SOURCE: Wunderman


October 13, 2010 16:37 ET

Wunderman Opens Its Vaults to the Public

Wunderman Archives at Duke University Will Serve as Gateway to Next Generation of Marketers

SAN FRANCISCO, CA--(Marketwire - October 13, 2010) -  As the marketing world embraces digital and social media, Wunderman (NASDAQ: WPPGY), and the man who introduced measurement to the advertising industry, Lester Wunderman, joins politicians, scientists, and scholars with a donation of agency and personal files to Duke University. This establishes the Wunderman Archives at Duke University's Hartman Center for Sales, Advertising and Marketing History.

The collection provides a glimpse of the future of measured, digital and social marketing by looking at the rich history of one of the advertising industry's most progressive thinkers. It spans 50+ years and includes hundreds of papers, speeches and official correspondence from Lester Wunderman's personal files, as well as the historic files of the Wunderman agency. The Lester Wunderman Papers will be available for research beginning in January of 2011. The announcement was made at the Direct Marketing Association's annual meeting in San Francisco.

"The Wunderman Archives will serve as a permanent focal point for a new generation of students and marketers," said Daniel Morel, chairman and CEO, Wunderman. "It pulls the curtain open so today's digital marketers get a glimpse of what powered this trillion dollar industry. It is a rare opportunity to trace the power of social conversations, happening in real time, as we face parallel opportunities in today's world of digital marketing. Many people will be astounded to discover that the secrets of Wunderman's spectacular rise in the world of digital were firmly rooted in the principles enacted by Lester Wunderman more than 50 years ago," Morel added.

The Hartman Center, part of the Rare Book, Manuscript, and Special Collections Library at Duke University, is the preeminent repository for the history of advertising and marketing research in the U.S. Their professional archivists are already at work cataloging the first 360 boxes containing historical records. Speeches, training materials, creative work, slides and videos all form the core of the Wunderman Archives.

"I have been excited, delighted and engaged in the daily evolution of advertising; helping to develop the discipline I named Direct Marketing," said Lester Wunderman, chairman emeritus and founder of Wunderman. "While the past may in fact be history, the Wunderman Archives will continue to make it part of the ongoing development of advertising." The Wunderman Archives mark the first significant collection documenting direct marketing to be given to the Hartman Center.

Lester Wunderman was on hand at the DMA's Annual Convention to induct Rance Crain into the Direct Marketing Association's Hall of Fame. Wunderman himself was inducted into the DMA Hall of Fame in 1983. With this effort to ensure its history and legacy, Wunderman is in good company. The Hartman Center, founded in 1992, has also acquired the records of other well-known agencies like J. Walter Thompson, Warwick Baker & O'Neill, Gotham, Bates Worldwide, and DMB&B. "We attract scholars and business researchers from all over the world," says Jacqueline Reid, director of the Hartman Center.

About Wunderman
Wunderman is the original architect of response-driven marketing, an estimated trillion dollar global industry. With 50+ years of experience, 130+ offices in 55+ countries and 15 specialized companies, Wunderman stands as the first name in advertising that delivers customer conversations that build brands and generate sales. Wunderman, part of Young & Rubicam Brands, is a member of WPP (NASDAQ: WPPGY).

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