February 2009 - PDF

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February 2009
Get the Beer, Goafest is Here, DNA - DAILY NEWS & ANALYSIS, By Arcopol Chaudhuri, February 27, 2009
On Wednesday, the Advertising Agencies Association of India (AAAI) and the Ad Club Bombay announced the
annual advertising and media industry jamboree—which attracts close to 3,000 attendees—will be held
between April 2-4 at Cavelossim Beach, Goa.

The promotional campaign for this year’s fest was created by JWT—the team included Tista Sen, Kainaz
Karmakar, Harshad Rajadhyaksha, Pallavi Chakravarti, Shashank Jha and Sameer Kulavoor.

Tourism Ireland Launches Global Digital Campaign, NEW MEDIA AGE, February 26, 2009
Tourism Ireland has launched a global digital campaign as part of its Go Where Ireland Takes You branding.

The campaign, which will run in 13 markets, directs people to Tourism Ireland hopes it
will encourage interactivity convert interest to purchase.

It was created by digital and direct marketing agency RMG Connect with above-the-line activity by JWT.

Northern Asia: Public Relations, JWT China Aligns with Linksus, MEDIA ASIA, February 26, 2009
JWT China has sealed a strategic alliance with local public relations company Linksus to strengthen its PR
offering in the market. Linksus provides through-the-line PR services, which include consulting, research and
brand-building. Unilever is currently on its portfolio of international clients. The alliance will initially involve a
financial arrangement, though sources suggest the two companies may develop an equity-based relationship
in the future.

Feeling Anxious? JWT’s Here to Help, MARKETING-INTERACTIVE.COM, By Ben Burrowes, February 26, 2009
Advertising agency JWT has launched, an interactive site, which aims to help brands
understand and navigate today’s consumer anxiety during the global recession.

The site, an evolution of JWT’s six-year-old proprietary AnxietyIndex, which was launched during the lead-up
to the Iraq war to track the level and intensity of consumer anxiety, will feature daily content updates as
well as major research and trend reports from the agency’s global network.

“At 145 years old, we have a proven track record of leading brands through pivotal times like this,” Bob
Jeffrey, JWT chairman and CEO, said.

“We understand that this recession is unlike any other, and it’s more important than ever to provide tools
like our AnxietyIndex to help brands succeed in this new world order.”

Pete Heskett, JWT’s planning director for Southeast Asia, explains that brands in the region need to understand
how the anxiety is going to affect how people will relate to their brands as well as their communications.

JWT India Retains Nike, CAMPAIGN INDIA, By Payal Khandelwal, February 25, 2009
JWT India has retained the Nike account following a multi-agency pitch, which saw the participation of Ogilvy
& Mather, JWT and Weiden+Kennedy. The sportswear brand had called for a pitch two months ago.

Colvyn Harris, CEO, JWT India, confirmed the news to Campaign India. He said, “We are very happy to retain
the Nike account. We’ll continue to give our best to Nike, a brand that we all believe in.”

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Johnson to Head JWT Communications, MEDIAPOST, February 25, 2009
Erin Johnson has been promoted to the role of chief communications officer. She will lead JWT’s marketing
communications and will be responsible for building the JWT brand globally. Previously, she was director of
corporate communications, JWT New York. Prior to her JWT tenure, she held similar posts at Kaplan Thaler
Group and kirshenbaum bond + partners.

Shhh … I’m Going on Vacation, THE GLOBE AND MAIL, By Kira Vermond, February 25, 2009
With all that flying, driving and excess towel washing at hotels, it used to be that travellers felt guilty about
leaving a sizable ecological footprint while whooping it up on vacation. Now guilt comes from leaving
footprints at all.

… Ann Mack, the director of trendspotting for JWT, a New York-based trend-watching organization, says that
in the toughest of times, vacations are as important, if not more than, ever. “I understand that people are
hesitant to leave their desks for too long, especially when layoffs are happening around them,” she says.
“However, you need that time to rejuvenate and come back feeling brighter and better.”

For those who do feel sheepish, one way to assuage the guilt over spending on travel is to book an all-
inclusive vacation at some out-of-the-way resort, she says. … “Stay somewhere else and you’re constantly
doing the mental math,” Mack says. “Whereas if it’s all-inclusive, you don’t necessarily have to be reminded
that you’re spending money.”

Mindshare and JWT Get Together, THE AUSTRALIAN, By Lara Sinclair, February 23, 2009
Advertising agency JWT and media agency Mindshare are experimenting with reintegrating the advertising
business, creating a joint K1 team to handle the $50 million Kellogg’s account.

The team, launched on January 1, is headed by K1 director Paul Spriggs, the former Kellogg’s director at JWT,
whose salary is shared between the companies.

The Taunting Skies – JetBlue Ads Mock Bank and Auto Bigwigs, NEW YORK POST, By Holly M. Sanders,
February 19, 2009
After public outrage forced bailed-out banking bigwigs and auto execs to ground their private jets, JetBlue is
poking fun at the former high flyers in a new campaign.

