JWT is a global advertising agency with over 200 offices worldwide. They created print advertisements for their client Nestle to promote Kit Kat bars. One advertisement depicts a boardroom table splitting in two, implying the product provides an energizing "break". Through audience research, JWT found the ad did not make clear the table was also a Kit Kat bar and made some viewers uncomfortable. JWT distributes ads through both traditional and digital channels like social media. All advertisements are regulated by the ASA to ensure they are legal, ethical and do not mislead or offend audiences.

1. By Dayna Crawford

2. Contents
Slide 3: Agency profile
Slide 4: ownership of JWT
Slide 5: Clients
Slide 6: Ad agency online presence
Slide 7: print case study
Slide 8: JWT’s Client
Slide 9: Adverts created
Slide 10: purposes, genre and competition
Slide 11: content, style, meaning
Slide 12: Audience research
Slide 13: Brief of audience research
Slide 14: Table of audience research
Slide 15: Analysis of data collected
Slide 16: campaign
Slide 17: Distribution channels
Slide 18: Digital media
Slide 19: Examples of social media
Slide 20: Conclusion
Slide 21: Legal and ethical issues
Slide 22: ASA
Slide 23: ASA Codes

3. Agency Profile: JWT

4. Ownership of JWT
Stefano Zunino
Head of digital
woldwide
Guy Murphy:
Worldwide planning director:.
Laura Agostini:
Chief talent officer
Gustavo
Martinez:
Chief
Executive
officer
J. Walter Thompson

5. JWT is a global worldwide Marketing brand that has more than 200 offices in
over
90 countries employing nearly 10,000 marketing professionals.
Competitors for JWT include LEO BURNETT COMPANY INC, BBDO Worldwide
inc. and McCann world group.

7. Ad agency online presence

8. Print case study
M1:D1

9. JWT’s Client:

10. Adverts created

11. Purposes, genre and competitors
The purpose of this advert is to play on the confectionary product, Kit Kat.
This advert creates a different side to the the Kit Kat as although you can
see that this is a bar of chocolate, the different side to it is that it makes it
look like a meeting table gives an edge to the selling point of the product.
The genre of the advert is an action filled advert with the commotion aspect
of the advert. It is a print based advert and does not have any other media
e.g there is not a video based advert for this given advert however, there
are video based adverts that JWT produce for Nestle.
Competitors for Kit Kat include TCO Filmes, ADLUDIO London Uni and
Onemethod. These industries have all created adverts for Kit Kat.

12. Kit Kat film based
adverts
https://www.youtube.com/watch?v=DPWBfd79
g6A
https://www.jwt.com/en/london/work/breakfrom
gravity/

13. Content, style, meaning
• This advert is an indirect reference to a Kit Kat bar – the
product that it is trying to sell. JWT want to show how
having a Kit Kat can give you a break from a work
situation “Have a break, have a Kit Kat.”
• The style of advert is simplistic but with a meaning. The
use of clean cut image against a red background creates a
contrast and a strong image.
• The content of the advert is a boardroom table breaking in
half causing lots of commossion. It is a clean cut image

14. P3: Audience Research

15. First impressions of this advert was that although, it’s a very clever advert, its quite
a weird advert, it doesn't’t arouse anyone's hunger. From audience research, it is
made visible that its not clear that the boardroom table is also a Kit Kat bar. Using
some of my audience research, it has been said that the commossion caused
makes people feel uncomfortable.

17. Kit Kat aim their product to most demographic group as to most demographic
groups, 80 pence is not considered a lot of money. The only demographic group
that maybe considered as a group to not target their product at is the group E
social status. This is because this group of people are on a low level of subsistence
i.e a state pension. This is because, this group of people may see a regular cost of
80 p as too expensive. This is why they cay consider confectionary as a special
product.
A demographic that they may see as a suitable target audience however is the c2
or the d audience. This is because the skilled manual laborers or manual laborers
may rely on confectionary to get through the day at work due to the high sugar
level content included.

19. Looking through this audience research, It is clear that the advert has not made clear
that it is based around a Kit Kat. It does not encourage any of my audience members
to want to buy this product however, due to the brand an product being so well known
and popular, my audience members often buy this product anyway.
In some cases, this advert has made my audience members feel uncomfortable with
the advert due to the commossion in the image and would work better if the advert
portrayed a sense of calmness instead. My audience members said that if it wasn’t
down to the logo located in the bottom right corner of the advert, they would not be
able to clearly see that this is the product that they are trying to sell.
According to my second audience member (Hannah) this advertisement does not
make the product look very appealing or edible and does not arouse her hunger.

20. Media – Outdoor/ out of home
Published : July 6th 2012
Visual representation of what you
may need a break from
2012/outdoor/Gold – Cannes
Loins

21. P4:Distribution Channels

22. JWT advertise for Nestle on
different media channels,, this
includes Digital media which
involves TV and social media
This social media advertising
includes Twitter, This Is just one
of the tweets. Although this isnt
the same advert, its still for Kit
Kat and made from JWT.

24. Social media is becoming much more prominent in advertising and with this
comes ever increasing in word of mouth advertising. Celebrities say
something ridiculous and funny then advertise the product or advertise about
an upcoming or recent issue and it spreads from then on.
Celebrity endorsement is popular because of the following the celebrities
have. This attracts a new fan base to your product.
TV advertising can be very effective, especially on the much longer scale
such as Super Bowl is the advert is just as effective.

25. P5: Legal and Ethical issues

26. ASA are the regulatory body that is used to make sure that
every advert created is created on a fair playing filed for
every business. They also respond to the concerns from
the members of the public and to check to see if the advert
could be taken offensively. If it is misleading or if it is
offensive.
The ASA consists of 13 people for the council of which
these 13 people can sit on the council for a maximum of 6
years (In three year increments.) they have written 2
codes.

27. ASA codes
The uk code of non – broadcast advertising, sales promotion
and direct marketing (CAP code) applies to advertisements
across media including newspapers, magazines, billboards,
posters, leaflets, mailings, emails, texts and on uk based
company websites.
The uk code of broadcast advertising (BCAP Code) applies
to the content and scheduling of television and radio
advertisements (including teleshopping). It also covers
programme sponsorship, credits on radio and television
services but complaints about these being handled by
Ofcom.”

28. Legal and ethical issues with Nestle
During the early 1970’s, Nestle decided to target poor mothers in developing
countries such as Asia, Africa and South America, this is because they promoted
bottle feeding and discouraged breast feeding, making mothers of young children
believe that it was tastier and healthier to bottle feed their child than to breast feed.
Even though this got later proven wrong, mothers began to believe that they should
instead feed their child bottled milk, mothers in these countries still believe that bottle
feeding their children would bring their child a better life however, although nestle
milk may taste nicer, it is depriving children of their key vitamins and minerals which
are important in their formative years such as Vitamin A and zinc.
According to Uni Cef, 1.5 million lives of infants could be saved every year with
improved breastfeeding practices.

29. Other issues with Nestle
Another issue people have with Nestle is indeed the amount of sugar that Is
Included within this product. If kit Kats were aimed at the less well off
demographic groups, this would cause a high amount of obesity to be caused
and indeed create a high population of overweight children, adults and elderly
People. This is why, if you aim these products at better off demographic, even
Though they can afford a higher quantity of Kit Kats, they can afford more
healthier food as well whereas people on a low budget may only be able to afford
less healthy food.