This collection is open for research. Access to original papers requires an appointment and is limited to the Archives' Washington, D.C. Research Center.
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:
Jaime Davidovich papers, 1949-2014. Archives of American Art, Smithsonian Institution.
Sponsor:
The processing and digitization of this collection received Federal support from the Latino Initiatives Pool, administered by the Smithsonian Latino Center. Additional funding for the digitization of the papers was provided by the Roy Lichtenstein Foundation.
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.
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.
(1975)
A Whole New Airline,
Wings of Package
(1976)
Piles
(1977)
Reliable,
Overnight,
Fleet
(1978)
Tossing and Turning,
More and More,
Pass It On
(1979)
Party of the First Part,
Promise Them Anything,
Pacing the Floor
(1980)
Out of Business,
Easy to Use,
Expensive,
Paper Explosion,
Solution
(1981)
Easy to Bed,
Secretary,
The Paper Blob,
Along Came Federal Express,
Door to Door,
Waiting,
There's Always Federal
(1982)
Sure,Sure,
Forever,
Paper Blob,
Steps Rev.,
Buried,
The Shakes,
Destinations,
Never Hear the End of It,
Pick Up the Phone,
Pick Up,
You Can't Count on Anything,
Fast Paced World
(1983)
More Time,
Ambidextrous,
At Your Best,
Huge Package,
Camel Back,
You've Got It
(1984)
I'm Covered,
Crying,
Saves Money,
Tug of War,
The Fast Lane,
Ledge,
Deserted,
Phone Book,
Everywhere Rev.2
(1985)
Disbelief,
10 Years Ago,
Reception Arena,
Electronic Mail,
Stall to New York,
All You Have to Say,
Construction,
Trucky,
Thank You,
Big Package,
Atlas Barbells Rev.,
Mailroom Boy
(1986)
Everywhere Rev.2,
Zamboango,
Rely On,
Boom,
Package? What Package?,
Don't Have to Think of It,
Excuses Class,
Bon Voyage Party Rev.
(1987)
Tracking,
Reliability
Digital reference copy in Smithsonian Institution Digital Asset Management System (DAMS)
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.
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.
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.
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.
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.
Collection is open for research but is stored off-site and special arrangements must be made to work with it. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270.
Collection Rights:
Copyright held by donor and/or heirs. Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Reproduction permission from Archives Center: fees for commercial use.] .
Collection Citation:
The Computer World Smithsonian Awards, Archives Center, National Museum of American History
Collection is open for research but is stored off-site and special arrangements must be made to work with it. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270.
Collection Rights:
Copyright held by donor and/or heirs. Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Reproduction permission from Archives Center: fees for commercial use.] .
Collection Citation:
The Computer World Smithsonian Awards, Archives Center, National Museum of American History
Collection is open for research but is stored off-site and special arrangements must be made to work with it. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270.
Collection Rights:
Copyright held by donor and/or heirs. Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Reproduction permission from Archives Center: fees for commercial use.] .
Collection Citation:
The Computer World Smithsonian Awards, Archives Center, National Museum of American History
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.
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.
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.
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.
Senior Vice President, Marketing, 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.
Founder and chief executive officer, 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.
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.
Managing Director, Corporate Marketing, 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.