One ad welcomes aboard the “big cheeses, bigwigs, head honchos, muckety-mucks, and anyone and
everyone else who might be rethinking that next trip on the private jet.”

JetBlue’s ad agency, JWT, clearly drew inspiration from a report in The Post in which fallen Lehman Brothers
CEO Dick Fuld was spotted at a JetBlue kiosk after his storied firm filed for bankruptcy.

The campaign also speaks to the backlash against the heads of GM and Chrysler after they flew private jets
to Washington to ask for a government bailout.

JWT Wins AAAI-ADFEST Young Lotus Workshop Contest, CAMPAIGN INDIA, February 18, 2009
JWT’s Savio Alva and Hetal Ajmera of JWT Mumbai have won the Young Lotus Workshop contest organised by
AAAI (Advertising Agencies Association of India) and ADFEST.

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  3      THE NEWS
The AAAI organized this national contest among AAAI member agencies and invited entries on the theme
“Don’t drink and drive.” JWT’s team won the award for this print ad.

The team will be the official Indian representatives to attend the ADFEST Young Lotus Workshop to be held
during March 17-21, 2009 in Pattaya, Thailand.

Wal-Mart Chose JWT and Mindshare for Advertising, TOTAL MEDIOS, February 13, 2009
After a thorough competitive agency review, JWT is the new advertising agency in charge of the account of
Wal-Mart Argentina, Mindshare and its new media center.

In a recent contest for creative and strategic agencies, JWT and Mindshare were chosen among four
agencies evaluated.

The agency JWT, led by Rodrigo Carr, and media agency Mindshare, led by Monica Alvarez, are companies
owned by the WPP Group and were chosen after a thorough analysis involving the available infrastructure,
the culture of the agency, management, and strategic and creative power of each company.

It is worth mentioning that JWT is a pioneer agency within the advertising arena and has 80 years of
existence in the country. JWT is historically recognized among the first in billings and quality perception
posts. Mindshare is one of the most important media agencies in Argentina and the biggest of the WPP
Group. Together, this results in an excellent combination to work with the largest company of the world.

Close-Up: Are User-generated Ads Worth the Investment? CAMPAIGN, February 13, 2009
Can agencies and clients maintain a creative dialogue with the public in their search for fresh ideas?

Magic FM—“good mood film.”

Russell Ramsey, executive creative director, JWT:

There’s a decent idea in this, which is quite engaging. You provide the pictures, we provide the music. It’s
very simple and uses UGC in a relevant way. The pictures uploaded by the public have a witty and charming
look about them, which makes you feel warm about Magic FM.

They’ve let the pictures and music do the talking. I guess the trouble with this approach is that most user-
generated pictures look like this Comic juxtapositions of people doing funny things. I’ve seen pictures like
this for the Nokia “connecting people” campaign, for instance Magic FM and Nokia, and the other companies
who have got in early, stand out. It won’t be long, however, before there are so many of these user-
generated campaigns that they’ll all look the same, whatever client they’re for. For now, Magic FM has got
away with it.

RMG Connect Lands Digital Optivita Brief, CAMPAIGN, February 13, 2009
RMG Connect has won a place on the Kellogg’s U.K. digital roster with a brief for the cereal brand Optivita.

The agency will design and develop a new Web site for the cereal, which is specifically created for people
diagnosed with high dietary cholesterol.

The site will offer advice to consumers on how to help manage cholesterol levels and give them the chance
to share their own ideas on the best ways to tackle the problem.

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RMG will also design and develop a number of banner campaigns and a newsletter to promote the site,
which will be rolled out throughout 2009.

Tim Hipperson, the chief executive of RMG Connect, said: “This is fantastic news for us and proves the strength
of our digital capabilities as an agency. We look forward to continuing to build our relationship with Kellogg.”

JWT Inks ‘Very Intimate’ Deal with Linksus, MARKETING-INTERACTIVE.COM, By Matt Eaton,
February 10, 2009
JWT China has inked what it says is a “very intimate” commercially based alliance with one of China’s
biggest PR and events firm Linksus, but the agency is keeping mum on plans for an outright acquisition.

JWT said it has already worked with Linksus, an agency which boasts more than 600 employees across
China, on several pitch projects.

Both parties said they are open to exploring a closer financial partnership in the months ahead.

Tom Doctoroff, CEO of JWT Greater China, said all agencies must be able to execute PR programs, adding
that Linksus holds a “fundamental grasp” of what motivates Chinese people at all levels of society.

“We are hugely impressed with Linksus’ technology-based media management platform, one that ensures all
programs achieve maximum reach and consistency. This combination of strategic cut through and
executional breadth makes them unique in China, amongst both international and local agencies,” he said.

JWT Lands Three More President Products, BRAND REPUBLIC ASIA, By Benjamin Li, February 9, 2009
Following its account win of the President’s Iced Tea last month, JWT Shanghai has sealed another contract
with President for three of its products without a pitch: President Milk Tea, Verlet Milk Tea and Aha Coffee,
displacing their former local agency.

