Archive, Joy Jobbins, advertising, for House of Leroy, Terylene and Australian Wool Board campaigns, Melbourne, Victoria, Australia / Sydney, New South Wales, Australia, 1956-1972
The Joy Jobbins archive reveals post-WWII raw material, fashion and textile production in Australia's world of fashion advertising. It documents aspects of the burgeoning post-war fashion and textile industry in Australia and the campaigns designed to promote consumer consumption.
It contains original advertising art and publications created for the House of Leroy, Terylene (Imperial Chemical Industries of Australia and New Zealand Ltd, ICI) and Australian Wool Board (AWB) campaigns - campaigns which reveal the competition which existed between natural fibre producers and manufacturers (wool) and the post-war growth in the manufacturing and marketing of synthetic fibres. The archive also documents changes in style in both fashion and advertising.
The Terylene and House of Leroy advertising material and campaigns in the archive predate Jobbins' work with AWB. The AWB campaigns provide insight into the creative and commissioning processes involved in advertising, including collaboration with models, photographers and illustrators (Maggie Tabberer, Henry Talbot, Helmut Newton, Patrick Russell, Des O'Brien and others).
The AWB was the marketing board for the raw material headed by the chairman, Sir William (Bill) Gunn. Jobbins worked on the Wool Board advertising account with the Ralph Blunden advertising agency from 1959 and joined the AWB in 1964, working with it through to 1972. At AWB Jobbins was the one who ensured that the campaign themes were in sync with the products. She was involved in the total advertising package from the creative concept and process through to matching these to the campaign budget. Together with Nan Sanders, the AWB Director of Promotion, Nan Brunner, Fashion Office Manager and a team of industry specialists, they made a major contribution to the marketing and promotion of the Australian post-WWII wool industry. They initiated industry liaisons for the Australian Wool Board linking together the spinners, weavers, knitters, dyers, designers, manufacturers and retailers of Australian wool. During these years, domestic and international consumption of Australian greasy wool increased substantially.
The Joy Jobbins archive is supported by Jobbins' published autobiography, Shoestring: A Memoir (Flock Publishing 2006, 2007) which traces the trials and tribulations of working in the fashion and advertising industry during the heady years of the 1950s and '60s. This autobiography provides a candid portrait of marriage, raising a family (Jobbins brought up five children) and working within the often frustrating, often exhilarating, male-dominated world of advertising.
The archive includes the campaign booklet for the new Woolmark logo developed by the Australian Wool Board and it's subsidiary, the International Wool Secretariat, during the 1960s. This new brand, developed after an international design competition for a new Woolmark was won by Italian graphic artist, Francesco Saroglia. The logo was licenced globally and quickly became an internationally recognised symbol for quality. This new Woolmark logo featured prominently on the cover of the booklet with fashion illustrations by Australian designer, illustrator and photographer, Patrick Russell.
Interview: Joy and Sheridan Jobbins with Powerhouse Museum curators Anne-Marie Van De Ven and Glynis Jones, 17 May 2007
Correspondence: Joy Jobbins and Sheridan Jobbins with curator, June-July, 2007
Shoestring: A memoir, Flock Publishing, 2006
Edwina McCann, 'Just Picture the Warmth', The Australian, 25 July, 2007, p 17
House of Leroy. Leroy Manfucturing Co Ltd, Flinders Street, Melbourne produced elegant ladies fashions - evening and day wear, and won 1st Prize (the Supreme Award) in the 1956 Australian Wool Bureau's Wool Fashion Awards. The 1956 brochure notes the company has been around for fifty years.
Terylene is a brand name/subsidiary of Imperial Chemical Industries of Australia and New Zealand Ltd (ICI).
The Australian Wool Bureau, became the Australian Wool Board in 1963.
Joy Jobbins (JJ)
1930s: Her father worked for Cinesound Newsreels and was a pioneer of the Australian Film Industry.
1930s: Joy Jobbins' husband, Harry Jobbins was in charge of menswear advertising at Farmers retail store, Sydney.
1943: WWII: JJ works as a script girl on the film, 'A Yank in Australia'.
1945-47: JJ studies art East Sydney Technical College.
1946: JJ: models for Cole of California swimwear (see cover of 'Shoestring' autobiography).
1947: works in advertising department of Anthony Horderns
1951: JJ moves to Melbourne from Sydney - works in Myer Emporium advertising department handling women's fashions.
1950s: Children born, working with Ralph Blunden, Carden Advertising Agency, handling fashion accounts, living in Eltham. Has live in housekeeper.
1964: JJ joins Australian Wool Board (AWB) and moves to Sydney,
1972: JJ leaves AWB. Writes and produces children's TV program, 'Cooking With Sheri'.
1972: Publishes tourist destination and immigration magazine, 'Australia for Players and Stayers'.
1975: Produces women's morning TV program 'Family Circle' for Waltons retail store.
2006: JJ publishes memoir, 'Shoestring: a Memoir', Joy Jobbins, Flock Publishing,
2007: 'Shoestring' revised.
Personal collection of the donor.
This collection is supported by Jobbin's published autobiography, Shoestring: A memoir (Flock Publishing 2006, 2007) which traces the trials and tribulations of working in the fashion and advertising industry during the 1950s and 60s. This book provides a candid portrait of marriage, raising a family (Jobbins had 5 children) and working within the often frustrating, often exhilarating, male-dominated world of advertising.