in Marketing. For his MBA thesis, "Market Segmentation through Television Advertising," Fernandéz focused his research on the potential for Spanish-language media to engage the Spanish-speaking market of New York. Fernández began his nearly four-decade-long advertising career in firms throughout New York City such as Link Advertising and Palmer Advertising. In 1968, Fernández established his own advertising firm called Castor Spanish International, focusing specifically on marketing designed for to the multiple groups of people described under the umbrella term "Hispanic." In 1989, Castor Spanish International merged with the Miami-based advertising corporation, Garcia-Serra & Blanco Advertising, to form a new agency: Castor SG&B. The agency dissolved the merger in 1990 and Fernández established Castor Advertising Corporation. Fernández retired from advertising in 2002. Throughout his decades-long career, he and his agencies did work for many major American corporations such as Café Bustelo, Citibank, McDonald's, Coca-Cola, Anheuser-Busch, Kmart, Richardson-Vicks, and Heublein Incorporated.
Provenance:
Collection donated to the Archives Center in 2018 by Castor Fernández.
Restrictions:
Collection is open for research.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
Advertising agencies  Search this
Advertising campaigns  Search this
Advertising executives  Search this
Articles  Search this
Awards  Search this
Marketing  Search this
Minorities in advertising  Search this
Alcohol -- advertising  Search this
advertising -- Alcoholic beverages  Search this
Hispanic American businesspeople  Search this
Hispanic American consumers  Search this
Hispanic Americans  Search this
Cuban American business enterprises  Search this
Genre/Form:
8mm films
Advertisements
Business records
DVDs
Handbooks
Letters (correspondence)
Masters theses
Magazines (periodicals)
Newsletters
Photographs -- Color photoprints -- 1950-2000
Photographs -- Color photoprints -- 21st century
Press releases
VHS (videotape format)
Newspaper clippings
Hispanic American periodicals
Hispanic American periodicals
Citation:
Castor Advertising Corporation Collection, Archives Center, National Museum of American History
Identifier:
NMAH.AC.1461
See more items in:
Castor Advertising Corporation Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-1461
Online Media:

Association of Hispanic Advertising Agencies Collection

Creator:
Sunshine, Sara  Search this
Spanish Advertising and Marketing Service (creator)  Search this
Association of Hispanic Advertising Agencies  Search this
Extent:
3.5 Cubic feet (3 boxes)
Type:
Collection descriptions
Archival materials
Storyboards
Video recordings
Posters
Photographs
Advertisements
Audio cassettes
Clippings
Date:
1962 - 2000
Summary:
The Association of Hispanic Advertising Agencies Collection includes advertisements, research, and publications produced by SAMS (Spanish Advertising and Marketing Service), which was founded by Luis Diaz Albertini in 1963.
Scope and Contents:
The collection documents the work of SAMS (Spanish Advertising and Marketing Service). It contains advertising campaign materials such as print advertisements, storyboards, proofs of print advertisements, point of purchase advertisements, audio recordings of radio advertisements, and video footage of television commercials. SAMS created advertising for manufacturers of tobacco, movies, cosmetics, watches, toothpaste, cleansers, food products, and alcoholic beverages, to name a few. SAMS was founded during a time in which the "Spanish speaking" consumer was of growing significance in the American market, and American advertisements increasingly catered to and targeted this audience.

The collection contains extensive explanatory notations written by Sara Sunshine, a Cuban immigrant, who created advertising print, audio, and visuals from the 1960s to 1990s and founder of the co-founder of Spanish Advertising and Marketing Services, the nation's first Latino ad agency.
Arrangement:
The collection is divided into seven series.

Series 1: Storyboards and Scripts, 1970-1995

Series 2: Advertisements, 1962-1974

Series 3: Publications, 1976-1988

Series 4: Marketing Research, 1962-1984

Series 5: Packaging, 1962

Series 6: Ephemera, 1980-1989

Series 7: Audiovisual Materials
Biographical / Historical:
Luis Diaz Albertini founded SAMS (Spanish Advertising and Marketing Service) in 1963. Sara Sunshine was the head copywriter and art executive. The agency had a staff of just four employees. It was the first full-service Spanish language advertising agency in the United States. In 2007, the Association of Hispanic Advertising Agencies was formed. Among its goals was preserving the industry's past and preserving the history of Hispanic advertising. The first archival collection they accepted was the records of SAMS. Originally housed at the University of Maryland, it was transferred to the National Museum of American History in 2015.
Related Materials:
Materials at the Archives Center

Goya Foods, Inc. Records (AC0694)
Provenance:
Donated to the Archives Center in 2015 by the Association of Hispanic Advertising Agencies, through Horacio Gavilan.
Restrictions:
Collection is open for research.
Rights:
Reproduction restricted due to copyright or trademark. Contact the Archives Center for details.
Topic:
Advertising executives -- 1950-2000  Search this
Advertising agencies -- 1950-2000  Search this
Television advertising -- 1950-2000  Search this
advertising -- History -- 1950-2000  Search this
Advertising campaigns -- 1950-2000  Search this
Minorities in advertising -- 1950-2000  Search this
Marketing -- 1950-2000  Search this
Genre/Form:
Storyboards
Video recordings -- 1950-2000
Posters -- 1950-2000
Photographs -- 1950-2000
Advertisements -- 1950-2000
Audio cassettes -- 1950-1990
Clippings -- 1950-2000
Citation:
Association of HIspanic Advertising Agencies Collection, 1962-1995, Archives Center, National Museum of American History.
Identifier:
NMAH.AC.1343
See more items in:
Association of Hispanic Advertising Agencies Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-1343
Online Media:

