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August 2008
JWT India to Focus on Hyderabad, BUSINESS LINE (THE HINDU), August 29, 2008
Communication services provider, JWT India, will be focusing on Hyderabad to expand its clientele, according
to Mr. Colvyn Harris, chief executive officer.

Talking to Business Line on his recent visit to Hyderabad, Mr. Harris said the company would be offering a
joint communication package for corporates in Hyderabad in association with advertising and public relations
solutions providers, Mindset, IPAN and Encompass.

JWT, which has been present in the city for the last 10 years, is focusing on acquiring clients in businesses
such as information technology, retail, hospitality and real estate. “We have four/five major clients in
Hyderabad, including Satyam Computers. But as the city is emerging as a hub of businesses in IT, pharma,
retail, hospitality and real estate, we see more scope for improvement,” Mr. Harris said.

It’s Time to Kick the Liars Out, ADLATINA, August 28, 2008
Latin America Part Two of the JWT Knowledge Analytical Papers.

JWT Knowledge, the agency’s newest business unit that Juan Maresca spearheads from Argentina, published
its second analytical paper, titled “Thou shalt not lie.” The study emphasizes the need for brands to focus on
values that convey the nature of things, instead of drawing attention to [the always fake] perfection.

“Thou shalt not lie” is the title of analytical paper JWT Knowledge Latin America published on the implications
of telling the truth in advertising communications and the consequential backwash derived from “fibbing.”

“Thou shalt not lie” opens with the premise that we live in a crystal box where everything is brought to light,
there is no place to hide, and it is impossible control information. “The world is an open space—explains the
JWT Knowledge team in its analysis. Technology is the motor that allows a larger number of the population to
have a greater amount of information of a variety of topics at an ever increasing speed. This transparent
society has no room for politicians who lie to their voters, clergymen who deceive their churchgoers, or
companies that shortchange their consumers.”

Sports Marketing’s Rise in China Brings out the Stars, THE NEW YORK TIMES, By David Borboza,
August 27, 2008
While the world is tallying the benefits, political and economic, that China will reap from hosting nearly
perfect Olympic Games, the star athletes who competed here are making their bids to cash in on this
country’s boom in sports marketing and sponsorship deals.

The business has grown into a $15-billion-a-year industry, up from about $1 billion a year in 1994, according
to Zou Marketing, a sports marketing consulting firm in Shanghai.

“It’s like leading mice to cheese,” said Tom Doctoroff, the chief executive for Greater China at JWT, the
advertising agency, referring to athletes and the Chinese market. “The question is, do these celebrities have
what it takes to make it in China?”

More than most countries, sports marketing experts say, Chinese fans will back only athletes with
personality and a long winning streak, meaning many top athletes may fall flat here.

“You have to define the sport and be a master of the universe,” Mr. Doctoroff said. “It’s extremely imperial.
Anyone who can’t be the emperor of basketball or the queen of tennis won’t make it.”

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  2      THE NEWS
Olympic Sponsorship: For the Chinese, Winners and Losers, HUFFINGTON POST, By Tom Doctoroff,
August 25, 2008
A lot was on the line.

The 12 global sponsors shelled out a combined $860 million while national rights cost upwards of $20
million. None of this includes incremental expenses on advertising, on- and off-site events, product supply
and other “activation” efforts. As the XXIX Olympiad in Beijing winds down, all eyes are on ROI. Were the
millions of dollars forked out by both international and local brands worth it?

The answer: sometimes yes, sometimes no. Olympic sponsorship is a high risk, high return proposition.
Conservatism yields disappointment. Harnessed ambition produces results.

What the Best Had to Do.

To generate respectable return, irrespective of how return is calculated, an Olympic sponsor should have
focused at least 50% of its efforts on the domestic audience with messages tailored to local Chinese. The
Middle Kingdom’s “new” middle class is 150 million strong. China’s “urban mainstream” counts another 300-
400 hundred million people, folks who are not awash in disposable income but surf the Net and buy mobile
phones. In the midst of the biggest spending orgy in marketing history, sponsors also needed to:

First, convey a consistent message that fuses a brand’s pre-existing “essence” with the spirit of Beijing 2008,
rather than broadcast generic support for the Games or, even worse, pride in official sponsor status. In
China, Olympic values are hard-hitting, more about “glory,” “victory” and “national greatness” than “universal
brotherhood” or “peace amongst nations.” Hence, Johnson & Johnson’s winning (but, unfortunately, under-
executed) platform of “Golden Touch, Golden Mom.”

