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Mature, but not old

27 Apr 2005

The global exercise to rebrand the world's oldest advertising agency from J. Walter Thompson to JWT, entails far more than simply changing signs outside head office. Peter Sham, CEO of JWT South Africa, says: "It's no exaggeration to say that J. Walter Thompson had been a global brand of considerable significance for many years; within the world of advertising and communications, it's been as powerful and respected as Coke and Pepsi, so the decision to alter the status quo was not taken lightly.

"The same applies to JWT and our clients in South Africa. We had been moving towards this direction for some time, partially as a result of our recent successful pitch for the Absa account, so when the decision was made to implement it on a global basis, we were able to embrace it with open arms."

The decision to make the move followed a year of intense self-examination within JWT, led by new worldwide CEO, Bob Jeffrey. The WPP-owned agency ranks No.1 in the US and No.4 in the world, but industry insiders have for a while whispered that it might have become a little stale. From the moment he stepped into the job, Jeffrey made it clear that he saw a need for radical change.

"The advertising industry needs to reinvent itself. Traditional advertising is under siege and consumers are increasingly savvy and in control of brands. We need to stop interrupting what people are interested in and BE what people are interested in. Advertising is really about earning the right to buy people's time, as opposed to imposing a message on them.

"We tell clients they need a clear articulation about their brand. That's the same thing we have to do for ourselves. I don't see our competition as other agencies, but companies like Apple and Virgin where the brand takes on a name above and beyond the category it competes in.

"We are radically changing the direction of the company, and the change in identity is a clear signal of that change," says Jeffrey.

As part of the process, all 8 500 staffers at the new JWT have signed a Creative Partnership Contract exhorting them to take responsibility for their work: "Either you are making a measurable contribution or you are in the way and on the way out," says national creative director, Mick Petherick.

Petherick says: "Creative is more than just a department. It's a philosophy that has to underpin every single thing we do at JWT."

One highly unusual move has been the appointment of Paul Bannister, former group MD of TBWA Hunt Lascaris. "I see myself as head coach," says Bannister, "with the task of looking at JWT as it goes through the change process and asking the right questions. To use the old phrase, they may be doing things right, but I'm there to ask if they are doing the right things. Sometimes only an outsider can play that role."