Caroline R. Jones Papers

Creator:
Jones, Caroline Robinson, 1942-2001 (advertising executive)  Search this
Names:
Bahamas Ministry of Tourism  Search this
Campaign for a Drug Free America  Search this
Denny's (restaurants)  Search this
Healthy Start  Search this
Kentucky Fried Chicken (restaurants)  Search this
McDonald's Corporation.  Search this
Mingo-Jones Advertising.  Search this
Thompson, J. Walter (advertising agency).  Search this
United Negro College Fund  Search this
Zebra Associates (advertising agency).  Search this
Extent:
15 Sound tape reels
4 motion picture films
54 Cubic feet (127 boxes; one oversize folder)
129 Video recordings
70 cassette tapes
Type:
Collection descriptions
Archival materials
Sound tape reels
Motion picture films
Video recordings
Cassette tapes
Date:
1942 - 1996
Summary:
Caroline R. Jones (1942-2001), an African-American advertising executive, worked for a number of prominent New York ad agencies and and founded her own firm in 1986. She is best known for her work in assisting clients in marketing to minority consumers. The collection includes client files, print advertisements, and radio and television commercials created for a wide range of commercial and public service campaigns.
Scope and Contents:
The collection contains creative presentations, business correspondence, internal memoranda, market research, focus group interviews, production documents, print advertisements, and other documentation for numerous clients at J. Walter Thompson, Kabon Consultants, Zebra Associates, Kenyon & Eckhardt, the Black Creative Group, BBDO, Mingo-Jones Advertising, and Caroline Jones Advertising. The collection has very little documentation of Caroline Jones, Incorporated (1996-2001), but some material exists regarding the shift from Caroline Jones Advertising to Caroline Jones, Incorporated during 1995 and 1996.

Also included are articles and speeches by Jones, including many on the subject of targeted marketing to minority consumers; photographs, awards and publicity; and a small body of personal papers from her childhood in Benton Harbor, Michigan and her experiences at the University of Michigan. The years at Caroline Jones Advertising (1986-1995) are most thoroughly documented and include extensive client files on minority consumer market development for major clients.

The audiovisual materials portion of the collection is substantial and includes radio and television ads created by the agencies at which Jones worked and television programs in which she appeared as a guest and a host.
Arrangement:
The collection is arranged in seven series.

Series 1: Personal Papers, 1953-1986

Series 2: Business papers, 1965-1995

Subseries 2.1: Speeches, 1972, circa 1983-1994

Subseries 2.2: Articles, 1970-1993

Subseries 2.3: Subject Files, 1967-1995

Subseries 2.4: Publicity, 1965-1995

Subseries 2.5: Business Journals and Datebooks, 1969-1995

Subseries 2.6: Business, Civic, and Political Organizations and Activities, 1968-1993

Subseries 2.7: Awards, Committees, Judgeships, Invitations, 1971-1993

Subseries 2.8: Conferences, 1968-1992

Series 3: Agency Records, 1963-1987

Subseries 3.1: J. Walter Thompson, 1963-1969

Subseries 3.2: Zebra Associates, 1970-1975

Subseries 3.3: Kenyon & Eckhardt, 1971-1974

Subseries 3.4: Kabon Consultants, 1969-1975

Subseries 3.5: Black Creative Group, 1969-1975

Subseries 3.6: BBDO, 1975-1977

Subseries 3.7: Mingo, Jones, Guilmenot and Mingo-Jones, 1977-1987

Subseries 3.8: Freelance Work and Miscellaneous, 1964-1985

Series 4: Caroline Jones Advertising Agency Records, 1987-1996

Subseries 4:1: Client Files and Related Research, 1987-1995

Subseries 4.2: Agency Credentials, 1985-1991

Subseries 4.3: New Business, 1987-1994

Subseries 4.4: Correspondence, 1990-1995

Subseries 4.5: Office Materials, 1990-1995

Series 5: Print Ads, 1964-1996

Series 6: Photographs and Slides, 1950s-1995, undated

Subseries 6.1: Slides, undated

Subseries 6.2: Photographs, 1950s-1995

Series 7: Audio Visual Materials, 1970-1997

Subseries 7.1: Audio cassettes, 1984-1994

Subseries 7.2: Open Reel Audio Tapes, 1970-1984

Subseries 7.3 Videotapes, 1987-1997

Subseries 7.3.1: Agency Reels and Compilations, 1989-1994

Subseries 7.3.2: Television Commercials (Brand/Client specific), 1987-1997

Subseries 7.3.3: Director's Show Reels, 1989-1996

Subseries 7.3.4: Television Programs, 1985-1994

Subseries 7.4: Motion Picture Films, 1970s
Biographical / Historical:
Caroline Robinson Jones (1942-2001) was a highly regarded American advertising and public relations executive. Her work recognized the rising economic power and cultural influence of the black middle class after World War II and contributed to a fundamental shift in American advertising, as mainstream national advertisers sought to reach a consumer market that was increasingly recognized as both economically significant and racially and ethnically diverse. The corporate and public service advertising she created to reach minority audiences stands as a record of our nation's continuing dialogue with race and ethnicity, viewed through the dual lenses of consumption and mass culture.