Second, leverage the Olympic platform as an opportunity for mass audiences to plug into—i.e., participate in,
touch, feel, play with—the brand on the ground. This could have been done with anything from promotions
and road shows to virtual communities and retail concepts. Coke, in particular, excelled in this area.

Third, respond to unexpected events, both victories and setbacks, to deepen consumer affection. No one
predicted the PRC would win 51 gold medals and no one predicted the sports icon Liu Xiang would start, then
quit, the 110 meter hurdles. Anta and Nike, both non-official sponsors, made the most of these moments.

Anta, the nation’s largest producer of sports shoes and apparel but less well known than Li Ning, also made
its mark. (Full disclosure: Anta is a JWT client.) Its brand vision, “Keep Moving,” morphed into a primal
declaration of national perseverance in the lead up to the Olympics—i.e., during the anti-Chinese protests that
took place in France and Britain and after the Sichuan earthquake—and throughout the games themselves.
Anta was also the only company to quickly produce merchandise that glorified China’s 51 gold medals.

On to London. So, was Olympic sponsorship worth it? For Coke, a sponsor that married brand vision with the
spirit of 2008 while maximizing on-the-ground consumer engagement, the answer is “yes.” For many others,
the Games were a money pit filled with disjointed efforts that allowed ambush marketers to steal thunder.

Let’s hope London 2012’s sponsors learned a few lessons here in Beijing.

People and Accounts of Note, THE NEW YORK TIMES, August 25, 2008
Mark Miller, president for the Atlanta, Dallas and New York offices of RMG Connect, part of the JWT unit of
the WPP Group, was promoted to a new post, president and chief executive for North America, based in New
York. He continues to report to Philip Greenfield, worldwide chief executive at RMG Connect.

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  3      THE NEWS
The World: Insider’s View—Nepal, CAMPAIGN, By Joydeb Chakravarty, August 22, 2008
A dramatic shift in media consumption habits has led to increased brand awareness among inhabitants.
Joydeb Chakravarty (JWT) writes.

For decades, Nepal has been described by travellers as a “Shangri-La,” nestled between two giants—China to
the north and India in the south. Yet Nepal today remains one of the world’s most impoverished and
underdeveloped countries. For the first time, however, it is full of surprises for visitors and marketers of
international companies.

International brands across every category vie for shelf space in the markets of Kathmandu and other major towns.

Today, many locally produced brands, too, have been steadily building their equity among consumers.

Branding, however, is not restricted to the FMCG products, durables or services. The developmental
agencies, international non-governmental organizations and NGOs have taken to branding of their social
marketing programs in a big way.

These developments have been accelerated owing to the dramatic shift in media consumption habits.

Television now has a reach of more than 52 percent of households, of which almost 30 percent have access
to cable and satellite. At the last count, there were more than 150 FM radio stations covering almost all the
75 districts and numerous towns in this small country of 26 million people.

For a nation that was insular from the outside world until the 70s, TV and radio have had an immense impact
upon the way people think, feel and act. And it’s having a direct bearing on the way marketers are focusing
their efforts to build and market their brands in Nepal.

Joydeb Chakravarty is the managing director of JWT Nepal.

Olympic Games Give Yili a Sporting Lead, ADAGECHINA.COM, By Normandy Madden, August 20, 2008
Yili created a national corporate brand campaign in November 2007 with the slogan, “Have Me, China Will Be
Stronger.” The advertising was designed to unite Yili’s brand with the Olympic Games and with Chinese
consumers, said Oliver Xu, managing director of JWT Beijing.

“[With the 2008 Beijing Olympics] there has been a surge in patriotic feeling and national pride has been
growing,” he said. “China and the Chinese athletes will deliver an excellent performance in the games. Simply
put, Yili provides nutrition and also draws people to support China’s teams, making China a stronger nation.”

The company has hired multinational ad agencies such as JWT and Euro RSCG on a long-term basis, an
unusual move for a Chinese marketer. It has also partnered with top Chinese athletes like Liu Xiang. He
became one of China’s most beloved celebrities almost overnight in 2004, when he won a gold medal at the
Olympic Games in Athens—China’s first in a men’s track-and-field event.

