Internship Report JWT

Introduction:

James Walter Thompson, JWT, is a multi-national advertising agency that is the ranked
the fourth largest in the world. JWT was incorporated in November 13, 1963 as Asiatic
Advertising. It became affiliates of JWT in 1989 and acquired Asiatic in 2001.

Their clientele includes:

JWT provides the essential elements needed to

create and communicate effective ideas and concepts across various communication
channels to reach to the market of their clients. Through their ideas, JWT has gained
international recognition for its work and advertising.

Organizational hierarchy:
Internship Report JWT

Departments where worked:

The interns in JWT were rotated among the different departments to gain exposure of
how the different departments work. The departments in which the interns were rotated
were:

1. Strategic Planning
2. Creative
3. Client Service

Strategic planning in JWT focuses on gathering research to find out the market dynamics.
It attempts to gain insight about the changing trends in consumers and their preferences.
The department’s functions are: conducting extensive researches in the market,
formulating and implementing activation plans, generating various ATL and BTL
activities and evaluate the after-effects of the advertising after its run on the media. Also,
the department makes presentations of the collected information and insights and presents
it to the clients.
Internship Report JWT

The creative department is responsible for generating the ideas and concepts of the ad.
The creative teams consist of copywriters and directors that create and visualize concepts
that are used to make the ad.

The Client Service department focuses on creating relationships with clients. It’s about
gaining feedback on their views and opinions about the advertisements made. The
department’s managers usually go for the meetings with the clients to ensure they’re
satisfied with their offerings. The Client Service department has account executives that
act as intermediaries between the client and the agency. They gain insights on the wants
and needs of the clients and communicate this to the other respective departments.

Work done as an internee:

At JWT, the interns work as shared resources. Each member had a partner and we
worked in pairs. The work done was in all the departments: Strategic Planning, Creative
and Client Service.

The areas in which I worked were as follows (as per the respective departments):

Creative:
 Involved in the conceptualization and visualization of the advertisements of:
o Jazz
o Olpers
o Pepsi- Ramzan “Rs. 5 less offer campaign”
 Formulated and created story boards for Lux and Shan masala. Here, we had to
find different images that were needed to create the concept of the ad in order to
show to the clients. The Lux masquerade ball story board was made by my
partner and me and forwarded to the clients in the meeting.
 Found various clippings of music that was needed for the Olpers ad
Internship Report JWT
 Brainstormed and talked to Jazz about what taglines they can use for their new
promotion of different packages.

Strategic Planning:
 In the research and analysis, we were headed by Scheherzade in Planning. We
conducted an extensive research on:
o Jazz- This research was conducted to find out the various reasons as to
why people use Jazz, if they don’t then which service they use and why.
My partner and I then took the clipping and made a professional video to
show to the clients.
o Softmints- The research was conducted to see how many people like
Softmints and what they would want to see in their advertisements.
o Orient- The research consisted of both retailers and consumers. This was
to gain insight on who buys Orient products, the reasons for buying and if
they use another product then what’s the reason for using it. This research
was forwarded to the clients and the results showed how Orient can
change its brand personality into ways that appeals to the market.

 Formulated an extensive case study for Olwell. Here, we were under Sara Qureshi
in Planning. The case study included all the facts and figures of Olwell, the
previous promotions and current promotions and the strategies and approach
Olwell and Olpers need to take, in consideration with emerging brands.
 Created activation plans for Glucometer, Soft Mint Ice and Cadbury. The ideas
were forwarded to the clients and some were accepted as part of their official
plan.
 Conducted a thorough analysis of the advertisements of football to gain a concept
of what advertisement can be made of football regarding HBL.
 Handled, managed and administered the record keeping of Pepsi, the relative
KPI’s associated with Pepsi and analyzed the reasons as to which KPI is
important and the reasons for their upward and downward trends.
Internship Report JWT
 Made a presentation about the different telecommunication brands in Pakistan and
the strategies the ways they’re tapping into new markets. Afterwards, a
presentation was made as to how Jazz can also tap into these markets, particularly
the youth market and what tools they need to enter.

Client Service:

 Responsible for data entries, invoice making, confirmation of service delivery. I

was headed under the Account Manager and the Management Trainee as they
would regularly check up on my work.