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Close-Up: Live Issue - JWT's transformation brings rebirthing pains.
Is the network in danger of sacrificing its soul in order to distance itself from its outdated business practices?
JWT's recapture this week of the global Smirnoff business from Bartle Bogle Hegarty will be a much-needed morale booster during what has been a reinvention programme of mixed fortunes.
Eighteen months ago, the group ditched its J. Walter Thompson moniker, along with all its historic associations, to put itself through the pain barrier.
Today, the big question is not so much about whether the gain is starting to outweigh the pain, but whether JWT is in danger of sacrificing its soul without any clear or enduring advantages.
JWT's apologists maintain it had little choice but to undergo a catharsis. The agency that gave Britain advertising icons such as the Oxo family and Maureen Lipman's Beattie had become old-fashioned and out of touch with an evolving media world. It could only look on in dismay at the success of younger and hungrier creative hotshops. It either had to adapt or face the consequences of its inertia.
'There has been a false grandeur about JWT's stature for too long,' one of its former executives comments. 'It has to become sharper, faster on its feet, leaner and acquire an effective new-media capability.'
The new strategy
- JWT London joins forces with sister shop Digit.(merging of JWT London and...
- Magazine article from: Campaign July 13, 2007 700+ words
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- Magazine article from: Campaign July 7, 2006 700+ words
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- Magazine article from: Campaign September 5, 2008 700+ words
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...Hoare, who is already based in JWT London's offices, has been running Team...Kelly Campbell Roalfe/Y&R; JWT London's recently appointed executive...subsequently closed its doors. At JWT London, Hoare will inherit an agency which...
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- Magazine article from: Campaign January 9, 2009 700+ words
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- Magazine article from: Campaign White, Jeremy April 6, 2001 700+ words
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- JWT and Tommy's split after 12 years.(JWT London)(Brief article)
- Magazine article from: Campaign June 13, 2008 700+ words
...to building up Tommy's brand, and we are extremely grateful.' Alison Burns, the chief executive of JWT London, added: 'JWT London is extremely proud of the work it has developed in close partnership with Tommy's over the years, and...
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- Magazine article from: Marketing Week November 20, 2008 700+ words
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