JWT sexes up with new image after 120 years

J. Walter Thompson is ditching the corporate identity it used for more than 120 years and is rebranding as JWT.

The new moniker and logo were unveiled this week at a management meeting in Miami, held by the worldwide chief executive, Bob Jeffrey, to coincide with Craig Davis' promotion from European creative head to worldwide chief creative officer. Davis will partner Jeffrey in pushing creative excellence to the top of JWT's agenda and repositioning the agency to fit its more contemporary branding.

Jeffrey, who was appointed to the role of worldwide chief executive a year ago with a brief to reinvent the agency and bolster its creative firepower, is keen to banish its image as an old-fashioned, planning-based outfit.

Davis has set ten creative standards against which work will be assessed across the network, ranging from "world-beating" to "damaging".

Davis, a former Saatchi & Saatchi Asia-Pacific regional executive creative director who joined JWT ten months ago, also steps up to become the chairman of JWT's worldwide creative council.

Jeffrey said: "Craig has a ruthless ambition to restore this agency to its rightful position as the leading global creative network. He is the ideal partner for me and for the company."

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