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Jwt
JWT London is led by a team of three executives and owned by Global president Gustavo Martinez. It has a large creative team and major clients like Rolex, HSBC, Lego, and Nestle. The document then describes a successful advertising campaign JWT London created for Kit Kat at Wimbledon, leveraging the record-setting 2010 tennis match between John Isner and Nicolas Mahut. The ad uses the match score and a beaten tennis ball to connect with tennis fans and promote Kit Kat's "have a break" tagline.
Jwt
- 1. JWT By casper brazier
- 2. Ownership JWT london is now lead by a leadership team of three, Joseph Petyan(Execu@ve partner), Russell Ramsey(Execu@ve Crea@ve Director & Execu@ve partner) & James Whitehead(Execu@ve). JWT is owned by Global president; Gustavo Mar@nez. JWT london work in a crea@ve team and have big clients such as rolex, HSBC, Lego, AB World Foods, Nestle, nikon of which all are leaders in their markets.
- 3. JWT have a network of over 10 thousand marketers and over 1200 clients and has over 200 offices in 90 countries making JWT one of the biggest Adver@sing Agencies in the World with some of the biggest global compe@tors in the adver@sing industry such as Leo BurneX Company. inc. the second largest adver@sing agency, BBDO Worldwide Inc and Mccaan worldgroup company. Market posi,on & compe,tors..
- 4. JWT Kit Kat.. Falling into the sports genre; the 'Longest tennis match ever' Kit Kat Campaign by JWT London was created to adver@se Kit Kat at wimbledon to the thousands of tennis fans, this adver@sement really had to make a connec@on with Tennis and wimbledon, JWT decided to use the 2010 wimbledon John Isner vs. Nicolas Mahut which was the longest tennis match ever. Isner beat Mahut 70-‐68, as put on the adver@sement in the style of a tennis score board, This was really what made the print work, without the text no one would have a clue what the beaten tennis ball was really rela@ng to. The tennis ball pictured is the main focus of the adver@sement the first thing you look at, this ball definitely needs a break, this links into Kit Kats long@me tagline 'have a break, have a Kit Kat'
- 5. When you look at the tennis ball to get in that state someone must've played for a long@me to get the ball to that state, those players must've needed a break. Thousands of tennis fans come to wimbledon every year, this adver@sement was made to adver@se to the crowd, of which this long tennis match will bring back good memories therefore this advert makes a connec@on with the audience. The background color is clean, and causes no distrac@on to the eye, keeps focus on the tennis ball and the score, this helps the tennis fan audience understand the adver@sement a lot quicker. The colours used on the ad follow the Kit Kat brands theme and uses the the classic tagline in the font which is previously used for every other Kit Kat branding on packaging and other adverts, This instantly tells us that this advert is Kit Kat by using the interna@onally known Logo, which features red type inside a red oval, the branding is very basic but is very effec@ve as its so recognizable.
- 6. The print was devised, designed and retouched within an hour and was sent off to wimbledon for the next days plays. There ad bikes carrying the prints were also dispatched by the wimbledon gate for thousands of appreciate fans to see. Over all the adver@sement was able to use a tac@cal approach to a historical event to really make a connec@on with the audience of tennis fans.
- 7. The design was created by the JWT design team run by New York raised Jason Berry who is crea@ve director of JWT who was in charge for several campaigns with brands such as Kelloggs, Crunchy Nut, Smirnoff vodka, Rimmels and Pataks. The campaign was created at JWT London located at Knightsbridge green. JWT have done a lot of work for many big food corpora@ons such as Nestle, Premier foods, Kenco to work for retailers like Debenhams and even the Army and Petrol company Shell. JWT are known for their heritage of innova@on and their wide range of experience using many different media and print based campaigns. JWT London are also known for their scale and experience of the world.
- 8. The chosen advert has no legal or ethical issues There was nothing that could really go wrong with It they referred to a well known tennis match and Made a connec@on with the audience. Although JWT will of made sure there was no legal or Ethical issues Nestle the company of which the Kit Kat branding is owned have had many legal and ethical issues with their baby milk product. It was sold to poorer countries as the new “gold standard” in infant nutri@on when its scien@fically proven that breast milk is the gold standard in infant nutri@on. This caused children in poor countries to suffer. This gained a lot of public response. This has caused Nestle to be the largest boycoXed company in the UK and many other countries around the world.
- 9. Target audience & Demographic The target audience for the chosen ‘Kit Kat’ adver@sing for Wimbledon although Kit Kat have a wide audience of all ages and both gender, the people buying @ckets for Wimbledon are richer families with parents who buy the product, Kit Kat has core audience of 25-‐40 year olds and is a well known chocolate bar for the last few genera@ons and the branding is known worldwide. From my research I found that the younger audience didn’t think much about a Kit Kat and that is become the norm for our genera@on. For the older audience they find Kit Kat’s very nostalgic with the classic Branding. Social class would be through a large range from lower class to high class people All can afford to consume to the product although the Average social grade would be C (Lower Middle Class)
- 10. frequency • The Adver@sement was displayed on the day on Wimbledon and was distributed on adver@sement places and advert bikes, therefore people at the event would see this many @mes whilst they’re there enjoying watching the tennis, this means they get enough looks at the adver@sement to really get what it was about.
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- 12. ASA The ASA (Adver@sing Standards Authority) Is the United Kingdoms regulator of adver@sing across all media from print adver@sments to digital adver@sements. They apply adver@sing Codes, which have been wriXen by the CommiXees of Adver@sing Prac@ce. They’re work includes responding to complaints and proac@vely checking the media to take ac@on against misleading, harmful or offensive adver@sements.