DIRECT NEWS: JWT poised to launch UK direct arm

By ELEANOR TRICKETT, campaignlive.co.uk, Friday, 03 July 1998 12:00AM

J. Walter Thompson is to launch a direct marketing arm in the UK, following the creation of a single global network, ThompsonConnect Worldwide.

J. Walter Thompson is to launch a direct marketing arm in the UK,

following the creation of a single global network, ThompsonConnect

Worldwide.



The new network, the majority of whose 21 offices are in the US,

combines individual offices and affiliates that previously operated

under the JWT Direct, Dialog and Enterprise names. Two offices are due

to open in Chicago and San Francisco, in addition to existing offices in

the North America, Europe, Asia Pacific and Latin American markets.



Harry McAuslin, JWT’s deputy chairman, said: ’We have been looking for a

way of doing our below-the-line business in the UK for some time.

ThompsonConnect Worldwide is US-driven, but it will be a model for us to

use.’



Details of the operation’s structure are yet to be revealed. McAuslin

commented: ’Both setting up from scratch and buying an existing

operation have value - and problems.’



The agency is expected to share JWT’s profit centre. ’There will be an

element of cross-fertilisation with JWT clients,’ McAuslin added.



JWT has little below-the-line resource in the UK and no designated

agency for the area. JWT Manchester takes on a proportion of the work

but many clients approach other agencies to handle their direct

tasks.



JWT’s sister WPP agency, Ogilvy & Mather, has a long-established direct

marketing network, OgilvyOne, which runs as a standalone outfit.



Separately, JWT New York this week picked up the dollars 90 million

global account for Merrill Lynch, of which dollars 20 million will be

spent on direct marketing (CampaignLive, 30 June).



This article was first published on campaignlive.co.uk

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