Advertising legend Liener Temerlin to donate papers to SMU

Liener TemerlinAdvertising legend Liener Temerlin (left), a member of the American Advertising Federation Hall of Fame, is donating to SMU’s DeGolyer Library his collection of business papers chronicling most of his 56 years in the communications business as well as his long philanthropic history.

Temerlin’s donation will join other significant collections of business papers at DeGolyer from such sources as Stanley Marcus, JCPenney, Roger Horchow, Ebby Halliday and Texas Instruments. The gift will be presented at an evening reception May 14 in DeGolyer Library.

“We are simply delighted to add Mr. Temerlin’s collection to the growing business history archives at DeGolyer Library,” said Director Russell Martin. “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.”

“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,” said Patricia Alvey, Distinguished Chair and Director of the Temerlin Advertising Institute at SMU. “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.”

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