JWT Trials ‘Knowledge Centre’ Concept

22 March 2001

The London office of WPP-owned J Walter Thompson is to launch a new concept designed to pool its resources in a specific sector and offer a more effective service to new and existing clients.

Branded Label and headed by managing partner Nicola Dicketts, the self-styled ‘knowledge centre’ will focus on the beauty, fashion, health and lifestyle sectors. It will service existing JWT clients – among them Condé Nast's Glamour magazine, and Rimmel. The venture will also work on a project for Coty's Margaret Astor colour cosmetics brands.

According to Dicketts, the fledgling will offer not only advertising skills but also harness expertise from the journalistic, youth consultancy, psychology and academic sectors. "This will allow us to act as consultants to our clients and offer more than just advertising, a communications channel which isn't always relevant in this field," she said.

Commented Condé Nast’s managing director: "We have to be very precise in how we communicate to our readers. An operation devoted to specialist understanding of the fashion, beauty and lifestyle sector, is a perfect fit for us."

If successful, the knowledge centre concept will roll out to JWT offices worldwide.

News Source: CampaignLive (UK)