J Walter Thompson globally rebranded as JWT

MUMBAI: J. Walter Thompson has ceased to exist. As of 28 February, 2005, after 140 years, the advertising agency, fourth largest in the world and No. 1 in India, has emerged with a fresh, contemporary face that is consistent around the globe. With its new identity, JWT, the agency has marked the beginning of a new period in its growth and in the history of advertising.



The rebranding of the agency is but one aspect of the paradigm shift in the way the agency proposes to conduct its business, evaluate its success, and reach out to customers on the client's behalf, a company release states.

Says JWT India CEO Colvyn Harris, ?This change goes far beyond a name or a logo change. It is about how we have chosen to respond to the communications challenge that our business is facing - if we fail to engage the customer, he has the option and the ability to altogether switch us off. Hence the shift in our focus from the past where the emphasis was on account management - our historical strength - to creative strategy and award-worthy work, producing ideas that stay with the customers beyond the duration of the message. The new mandate that will drive every aspect of JWT's work will be the need to tell engaging stories in engaging ways, so that our messages cease to be interruptions to what people are interested in and instead become what people are interested in.?



With a focus on creating insights and ideas that claim a disproportionate share of the customer's time, the new JWT will have a distinct orientation to continue its strong heritage of leading the market as a pioneer. A stringent set of creative standards will be implemented to assess work across the network. The 10 creative standards will range from ?world beating? to ?damaging?, and this will help the agency separate high quality from intolerable work and everything in between. JWT's new 'health check' is a quarterly reporting system that will consider an office's work, people, client relationships and reputation, in addition to the bottom-line. This new system of performance evaluation will help the agency identify its strongest and weakest links, so that it is able to adopt measures that are necessary to get the underperformers back on track and ensure that every office is worthy of doing business under the JWT brand name.

The release states, the new JWT will mean a new name, a new way of doing business, a new worldwide creative director, a new emphasis on time and a new real-time research style. This will translate into a historic shift from the era of imposition to an era of participation.



In India, across its offices in Mumbai, Delhi, Chennai, Chandigarh, Bangalore and Kolkata, the new identity was unveiled through a series of activities ranging from staffers aboard a yacht bidding a mid-sea farewell to Commodore J Walter Thompson - long time mascot of the agency - to holding a colourful carnival-style parade, to re-entering India through the Gateway of India. Many offices symbolically burnt or buried the old signage and even underwent a baptism ritual conducted by the oldest

Latest Reads
‘Beautiful by Nature’: JOYquestions Stereotypes in a Brand New Campaign with Mouni Roy

People are conditioned into following certain pre-defined beauty standards of how a woman should look, behave and carry herself around. Physical appearance has always been the yardstick to measure a woman’s beauty

MAM Media and Advertising Ad Campaigns
India gets their first-ever international standard Motion Capture Lab

An institution in the entertainment & storytelling sector, Famous Studios once again proves its leadership position.

MAM Marketing MAM
HDFC Life chooses Music to connect with young millennials

HDFC Life Insurance Company, one of India’s largest private life insurers, launched the second edition of its successful campaign #YoungandResponsible on 15 November 2018.

MAM Marketing MAM
Droom ramps up its marketing momentum with the launch of an integrated radio/cinema campaign in major cities across India!

Droom, India’s largest and pioneering online automobile transactional platform, has today announced the rollout of an integrated marketing campaign.

MAM Media and Advertising Ad Campaigns
Realme introduces its new visual identity system and logo

Realme, the smartphone brand that specializes in providing high quality products for youth, launched its fully upgraded Brand Visual Identity system and Logo to provide a new visual experience and emotional connection with young consumers.

MAM Marketing MAM
Business Entrepreneurialism sees emergence of Social Entrepreneurialism: Ipsos Survey

According to a new survey by Ipsos, a global market research agency, the traditional definition of entrepreneurialism is now undergoing a metamorphosis of sorts and is moving from pure play business entrepreneurialism and is adding a key element of social entrepreneurialism to make a definitive...

MAM Marketing MAM

Ooyala today announced that it has joined the SRT Alliance, a collaboration to continuously develop the SRT (Secure Reliable Transport) protocol and technology stack for low-latency video streaming across any network.

MAM Marketing MAM
Producers Guild of India amends by-laws Makes it mandatory for members to implement 'The Sexual Harassment of Women at Workplace' (Prevention, Prohibition and Redressal) Act 2013 (PoSH)

Mumbai: Producers Guild of India at its Extraordinary General Meeting (EGM) on 14th November, 2018 in Mumbai unanimously passed a resolution to amend its by-laws thereby making  it  mandatory  for  all those  members  who  fall  under  the  purview  of  the  The  Sexual Harassment of Women at...

MAM Marketing MAM
Isobar launches Sri Lanka Operations

Isobar, the digital agency from Dentsu Aegis Network, has expanded its operations to Sri Lanka.

MAM Media and Advertising Digital Agencies

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories