JWT worldwide chairman and chief executive Bob Jeffrey is planning to launch a series of digital hubs across the globe, as part of his plans to revitalise the network.
The new divsions will not operate as standalone agencies, and will report to the local agency.
He has initially identified six regions including UK, New York, Detroit, China, India and Brazil to launch the hubs. In New York, he has already appointed a “chief experience officer” responsible for the agency’s digitial offering.
Following a recent spate of big losses, including Reckitt Benckiser, Vodafone UK and Kingsmill, Jeffrey is under pressure to rebuild the JWT group. The launch will set out his agenda to lead the network into the digital arena.
Jeffrey says the digital divisions will be integrated units within the network. He has coined the phrase “digitivity”, an amalgam of digital savvy, creativity and connectivity, which he says will be the “starting point” for the divisions.
He adds/ “We see the internet as a way to connect with others, and this launch will reflect how agencies and clients need to work together to connect to consumers.”
“The launch will also get reliable metric measurements back into traditional agencies, something that was lost when media went out of the equation,” he adds. The London agency is drawing up a shortlist of candidates to head the new division.