One of the most popular advertising agencies, J Walter Thompson, is re-christened as JWT with effect from February 28. The agency has emerged with a fresh, contemporary face that is consistent around the globe.
Elaborating on the global re-launch of JWT, Colvyn Harris, CEO, JWT India, said, "This change goes far beyond a name or a logo change. It is about how we have chosen to respond to the communication challenge that our business is facing. If we fail to engage the customer, he has the option and the ability to altogether switch us off. Hence we are shifting our focus from the past, where the emphasis was on account management." The agency said the new JWT will mean a new name, a new way of doing business, a new worldwide Creative Director, new emphasis on time and a new realtime research style.
A stringent set of creative standards will be implemented to assess work across the network. This will enable JWT to separate high quality from intolerable work and everything in between.
The agency is changing its name for the third time in India. Entering India as J Walter Thompson in 1929, the agency renamed itself as Hindustan Thompson Associates (HTA) in the 1970s but got back the original J Walter Thompson name in September 2002.