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The Federal Express Advertising History Collection

Interviewer:
Ellsworth, Scott, Dr.  Search this
Creator:
Smithsonian Institution  Search this
Fallon McElligott Advertising Agency  Search this
Federal Express Corporation  Search this
Names:
Ally & Gargano, Inc. (advertising agency)  Search this
Collector:
National Museum of American History (U.S.). Archives Center  Search this
Interviewee:
Ally, Carl  Search this
Altenburg, Nancy  Search this
Burnham, Patrick  Search this
Frazier, Sharon  Search this
Gargano, Amil  Search this
Kelly, Patrick  Search this
Miller, William B.  Search this
Moschitta, John (actor)  Search this
Oliver, Tom  Search this
Presley, Carol  Search this
Sedelmaier, Joe (filmmaker)  Search this
Smith, Fred  Search this
Tesch, Mike  Search this
Williams, Carl  Search this
Extent:
6.6 Cubic feet (20 boxes)
Type:
Collection descriptions
Archival materials
Interviews
Oral history
Commercials
Videotapes
Clippings
Storyboards
Posters
Audiocassettes
Abstracts
Advertisements
Audiotapes
Place:
Memphis (Tenn.)
Minneapolis (Minn.)
Chicago (Ill.)
Hollywood (Los Angeles, Calif.)
Date:
1972-1989
Summary:
Created in 1971, the Federal Express Corporation, an overnight air freight delivery system was an innovative company known for its memorable advertising campaigns. The core of the Federal Express Advertising History Collection is a series of interviews conducted in 1988 by Dr. Scott Ellsworth. Twenty-five individuals associated with Federal Express advertising were interviewed about the company and its award-winning advertising.
Scope and Contents:
The Federal Express Advertising Collection documents the dvelopment of the overnight air freight delivery company with particular emphasis on the innovative advertising campaigns used to introduce and promote the company's services. The oral histories with individuals associated with both Federal Express Corporation and the advertising agencies form the core of the collection. Abstracts that provide biographical information and summaries of the interviews supplement the oral histories. Research files and company publications provide background information. Television commercials and print advertising contain examples, particularly illustrating the campaigns discussed in the interviews.
Arrangement:
The collection is arranged into eight series.

Series 1, Research Files, 1972-1988

Subseries 1.1, Federal Express Clippings Files

Subseries 1.2, Federal Express Research Reports

Subseries 1.3, Research Files

Series 2, Interviewee Files, 1988

Series 3, Oral History Interviews, 1988

Subseries 3.1, Original Interviews

Subseries 3.2, Researcher Copies

Subseries 3.3, Masters

Series 4, Television Advertising, 1973-1989

Subseries 4.1, Television Commercials

Subseries 4.2, Storyboards

Subseries 4.3, Slides and Photographs

Series 5, Print Advertising, 1972-1988

Subseries 5.1, Federal Express Print Advertising

Subseries 5.2, Federal Express Mechanicals

Subseries 5.3, Slides of Mechanicals and International Marketing

Subseries 5.4, Federal Express Posters

Subseries 5.5, Print Reference Materials

Series 6, Public Relations Materials, 1973-1988

Series 7, Company Publications, 1973-1988

Series 8, Miscellaneous, Undated
Biographical / Historical:
In 1971, Fred Smith of Memphis, Tennessee created the Federal Express Corporation, an overnight air freight delivery system. He based his idea for a new approach to the air freight delivery service on the "hub and spoke system." According to Smith's innovative model, a fleet of airplanes would fly packages from cities across the nation each evening to a central "hub" in Memphis, where the parcels would be unloaded, sorted, and re-loaded onto other planes for travel to their final destinations. Smith's objective was two-fold: to expedite delivery of the parcels and to ensure their security in the process.

In 1977, Congress passed the Air Cargo Deregulation Act. This enabled Federal Express to fly much larger planes and to expand its business without substantial capital investment. During its first decade of existence, the corporation achieved remarkable success, enjoying its first billion-dollar revenue in 1981.

Federal Express originally employed two advertising agencies: Ally & Gargano, Inc. of New York City (1974-1987) and Fallon McElligott of Minneapolis (1987 - 1994). In its early years, Federal Express was attracted to Ally & Gargano due to the agency's small size and its entrepreneurial spirit. Fred Smith believed these traits would foster the creativity necessary for original and effective advertising to introduce Federal Express. It was the responsibility of the agency to convince customers not only to abandon such incumbants in the industry as Emery, United Parcel Service and the U.S. Postal Service, but also to trust Federal Express, a newcomer.

Ally & Gargano targeted the professional community and the general public through print advertisements and television commercials. Especially in the latter medium, the agency used humor as its primary marketing technique, emphasizing competitors' "slowness" and "unreliability." In 1981, the agency launched a series of widely acclaimed ads with John Moschitta as the "Fast Talking Man." The slogan "When it absolutely, positively has to be there overnight" seen at the close of most commercials served as a practical reminder of Federal Express' function.

Federal Express moved its account from Ally & Gargano to Fallon McElligott in 1987. Fallon McElligott's first television campaign used the phrase "It's more than just a package -- it's your business" and depicted scenes of different work environments. The campaign stressed the seriousness with which Federal Express handled its customers' parcels. In 1988, Federal Express was a sponsor of the Winter Olympics.
Related Materials:
Materials in the Archives Center

Ally and Gargano, Inc. Print Advertisements (AC0938)
Provenance:
Made by the Smithsonian Institution and donated by the Federal Express Corporation, 1988.
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:
Television advertising  Search this
Advertising campaigns  Search this
advertising -- History  Search this
Broadcast advertising  Search this
Service industries  Search this
Overnight delivery service  Search this
Aeronautics, Commercial -- Freight  Search this
Business -- History  Search this
Genre/Form:
Interviews -- 1970-1990
Oral history
Commercials
Videotapes
Clippings
Storyboards
Posters
Audiocassettes
Abstracts
Advertisements
Audiotapes
Citation:
The Federal Express Advertising History Collection, 1972-1989, Archives Center, National Museum of American History, Smiithsonian Institution.
Identifier:
NMAH.AC.0306
See more items in:
The Federal Express Advertising History Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-0306

FedEx Advertising Tracking Study

Collection Interviewer:
Ellsworth, Scott, Dr.  Search this
Collection Creator:
Smithsonian Institution  Search this
Container:
Box 5
Type:
Archival materials
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:
The Federal Express Advertising History Collection, 1972-1989, Archives Center, National Museum of American History, Smiithsonian Institution.
See more items in:
The Federal Express Advertising History Collection
The Federal Express Advertising History Collection / Series 1: Research Files / 1.2: Federal Express Research Reports
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0306-ref100

Carl Ally

Collection Interviewer:
Ellsworth, Scott, Dr.  Search this
Collection Creator:
Smithsonian Institution  Search this
Container:
Box 8, Folder 1
Type:
Archival materials
Scope and Contents:
Former chairman of Carl Ally, Inc.
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:
The Federal Express Advertising History Collection, 1972-1989, Archives Center, National Museum of American History, Smiithsonian Institution.
See more items in:
The Federal Express Advertising History Collection
The Federal Express Advertising History Collection / Series 2: Interviewee Files
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0306-ref101

Nancy Altenburg

Collection Interviewer:
Ellsworth, Scott, Dr.  Search this
Collection Creator:
Smithsonian Institution  Search this
Container:
Box 8, Folder 2
Type:
Archival materials
Scope and Contents:
Manager, Corporate Advertising/Sports Marketing for Federal Express.
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:
The Federal Express Advertising History Collection, 1972-1989, Archives Center, National Museum of American History, Smiithsonian Institution.
See more items in:
The Federal Express Advertising History Collection
The Federal Express Advertising History Collection / Series 2: Interviewee Files
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0306-ref103

Bill Arthur

Collection Interviewer:
Ellsworth, Scott, Dr.  Search this
Collection Creator:
Smithsonian Institution  Search this
Container:
Box 8, Folder 3
Type:
Archival materials
Scope and Contents:
Former vice president of marketing, Federal Express.
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:
The Federal Express Advertising History Collection, 1972-1989, Archives Center, National Museum of American History, Smiithsonian Institution.
See more items in:
The Federal Express Advertising History Collection
The Federal Express Advertising History Collection / Series 2: Interviewee Files
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0306-ref105