JWT will provide a total service including their branding and creative strategy, as the company looks to target
young adults.

Sophia Ng, business director of JWT Shanghai, said: “The milk tea category is still new in China but is growing
very fast. President Milk Tea was the first ready-to-drink brand to enter China more than a decade ago,
though other players like Kirin and Wahaha are also competing for market share.”

“President has built a reliable reputation with good quality products, as the milk is not from those
questionable milk companies in China but from New Zealand,” she stressed. “Coffee drinking has become a
trendy lifestyle; however, milk tea drinking is also a developing culture among the mass consumer.”

Diary: Pick of the Week – JWT/Kit Kat, CAMPAIGN, February 6, 2009
Noel Bussey wonders what horrible jobs the creatives behind JWT’s latest Kit Kat ad must have had in the
past when watching it: “It really is a bleak look into the life of a checkout assistant. Even the colouring
makes you bored. However, the perfectly pitched way that the guy scans the products across his head while
saying ‘beep’ is beautifully darkly comic. And brilliant.”

The ad was written and art directed by Andy Smith and Ryan Lawson, and directed by John Immesoete at Mustard.

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  5      THE NEWS
A Champagne Result for Scorsese Brand-funded Online Film, THE SYDNEY MORNING HERALD, By Paul
McIntyre, February 5, 2009
MARTIN SCORSESE has set the latest benchmark for brand-funded entertainment with an eight-minute online
film for a champagne label, which is more than a year old but still stirring applause.

The Barcelona office of global ad agency JWT set to work with the film director on a short Hitchcockesque
film for champagne brand Freixenet, which has garnered praise from adland and film critics.

“The Key to Reserva” typifies the next wave in advertising, according to the New York president of
international awards festival The One Club, Kevin Swanepoel, who is talking at the Media 09 forum in Sydney
next week.

JWT Wins China Jeans Brand Jasonwood, BRAND REPUBLIC ASIA, By Benjamin Li, February 5, 2009
Jasonwood, a Chinese jeans and casual wear brand based in Zhejiang province, has appointed JWT Beijing
without a pitch.

The agency is tasked with helping the brand set a clearer strategy for expanding its market share from
China’s tier-two and three cities, nationwide.

It is the first time local brand Jasonwood has used a 4As agency. “Our task is to help them set up a clear
brand strategy for further growth and advise them on their seasonal promotion campaigns,” said Oliver Xu,
MD of JWT Beijing.

“Building up fashion brand is different from FMCG brands, as we need more persistent brand experiences to
engage with the younger demographic,” Xu added.

Award Show Roundup, ADNEWS ON-LINE, February 2, 2009
The SickKids Foundation and Ethos JWT won Gold in the Sustained Success category for the “Believe”
campaign [at the 2008 Cassies Awards last week].

Whether We Like It or Not, We’re Going Digital, THE INDEPENDENT, By Claire Beale, February 2, 2009
Best in show:

“The Foundation for the Study of Infant Deaths” (JWT)

This is one of those ads that a few years ago might have sunk without trace after a brief off-peak TV
trajectory. These days you can see JWT’s new ad for The Foundation for the Study of Infant Deaths online
too, and it’s already captured attention.

JWT has produced an uncomfortably powerful piece of work—we see the agonies of women who seem to be
in labour but the end line tells us “nothing’s as painful as losing a baby.” It’s a simple but moving ad that
gives the Foundation the sort of standout that a big budget alone simply can’t buy.

Are Super Bowl Ads Worth It? CNN: CNN NEWSROOM, By Richard Lui, February 1, 2009
LARRY SMITH, CNN NEWS CORRESPONDENT (voice-over): The annual battle for commercial supremacy during
Sunday’s Super Bowl will come with the record price tag of $3 million for 30 seconds of ad time. In today’s
desperate economy, the real question may be, is it really worth it?

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TY MONTAGUE, CHIEF CREATIVE OFFICER, JWT: It buys you access to an audience of 100 million people, or
almost 100 million people. The Super Bowl still is one of the great shared experiences in our culture today.

EWANICK: We have seen the companies that have actually pushed harder during recession that have actually
come out better.

MONTAGUE: Certainly, clients can use that environment and the price tag to make a statement about their
stability. If you have the money to pay, to be in the Super Bowl, it does say something about your bullishness
and your financial stability.

SMITH: And although the price tag is for 30 seconds, in this Internet age, a Super Bowl advertiser gets a lot
more than half a minute of attention.

MONTAGUE: People search the ads the next day. They comment on other people’s opinions about the ads. They
look at the polls to see who did better and who did worse and they debate all of that. And all of that is value.

The Work; This Month, JWT Chile Scrambles Pics for Scrabble, ADVERTISING AGE’S CREATIVITY,
February 1, 2009
JWT makes pictorial anagrams out of words that would clear your Scrabble tray. An elephant, guitar and
submarine are sliced up and rearranged to depict what you can put together with that pile of tiny wood tiles.

Client: Scrabble

Agency: JWT Chile

CD: Matias Lecaros, Sergio Rosati

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 90 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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