J. Walter Thompson is seeking to boost its creative product worldwide by
linking the remuneration of its senior executives directly to an
individual agencies’ creative output.
Until now, the pay of chief executives, managing directors and creative
directors has been linked to the financial performance of the agency.
The quality of the work will be assessed by a JWT Worldwide group
chaired by Burt Manning, JWT Worldwide’s chairman and chief executive,
Allen Thomas and Jim Patterson, the worldwide creative directors and the
company’s co-presidents, Peter Schweitzer and Chris Jones.
The initiative starts in January 1997 when each agency worldwide submits
a sample of its work from 1996. This will be compared with creative from
the previous year.
Thomas said: ‘It’s easy to assume an improvement in quality is the
responsibility of the creative department. In reality it requires the
enthusiasm and determination of everyone at the top of an agency or