Section image

Penny Machines

Cherries
oil on canvas
22 x 20 in
1981

Penny Machines
oil on canvas
23¾ x 29¾ in
1961

Stack of Books
oil on canvas
30 x 24 in
n.d.

Seven Suckers
oil on canvas
19 x 23 in
1970

Twin Jackpots
oil on canvas
30 x 46 in
1962

Ties
oil on canvas
20 x 26 in
1980

Cake Slices
oil on canvas
20 x 16 in
n.d.

JWT

Report by Bob Jeffrey (below)
Worldwide chairman and chief executive officer, JWT

Bob Jeffrey

The strategy of work

Whether it was the stalled economy or the accelerated role of interactive media, the past 12 months was no time for novices. And at JWT, one thing we are certainly not is novices.

It’s not only our storied history that makes us unique. It is our pioneering work and our strategic focus that allow us to push harder than ever to break boundaries and create work that people want to spend time with. It has helped us maintain many enduring relationships: Unilever (106 years), Kraft (86 years), Kimberly-Clark (81 years), Rolex (62 years), Shell (47 years), and the list goes on. It’s how we stay relevant for the future and how we continue to distinguish ourselves from the competition, even during some of the most challenging times in memory.

For 145 years, we’ve been on the leading edge – from producing the first-ever TV commercial, in 1939, to creating innovative content for forward-looking brands like Microsoft, Macy’s and HSBC in 2009.

Last year, JWT earned 26 Lions at the Cannes Lions International Advertising Festival, including a Grand Prix for Nestle’s ‘Kit Kat Mail’ (Tokyo’s first-ever Lion of any kind). Our Lion count represents every region in which we operate and spans almost every category. Highlights also include a gold for The Times of India’s ‘A Day in the Life of Chennai,’ silver for Nokia’s N96 ‘Bruce Lee Limited Edition’ and silver for Nestlé’s Frigor Ice Cream campaigns.

We believe in work, reputation and growth. Great work transforms businesses. It steals market share. It turns indifferent brands into beloved brands, and it attracts clients to our agency. In 2009, JWT created some of our most pioneering work yet.

‘Yes, Virginia,’ for example, was a critically acclaimed original 30-minute animated Christmas special for Macy’s that aired on CBS. We also launched the world’s first interactive reality business show, Microsoft’s ‘It’s Everybody’s Business with Jack & Suzy Welch.’ Our ‘Unbreakable Kiss’ installation for De Beers helped couples capture an expression of love as unique and enduring as a diamond. And our work for the launch of the Ford Fiesta has been recognized around the globe with numerous accolades, including ‘Best Car’ (BusinessWeek) and ‘2009 Car of the Year’ (The Sun Motors).

As testament to our creative and competitive edge, Adweek recently named JWT its 2009 Global Agency of the Year, marking the first time the industry honor has been awarded to JWT.

We continued to expand our client roster with impressive new business wins. Within a year of winning the Microsoft business against steep competition, 2009 brought several additional accounts from the client, including Bing, Microsoft Office and the Microsoft One commercial campaign – making JWT Microsoft’s largest agency partner. Other significant wins around the globe included Debenhams (UK), Rimmel (UK), Egyptian Tourism (EMEA), Schick Edge and Skintimate (US), Walmart (LATAM), Telmex (LATAM), Singapore Tourism Board (APAC) and Sony (APAC).

We work around a central premise of global networked creativity. We are more steadfast than ever in the belief that ideas come from anywhere, which is why we need to be everywhere. With 200 offices in more than 90 countries, we’re defining a boundary-free future – free from geographical, media and historical constraints.

At the heart of this boundary-free future are our people. This past year, we built on our solid foundation of talented and creative individuals by welcoming new faces to our global leadership team. Fernando Vega-Olmos joined us as creative chairman, Continental Europe and Latin America, pushing the creative boundaries in these regions. We welcomed Guy Hayward, CEO of JWT UK Group, and rounding out our executive team, we welcomed Jean-Louis Roché, Alex Pallete and Facundo Goldaracena, who joined as part of a newly created Global Task Force (GTF).

We believe in unified communications. It’s about thinking and delivering as one organization across channels and markets. Over the past several years, we’ve focused on building an integrated model that provides stronger and more effective creative than either traditional stand-alone agencies or siloed interactive shops can offer.

We’ve seen our interactive and activation expertise yield more work from clients, including Shell, Johnson & Johnson, Cadbury, Royal Caribbean, Shell, Diageo and Kimberly-Clark. Our ongoing success with the U.S. Marine Corps continues to result in stellar recruitment numbers, outpacing the Marines’ own forecasts.

open quoteWe’re defining a boundary-free future – free from geographical, media and historical constraintsclose quote

We have put interactivity at the heart of our agency. In 2009, we unified our core disciplines, leadership and talent to create a joint RMG/JWT offering under the JWT brand name. This will bring analytics, CRM and digital direct fully into JWT and unify our overall interactive capabilities.

To further fortify our online expertise, we introduced a new discipline, the Experience department. Positioned as a peer to the Creative, Planning and Account departments, the Experience department is geared to ‘ideate’ and develop digital experiences that enhance the other online skill sets within the business. This department is home to creative technologists, user experience designers, social media experts, mobile marketing specialists, digital strategists and media planners. New York, London, São Paulo, Hong Kong and Singapore will serve as the centers of excellence for this department, which will continue to expand throughout our network.

As we negotiate 2010 and the challenges and opportunities it brings to our agency and our clients, our focus will be on building global brands across new channels through our new network model. We will continue to push forward as the anti-novices – as experts, pioneers and the standard against which the rest of the industry will measure themselves.

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