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Posts Tagged ‘Beth Waxman-Arteta’

JWT Debuts ‘Brand USA’ Effort. You’re Welcome, World

Nearly nine months after picking up global AOR duties for the Corporation for Travel Promotion, JWT has finally unveiled its first marketing campaign for the government-created entity that was set up to help spur more international travel to the US. Dubbed “Brand USA,” JWT’s campaign for the CTP includes the above 60-second spot, which features Johnny Cash‘s daughter Roseanne and her song “Land of Dreams” and takes us through beaches, bayous and cityscapes that make Murrica, well, Murrica.

The tune’s a bit too folksy/hokey for our tastes, but it seems to fit the spot, which will perhaps resonate in international markets (advertising will initially roll out in the United Kingdom, Japan and Canada on May 1). As expected, all the social/online components come into play in “Brand USA,” including Facebook, Twitter and, of course, Pinterest. Well, was it worth the nine-month wait? Guess we’re already in the good ol’ US of A, it’s not for us to judge. Credits after the jump.

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Saatchi Alum Takes Chief ‘Innovation’ Role at JWT

JWT announced that James Cooper has joined the agency’s New York office as chief creative innovation officer. Cooper, who we now recognize from Matt O’Rourke‘s going away party (blatant shout-out), arrives from Saatchi & Saatchi, where he spent the past the past 18 months as a integrated creative director and led campaigns including JCPenney’s “Return to the Doghouse” and Wheaties’ “The Most Valuable Tweeter.”

Prior to Saatchi, Cooper spent nearly three years as a CD at Dare, London (where he helped the shop win “Digital Agency of the Decade” nods from Campaign), and was a creative partner at Anomaly for a brief while. In addition to Cooper, JWT’s North American CEO and worldwide digital director David Eastman announced that Beth Waxman-Arteta and Iris Worldwide alum John Baker will take on the roles of co-presidents of client services at JWT, effective Nov. 1.

Update: According to a source familiar with the matter, Graf’s departure definitely had an impact on staff as we’ve been told that Dan Kelleher, CD on Miller and Alison Gragnano, CD on Gen Mills, both quit earlier this year. The pair were the two most senior creatives under new CCO Con Williamson, who we hear is a nice guy but has been put in a tough spot in the post-Graf era.