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Close-Up: The substance behind JWT's creative agenda.(J. Walter Thompson Co.)
Success will be judged not by changes to identity but by Craig Davis' ability to improve creative output.
Having articulated several versions of its name since its inception in 1864, last week J. Walter Thompson returned to its most succinct iteration, JWT, at the instigation of its worldwide chief executive, Bob Jeffrey.
The network head, who is the first in its 140-year existence who does not have a history entrenched in the agency, is determined to transform what has widely been considered an old-fashioned agency whose power lies with servicing blue-chip multinational clients, into a creative hotshop.
And Jeffrey firmly believes the most clear-cut signal of a company's intention to effect change is a commitment to change from the outside in.
Along with a fresh corporate identity, Craig Davis, the network's newly named worldwide chief creative officer, has produced Hold My Skateboard While I Kiss Your Girlfriend, a substantial tome that outlines JWT's creative agenda and is designed to inspire both staff and clients.
The book is comprised mostly of images. One is of a fawn lying in the middle of the road, apparently having been knocked down, with the word 'surprise' discreetly placed near to it.
The book also lists ten new creative standards against which JWT's work will be assessed, from 'damaging' through 'predictable' to 'world-beating'.
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