Companies Look to Boost Sales by Using Hollywood Movies, THE ECONOMIC TIMES, By Rashi Gupta and
John Sarkar, August 18, 2008
“The name is Sony, Sony Ericsson C907.” Highly unlikely that Daniel Craig will mutter this line in the next
James Bond flick. But with companies increasingly using superheroes to sell their products, don’t be baffled
if you catch the super spy flaunting his cell phone a bit longer than usual in his new movie, Quantum of
Solace. After all, he isn’t the only one doing it.

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Batman did it in the recent box-office blockbuster The Dark Knight. Before him, Hancock, The Incredible Hulk
and Ironman did the same in all their movies. And now it’s 007’s turn, who will be seen promoting a new cell
phone from Sony Ericsson. So, are superheroes the new brand ambassadors?

“That’s not new,” says advertising firm JWT India’s CEO, Agnello Dias. “Superheroes have been helping brands
to connect with the persona of the character for sometime now. And attribute rub offs are bound to happen.
For instance, Batman is dark and mysterious; Superman is bright, colorful and cheerful. And James Bond is
stylishly slick and techno-savvy and a perfect role model for accomplished adult professionals.”

Close-Up: Live Issue—Universal Truths Cross Booze Borders, CAMPAIGN, By Caroline Lovell, August 15, 2008
According to leading planners and creatives, the one quality all successful global campaigns share is that
they are based on universal human truths that transcend geographical borders.

But JWT’s global planning director, Guy Murphy, has his own view on how agencies should create effective
global campaigns. For Murphy, the “default model” is to create a single ad campaign that is adapted around
the world. This, he says, is the wrong model.

Instead, he thinks the industry should aim for “structure-neutral thinking,” similar to “media-neutral thinking,”
to break down the rigidities of global advertising so that a global alcohol campaign can be one or several
that are executed in different markets, depending on the brand and how it is consumed in that market.

“However, the way you choose to divide up the world is crucial,” Murphy says. “It’s a skill that could make or
break a campaign—especially in the drinks market.”

Poll Finds American Views of Business Taking Nose Dive, THE WASHINGTON TIMES, By Jennifer Harper,
August 15, 2008
Economic worries and public uncertainty about modern life in general don’t unfold in a vacuum. There’s a
price for all that free-floating angst—and American institutions and major industries are paying it.

“The proverbial pain at the pump, huge energy costs, rising grocery prices—all these things affect people’s
lives directly, and in turn affects their sentiments. It’s not just ‘out there’ anymore, happening to someone
else. Media coverage of all the bad news only serves to verify these feelings,” said Ann Mack, official
trendspotter for advertising giant JWT in New York.

JWT Cracks Brand Work for Ford, NATIONAL BUSINESS REVIEW (NEW ZEALAND), August 15, 2008
After meeting success with Axis Gold and a Cannes Lion for its Ford Mondeo viral work, JWT was given the
task of creating a Mondeo brand TVC for Ford.

The spot taps into the Kiwi sense of humor, JWT executive creative director Angus Hennah said, although the
ad is filmed in non-descript Auckland so it has more of an international flavor.

Co-creation Craze Hits India Inc., THE ECONOMIC TIMES, By Rashi Gupta, August 14, 2008
Co-creation is back in vogue with consumer goods marketers in India. With rising ad scepticism and slowing
sales, many brands—Kingfisher, the beer-to-airline moniker from the United Breweries stable, Frito Lay
India’s Lay’s and Kurkure, and PepsiCo’s eponymous cola brand Pepsi—are trying innovative ways to keep
consumers on their side.

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The engagement modes vary from penning the brand’s advertising (“Kingfisher-Ad Director”) to selecting
which flavour stays in the market (Lay’s, “Fight for your Flavor”) to putting consumers’ mug on the pack
(Kurkure Chai Time Achievers).

Kingfisher’s latest contest, titled “Kingfisher-Ad Director,” encourages consumer participation by providing an
exclusive platform to anyone who has the creative flair to craft a 30-second ad for the brand.

Innovative ideas of nurturing creativity are on the rise with the consumer goods companies in India. “Make
your own ads” being one of the fads. Says JWT India chief creative officer Agnello Dias, “Co-creation is one of
the new marketing mantras.”

