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J. Walter Thompson

JWT Appoints Lucie Greene as Worldwide Director of JWTIntelligence

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JWT announced today that Lucie Greene has been appointed as worldwide director of JWTIntelligence. She will be responsible for “driving JWT’s consumer insights and trends-focused initiatives, adding bench strength to the agency’s trends unit, JWTIntelligence.” She will be based out of New York and report to JWT Worldwide Planning Director Guy Murphy.

“Lucie’s experience is a strong complement to JWT’s longstanding and highly respected trends unit. She will deepen our understanding of cultural shifts and drive innovation possibilities for our client brands,” said Murphy in a press release.

Greene joins JWT from LS:N Global, the forecasting division of London-based trends consultancy The Future Laboratory, where she led a team of researchers that forecast trends for clients such as Nike, Google, Marks & Spencer, H&M, Estée Lauder and Westfield. She also presented for organizations including Estée Lauder, Virgin, Rolls-Royce, and Ralph Lauren on trends, and led strategic content partnerships with Retail Week Live and Cosmetic Executive Women. Prior to joining The Future Laboratory, Greene was a regular contributor to The Financial Times, Women’s Wear Daily, Vogue UK, Elle Decor UK and The Telegraph, while working with clients such as Richemont Group, LVMH and Space NK on branded content projects. Read more

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Adam Kerj Named CCO at JWT New York

Adam KerjJust over two months after the announcement that Jeff Benjamin would be transitioning out of his role atop JWT North America’s creative department, the agency has named a new CCO for its New York office.

Adam Kerj joins the agency after serving in the same role for headline-winner 360i (which, coincidentally, just announced the appointment of its own new CCO). Kerj joined the digital shop in May 2012 and recently told Digiday that “there is no such thing as creative genius” while using the same headshot you see here.

The new chief creative spent a decade of his career at Saatchi & Saatchi’s Stockholm office, which he co-founded; prior to that period, he worked in creative positions at Leo Burnett’s Chicago and Denmark locations as well as TBWA Sweden.

Kerj is replacing Matt MacDonald, whose position has been empty since he left last November to help run the AT&T account under BBDO’s David Lubars.

He will report to worldwide CCO Matt Eastwood, and the release tells us that he will work on Macy’s, Johnson & Johnson, Puma, Vonage and Royal Caribbean (among other clients). Eastwood went all out on the quote as well:

“Adam is the ultimate modern communicator. He has achieved sweeping success as a digital pioneer, but has a background rooted in traditional advertising. He is an exceptional creative, a brilliant leader and a great human being. A true global citizen, he has lived and worked around the world, and we are thrilled to have him join our flagship New York office.”

Anyone have anything to add?

JWT Tells Snacking ‘Love Story’ for Stouffer’s Mac Cups

JWT launched a campaign for Stouffer’s new Mac Cups, a snack-sized version of the brand’s classic mac and cheese line.

Mac Cups were launched with the revelation that Americans now eat snacks at meal times 40 percent of the time, and are often no longer following the three meals a day pattern. As Tom Moe, the director of marketing at Stouffer’s, told The New York Times:

“This notion of eating five meals a day, where consumers are grazing throughout the day depending on their need, has opened up a complete new territory.”

So, JWT’s 15-second stop-motion animated spot fits with this strategy. Mac Cups are presented as a tempting snack to eat any time, dancing around to Supertramp’s “Give A Little Bit” and at one point hiding behind the toaster. The interspersed footage of the mac and cheese touting its “real aged cheddar” doesn’t necessarily endear us to the product itself, though.

JWT Canada Conducts ‘Dark Experiment’ for Tim Hortons

In order to launch its new dark roast, Tim Hortons teamed up with JWT Canada to put the new blend to the test.

Using black-out material, the agency wrapped a L’Île-Perrot, Quebec store, blocking out any sort of natural light. Customers were then led to a service counter, where they taste-tested the new dark roast. After tasting the new blend, with their senses supposedly heightened by the darkness,  and voicing their opinions, the lights were turned on and customers were told about the new blend and their role in the experiment. The results were (of course) filmed for the above digital spot.

“When you have a great product, the best way to launch it is to prove tt,” explains Brent Choi, JWT Canada’s chief creative and integration officer, “so we found a way to put the new #TimsDark Roast to the ultimate taste test.” Stick around for credits after the jump. Read more

JWT Launches ‘Forever Faster’ for Puma

JWT has launched the new “Forever Faster” brand platform for Puma, starting with the new anthem ad “Calling All Troublemakers.”

With the stated mission “to become the Fastest Sport Brand in the World,” Puma tapped the world’s fastest man, Usain Bolt, and a host of other star athletes for a global multimedia campaign. Alongside Bolt in the 60-second “Calling All Troublemakers” are soccer icons Mario Balotelli, Sergio Agüero, Marta Vieira da Silva; golfers Rickie Fowler and Lexi Thompson; and the Scuderia Ferrari Formula One team. The athletes were chosen for their individuality in “both performance and personality,” and the spot does have a bit of a mischievous streak to it. But Puma sees “Forever Faster” as more than a campaign tagline — it’s also a company motto representing the desire to “quickly identify product designs and innovation, trends and style and bring them into the marketplace in a more dynamic manner.”

“Forever Faster is about Puma making a statement as a brand and reminding people that we are and will continue to be the fastest sports brand in the world,” explains Adam Petrick, global marketing director at Puma. “We’ve always been known as a brand that takes risks and that’s not going to change, Forever Faster clearly represents that. This is going to change the way we approach product design and innovation as well as how we market our brand.” Stick around for limited credits after the jump. Read more

New ECD, GCD at JWT Atlanta

Jeremy Jones

Today in Press Releases, JWT’s Atlanta office has promoted two of its top creatives after a string of successes for energy sector clients.

Creative Directors Dustin Tamilio and Jeremy Jones (above) have been named as the office’s GCD and ECD, respectively; the change is effective immediately.

The release is unique in that its opening attributes the promotions to the directors’ ”pioneering work for Shell brands”, more specifically citing “the agency’s most buzz-worthy campaigns and projects for Jiffy Lube, Shell, Quaker State and Pennzoil” (here’s one of the spots in question).

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JWT Chicago, Bill Kurtis Want You to Take a ‘Mancation’

JWT Chicago tapped “Original Anchorman” and Wait Wait…Don’t Tell Me! host Bill Kurtis for a new, slightly misogynist campaign for the Illinois Office of Tourism.

The campaign features a series of seven digital videos “laced with explosions, trumpet playing bears and stock cars” in which Kurtis implores viewers to “vacation like a man” and visit the manly side of Illinois. In the spots, such “manly” activities as stock car racing, golf, horse racing, and casino gambling are highlighted. These spots will be featured on the Enjoy Illinois site, which helps visitors plan out their next trip to the state. It’s hard not to feel a little bit insulted watching the ads, which appeal to and reinforce outdated stereotypes while implying that a vacation can’t be gender-neutral. Credits and one more “Mancation” spot after the jump. Read more

What Does a ‘Business Road Trip’ Entail? JWT Brazil Fills Us In

Armed with a boatload of brands as support including Shell, Nestle, Coca-Cola and Bridgestone, a trio of bikers including JWT Brazil creative director/copywriter Hernán Rebaldería decided to make a 3,500km trip through Brazil, Paraguay and Argentina riding old Vespas for 12 days while only using products made by clients of JWT. Talk about the ultimate show of support and a little bit of showing off of its client roster. The journey, which the parties involved hype as costing half the price of a single-page ad in one of Brazil’s most prestigious magazines, is documented in the five-minute clip above. Their destination? The international Vespa meeting in Paraguay. Let’s live vicariously and enjoy Rebalderia and pals ride bikes with names like “La Negrita” as they make it through their South American sojourn. Credits after the jump and a print version of their documentary can be found here. After viewing this, at least we have a hankering to invest in a Vespa.

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JWT Amsterdam Creates ‘A Piggy Bank for the Homeless’

With homelessness a growing issue in Amsterdam, JWT Amsterdam launched an awareness and fundraising campaign for the not-for-profit organization for the homeless Belangenbehartiging Amsterdamse Dak- en Thuislozen (BADT).

To raise both money and awareness for the organization JWT Amsterdam sourced mannequins, which they dressed in “shabby, used clothes,” installed a cut-out money slot in the head (made to resemble a piggy bank) and placed them around the city in situations similar to the homeless, with hand-written cardboard signs asking for donations to BADT. The provocative campaign got people’s attention, and was documented in the video above. At the end of the 90 second video, viewers are prompted to visit badt.nl and help support the organization. The entire project “took less than a week to make and came in at under €100″ with mannequins sourced for free and clothing donated by JWT Amsterdam employees.

“We wanted to bring more people face-to-face with the different faces of homelessness- the mothers, the families, the children,” said JWT Amsterdam designer Robert Harrison. “It’s a real life problem in the city and, for us, it’s important to shed light on this issue. Our aim was to enable people to look at it in a different way, identify with the situation and feel compelled to take action by donating to BADT.”

Stick around for credits after the jump. Read more

CCO Matt Eastwood Leaves DDB for JWT

Matt Eastwood

The move is now official: agency vet Matt Eastwood has left his position as CCO at DDB New York to become worldwide chief creative officer at JWT (or, as they’d prefer, the J. Walter Thompson Company).

The Australian-turned-New Yorker worked with DDB in his home country and served as CCO at Y&R before he replaced a departing Eric Silver in DDB’s Manhattan office almost exactly four years ago.

Eastwood brings an extensive portfolio to the new role; he scored the #5 spot on the Ad Age “most awarded” list for 2013, and his name has appeared atop the credits for recent campaigns featuring everything from bearded, lottery-playing hipsters to seniors who never remember to wear their condoms.

Beginning next month, Eastwood will report directly to JWT global president Gustavo Martinez. He will be the first to fill the global CCO role since the 2009 departure of Craig Davis, who left to rejoin the continent of Australia.

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