How Facebook Feedback Keeps Brands Honest: JWT’s Eastwood

Once upon a time, in the age before feedback and media choice, advertisers could simply push out messaging without much regard to the viewpoints of viewers who were captive by default. All that has changed in an era when the consumer feedback loop has closed, and a warm reception by users is a prerequisite. “People […]

 

JWT’s Jeffrey Looks Ahead, Not Back, To Advertising’s Creative Destruction

Bob Jeffrey doesn’t like losing. When the advertising agency exec lost out on some business from long-standing client Microsoft, Jeffrey took it hard, but then moved on strong. “That was very painful,” he tells Beet.TV in this video interview. “I take everything pretty personally and emotionally. I thought we had done great work. This was a […]

 

Data is an “Enabler” of Creativity, JWT’s Jeffrey

When J. Walter Thompson’s Non-Executive Chairman Bob Jeffrey got his start in advertising, it was normal for agencies to present a single TV spot to prospective clients in order to prove their credentials. For example, at Chiat/Day, where he worked early in his career, they showed the “1984” Apple spot. However, today’s top creative directors […]

 

Millennials Will Transform the Way Agencies Work: JWT’s Jeffrey

When considering setbacks over the course of his career, J. Walter Thompson’s Non-Executive Chairman Bob Jeffrey thinks of losing accounts, which he always took “very personally and emotionally.” In particular, he remembers when the agency lost most of its Microsoft business. “That was very painful because I thought we had done great work, and there […]

 

J. Walter Thompson Turns Health Data In To Results for Client Johnson & Johnson

Does the future of advertising lay in curing the common cold? That may be so for Johnson & Johnson and its agency, J. Walter Thompson. Together, the pair have just bowed HealthyDay, an iOS app that shows US users local colds, flus and allergy symptoms as though they were checking the weather.  The project was implemented […]

 

JWT’s Jeff Benjamin on How Data & Distribution Are Transforming Creative

COLOGNE — Digital creative is on the cusp of a transition that will be driven by data and new forms of distribution, says Jeff Benjamin, Former Chief Creative Officer at JWT North America,  in an interview with Beet.TV about the future of video. “There is a theme of data-driven creativity with more ads that are […]

 

For Branded Content, “Creative By Committee Is Death”

There’s “too many cooks”, and then there’s “not enough cooks pulling in the same direction”. For the new branded content opportunity, multi-disciplinary teams must all work together on clients’ creative projects, according to a Beet.TV panel of agency folk. “Creative by committee is death, creative by small SWAT team works really well,” says Mindshare Entertainment’s chief content […]

 

From Story-Telling To Story-Doing: JWT’s Weisberg

Brands shouldn’t just make content that reflects a particular message, they should create participative campaigns, says an innovative marketing exec. “Storytelling is something everybody talks about in this space,” says JWT executive creative director Eric Weisberg. “I’m most empowered by story-doing and story-building The best brand campaigns are when a client “had a goal but they […]

 

JWT’s Branded Content Approach Starts with Participation

Branded content is not an “if” for marketers; it’s a must-have, says Eric Weisberg, Executive Creative Director at JWT, in an interview with Beet.TV. To be effective, branded programming needs to deliver on the right combination of entertainment and utility. As an example, he points to work that JWT did with Johnson and Johnson for […]