Caroline Marie Robinson was born in Benton Harbor, Michigan, the third of nine children. In 1963, she graduated from the University of Michigan, where she was active in Alpha Kappa Alpha sorority, with a bachelor's degree in English and a minor in Science. She married Edward Jones, a loan officer with the Small Business Administration in 1965, and had a son, Anthony. After college, she was hired by the New York offices of J. Walter Thompson, one of the country's oldest, largest and most respected advertising agencies. Like most women hired by the agency at that time, she began working in the secretarial pool, but she was invited to attend the agency's copywriting school, becoming the first African-American person ever to do so. She remained at Thompson for five years as a junior copywriter on accounts including Ponds, Chun King, Scott Paper, and the American Gas Association.

In 1969, she joined Zebra Associates as Vice President and Creative Director. Zebra, a black owned agency with a racially integrated staff, was among a pioneer group of advertising agencies that specialized in tailoring national ad campaigns to the needs and desires of an urban, black consumer market. She was named one of the Foremost Women in Communications in 1970, and won her first advertising awards in 1971, including one for work on the Southern Voter Registration Drive.

In 1972, Jones went to work as Senior Copywriter at Kenyon & Eckhardt. She later became a partner and Creative Director. While at K&E, she met Kelvin Wall, who recruited her as a senior consultant at Kabon Consulting, another black-owned agency with which she was associated from about 1970 until about 1974. From there she went on to co-found the Black Creative Group. In 1975, she achieved another first by becoming the first woman Vice President of a major agency, Batten, Barton, Durstine and Osborn (BBDO).

Jones remained at BBDO until 1977, when she joined Frank Mingo and Richard Guilmenot as principals in a new agency affiliated with Interpublic. That arrangement offered the firm the financial backing of an international advertising and marketing communications giant. Mingo-Jones specialized in tailoring general market campaigns to a black audience, in creating new campaigns for the black market, and, in some cases, repositioning the product or introducing new products to increase market share. Jones played minor roles advising the Carter-Mondale presidential campaign in 1984 (box 31/folder 13), the Mondale-Ferraro campaign (box 34/folder4), and the David Dinkins New York City mayoral campaigns. She also advised the Jesse Jackson presidential campaign and the PLP party of the Bahamas as part of her public relations work for the country (see,for example, notebooks for September,1984, box 79).

In 1986 Caroline Jones left Mingo-Jones to form her own agency, Caroline Jones Advertising, which she restructured in 1994 as Caroline Jones, Inc. and operated until her death in 2001. Her major clients included the Bahamas Ministry of Tourism, McDonalds, and Anheuser-Busch. Jones also created public service advertising for the United Negro College Fund, Healthy Start (pre-natal care), and the Partnership for a Drug Free America. Caroline Jones received many awards including "Woman of the Year" by the Advertising Women of New York in 1990. She served on the boards of the Advertising Council, Long Island University, the Women's Bank of New York, and on the New York State Banking Board. Beginning in he late 1980s, she produced and moderated "Focus on the Black Woman" for WNYC Radio and hosted "In the Black: Keys to Success" for WOR-TV.

Sources

Stuart Elliott, "Caroline Jones, 59, Founder of Black-Run Ad Companies," The New York Times, July 8, 2001.

Judy Foster Davis, "Caroline Robinson Jones: Advertising Trailblazer, Entrepreneur and Tragic Heroine," in Eric H. Shaw, ed., The romance of marketing history : proceedings of the 11th Conference on Historical Analysis and Research in Marketing (CHARM), Michigan State University, East Lansing, Michigan, May 15-18, 2003 Boca Raton, FL : Association for Historical Research in Marketing, 2003. 210-219.

Judy Foster Davis, "'Aunt Jemima is Alive and Cookin'?' An Advertiser's Dilemma of Competing Collection Memories," Journal of Macroeconomics, Vol. 27, No. 1. March 2007 p. 25-37
Materials in the Archives Center, National Museum of American History:
An oral history interview with Caroline Jones is found in Archives Center Collection (AC0367), The Campbell Soup Advertising Oral History and Documentation Project.
Provenance:
The collection was donated to the Archives Center, National Museum of American History in September 1996 by Caroline Marie Robinson Jones.
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:
Beer -- 1950-2000  Search this
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African American women executives -- 1950-2000  Search this
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advertising -- 1950-2000  Search this
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Identifier:
NMAH.AC.0552
See more items in:
Caroline R. Jones Papers
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-0552
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