Art Bass

Collection Interviewer:
Ellsworth, Scott, Dr.  Search this
Collection Creator:
Smithsonian Institution  Search this
Container:
Box 8, Folder 4
Type:
Archival materials
Scope and Contents:
Former president of Federal Express Corporation.
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:
The Federal Express Advertising History Collection, 1972-1989, Archives Center, National Museum of American History, Smiithsonian Institution.
See more items in:
The Federal Express Advertising History Collection
The Federal Express Advertising History Collection / Series 2: Interviewee Files
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0306-ref107

Paula Bass

Collection Interviewer:
Ellsworth, Scott, Dr.  Search this
Collection Creator:
Smithsonian Institution  Search this
Container:
Box 8, Folder 5
Type:
Archival materials
Scope and Contents:
Former marketing director.
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:
The Federal Express Advertising History Collection, 1972-1989, Archives Center, National Museum of American History, Smiithsonian Institution.
See more items in:
The Federal Express Advertising History Collection
The Federal Express Advertising History Collection / Series 2: Interviewee Files
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0306-ref109

Patrick Burnham

Collection Interviewer:
Ellsworth, Scott, Dr.  Search this
Collection Creator:
Smithsonian Institution  Search this
Container:
Box 8, Folder 6
Type:
Archival materials
Scope and Contents:
Art Director, Fallon and McElligott
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:
The Federal Express Advertising History Collection, 1972-1989, Archives Center, National Museum of American History, Smiithsonian Institution.
See more items in:
The Federal Express Advertising History Collection
The Federal Express Advertising History Collection / Series 2: Interviewee Files
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0306-ref111

Mark Coppos

Collection Interviewer:
Ellsworth, Scott, Dr.  Search this
Collection Creator:
Smithsonian Institution  Search this
Container:
Box 8, Folder 7
Type:
Archival materials
Scope and Contents:
Director, Coppos Films
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:
The Federal Express Advertising History Collection, 1972-1989, Archives Center, National Museum of American History, Smiithsonian Institution.
See more items in:
The Federal Express Advertising History Collection
The Federal Express Advertising History Collection / Series 2: Interviewee Files
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0306-ref113

Alyce Craddock

Collection Interviewer:
Ellsworth, Scott, Dr.  Search this
Collection Creator:
Smithsonian Institution  Search this
Container:
Box 8, Folder 8
Type:
Archival materials
Scope and Contents:
Senior Manager, Research and Analysis, Corporate Marketing.
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:
The Federal Express Advertising History Collection, 1972-1989, Archives Center, National Museum of American History, Smiithsonian Institution.
See more items in:
The Federal Express Advertising History Collection
The Federal Express Advertising History Collection / Series 2: Interviewee Files
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0306-ref115

George Euringer

Collection Interviewer:
Ellsworth, Scott, Dr.  Search this
Collection Creator:
Smithsonian Institution  Search this
Container:
Box 8, Folder 9
Type:
Archival materials
Scope and Contents:
Art Director, Ally and Gargano.
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:
The Federal Express Advertising History Collection, 1972-1989, Archives Center, National Museum of American History, Smiithsonian Institution.
See more items in:
The Federal Express Advertising History Collection
The Federal Express Advertising History Collection / Series 2: Interviewee Files
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0306-ref117

Sharon Frazier

Collection Interviewer:
Ellsworth, Scott, Dr.  Search this
Collection Creator:
Smithsonian Institution  Search this
Container:
Box 8, Folder 10
Type:
Archival materials
Scope and Contents:
Service System Administrator, Federal Express Corporation.
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:
The Federal Express Advertising History Collection, 1972-1989, Archives Center, National Museum of American History, Smiithsonian Institution.
See more items in:
The Federal Express Advertising History Collection
The Federal Express Advertising History Collection / Series 2: Interviewee Files
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0306-ref119

Amil Gargano

Collection Interviewer:
Ellsworth, Scott, Dr.  Search this
Collection Creator:
Smithsonian Institution  Search this
Container:
Box 8, Folder 11
Type:
Archival materials
Scope and Contents:
Chairman, Ally and Gargano, Inc.
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:
The Federal Express Advertising History Collection, 1972-1989, Archives Center, National Museum of American History, Smiithsonian Institution.
See more items in:
The Federal Express Advertising History Collection
The Federal Express Advertising History Collection / Series 2: Interviewee Files
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0306-ref121

Kathryn Kabel

Collection Interviewer:
Ellsworth, Scott, Dr.  Search this
Collection Creator:
Smithsonian Institution  Search this
Container:
Box 8, Folder 12
Type:
Archival materials
Scope and Contents:
Former senior marketing specialist and Vince Fagan's secretary, Federal Express Corporation.
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:
The Federal Express Advertising History Collection, 1972-1989, Archives Center, National Museum of American History, Smiithsonian Institution.
See more items in:
The Federal Express Advertising History Collection
The Federal Express Advertising History Collection / Series 2: Interviewee Files
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0306-ref123

Maureen Kearns

Collection Interviewer:
Ellsworth, Scott, Dr.  Search this
Collection Creator:
Smithsonian Institution  Search this
Container:
Box 8, Folder 13
Type:
Archival materials
Scope and Contents:
Vice President, Senior Producer, Ally and Gargano, Inc.
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:
The Federal Express Advertising History Collection, 1972-1989, Archives Center, National Museum of American History, Smiithsonian Institution.
See more items in:
The Federal Express Advertising History Collection
The Federal Express Advertising History Collection / Series 2: Interviewee Files
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0306-ref125

Patrick Kelly

Collection Interviewer:
Ellsworth, Scott, Dr.  Search this
Collection Creator:
Smithsonian Institution  Search this
Container:
Box 8, Folder 14
Type:
Archival materials
Scope and Contents:
Director, Kelly Pictures, Inc.
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:
The Federal Express Advertising History Collection, 1972-1989, Archives Center, National Museum of American History, Smiithsonian Institution.
See more items in:
The Federal Express Advertising History Collection
The Federal Express Advertising History Collection / Series 2: Interviewee Files
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0306-ref127

Charlyn Loving

Collection Interviewer:
Ellsworth, Scott, Dr.  Search this
Collection Creator:
Smithsonian Institution  Search this
Container:
Box 8, Folder 15
Type:
Archival materials
Scope and Contents:
Producer, Fallon and McElligott.
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:
The Federal Express Advertising History Collection, 1972-1989, Archives Center, National Museum of American History, Smiithsonian Institution.
See more items in:
The Federal Express Advertising History Collection
The Federal Express Advertising History Collection / Series 2: Interviewee Files
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0306-ref129

William B. Miller

Collection Interviewer:
Ellsworth, Scott, Dr.  Search this
Collection Creator:
Smithsonian Institution  Search this
Container:
Box 8, Folder 16
Type:
Archival materials
Scope and Contents:
Copywriter, Fallon and McElligott.
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:
The Federal Express Advertising History Collection, 1972-1989, Archives Center, National Museum of American History, Smiithsonian Institution.
See more items in:
The Federal Express Advertising History Collection
The Federal Express Advertising History Collection / Series 2: Interviewee Files
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0306-ref131

John Moschitta

Collection Interviewer:
Ellsworth, Scott, Dr.  Search this
Collection Creator:
Smithsonian Institution  Search this
Container:
Box 8, Folder 17
Type:
Archival materials
Scope and Contents:
The "Fast Talking Man" of Mighty Mouth Productions, Inc.
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:
The Federal Express Advertising History Collection, 1972-1989, Archives Center, National Museum of American History, Smiithsonian Institution.
See more items in:
The Federal Express Advertising History Collection
The Federal Express Advertising History Collection / Series 2: Interviewee Files
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0306-ref133

Tom Oliver

Collection Interviewer:
Ellsworth, Scott, Dr.  Search this
Collection Creator:
Smithsonian Institution  Search this
Container:
Box 8, Folder 18
Type:
Archival materials
Scope and Contents:
Senior Vice President, Sales and Customer Service, Federal Express Corporation.
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:
The Federal Express Advertising History Collection, 1972-1989, Archives Center, National Museum of American History, Smiithsonian Institution.
See more items in:
The Federal Express Advertising History Collection
The Federal Express Advertising History Collection / Series 2: Interviewee Files
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0306-ref135

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