Rapid growth of new marketer-customer interfaces like Internet, interactive TV and live activation has
strengthened this in recent times. “It gives brands and clients a chance to interact directly with their
customers and makes them partners in creating a brand that they would like to bond with,” adds Mr. Dias.

Profile: Today’s China; Tom Doctoroff of JWT Gives Tips for Conducting Business in China, NBC NEWS:
TODAY, August 14, 2008
MATT LAUER, co-host (Beijing):

Mr. TOM DOCTOROFF (CEO, JWT China): My name is Tom Doctoroff. I’m the head of JWT advertising
agency’s China operation. I’ve been in Asia for 14 years, 10 of them in Shanghai. There is somewhat of an art
to conducting a business meeting with the Chinese.

Ni hao.

Number one, greet in Chinese. Believe me, it will open hearts.

(Chinese language spoken)

When you give a business card, you don’t just flip it over. All right? You have to actually hold it, you know,
very carefully, on the corners of the card. You hand it over with respect, and then when you receive a
business card, all right, you also have to receive it with the same amount of respect, and, again, you analyze
it. You collect the business cards and actually on the table in public, you line them up vertically with the
most senior person on top going down.

One of the lines that I use most is ... (Chinese language spoken) ... and what that means is there’s nothing to
fear in heaven and earth besides a foreigner who can speak Chinese. So, again, that’s on one hand saying,
listen, I understand how you’re feeling. I can make you laugh. We can be friendly. But don’t push it too far.

LAUER: And Tom Doctoroff, welcome. This was so educational. The part about the business cards. Somebody
handed me their business card in just that manner, carefully the other day, and I didn’t know this and kind of
grabbed it and said thank you. So clearly, there’s something that I needed to do differently. What’s the
biggest mistake you could make when dealing with a Chinese person in a business situation?

Mr. DOCTOROFF: Well, just in general, you want to make sure that you’re conveying respect for Chinese
people, the Chinese way of doing things. Respecting their whole different world view because they
immediately suss out whether or not you’re friendly to China or not friendly to China. They want to feel safe,
they want to be—feel like they can trust you. So if you’re signaling that you’re a little bit patronizing, they’re
not going to like that at all.

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LAUER: In the United States, we often talk about likability and competence going hand in hand. Here is
likability as important as the fact that they think you know what you’re doing?

Mr. DOCTOROFF: No. It’s not as important. But charisma is very important. Because with charisma they get
faith that you can guide them somewhere. You can take them somewhere.

WPP’s RMG Moves to JWT, CAMPAIGN, By Caroline Lovell, August 14, 2008
WPP has split its RMG Connect direct marketing network from Ogilvy and Wunderman and has transferred
100 percent ownership of the business into JWT.

Alison Burns, the chief executive of JWT London, said, “We work with RMG in an integrated way in the U.K.,
but it will have a bigger impact in Asia where there are closer connections with Ogilvy.”

S’pore Ad Firms Are Tops in Asia, STRAITS TIMES, August 14, 2008
Once a regional tiny-tot, Singapore’s ad agencies have become a force in the region and are taking on the
powerhouses in Thailand, Japan and Taiwan.

Campaign Brief Asia, an advertising industry magazine, recently ranked local firms Saatchi & Saatchi
Singapore and Ogilvy & Mather Singapore as the top two agencies in Asia for 2007.

JWT Singapore is also in the Top 10 at number six, tying Singapore with Bangkok, which also has three firms
on the list, which ranks agencies by performance at award shows over a two-year period.

Marco Heads to JWT in NY, ADWEEK.COM, By Andrew McMains, August 11, 2008
Harvey Marco, formerly executive creative director at Saatchi & Saatchi in Torrance, Calif., is heading to JWT
in New York to steer its creative department under Ty Montague, JWT has confirmed.

Ty Montague, chief creative officer and co-president since he joined the WPP Group shop in January 2005, is
handing his CCO role to Marco and will now focus on the agency management duties he shares with co-
president Rosemarie Ryan.

Montague described Marco as a “salt of the earth guy” with “no pretense” and a resolute focus on the work.
“He and I philosophically and creatively are aligned,” Montague added.

