How technology revolutionizes JWT's creative process
Geoffrey PrecourtWarc
In a pre-digital age, when the main office of a global agency tweaked its creative-positioning platform, it would support this effort with a stream of white papers, principals' biographies and city-by-city tours. PowerPoint meant that such occasions were the starting point for a torrent of bulleted slides distributed to the same audience of would-be enthusiasts.
But in 2015, when data points are boundless and video is a medium that breathes brand culture far beyond the limits of a 30-second TV spot, J. Walter Thompson/New York chose the occasion of the Advertising...