Transcript Document 7218091

J. Walter Thompson
Laura Haumiller
Kathy Jackson
Jason Liniger
Michelle Moore
James VanDyke
Founded by William James Carlton
December 5, 1964
1864: Fight in the Civil War, or open an ad agency?
William James Carlton opts for the latter, setting up Carlton & Smith in New York City.
1868: How to survive in Manhattan on $15/week.
That's just what 20-year old James Walter Thompson set out to do, once Carlton hired
him as a bookkeeper in 1868.
1877: "Someday kid, this will all be yours."
And it was, William James Carlton bailed out of advertising to sell books.
1887: "Clients writing their own ads--there must be a better way."
JWT Company becomes the first ad agency to actually do the ads, instead of just
selling the space they ran in.
1899: Making the world safe for advertising.
JWT opens its first international office in London in 1899.
1963: "Say queso, fromage, whatever."
JWT becomes the first agency to simultaneously introduce a product in 23
countries around the world, Kodak Instamatic.
1996: The fall of Communism. The rise of billboards.
JWT crosses the rubble of the Berlin Wall. Between 1993 and 1996, JWT develops
a presence throughout Eastern Europe, in Poland, Moscow, Bulgaria, Romania,
Prague and Slovenia. On a different front, JWT Vietnam opens up in Hanoi.
In 1996 JWT begins the monumental task of transforming itself from the world's
first advertising agency into the world's first global brand communications company
Recent News:
January 2001: Peter Schweitzer becomes the eighth CEO of JWT.
•North America: New York, Chicago, Atlanta
•Latin America: Brazil, Chile, Peru
•Asia Pacific: Japan, Taiwan, India
•Europe: France, Italy, Spain
•Africa: Kenya, Ghana, Zimbabwe
•Middle East: Egypt, Kuwait, Morocco
Voted first in the Marketing Week Agency Reputations Survey
Won Effies twice in:
New York City
Atlanta
Detroit
Chicago
JWT’s Columbia office was the first agency from that
country to win an award at the New York Festivals
•India: voted best agency
•Ireland: named Agency of the Year by Marketing Magazine
•Thailand: Asia Pacific Gold Medal (Lux)
•Slovenia: Golden Drumstick (Panasonic)
•Cannes/Lisbon office: four Bronze Lions (Lego & Bolfo Collar)
•London: Bronze Lion (Kraft)
•Shanghai: won the 1998 Best Overall Show Reel and Best Overall
Print Portfolio Awards organized by Media & Marketing Magazine.
• Ford Thunderbird
• Tangueray
•DeBeers
•Kellogg
• Diamond Trading Company
• Nestle
• Lipton/Brisk
• Nike
•Rolex
•Merrill Lynch
•Kraft
•Smirnoff
http://www.liptont.com/tea_break/tv.asp
http://www.nestle.ca/en/Products/Browse_by_Category/Choco
lates/kit_kat_4_finger.htm
Primary Target Market- Upper crest income families and individuals, ages
25-55. Average income of $200,000+ per year. Primary motivation for
purchasing your product was due to its status symbol reputation.
Secondary Target Market- Middle to upper middle class families with
parents 25-35 years of age. Average household income $75,000-$120,000
per year. Primary motivation for purchasing due to wanting a luxury
approach to a family vehicle, and job security allows ability to make a long
term investment.
Hummers are only driven by celebrities and sports figures
The interior is not comfortable to its passengers
The H2 is just as "military" styled as the H1
The H2 is not affordable to middle income families
The H2 is only available in black, yellow, or white
The H2 is geared more for males, not females or families
In a Class of Its Own
“The off road family vehicle of the new millennium.”
Hummer Applauds the Graduating Class of 2003
(sound: keys jingling)
Husband: I’ll be back soon. I’m taking the Hummer to go pick up Bobby
from practice.
Wife: What? It was your turn last time, you always get to have all the fun!
Husband: It’s just a quick trip, you can go next time I promise.
Wife: In that case, since you’ll be out I’m sure you won’t mind picking up my
mother. I forgot to tell you I invited her over for dinner tonight.
Husband: (defeated voice) Come to think of it I have been a little selfish lately, you
go ahead honey. Enjoy the trip.
Wife: Thanks sweetie, you are so understanding.
(sound: engine starting and wheels squealing)
Announcer: With the addition of a Hummer to your family, arguments over the
remote control will seem trivial.
Local Dealership: Stop by and test drive an H2 to see what all the fuss is about.
Give the relatives something to talk about.
• Scene opens with man exhausted from driving through rugged terrain for
an extended period of time
• As the trail comes to an end the driver emerges from the wooded area
From tactical………
Trail fades from gravel to brick,
and the middle aged driver is seen
opening his garage door as his
children happily run out to greet
him.
………To practical
Announcer:
“HUMMER… In a class of its own.”
Simply fill out the provided questionnaire about your knowledge of
OnStar roadside assistance for your chance to win a brand new H2
Hummer. Your family will love riding in the
Minivan of the New Millennium!