High Liner Foods Hires JWT, ADNEWS ONLINE, August 11, 2008
Frozen food company High Liner Foods, based in Lunenburg, NS, has appointed JWT of Toronto its advertising
agency of record. “We were very impressed with the JWT team, by their strong track record and strategic
approach to our business,” said Teresa Armstrong, vice president of retail marketing at High Liner.

Huggies’ ‘Geyser’ Ad Becomes Online Hit, BRANDWEEK.COM, August 11, 2008
The Challenge
To demonstrate Huggies’ unbeatable leakage protection, Kimberly-Clark knew it had to craft a powerful
message targeting millennial moms where they spend a lot of their time: on the Internet.

The Plan
The company tapped ad agency JWT New York, to create a TV and online spot depicting the power of the diaper.

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  7      THE NEWS
The Results
“Geyser” has received about 1.3 million online clicks to date. The success of the initial ad prompted JWT to
create a “mockumentary” version, dubbed “Inside the Diaper.” The 2:25 segment is a spin-off developed from
B-roll footage taken during the “Geyser” shoot. “We had the foresight of knowing the story we created was
an interesting one,” said JWT creative director Richie Glickman. As of press time, the “Inside the Diaper”
mockumentary generated about a thousand views on YouTube.

Gray Suits Are Out and Denim Is In for Today’s ‘Mad Men’ and Women, THE NEW YORK TIMES,
By Lily Koppel, August 10, 1008
The New York depicted in the critically acclaimed television show Mad Men is a different city.

The Lexington Avenue offices of another ad agency, JWT, formerly J. Walter Thompson, were recently made
over by the team that designed Google’s headquarters in New York. JWT, founded in 1864, created an ad for
the Mad Men season-one DVD set, claiming in a press release to be the only real-world agency linked with
the series.

But JWT’s work environment looks nothing like that of Sterling Cooper, the fictional ad agency on Mad Men.

There are only two private offices at JWT, which is dominated by open, communal workspaces. The agency is
decorated in bold, playful colors, with purple, sky blue and green walls and floors.

Conference rooms with rose-colored glass walls offer a look at admen and adwomen in meetings.

Several employees are set up with laptops in what they call the “Salinger tent,” a work area sectioned off by
a floor-to-ceiling tarp with a quote from the opening of The Catcher in the Rye cut into it. Furry beanbag
chairs are scattered throughout.

The conference rooms have playful names painted beside the doors—“Cathedral,” “Hive” and “Tree House”—
to help foster a more creative environment. A huge image of a baby bottle on a door leads to the breast-
feeding room.

Kraft Trims Agencies during ‘Consolidation,’ B&T WEEKLY, By Oliver Milman, August 8, 2008
FMCG giant Kraft has pruned its agency roster, parting ways with CumminsNitro and consolidating its
creative duties with JWT and Badjar Ogilvy.

JWT Melbourne, which already handles Vegemite and Kraft’s cheeses, has now taken on all of the company’s
dressings in Australia. Melbourne-based Badjar Ogilvy handles the Toblerone brand globally.

The Work: New Campaigns—The World, CAMPAIGN, August 8, 2008
SilkAir, the regional subsidiary of Singapore Airlines, has launched new print advertising to carve out a
personality for itself in a market dominated by low-cost carriers.

The national press and magazine campaign is part of a repositioning of the airline as the choice of discerning
travellers. JWT Singapore created the ads, which feature lines such as: “He who thinks the world has only 10
wonders needs to get out more often.”

Peter Cheung, the group account director, said: “The aim is to reposition the airline as a full-service carrier
that makes your holiday something special.”

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SilkAir Overhauls Image, MEDIA ASIA, By Kenny Lim, August 7, 2008
SilkAir, Singapore Airlines’ sister carrier, is looking to ditch its reputation as a budget operator with the
launch of a regional advertising campaign. The print work, created by JWT Singapore, is the agency’s first for
the airline since winning the business from Ogilvy & Mather in March this year.

Peter Cheung, group account director for SilkAir at JWT Singapore, noted: “The aim of the campaign is to
reposition the airline where it should be, and recognized for what it should be. Not only does the creative
state the quality service offered by SilkAir, it also emphasizes its destinations, building awareness of what
gives the airline its unique mix.”

