JWT

By casper brazier

Ownership

JWT london is now lead by a leadership team of three, Joseph Petyan(Executive partner), Russell Ramsey(Executive Creative Director & Executive partner) & James Whitehead(Executive).

JWT is owned by Global president; Gustavo Martinez.

JWT london work in a creative team and have big clients such as rolex, HSBC, Lego, AB World Foods, Nestle, nikon of which all are leaders in their markets.

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 Advertising Agencies in the World with some of the biggest global competitors in the advertising industry such as Leo Burnett Company. inc. the second largest advertising agency, BBDO Worldwide Inc and Mccaan worldgroup company.

Market position & competitors..

JWT Kit Kat..

Falling into the sports genre; the 'Longest tennis match ever' Kit Kat Campaign by JWT London was created to advertise Kit Kat at wimbledon to the thousands of tennis fans, this advertisement really had to make a connection 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 advertisement 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 relating to. The tennis ball pictured is the main focus of the advertisement the first thing you look at, this ball definitely needs a break, this links into Kit Kats longtime tagline 'have a break, have a Kit Kat'

When you look at the tennis ball to get in that state someone must've played for a longtime to get the ball to that state, those players must've needed a break. Thousands of tennis fans come to wimbledon every year, this advertisement was made to advertise to the crowd, of which this long tennis match will bring back good memories therefore this advert makes a connection with the audience.

The background color is clean, and causes no distraction to the eye, keeps focus on the tennis ball and the score, this helps the tennis fan audience understand the advertisement 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 internationally known Logo, which features red type inside a red oval, the branding is very basic but is very effective as its so recognizable.

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 advertisement was able to use a tactical approach to a historical event to really make a connection with the audience of tennis fans.

The design was created by the JWT design team run by New York raised Jason Berry who is creative 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 corporations 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 innovation 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.

The chosen advert has no legal or ethical issuesThere was nothing that could really go wrong with It they referred to a well known tennis match and Made a connection 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 nutrition when its scientifically proven that breast milk is the gold standard in infant nutrition. This caused children in poor countries to suffer.This gained a lot of public response. This has caused Nestle to be the largest boycotted company in the UK and many other countries around the world.

Target audience & Demographic

The target audience for the chosen ‘Kit Kat’ advertising for Wimbledon although Kit Kat have a wide audience of all ages and both gender, the people buying tickets 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 generations 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 generation. 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 peopleAll can afford to consume to the product although the Average social grade would be C (Lower Middle Class)

frequency

• The Advertisement was displayed on the day on Wimbledon and was distributed on advertisement places and advert bikes, therefore people at the event would see this many times whilst they’re there enjoying watching the tennis, this means they get enough looks at the advertisement to really get what it was about.

Production process

ASAThe ASA (Advertising Standards Authority) Is the United Kingdoms regulator of advertising across all media from print advertisments to digital advertisements. They apply advertising Codes, which have been written by the Committees of Advertising Practice. They’re work includes responding to complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements.