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Caroline R. Jones Papers

Jones, Caroline Robinson, 1942-2001 (advertising executive)  Search this
Bahamas. Ministry of Tourism  Search this
Denny's, Inc.  Search this
Healthy Start  Search this
Kentucky Fried Chicken (Firm) (restaurants)  Search this
McDonald's Corporation.  Search this
Mingo-Jones Advertising.  Search this
National Campaign for a Drug Free America (U.S.)  Search this
Thompson, J. Walter (advertising agency).  Search this
United Negro College Fund  Search this
Zebra Associates (advertising agency).  Search this
15 Sound tape reels
4 Motion picture films
54 Cubic feet (127 boxes; one oversize folder)
129 Video recordings
70 Cassette tapes
Collection descriptions
Archival materials
Sound tape reels
Motion picture films
Video recordings
Cassette tapes
1942 - 1996
Caroline R. Jones (1942-2001), an African American advertising executive, worked for a number of prominent New York ad agencies 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.
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.


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.
The collection was donated to the Archives Center, National Museum of American History in September 1996 by Caroline Marie Robinson Jones.
Collection is open for research.
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.
Beer -- 1950-2000  Search this
Liquors -- advertising -- 1950-2000  Search this
African American women executives -- 1950-2000  Search this
African Americans in mass media -- 1950-2000  Search this
advertising -- 1950-2000  Search this
Advertising agencies -- 1950-2000  Search this
Minority consumers  Search this
advertising -- Beer -- 1950-2000  Search this
See more items in:
Caroline R. Jones Papers
Archival Repository:
Archives Center, National Museum of American History
Online Media:

[Marshall !Kung Expedition VIII]

Collection Collaborator:
McElwee, Ross  Search this
Blitz, Daniel  Search this
Bishop, John Melville  Search this
Baker, Peter  Search this
Ritchie, Claire  Search this
Young, Robert  Search this
Terry, John  Search this
Galvin, Frank  Search this
Bestall, Clifford  Search this
Gardner, Robert  Search this
Asch, Timothy, 1932-1994  Search this
Marshall, Lorna  Search this
Collection Creator:
Marshall, John, 1932-2005  Search this
Film reels (sound, color negative; 150,000 feet (69.5 hours), 16mm)
Archival materials
Film reels
Scope and Contents:
Full film record shot during an expedition to the Nyae Nyae region of the Kalahari Desert in Namibia. Footage contains interviews with N!ai, a Ju/'hoan woman, during which she discusses childhood, marriage, menstruation, relationships, rituals, and changes affecting Ju/'hoan culture that have occurred during her life-time. Documentation of subsistence activities includes: a giraffe hunt, children hunting wild rooster, bread making, eating baobab fruit and honeycombs, and gathering grass. Aspects of daily life and rituals include: trance-dancing and curing, a tribal council, an Ovambo beer party, the ostrich game, dancing, singing, and playing the thumb piano. Footage records trade with a South African film crew filming THE GODS MUST BE CRAZY and Afrikaner soldiers. Also included are scenes and discussions concerning a medical clinic and construction of a school house, a church service, an interview with the Afrikaans minister, voter registration, distribution of mealie-meal, hunting on horse-back, and the screening of two films on the Ju/'hoansi: N/UM TCHAI and THE HUNTERS. Footage from this expedition was used to make the published title N!AI, THE STORY OF A !KUNG WOMAN. Footage shot by John Marshall and Ross McElwee; additional photography by Mark Erder.
Collection Restrictions:
The John Marshall Ju/'hoan Bushman Film and Video Collection is open for research. Please contact the Archives for availabilty of access copies of audio visual recordings. Original audiovisual material in the Human Studies Film Archives may not be played. Materials relating to Series 6 Production Files are restricted and not available for research until 2048, 2063, 2072. Kinship diagrams in Series 13 are restricted due to privacy concerns. Various copyrights and restrictions on commercial use apply to the reproduction or publication of film, video, audio, photographs, and maps.
Collection Rights:
Contact the repository for terms of use. Information on reproduction and fees available from repository.
Collection Citation:
The John Marshall Ju/'hoan Bushman Film and Video Collection, 1950-2000, Human Studies Film Archives, Smithsonian Institution.
HSFA.1983.11, File 83.11.8
See more items in:
John Marshall Ju/'hoan Bushman film and video collection
John Marshall Ju/'hoan Bushman film and video collection / Series 1: Unedited Film and Video Projects
Archival Repository:
Human Studies Film Archives

Hector and Norma Orcí Advertising Agency Records

Orci, Hector  Search this
Orci, Norma  Search this
Orci Advertising Agency  Search this
McCann Erickson  Search this
3.5 Cubic feet (10 boxes)
Collection descriptions
Archival materials
Letters (correspondence)
Born digital
Business records
Training manuals
Slides (photographs)
Oral history
1979-2016, undated
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.
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
Collection donated by Hector and Norma Orcí, 2016.
Collection is open for research.
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.
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
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
Business records -- 20th century
Oral history -- 2010-2020
Advertising -- 20th century
Photographs -- 21st century
Advertisements -- 20th century
Hector and Norma Orcí Advertising Agency Records, 1979-2016, Archives Center, National Museum of American History.
See more items in:
Hector and Norma Orcí Advertising Agency Records
Archival Repository:
Archives Center, National Museum of American History
Online Media:

Beere, Susan

Collection Creator:
Selz, Peter Howard, 1919-2019  Search this
Box 26, Folder 21
Archival materials
Collection Restrictions:
Use of original papers requires an appointment and is limited to the Washington, D.C. Research Center. Use of archival audiovisual recordings with no duplicate copies requires advance notice.
Collection Rights:
The Archives of American Art makes its archival collections available for non-commercial, educational and personal use unless restricted by copyright and/or donor restrictions, including but not limited to access and publication restrictions. AAA makes no representations concerning such rights and restrictions and it is the user's responsibility to determine whether rights or restrictions exist and to obtain any necessary permission to access, use, reproduce and publish the collections. Please refer to the Smithsonian's Terms of Use for additional information.
Collection Citation:
Peter Howard Selz papers, 1929-2018, bulk 1950-2005. Archives of American Art, Smithsonian Institution.
See more items in:
Peter Howard Selz papers
Peter Howard Selz papers / Series 7: Exhibition Files / "Color and Fire: Defining Moments in Studio Ceramics, 1950-2000" (2000)
Archival Repository:
Archives of American Art

Potable quotables on the 40th anniversary of the Paris Tasting

National Museum of American History  Search this
Blog posts
Smithsonian staff publications
Blog posts
Published Date:
Mon, 23 May 2016 14:25:00 +0000
American History  Search this
See more posts:
Blog Feed
Data Source:
National Museum of American History

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