A Blog Would Probably Work Wonders for JWT

Kudos to JWT for re-launching itself just a couple of days ago as a “billion-dollar startup” – it won’t happen overnight, but you can count on a powerful and positive ripple effect throughout the advertising industry.

This was no cheesy publicity stunt, after all. This was the largest advertising agency in the United States proudly – and loudly – formalizing its belief that “time is the new currency of savvy consumers who know what they want and refuse to waste their time on choices that don’t meet their needs.”

This was a watershed moment not just for JWT, but for anyone else who makes a living in advertising, direct marketing, public relations, fundraising and, yes, even in the blogosphere.

What this legendary, 140-year-old agency is acknowledging – and responding to – is a sea change in consumer behavior of which all of us marketing communications types need heed.

“We are now living in a world where the consumer is savvy, time-conscious, easily distracted and in control,” said Bob Jeffrey, Chief Executive of JWT Worldwide. “Today’s consumer is totally at odds with dumbed-down, formulaic, repetitive, voluminous messaging. Our greatest value to clients is our ability to recognize a changing world in which the customer is king, the currency is time and the rewards are measured in the length and strength of relationships. This understanding defines our role, purpose and belief.”

According to a press release, all of JWT’s 8,500-plus employees are signing a Creative Partnership Contract that reiterates the need to “stop interrupting what people are interested in and be what people are interested in.”

This is awesome. This is what Seth Godin has been telling us for years, that the traditional interruption marketing model is gradually giving way to permission marketing, meaning that after marketers have gained the attention and trust of consumers, they have to do everything they can to build mutually-beneficial relationships with them.

You’ve got to love it.

What you’ve got to love even more about JWT’s re-launch, however, is the agency’s plans to auction the office’s time on e-Bay to create a communications campaign for a charity. Barry Krause, President of JWT Chicago, said details of the auction will be announced to corporations, foundations and charity executives over the next week.

“We anticipate that the winning bidder will be a company or individual who can afford the kind of communications campaign that most non-profits cannot,” Krause said. “The winning bidder will designate the 501 ( c ) 3 organization that will benefit. We’re looking forward to giving our time to a worthy organization.”

Finally, when all is said and done, I can’t help but see JWT launching its own blog. Think about it…

In practicing what it’s preaching, a blog may just be the best way for the agency to deepen its relationships with its own constituencies.

A blog would allow JWT to break through the corporate-speak and put on a fresh, trustworthy face.

A blog would make it possible for JWT to establish an open, ongoing dialogue with clients, prospects and influential people without having to lollygag through any of the old-school rites of conventional business courtship.

Given the agency’s new point of view, a blog would probably work wonders for JWT. Wouldn’t you agree?

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