May 9, 2008
DALLAS (SMU) — Advertising legend and humanitarian Liener Temerlin, a member of the American Advertising Federation Hall of Fame, is donating to the DeGolyer Library at Southern Methodist University his collection of business papers chronicling most of his 56 years in the communications business as well as his remarkable philanthropic history.
Temerlin's donation will join other significant collections of business papers at DeGolyer from such notable sources as Stanley Marcus, JCPenney, Roger Horchow, Ebby Halliday, and Texas Instruments. The donation will be presented at an evening reception on Wednesday, May 14 in the DeGolyer Library, to be attended by Dallas business and philanthropic leaders.
"We are simply delighted to add Mr. Temerlin's collection to the growing business history archives at DeGolyer Library," said Russell Martin, the director. "His collection is virtually a walk through the Fortune 500, from American Airlines to Zale Corporation, account by account. The Temerlin papers will be useful for both teaching and research, for students of advertising and for historians of American culture as well. In addition, the voluminous files of correspondence help to delineate the character of Mr. Temerlin. His gift for friendship and his creative genius emerge in the papers."
"We are excited to receive this collection of business records," said Dr. Patricia Alvey, Distinguished Chair and Director of the Temerlin Advertising Institute at SMU. "Liener's reputation in winning and keeping clients is remarkable. For our faculty and students to have access to a 50-year record of that success is remarkable. The original pitch wherein he won the American Airlines account is legendary. And the resulting 30-year history of building that business and many others will make great research fodder for both practitioners and scholars. According to the appraisers of business archives of this nature, ‘No others are of the completeness of the Temerlin Archives. Also, it will be no surprise to you none are so well organized.' This collection came to SMU perfectly ready for immediate use."
Temerlin began his career in advertising in 1953 as a copywriter for Glenn Advertising, a small agency in Dallas. For the next several decades, he guided the company as it grew and, with acquisitions and mergers, changed names many times, evolving from Glenn, Bozell & Jacobs to Temerlin McClain. He is widely credited with helping to bring, for the first time, major national and international advertising accounts to Texas and the Southwest, including American Airlines, Armour, Bank of America, Bell Helicopter Textron, Bennigan's, Centex, Cessna, Chili's, Continental Bus Lines, Dial Corporation, Entrust, ExxonMobil Corporation, Greyhound Corporation, GTE (Verizon), Halliburton, Hyatt Hotels, Long John Silver's, Max Factor, Nationwide Insurance, Nortel Networks, Overhead Door Corporation, Pace Picante Sauce, JCPenney Corporation, Philippine Airlines, Pfizer, Quaker Oats, Sara Lee Apparel, 7-Eleven, Steak and Ale, Subaru of America, Terminex, Tone Soap, Texas Instruments, Trailways Bus Company, Warner Lambert and Zale Corporation.
Papers relating to many of these accounts are included in the archival gift. Researchers should be able to use parts of the collection by the fall semester of 2008.
The collection incorporates material from the years1953 through 2000, including Temerlin's daily correspondence files over a period of two decades. Also included are numerous TV commercials, layouts for ads that were both accepted and rejected, and new business presentations, both the successful and the fruitless.
To meet the needs of expanding retail clients like Hyatt and Philippine Airlines, Temerlin opened offices around the world, in Europe, Asia and North and South America. This national attention began to help other agencies procure talent and corporate clients from outside Texas and the Southwest, which, in turn, helped Dallas become one of the premier agency centers in the country. Under Temerlin's leadership the agency became not only the largest agency in the Dallas/Fort Worth Metroplex, but in the Southwest.
In addition to his business accomplishments, Temerlin also has a long-standing reputation for his civic and community involvement. He has received numerous awards and special recognition for his contributions to advertising, the arts, and philanthropic programs, including the Linz Award and the Silver Cup Award. He served as president and chairman of the Dallas Symphony Association and chaired the opening fortnight of the new I.M. Pei-designed Morton H. Meyerson Symphony Center. He also serves as chairman, festival director and founder of the annual AFI DALLAS International Film Festival.
Included in the collection are papers and marketing plans on a number of his pro bono activities, an example of which is the American Film Institute. The papers reflect not only his leadership role with AFI DALLAS during the past two years but also with the American Film Institute in Los Angeles, where he served on the Board of Trustees from 1989-2002, the Executive Committee from 1989-99 and the Board of Directors from 1989-2000. In 1989 he developed the "100 Years, 100 Movies" concept of AFI celebrating the centennial of the motion picture. His idea and marketing plan set the stage for AFI's enhanced national profile, and brought distinction and major financial gains to the organization, totaling more than $15 million to date. It was Temerlin who developed the "100 Best" concept celebrating the 100th anniversary of American film: The 100 Best Movies, The 100 Best Stars, The 100 Best Laughs, The 100 Best Thrills, etc. When he retired from the Board of Directors in November 2000, the AFI Board made him an Honorary Trustee of the American Film Institute, a first in the AFI Board's history.
Liener Temerlin's relationship with SMU dates back more than 20 years. He has served as a member of SMU's Board of Trustees, the Committee on University Development, and the Executive Board of the Meadows School of the Arts. When Temerlin was on the Madison Council of the Library of Congress, he was instrumental in bringing the Judaica Collection to the Meadows Museum, which was the most successful exhibit at the museum up to that time. In 2001, his friends and associates joined with SMU to honor him by endowing SMU's Advertising program, which was renamed the Temerlin Advertising Institute (TAI). It has since become a nationally recognized program for advertising education.
Temerlin began his career as Associate Editor of Sponsor Magazine, an advertising trade journal in New York, from 1950-51. While in New York, he was commissioned to write a radio show for Hester Marshall Productions in its series of "Gold Medal Doctors." He began his advertising career in 1953 as a copywriter for Glenn Advertising in Dallas. He served as TV director, creative director and director of new business. In 1970, he was named chief operating officer, then chairman, and was in charge of new business. While the name of the agency changed a number of times, he remained with them for 50 years.
In 1974 Bozell & Jacobs merged with Glenn Advertising and the office became Glenn, Bozell & Jacobs, with Temerlin serving as President.
Temerlin was named Chairman of the Board of Bozell & Jacobs in 1979. He remained Chairman when the agency became Bozell, Jacobs, Kenyon & Eckhardt in 1986, and Bozell in 1989. Under his leadership, the agency grew to 86 offices in 52 countries with billings topping $1.5 billion.
In May 1992 the Bozell/Southwest office became Temerlin McClain. Temerlin became Chairman of the new entity.
Temerlin McClain became a wholly owned subsidiary of True North Communications when the agency was sold in 1997. True North Communications is a communications holding company with total billings of approximately $12 billion, more than 12,000 employees and more than 350 offices throughout the world.
On June 22, 2001, True North and its holdings, including Temerlin McClain, were sold to Interpublic Group (IPG), making IPG the largest advertising, marketing and communications resource in the world with billings of $48 billion and 750 offices in 135 countries. Temerlin McClain then became part of the McCann-Erickson Worldwide Advertising Agency.
During his tenure and under his leadership, the Dallas office alone became the undisputed largest agency south of the Mason-Dixon line with 620 employees and billings close to $800 million.
In December 2001, Temerlin opened his Temerlin Consulting office.
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