The J. Walter Thompson Company and Group SJR, a unit of Hill+Knowlton Strategies, have announced the launch of content marketing unit Colloquial. The joint venture brings together the creative talent and strategic rigor of J. Walter Thompson, with the publishing and audience development experience of Group SJR.
Colloquial will build publishing environments for brands, specializing in content that builds loyalty and audience over time – short articles, infographics and visual stories for brands that are quickly conceived, made and shared. Colloquial will embody the intersection of advertising, publishing and public relations, with storytelling and creativity at its core.
Colloquial will share locations and draw on talent from J. Walter Thompson in key global markets including Australia, Brazil, Mexico, the United Kingdom and the United States.
“The launch of Colloquial is another piece of our strategy to continue building on J. Walter Thompson Company’s many assets to create solutions that build enduring and winning brands, while driving business growth for our clients,” said Gustavo Martinez, Global Chairman and CEO, J. Walter Thompson Company. “Content is the new currency. Colloquial will deliver both authentic narratives and the creative visual storytelling that brands are demanding and consumers want.”
Alexander Jutkowitz, Managing Partner at Group SJR, will serve as Colloquial’s CEO. “Successful brands innovate,” said Jutkowitz. “Not only is that what J. Walter Thompson and Group SJR are doing with the creation of Colloquial, but it’s what we’re going to do for our clients — ensuring they have the ability to continuously reach targeted, ‘always on’ audiences with an array of engaging, high quality content that moves them.”
In addition to Jutkowitz as CEO, Colloquial will be led by William (Billy) Sind, Editorial Lead; Jinal Shah, Strategy Lead; and Gillian Melrose, Marketing Lead.
“With the creative and strategic rigor of J. Walter Thompson, the creation of our digital agency network Mirum and now the launch of Colloquial, the J. Walter Thompson Company offers the full spectrum of content marketing to clients,” said Stefano Zunino, Head of Digital Worldwide, J. Walter Thompson Company. “We’re fortunate to have such great talent from across the advertising, public relations and publishing spaces, and know they’ll make a formidable team.”