Collection is arranged into five series.
Series 1, Speeches and Publicity, 1950-1988, undated
Series 2, Business Papers, 1938-1991
Series 3, Published and Unpublished Manuscripts, 1981-1991, undated
Series 4, Advertising's Benevolent Dictators, undated
Series 5, Multi-Media Materials, undated
Collection is open for research.
Collection documents Cummings's professional career as an industry spokesman, particularly in the areas of advertising education, and advertising in the public interest. Materials include manuscripts, interviews, photographs, speeches, awards, magazine articles, interview transcriptions, and newspaper clippings. There is a significant amount of material relating to his book Advertising's Benevolent Dictators published in 1984. Collection is arranged into five series. Series 1, Speeches and publicity, Series 2, Business papers, Series 3, Published and unpublished manuscripts, Series 4, Advertising's Benevolent Dictators, and Series 5, Multi-media materials.
Barton Cummings Collection, 1938-1990, Archives Center, National Museum of American History.
The original tapes for Series 4 are at Crain Communications, Chicago, Illinois.
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 donated by Barton Arthur Cummings in November 1991.
Barton Arthur Cummings (1914-1994) was a former Chief Executive Officer of Compton Advertising, Incorporated, and Chairman Emeritus of Saatchi & Saatchi Worldwide.
Cummings began his advertising career working during school breaks at his father's advertising agency, the Earl Cummings Advertising Agency (later Cummings Brand McPherson Associates, Incorporated) in Rockford, Illinois. He graduated with a degree in Journalism from the University of Illinois in 1935, where he also played varsity football. Cummings maintained a lifelong interest in football, and in 1959 was awarded the Sports Illustrated Silver Anniversary Award for former college football stars who go on to distinguish themselves in other fields.
After graduation, Cummings took a trainee position with his father's agency, leaving several months later to take a trainee position with Swift & Company. From 1936 until 1942 he was with Benton & Bowles in New York, where he was a copywriter on accounts for Hellmann's Real Mayonnaise and Lord Calvert Whiskey, among others. During World War II, he served in the Offices of War Information and Price Administration in Washington, DC. He resigned in 1943 to join the Navy, and was assigned to the Amphibious Forces, 7th fleet. He saw action in Guinea, Borneo, and the Philippines.
After the War, Cummings joined Maxon, Incorporated as an account executive, and was elected to Vice President a year later. In 1947, he began a long and successful career with Compton Advertising, moving from account executive to President in only eight years. In 1963, Cummings was named chairman and chief executive officer, a position he held for nearly twenty years. When Compton merged with Saatchi & Saatchi in the 1980s, Cummings was named chairman emeritus of that international agency.
Mr. Cummings enjoyed a distinguished career as leader and spokesman for every major advertising industry association. He served as chairman of the American Association of Advertising Agencies (1969-1970); chairman of the American Advertising Federation (1972-1973), Chairman of the Ad Council (1979-1981), chairman of the board of trustees for the James Webb Young Fund at the University of Illinois, and chairman and director of the Advertising Educational Foundation. Other public service included work as the chairman of the advertising division for the New York Heart Association (1963-1973), chairman of the Public Service Advisory Committee for the City of New York, and director of the Better Business Bureau of Metropolitan New York (1954-1977). Throughout his career, Mr. Cummings championed the use of advertising in the public interest, and washas been outspoken on the need for advertising education and industry self-regulation.
Mr. Cummings was preceded in death by his first wife Regina Pugh Cummings when he died in 1994. He was survived by his second wife Margaret K. Cummings, children Ann Haven Cummings Iverson, Peter Barton Cummings, and Susan Cummings, and one grandchild, Haven Cummings Iverson.
This collection was processed by NMAH Archives Center staff.
Consist of materials presented by Cummings at conferences, meetings, and seminars to organizations including the American Dairy Association, Newsweek Sales Managers, Philadelphia Chamber of Commerce, Magazine Promotion Group, Association of National Advertisers, Kappa Tau Alpha Society, Central American Tourism Council, American Advertising Federation, Advertising Education Foundation, American Academy of Advertising, and Better Business Bureau. Materials document Cummings travels to major cities including Paris, France, San Jose, Costa Rico, and San Juan, Puerto Rico. In his speeches Cummings addresses topics relating to color newspaper advertising, advertising careers, international markets, social injustice, crime, drugs, pornography, disregard for natural resources, rock music, women in the work force, growth of cable television, and teen age drinking and driving. In addition, publicity materials, awards, and photographs can be found among these materials. Materials are arranged first by speeches in chronological order followed by photographs, awards, and newspaper clippings.
(1) Advertising is caught in the wake of a national revolution of taste, cultural,and moral values. We must take the offensive and let the world know the contribution advertising makes to the American way of life. (2) Describes copy testing research at Compton, citing as an example the preparations that went into the introduction of Proctor & Gamble's Comet cleanser.
Those who answer the growing needs of advertisers will be our industry leaders tomorrow. Offers four ways for young advertising professionals to prove their understanding of client needs.
Provides step by step procedure of the work an advertiser and his agency must do in before introducing a new food product. Despite all this "bugs" will arise unexpectedly, but none are likely to be insurmountable if the advertiser/agency relationship is built on open channels of communication.
Opening remarks and introduction of speakers, as presiding officer at the annual dinner of the Anti-Defamation League.
(1) Irresponsible talk about advertising has gone on too long and will go on even longer unless we do something about it. It is time to stand up and be counted; (2) Discusses Compton client campaigns in business newspapers and describes the information agencies would like to get from publishers.
Expresses concern about public misinformation about the role of advertising, and the activities of advertising's critics. Describes Compton's experience with campaigns for financial advertisers.
Describes the information agencies expect from magazine space salespeople.
Nine reasons for advertising growth in the 1960s. "We are building a greater and more prosperous America".
Describes emerging technology which will make increased use of color possible in newspaper advertising; offers a four point credo for responsible advertising people to live by.
Lists 10 accomplishments of magazines and offers suggestions for further improvement in each category.
Too many advertising people, as well as client people, believe that if an agency turn out award winning advertising sales will soar. Compton operates on the principle that the creation of successful advertising is not just the business of the copy writers.
Magazines will be more successful in building their share of the advertising volume if they can provide agencies with better information on how to use magazine advertising effectively.
Reviews opportunities, challenges and rewards in advertising careers, and stresses the importance of promoting this message at colleges.
Offers three basic principles which can enable national brands to compete successfully against discount-priced private brands. Sound pricing is essential to success, and the lowest price is not the determining factor.
Advertising effectiveness should be measured by sales results, not industry awards. The client has every right to expect creative performance from every department in the agency. Offers four strategies for securing high levels of creativity from four principal segments of the agency team.
Defines areas in copy testing and media penetration where management needs more help from research. Acknowledges the need for management to provide the funding and environment which will permit research to flourish.
Agencies must be as creative in communicating advertising messages as they are in developing the advertising ideas. Examines the need for creative approaches to research and media problems.
Sees Hawaii destined to become the major pathway of East-West trade. Urges the local business community to support a Pacific Area Marketing Institute to develop the skilled personnel required for Hawaii's new role.
Discusses the importance of the new alliance between US and French advertising, represented by the creation of Contact-Compton.
Describes mutually beneficial relationship since her appointment by President Johnson nine months ago.
Describes Compton's procedures for developing American Dairy Association advertising campaigns.
Script for a video which presents in dramatic form, the experience of creative agency people developing an advertising idea for Schick blades.
Describes for students the nature and function of advertising and proposes five factors to be considered in evaluating advertising as a prospective lifetime career.
Describes questions that need to be answered before we use international television as an advertising medium.
Discusses research techniques which Compton uses to produce effective ads. Emphasizes the need for ads to be simple, relevant and specific.
Introduces a new Compton college newspaper campaign to explain advertising's role to students. Advertising has made progress disseminating its message in Washington. But it should not neglect opportunities to address young people who still have open minds.
Promotes support for a tourism promotion plans sponsored by the Central American Tourism Council. The advent of jumbo jets in the next two to three years will make Central America more accessible as a tourist area, but the seats and hotel rooms cannot be filled unless the marketing plan is carried out.
Cites four misconceptions that college students have about advertising, and discusses six ads in a campaign directed at students in college newspapers and in the student editions of Time, Newsweek and Readers Digest. Describes advertising not as a science but as an art still in its primitive stages. No matter how good the advertising and how much money is spent on it, the product won't sell unless it fills a need or desire.
Cites the achievements of the U.S. thorough the free enterprise system, and expresses concern that many people in high places are trying to destroy our way of doing business. Tells conference attendees they do themselves, their company, and their country a disservice if they talk openly against advertising.
Lists the achievements of his predecessor, Ed Bond, and cites eight problems ahead: Diversification; Consumerism; Media; People; Prompt Payment; Client Relations; Taxes; and Changing Nature of Agencies.
Urges graduates of Chicago Council training course to represent their profession as skillfully as they represent clients. Calls for them to take the offensive against those who make Madison Avenue a whipping boy. "Be proud of the business. Be a positive spokesman. Stand up and be counted".
Lists seven questions which might determine future organizational changes at advertising agencies, and discusses answers obtained in a survey of executives of 50 large agencies. (1) What is the future role of media buying services?; (2) Is media buying by clients a threat to agency media departments?; (3) What changes are ahead for agency research departments?; (4) Will agencies be absorbing TV production houses?; (5) Will boutique agencies, which are concerned solely with creativity, become dominant?; (6) Will the marketing function move from agencies to outside consultants?; and (7) Will diversification alter the character and function of agency management?
Examines the "values gap" that separates disaffected youth from the Establishment mainstream. Cummings believes many of today's kids are unaware of the positive side of business and calls on advertising people to do everything they can to close the information gap.
Tokenism and gradualism as answers to the plight of African-Americans is gradually giving ground and the traditionally white structure of business, including the communications business, is breaking down. The advertising business is trying, but not hard enough. Discusses the revolt against injustice. "There are many kinds of black agitators. I hope you will find ways to meet some of them, learn from them and together do what needs to be done".
Summarizes a survey of opinions obtained from advertising agency people who considered expert on the "going public" issue, and presents a long list of "pros" and "cons".
Discusses rent, travel and payroll, three items of agency cost which represent approximately 75% of agency income. To increase profits agencies must improve "efficiency per employee". Suggests that agencies retain cost control consultants who can recommend ways to achieve more effective management of people.
Before presenting Compton's "Live Better Electrically" campaign, describes rising environmental issues, and attributes them to rapid changes in lifestyle and technology. Says advertising people may be more aware of this than others because they share the client's problems, plus their own. These changes represent an opportunity for industry growth, but can create problems unless the industry tells its story to the public.
As retiring 4A's chairman, Mr. Cummings looks at the rising of student violence, racial bigotry, crime, drugs, pornography, and the disregard for our environment and natural resources, and deplores what he sees. We should take a very hard look at ourselves, he says, and advertising men should use their talents to persuade people to help in build a better society.
Citing 4A's financial data, notes a decline in agency profitability reflecting a significant rise in agency operating costs without a corresponding increase in income. Under-compensated new product work, late payments, and volunteer services contribute to the profit squeeze.
Reviews the rise of Rock Music and pays tribute to composers and musicians, but fears some of the music featured on radio encourages drug use. Asks: Is there something advertising people can and should do to persuade station owners, managers and disc jockeys to get this stuff off the air?
Reports that public service advertising, exemplified by the work of the Advertising Council in the US, now functions in 18 countries. Describes the work of the Advertising Council with special emphasis on Compton's Anti-Drug Abuse campaign.
A two page outline listing the steps Compton follows in developing a marketing plan for a packaged goods product. The outline was the basis for a detailed oral presentation.
A detailed description of the preparations by the 4A's for its appearance at the Federal Trade Commission's hearing on How Advertising Works. He expresses confidence that the presentation made an impression but warns that the industry's effort to defend itself in Washington has barely scratched the surface.
Advertising's critics are more accurately identified as s "Controllists" rather than "Conmsumerists", he says. He lists various restrictions on advertising which the industry associations are resisting and he contends that we will have a completely government controlled economy if the critics have their way.
He warns that the ultimate issue in the confrontation with consumerism may be the survival of the free enterprise system.
The ultimate issue is the survival of the free enterprise system which has produced so much good for America. He cites criticism from the pulpit, education segment and others who depend on funding from business and he is bewildered by the paradox that the free enterprise system tolerates its own destruction.
As a prelude to the presentation of plans for reactivation of the Advertising Education Foundation he describes a serious credibility gap between the business community and youth. He asks: Can we stimulate the business community to actively participate in discussions with young people?
In the long run the efforts of advertisers to reduce costs by purchasing services from various independent sources may result in reduced profitability derived from less effective advertising. Full service agencies may make the most sense for most advertisers and can even provide effective services on an a la carte basis or modular basis if desired.
MBAs are now the most sought after prospects for entry level jobs, but they are pricing themselves beyond what makes sense for the advertising business. This will open up opportunities for advertising majors. He proposes a number of projects for joint efforts by educators and business to sharpen the skills of advertising educators and improve the quality of training for advertising majors.
We must not compromise with critics of the corporate system. But we have too much to lose by not becoming activists and cleaning up our own act. He describes how business is fighting back through organizations like the Business Round Table and the advertising associations. He stresses the benefits of a corporate social audit and explains how to do it.
He describes the achievements of the Advertising Council, and asserts: "Never have so few done so much for so many".
Applauds the progress of advertising education during the past twenty20 years, and proposes a system of summer internships in agencies so educators can learn more about the advertising business.
The 70s was the decade of regulation, but disenchantment has set because regulation often exacts unanticipated economic costs. We need opportunities to meet mandated objectives by using the talents and creativity of business. He cites the new advertising industry program of self regulation. His intent is not to weaken regulatory resolve or abandon worthy social goals, but to achieve them more effectively.
Describes seven changing aspects of the social climate which will affect media in the 1980s.
New opportunities in marketing will be created in the 1980s by what he describes as a "constantly changing audience in a fascinating, complex world". He lists three significant prospective trends: (1) an aging population where adult-dominated markets replace the youth-dominated markets of the 1970s; (2) completion of the emergence of women into the work force; (3) and a trend toward "localization", where activities of suburbanites are influenced by a desire to remain closer to their homes.
Speculates on prospective developments on women in advertising, the growth and impact of cable TV, and taxes on advertising.
Expresses thanks for speech supplied by Bart Cummings, and encloses clippings supporting his view that it was very successful.
All should agree that some of the criticism voiced by critics of advertising was justified, and a great deal enacted to protect the consumer did just that. But what started as a trickle became a cascade,and the costs often exceeded the benefit. The political tides have turned, and Congress has now enacted a veto over FTC rules and restricted its use of the "fairness" test. This is a good time to consider whether there is a more cost efficient way of meeting social goals by business means. Cites the ad industry self regulation program.
The goal ought to be to develop peer pressure supporting a campaign which promotes the slogan "Don't Drive if you Drink". The memo describes the research method used in arriving at this recommendation.
10 questions likely to be asked by advertisers who seek assurance that continuous spending in Vogue will pay off for them.
Client fatigue endangers every agency/client relationship. Offers three items to keep in mind in order to protect an advertising investment: (1) Understand the key elements in a successful campaign and ask what needs to be improved; (2) establish evolutionary objectives, and understand change so you can always be out front; and (3) try to have a back up campaign in the wings.
Defends undergraduate programs offering an advertising major as the best entry level preparation for a career in advertising.
Summarizes the reasons advertising is useful. "Is advertising really necessary? You bet your bottom dollar it is".
A confidential interview conducted for in-house use in June 1983 may be offered for publication in a book. He is asked to approve release of selected quotes on: research, creativity, finding and keeping the best people, the quality of writers coming out of schools, the role of business in teaching and training, and TV programming in general.
As honoree feted by the University of Missouri at the end of his career Cummings talks about the future of advertising and his concerns about contemporary America. Huge expenditures by agencies caught up in the merger trend have upset clients, and will result in tighter control over agency compensation. Sees a narrowing role for agencies and an end to lavish compensation for agency executives. The second part of the talk mediocrity in labor, business leadership and government. Calls on the press to move the souls of the American people.
Reiterates confidence in undergraduate advertising education as preparation for a career in advertising, and urges support for a proposed endowed professorship in Advertising at Wayne State University.
Summarizes 21 interviews with advertising agency "giants" from among 52 conducted in preparation for his book, "Advertising's Benevolent Dictators".
Contains advertising copy written while Cummings was with Benton & Bowles, correspondence, conference proceedings, and business proposals. Of special interest are primary materials documenting the development of a marketing strategy and advertising campaign for Gerald Ford's 1976 Presidential Campaign. Also includes internal correspondence and other documentation relating to the Ad Council's "Buy American" and "American Economic System" campaigns, launched during the recessionary economic climate of the early to mid-1970s. Materials are arranged in chronological order.
Include magazine articles, transcripts of interviews with Cummings, unpublished anecdotes, and reminiscences about the advertising business. Materials are arranged in chronological order.
Consist of transcripts for twenty-three of twenty-six interviews Cummings conducted with legendary advertising men. Fifteen of these interviews were edited and published in "Advertising's Benevolent Dictators, Crain Books, 1984. In addition, there is a videocassette (u-matic) titled The Benevolent Dictators Luncheon of the Century 1985. Materials are arranged in alphabetical order by the name of the interviewee.
Comprise of multimedia teaching kits created by Procter & Gamble Educational Services, and slide shows.