JWT examines radical changes

I was most intrigued by your news story: “De Pear recommends JWT/ O&M media tie-up” (MW June 14).

Since I am the member of the JWT Worldwide Executive Group responsible for our media operations, perhaps I could let you and your readers know the true state of affairs.

What JWT is actually doing is I think, much more interesting than the slightly Eighties’ view of merging media buying companies, implied in your article.

We are looking at the whole role of the traditional media department within the new reality of total communications.

We are currently launching internally and to our clients a radical total communications programme. This programme, which is proprietary, not only changes the way we work but makes the notion that creativity simply depends on a 30 second script as old fashioned as the notion that excellence in media depends solely on the ability to negotiate 30 seconds of airtime.

We are looking closely at the convergence of account planning and media planning in this new reality of total communications.

We are conducting and monitoring radical re-engineering experiments in a number of our offices around the world, which may well fundamentally change the way we work with our clients in the future.

How all this will eventually affect the role of the traditional media department is much too early to tell.

What it will certainly do is to bring communications planning and buying closer to the client relationship and it will mean changes considerably more radical than those envisaged in your article.

Miles Colebrook

President and CEO

JWT Europe

London W1