Kingfisher Airlines Appoints JWT Mumbai, MEDIA ASIA, By Kenny Lim, August 5, 2008
JWT Mumbai has won the advertising account for India’s Kingfisher Airlines, wresting the business from
incumbent Equus Red Cell, as the domestic carrier prepares to expand global operations in September.

JWT was selected based on its network’s international bandwidth and “phenomenal resources” following a final
round of pitching that included Bates and DraftFCB. The airline, which bought a majority stake in Air Deccan in
2007, is looking to expand its route map across North America, the U.K., Southeast Asia and West Asia.

Younger Generation Depends on Net for Social Connections, THE SAN FRANCISCO CHRONICLE,
By Ellen Lee, August 4, 2008
A joint study by advertising agency JWT and IAC, a network of sites such as Oakland’s, found that
16- to-25-year-olds in China approach the Internet differently than their counterparts in the United States.
Among the findings:

— Using the Internet to make friends: China, about 75 percent; U.S., 30 percent.

— Going online to find, share opinions: China, about 75 percent; U.S., 43 percent.

— Expressing personal opinions or writing about themselves online: China, 72 percent; U.S., 56 percent.

2008 NAB’s All Set To Go, FASTLINE, August 1, 2008
The NAB’s lined up a Who’s Who of senior creative talent to judge its 2008 Newspaper Ad of the Year—
Colenso ECD Nick Worthington; DDB ECD Toby Talbot; Special CD Tony Bradbourne; JWT ECD Angus Hennah;
Saatchi ECD Mike O’Sullivan; and Mojo ECD Steve McKenzie.

NZ-developed Ford TVC Goes to Air, FASTLINE, August 1, 2008
JWT NZ, enjoying the rewards that have flowed from the Axis Gold and Cannes Silver it won for the Ford
Mondeo Balloons viral, has just shot the latest Mondeo brand TVC for Ford New Zealand.

“Often this work comes out of Europe or Australia,” says JWT ECD Angus Hennah. “It’s great to have earned
the opportunity to develop it here.” “Actually,” adds JWT MD Simon Fitch, “all previous TVCs for Ford
passenger cars have been made elsewhere.”

Aussie Chosen for WPP Global Fellowship, B&T WEEKLY (AUSTRALIA), By Celia Johnson, August 1, 2008
The first Australian in three years has made it onto WPP’s three-year Marketing Fellowship, a global training
program designed to give university graduates international training with the global marketing services group.

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  9      THE NEWS
Rick Benger was one of only 12 candidates from around the world accepted into the fellowship this year.
Over the next three years he will work across three different WPP companies in three different countries. His
first placement in September will be with advertising agency JWT in London.

Benger, who previously worked at WPP agency Sudler & Hennessey in Sydney, will be mentored by Guy
Murphy, global planning director at JWT.

The Work: New Campaigns—U.K., CAMPAIGN, August 1, 2008
JWT goes ringside at the circus in its new TV ad promoting Smirnoff’s Moscow Mule. The ad opens looking
down on the ringmaster as he throws a slice of lime into the air. It cuts to two trapeze artists swinging
through the air. As the two artists perform a flip—one carrying a bottle of vodka and a bottle of ginger ale,
the other holding a glass—they acrobatically mix the drink in the glass and catch the lime. The completed
drink falls through the air as the two artists catch their swings and the curtain falls on the act.

It ends with the strapline: “The extraordinary Moscow Mule.” The ad is accompanied by a voiceover,
performed by the actor Steven Berkoff, who featured in films such as A Clockwork Orange, Beverly Hills Cop
and Octopussy.

466 Lexington Avenue
New York, NY 10017

Alyson Valpone
Global Network Supervisor
JWT Worldwide

ABOUT JWT: JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is
a true global network with more than 200 offices in over 85 countries employing nearly 10,000 marketing
JWT consistently ranks among the top agency networks in the world and continues its dominant presence in the
industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to developing award-
winning branded content for brands such as Freixenet, Ford and HSBC.
JWT’s pioneering spirit enables the agency to forge deep relationships with their clients including Bayer, Cadbury,
Diageo, DTC, Ford, HSBC, Johnson & Johnson, Kellogg’s, Kimberly-Clark, Kraft, Nestlé, Nokia, Rolex, Schick, Shell,
Unilever, Vodafone and many others. JWT’s parent company is WPP (NASDAQ: WPPGY).

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