The Hindu Business Line : J Walter Thompson is now JWT

Ms Anita Gupta, Senior Vice-President and General Manager, JWT, told Business Line that the new identity is a starting point of how the agency wants to be seen in the future.

"The use of a variety of colours in the logo reflects the multi-cultural aspect of the organisation. The colours in the logo also projects us as a contemporary organisation."

In a press release issued by the agency, Mr Colvyn Harris, Chief Executive Officer, 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, the shift in our focus from the past where the emphasis was on account management - our historical strength - to creative strategy and award worthy work, producing ideas that stay with the customers beyond the duration of the message. The new mandate that will drive every aspect of JWT's work will be the need to tell engaging stories in engaging ways."

The new JWT, according to the release, would mean a new name, a new way of doing business, a new worldwide creative director, a new emphasis on time and new real-time research style.

"Our job would be to make advertising a part of consumers' life. Advertising can't be an interruption, as people don't have the time. We have to find a way to get the consumers' time," added Ms Gupta.

The new identity was reportedly unveiled to the employees through a series of activities ranging from staffers aboard a yacht bidding a mid sea farewell to Commodore J. Walter Thompson (a long time mascot of the agency), to re-entering India through the Gateway of India.

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