UNIT 1 PRESENTATIONBY ALEX DAVIES

The advertising agency that i am looking into is called JWT.

• The company was founded in New York in 1864 by William James Carlton.

• At this time the company was one of the first known advertising agencies in the United States.

• The company was then purchased by James Walter Thomson which is where the companies name comes from now.

• The company hit a huge success and by 1889 80% of adverting in the USA was through JWT.

• In 1899 they became the first American agency to expand internationally and opened a branch in London.

• Since then they have opened branches globally in places such as Egypt, Asia and South Africa.

• In 1987 JWT was acquired by WPP group which is the worlds largest advertising agency to make it a part of their network.

WHERE JWT STAND TODAY• They are the 4th largest advertising agency in the

world.

• They have over 200 offices in 90 countries

• They employ 10, 000 people in a huge array of roles.

• Since the internet was born in 1991 they have been at the forefront of advertising online ever since.

• They have over 1200 clients including:

• JWT are known as pioneers in the industry because they were one of the first to employ artists and writers to create interesting advertising campaigns.

• They also give more than just advertising to their clients by offering services in:

• Copy

• Layout

• Package Design

• Trademark Development

• Market Research

MARKET POSITION

• Although JWT are the 4th largest agency in the world and a part of WPP group they still face tough competion to get clients on board from agencies such as:

• BBDO Worldwide INC.

• Leo Burnett Company INC.

• McCann Worldgroup

STOP BEFORE IT GETS UGLYA Campaign by JWT Sydney for NSW government

• The campaign came around when the government put new laws in place to try and crack down on alcohol fuelled violence.

• It was aimed at intercepting with young people on their way out and during the night out to stop before it gets ugly.

• The main part of the campaign was driven by 2 videos that were broadcast on local tv and social media.

THE AGGRESSOR • One of the 30 second adverts

was aimed at the ‘Aggressor’.

• This would be the type of person who could become violent when they are drunk.

• So they aim the advert at this kind of person by looking into the future of the guys night and warning him of what is going to happen if he drinks to much.

https://www.youtube.com/watch?v=7ZdP7Zkzn-4

THE INFLUENCER

• The influencer was aimed at the people who may know someone who could get violent when they drink too much.

• The advert encourages people keep an eye on people like this and to tell them to stop drinking if they notice a change in their behaviour.

https://www.youtube.com/watch?v=jEnCwW8fb0M

• The purpose of this advert is to warn people of the dangers of drinking to much alcohol.

• They do this by stating what drinks he had, the drinks and amount he had is something that your average young person could relate to doing.

• They communicate to the audience by shocking them, this then has the effect of warning them and making them think.

• It is an informative kind of advert and there to benefit the people rather than to sell them something. These are know as Public Service Announcements.

• It is quite a controversial advert because its not very pretty to look at. But if it wasn't then the impact on the audience would not be so high.

• The photo has a very grey, cold and eire look to it which makes the audience realise that its something serious. If the photo was very orange and warm it would have a completely different effect.

• The cut on his head is positioned so that the viewer would see this straight away as it would be eye level if it was in a bus stop etc. The text has then been positioned so that you look at it after you have seen the cut.

• The advert is not very stylistic and is kept very straight and simple. They have done this because of the seriousness of the message they are trying to give across. If they had made it bright and styled then this would impact the way the audience see’s the subject matter.

Grey and cold look

Association

Striking image

Campaign slogan/message

Blood splatter

Use of red to turn it round

Simple sentences

• The meaning of this advertising campaign is to reduce alcohol fuelled violence in New South Wales.

Breif DevelopmentPitch Rough

Before the campaign even started. JWT would of had been given a

brief from NSW government

about what the key message

was they wanted to get

across.

JWT would have then had to do a pitch

to them about their idea for the campaign.

They would then decide weather the

wanted to do it or not.

There would have then been more

development on the idea to refine it down to a clear plan that everyone

can follow.

They would then

start getting the creative

teams involved and the roughs would start being put together.

The campaign was actually let out to a creative group called the ‘Pool Collective’ who had to go out and actually produce

it.The process of the campaign was to do

the photoshoot of the guy on the hospital bed and then all the text was

then added in post production after the shoot. A very simple and effective way

to produce something.

• After doing my audience research i have discovered that the advert has a larger impact on people around the 18 mark because this is when they are likely to be going out and drinking.

• The drinks that are listed in the advert are the sorts of drinks that young people would drink and binge drink on compared to going for a few beers they are strong shot drinks.

• The ‘Influencer’ and the ‘aggressor’ were the main parts of the campaign and were televised on local television, online television and played in cinemas.

• The campaign is cross platform and involved tv adverts as well as print.

• The integrated approach reenforces the drink aware message and increases frequency.

• But for them to get maximum reach they used the print side of the campaign to try and intercept people with the campaign on their nights out.

• They did this by strategically placing adverts in places were they might go past.

• Places that they advertising on included:

• Taxis

• ATMs

• Street Furniture

• Coasters in bars

• Posters in bars

• Turning toilet mirrors so that they look like jail cells.

• Because of how the campaign has been distributed and the nature of the media, it has a instant effect on the target audience and is meant to make them act quickly upon the violence.

• The campaign appears to be aimed at younger men so this would be why they have only made it out that men are the violent ones. They didn't show any violence between women in the campaign so this suggests the problem is mostly with men.

• Throughout the videos and the print parts of the campaign their is only white men and women which does not seam politically correct. I don't see this as a major issue but some people may disagree and find it offensive.

• This is where a regulatory body such as the Australian Advertising Bureau would asses a thing like this and decide wether they would be able to continue showing the campaign.

ADVERTISING STANDARDS BUREAU

• The bureau is built up from a group of people from different ages and backgrounds. It is also gender balanced so that they can make a fair and impartial decision