MAM

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

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/15/pretty.jpg?itok=k3d6mOBR
Fogg maker takes on fairness creams with Pretty24

Taking a stab at fairness creams’ perennial message of fair skin being the benchmark beauty and success, Fogg deodorant maker Vini Cosmetics (Vini) is touting the idea that every shade of skin is equally beautiful. The company has been plugging the primetime of mainline television channels for the...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/15/brain.jpg?itok=kT6QQo-H
55% marketers make better decisions with machine learning: iProspect report

MUMBAI: Digital agency iProspect has released its third annual Future Focus whitepaper geared to examine how machines and technology are impacting marketing and advertising in the year ahead. The paper takes a look at how brands can make the most of machines in 2018, from facilitating seamless...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/PAISABAZAAR.jpg?itok=F6V0tnEn
Paisabazaar aims Rs 1500 cr mutual fund AUM by 2018

MUMBAI: Paisabazaar has announced that assets under management (AUMs) garnered through its mutual funds products crossed Rs 1000 crore mark last month. The organisation says it is confident of reaching Rs 1500 crore of AUM by March 2018. The fin-tech company launched mutual funds on its platform...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/Blackberrys-AW_0.jpg?itok=0mzgSZY0
Blackberrys gives digital mandate to FoxyMoron

MUMBAI: Menswear fashion brand Blackberrys has assigned its digital mandate to FoxyMoron after a multi-agency pitch. The account will be managed from the agency's north office. As per the mandate, FoxyMoron will be managing the digital creative, media, search engine optimisation as well as website...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/Anushka-sharma.jpg?itok=x423bbje
Kajaria Ceramics launches campaign with Anushka Sharma

MUMBAI: Kajaria Ceramics through its subsidiary Kajaria Bathware has launched a 360-degree marketing campaign with Anushka Sharma who was recently announced as the brand ambassador. By investing in this marketing campaign and an extensive distribution network Kerovit, the bath solutions brand by...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/grnnnply.jpg?itok=r7doZ2jY
Greenply questions your plywood choice

MUMBAI: Greenply has launched its new campaign to make consumers aware that there are consequences of compromising on the quality of plywood used in their furniture.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/yannic.jpg?itok=pWYoYT0q
NBA partners Jabong to operate official online store

The National Basketball Association (NBA) and Jabong, India’s fashion and lifestyle e-commerce platform – today announced a multiyear partnership extension that will provide fans access to authentic NBA merchandise in more than 730 cities across India.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/Maaza_Gold_0.jpg?itok=xz_AR_Ph
Coca-Cola launches Maaza Gold

MUMBAI: Coca-Cola India has announced the launch of 'Maaza Gold', a premium mango drink made from the choicest of mangoes.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/Cipla.jpg?itok=2lTgIAb-
Cipla launches TVC for ActivKids Immuno Boosters

MUMBAI: Mothers’ concern for their children’s health goes to the extent of restricting them from indulging at times. Capturing one of these many concerns, Cipla has released a new TVC for its kids' immunity supplement ActivKids Immuno Boosters.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories