The J. Walter Thompson agency name is consigned to history—a look back at its legacy

With the merger of VMLY&R and Wunderman Thompson announced last week, three legacy agency names—J. Walter Thompson, Young & Rubicam and Wunderman—disappear into advertising history. This is one of a three-part timeline outlining highlights for each of these legacy shops, which now become part of the new VML. This installment features J. Walter Thompson, famed for such campaigns as “The Few, the Proud, the Marines,” “I Wish I Were an Oscar Mayer Wiener,” and 7Up’s “The Uncola.” 1864: The Carlton & Smith Agency is formed. Among its employees is J. Walter Thompson, hired to sell space in religious publications. 1878: J. Walter Thompson, known as “The Commodore,” buys the agency for $500. 1899: JWT opens a London office, forming what is said to be the first international ad agency. 1902: The agency wins Lever Bros.’ Lifebuoy soap, beginning a relationship with Unilever that stands to this day. 1912: The agency enters the data field with an analysis of the 1910 US Census. Some 17 years later, JWT forms a consumer panel that grows to 5,000 families who keep records of their purchases and report them to the agency. According to the Duke history, the panel “was designed to provide an accurate depiction of middle-income consumer buying.” Ad Age World’s Largest Advertisers 2023 Ad spending, rankings and analysis for the top 100 advertisers Click here 1916: Stanley Resor, a former Procter & Gamble executive initially hired to run the agency’s Cincinnati office, buys JWT for $500,000. According to Duke University’s history of the agency, “Resor’s legacy to JWT included a commitment to a scientific approach to advertising and the importance of research; and a strong sense of professional ethics and a policy of refusing to produce speculative work for prospective clients.” He is joined at the agency by his wife and renowned copywriter, Helen Lansdowne Resor. 1922: The Phenix Cheese Co., today known as Kraft, signs on JWT for brands including Philadelphia Cream Cheese. The agency is credited with popularizing the grilled cheese sandwich. 1923: The agency pioneers the testimonial ad, including one for Pond’s facial cream featuring “Mrs. Reginald Vanderbilt.” Photographers including Edward Steichen, Richard Avedon and Cecil Beaton, shoot many of the ads. That same year, the agency creates “The Eveready Hour,” the first fully sponsored radio series, emceed by Rudy Vallée. 1930: JWT launches the first commercial TV broadcast for Libby McNeil and Libby. It airs on WMAQ in Chicago. 1942: Pan Am signs with the agency, which creates the tagline, “The world’s most experienced airline.” According to the Duke University history, JWT’s supervisor on the account in 1967 called it “the truest, blues, all-woolest, 18-karat international account” at the agency. 1944: The agency is awarded the full-service ad account for Ford, for which it would create one of the most famous ads of all time: “There is a Ford your future.” 1947: JWT becomes the first shop in history to break $100 million in billings. It has 60 VPs, nine U.S. offices and 18 international branches. The agency pens “The Few, The Proud the Marines.” 1964: Ad Age publishes a commemorative issue for the agency’s 100th birthday. 1969: The agency goes public. 1981: The shop touches off the “Battle of the Burgers” on behalf of then-client Burger King, including the first direct comparisons with rivals and taste tests of broiling versus frying. 1982: The “I’m a Toys ‘R’ Us Kid” jingle debuts, written by then-JWT creative and Hall of Famer Linda Kaplan Thaler. 1987: JWT is purchased for $566 million by WPP, which the New York Times called “a small British marketing company.” Burt Manning is named chairman-CEO of JWT Worldwide, the first creative director to head the agency. 1999: The agency’s worldwide revenue tops $1 billion. enters the internet age, forming digital@jwt under the auspices of New York president Bob Jeffrey, who later becomes worldwide chairman and CEO and is later succeeded by Gustavo Martinez. 2005: J. Walter Thompson rebrands as “JWT.” Al Ries, the founder of positioning, says in an Ad Age contributor column that “another famous advertising name gets replaced by meaningless initials.” 2016: Tamara Ingram is named as the first female CEO of JWT, succeeding Gustavo Martinez, who stepped down following a subsequently settled discrimination suit filed against him by former Chief Communications Officer Erin Johnson. Ingram exits in 2020 to pursue philanthropic work. 2018: WPP merges Wunderman and J. Walter Thompson, creating Wunderman Thompson, and appoints Mel Edwards global CEO. 2023: Edwards becomes global president of VML, the planned new entity born of the merger of VMLY&R and Wunderman Thompson, billed as “the industry’s largest creative company.” The new entity is set to be operational as of Jan. 1, 2024.

The J. Walter Thompson agency name is consigned to history—a look back at its legacy

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