15 April 2014 - 4:09pm | posted by | 1 comment

JWT confirms plans to rebrand, following ‘hunger for brand authenticity’

JWT confirms plans to rebrand, following ‘hunger for brand authenticity’JWT confirms plans to rebrand, following ‘hunger for brand

JWT has today confirmed plans to go back to its J. Walter Thompson Company name, as suggested by Sir Martin Sorrell.

Bob Jeffrey, worldwide CEO and chairman of JWT, told The Drum: “Throughout our history, JWT has been synonymously referred to as both JWT and J. Walter Thompson. The two monikers peacefully coexisted, in the press, in our own internal communications and by the industry at large.

“In planning for our 150th anniversary, it became abundantly clear that the world and our younger employees in particular, had a deep appreciation and hunger for brand authenticity. So, we embraced this and brought back a commemorative logo — the Owl and the Lamp — for 2014. At the end of 2014, on December 5th, our official birthday, we will return to the J. Walter Thompson name.”

JWT is running a yearlong program of events and activations to celebrate its anniversary. The agency has over 10,000 employees, spanning 200 offices and 90 countries.

The agency is also using the anniversary to celebrate the longitude of some of its clients, such as working with Unilever for 109 years, and with Nestle for 81 years.

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Comments

15 Apr 2014 - 20:33
NewBusinessHawk

I see three key strategic challenges for JWT, and frankly, most agencies. First, differentiating the agency in a highly competitive marketplace requires a revitalized client-driven positioning/branding effort. Second, with few agencies having established new business systems, they need to create a selling organization where opportunities for new business and organic client growth are pursued at every level. And finally, with the exception of a few key people, there is an experience and skills gap. This shortfall needs to be bridged immediately with an aggressive investment in training and programs dedicated to skill enhancement and support.

5 important ad agency branding lessons we can all learn from the efforts of FCB and JWT

http://www.sandersconsulting.com/newbusinesshawk/ad-agency-branding-thin...

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