Fonds F 4467
1.4 metres of textual records
1345 photographs : black and white prints
110 photographs : colour prints
32 photographs : black and white negatives
1 metal imprint on wood base
1 collage : newspaper
1 videocassette (approx. 14 minutes)
2 film reels (15 minutes) : black and white, colour, silent, 16mm
Collection consists of photographs, posters, business correspondence, financial ledgers and statements, memorabilia, internal manuals, publications, biographical files, and manuscript memoirs relating to the MacLaren Advertising agency.
The records were acquired, assembled, and created by Edward Enright, the donor, over several decades to illustrate the history of the MacLaren Advertising agency, Toronto, which was run by John A. MacLaren from the early 1920s, and developed into an international advertising business that is still in operation today.
The collection documents the business activities and products of a company that created advertisements, including radio and television advertisements, to sell the goods and advance the commercial interests of its corporate clients. MacLaren Advertising clients included General Motors, General Electric, Imperial Oil Canada, Canada Packers, and the Government of Canada. The collection includes a video created by the company in 1984 as a retrospective, titled, "MacLaren: The Story So Far" (see F 4467-10).
The collection also documents the numerous awards won by the company. It includes photographs and textual records depicting the firm's success in winning the Canadian Advertisers and Sales Executives' silver medal in 1942, numerous newspaper awards in 1963, Strategy's Agency of the Year in 1995, Marketing Magazine's Agency of the Year in 1988 and 1999 and the recognition of John MacLaren as a Canadian Giant in the advertising business. The collection also includes a Tribute to John MacLaren presented as an illuminated resolution by the artist, A. J. Casson, signed by the executive staff in Canada and England expressing their pride in the business and in their leader (see F 4467-1).
Collection also includes MacLaren family records assembled by the donor concerning John MacLaren's illness and death in Florida in 1955, and records related to his wife Christine MacLaren, his sister Audrey Jane MacLaren, and his brother William Hunter MacLaren. Included also are home movies of various family events and the wedding of Barbara, John A. MacLaren's daughter.
The MacLaren Advertising Company was an outgrowth of an earlier advertising company, Campbell-Ewald Advertising. John A. MacLaren was first associated with it in 1922, named it MacLaren Advertising in 1935, and developed it into an international advertising business that is still in operation.
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For associated records of MacLaren Advertising, consult the MacLaren Advertising fonds at Library and Archives Canada (LAC), which consists of sound and moving image materials donated by the company in the early 1970s. LAC also holds radio and television scripts written for the CBC that highlight the MacLaren Advertising Co. Ltd.
For records related to MacLaren Advertising held by the Archives of Ontario, please consult: the John Fisher fonds (F 1193); David Peterson fonds (F 2093); Conn Smythe fonds (F 223); Maclean-Hunter fonds (F 13); Canada Packers fonds (C 262); and Elliott Research Corporation fonds (F 245).
Additional accruals are anticipated.
Accession number: 48397
Consult the individual series descriptions for information on how to access these records.
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Click on a reference code for more information about a series of records.
|Reference Code||Series Title|
|F 4467-1||MacLaren Advertising award files|
|F 4467-2||MacLaren Advertising business activities files|
|F 4467-3||MacLaren Advertising corporate client files|
|F 4467-4||Photographs and memorabilia of MacLaren Advertising social events|
|F 4467-5||Photographs and records of the MacLaren Advertising corporate offices|
|F 4467-6||Records relating to MacLaren Advertising staff|
|F 4467-7||Correspondence related to MacLaren Advertising|
|F 4467-8||MacLaren Advertising financial statements|
|F 4467-9||John A. MacLaren personal and family files|
|F 4467-10||MacLaren Advertising marketing files|