MUMBAI: With J Walter Thompson now history and the newly born JWT ready to take on the changing brandscape and the new age consumer, the re-christened agency has drawn up a new set of parameters in tandem with the new set of beliefs and directions founded.

The first of the many initiatives is something called a 'Health Check' which is essentially a quarterly check mechanism which will take place around all the 311 offices of JWT worldwide.

This new repositioning come in the wake of constant upgradation. Says JWT Worldwide president Michael Maedel, " Change is a necessity. This is a belief of JWT and hence we decided to go on for a new set of core values and directions to be commensurate with how consumers in the changing times consume advertising and media."

The health check will be based on primarily 5 criterias: work, people, reputation, financials and clients. The first being conducted in March 2005.

Adds Maedel, " Earlier advertising was aimed at being intrusive to grab consumers attention and now one had to create advertising that consumers want to watch."

The agency has also set up a new measurement system to make the rating of their work internally and to the externals (Clients) a more objective mechanism.

Rate cards have been made each one dedicated to a specific attribute. They being -

1) Damaging
2) Wasteful
3) Boring
4) Predictable
5) Competent
6) Rewarding
7) Innovative
8) Market Reality
9) World Class
10) World Beating

He added that this will also create a common language between JWT and their clients which will in turn spruce up the level of understanding and objectivity of how ads are perceived.