Madel’s JWT ‘brainchild’ is 30 years old

Michael Madel’s “brainchild” – the idea of shutting down most of JWT’s European offices “JWT Europe in radical revamp” (MW May 8) – is rather longer in the tooth than your article suggests.

A remarkable man called Tom Sutton was managing director of JWT London from 1959-65, and then left to help run the head office in New York. In 1968, nearly 30 years before Michael had his brainchild, Tom gave a talk on International Advertising.

He said: “For advertising agencies, the powerful trend towards the greater use of campaigns on a multi-market basis by international advertisers may have the following implications…

“…The organisational structure of international agencies is likely to change. In the past ten years, more than l50 fully-controlled foreign offices have been opened by US and UK agencies alone, but rather than do what many international agencies do today, that is to provide full service in all the major markets – and often many minor ones too – they may in future have a small series of key offices concentrating on the guts of our business, concentrating on the creative side.

“In ten or 20 years’ time an international agency may be able to concentrate its creative resources into, perhaps, ten centres – let us say, New York, London, Paris, Sao Paulo, Buenos Aires, Sydney, one to cover the important area from Japan to the Indian subcontinent, one in Black Africa, Moscow, and perhaps Peking. Some of these may be the wrong centres and others may more usefully take their place. But I can foresee such concentration of main offices with smaller service stations in other countries completing the agency networks.”

Reading Tom’s words again, it is clear he thought that just two full-service JWT offices in Europe – in London and Paris – would be plenty. According to your article, Michael Madel has only got it down to seven so far.

Tom Rayfield

Radnage Common


Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here