J. Walter Thompson
|Founded||New York City, New York, United States (1864)|
|Founder||William James Carlton|
|Headquarters||New York City, New York, United States|
Number of employees
|10,000 (January 2015)|
J. Walter Thompson is an international advertising agency headquartered in New York. It has more than 200 offices in over 90 countries. With a network of nearly 10,000 marketers, it has an influential presence in the global advertising sector.
As the fourth-largest agency network in the world, J. Walter Thompson is one of the key subsidiaries of the WPP Group (NASDAQ:WPPGY).
J. Walter Thompson traces its origins to the Carlton & Smith agency, which opened its doors in 1864, one of the first known advertising agencies in the United States. In 1878 James Walter Thompson purchased the agency for $500, along with the furniture for an additional $800, and gave it his own name.
Thompson, who was serving as a U.S. Marine, had first been employed by Carlton & Smith to sell space in religious publications. Under his leadership, the agency became the exclusive buyer of advertising space in many American magazines and periodicals. By 1889, 80 percent of the advertising in the United States was placed through J. Walter Thompson.
Expansion followed. J. Walter Thompson became the first American agency to expand internationally with the opening of J. Walter Thompson London in 1899. The business subsequently expanded across the globe, being one of the first American agencies in Egypt, South Africa and Asia.
J. Walter Thomson was among the first agencies to employ writers and artists to create interesting advertisements for their clients, replacing the standard ads created by in-house businesses. It was also the first agency to provide a wide range of advertising services to clients, including, copy, layout, package design, trademark development and rudimentary market research. Many of these methods can be seen in notable work the agency has produced, including, work for Kraft Cheese that resulted in the creation of the grilled-cheese sandwich, a campaign for Swift & Co. that added measurements to sticks of butter, the Toys "R" Us Kid slogan and jingle, De Beers diamond ads (A Diamond is Forever) and the "I wish I were an Oscar Mayer Weiner" campaign.
The agency is credited with hiring the first female copywriter, Helen Lansdowne Resor. While with the agency, she pioneered ideas including celebrity testimonials, sex appeal and was responsible for developing its reputation as an agency where bright young women could succeed. Lansdowne went on to become the first creative director in the industry. To honor this legacy, in 2014 J. Walter Thompson announced a $250,000 scholarship opportunity called the Helen Lansdowne Resor Scholarship. It will assist and promote talented female creative advertising students who aspire to join the ranks of creative leadership.
In 1987, J. Walter Thompson was acquired by the WPP Group. In 2005, the agency was rebranded by shortening its name to JWT; but in 2014, during its 150th anniversary, it returned to the name J. Walter Thompson.
Offices and agencies
J. Walter Thompson’s network has nearly 10,000 employees in more than 200 offices in over 90 countries, who serve over 1,200 clients.
In 2015, J. Walter Thompson announced the launch of Mirum, a global company uniting 11 digital agencies spanning 17 countries and 40 offices. The agencies that merged include, Digitaria (Mirum), XM, CASA, ActivearkJWT, Twist Image, Lunchbox, i-Cherry, HeathWallace, Quirk, Clarus and X-Prime.
Notable clients have included:
- Air Canada
- Eli Lilly and Company
- Johnson & Johnson
- Nokia/Microsoft Mobile
- Royal Caribbean
- Tim Hortons
- United States Marine Corps
- Woodbury Soap, "A skin you love to touch" (1911)
- Ford, “There’s a Ford in your future” (1945)
- United States Marine Corps, "The Few. The Proud. The Marines." (1972)
- Oscar Mayer, “I wish I were an Oscar Mayer Weiner” (1962)
- Oscar Mayer, "The Bologna Song" (1962)
- 7UP, "The Uncola" (1967)
- Toys R Us, “I don’t want to grow up” (1982)
- Ford Global Anthem (1999)
- The Times of India, "Lead India"; won a Grand Prix at the Cannes Lions festival (2008).
- Samsonite "Heaven and Hell"; JWT Shanghai won a Grand Prix at Cannes (2011).
- Banco Popular, "The Most Popular Song"; JWT Puerto Rico won the Grand Prix for PR at Cannes. (2012)
- Kit Kat, “Kit Kat into space” (2012)
- Kit Kat, “Android KitKat” (2014)
- Stanley Resor
- James Webb Young
- Martin Amis
- Julie Christie
- Bryce Courtenay
- Ken Done
- Judith Durham
- Athol Guy
- H. R. Haldeman
- Adrian Lyne
- Gabriel García Márquez 
- Alan Parker
- James Patterson
- Glenn Slater
- John B. Watson
- Fay Weldon
- Josh Kilmer-Purcell
- Caroline R. Jones
In popular culture
- 1930: JWT invents the grilled cheese for Kraft.
- 1930s: JWT sells Kellogg’s Rice Krispies with “Snap, Crackle and Pop”.
- 1931: Introduced the first paper towel for Scott Paper.
- 1933: Introduced Kraft Miracle Whip.
- 1939: Produced the first-ever TV program for Libby, McNeill & Libby.
- 1962: JWT creates “The Bologna Song” and the "I wish I were an Oscar Mayer Weiner" song for Oscar Mayer.
- 1964: Introduced the Ford Mustang.
- 1972: JWT creates the Andrex Puppy.
- 1981 J. Walter Thompson uses Sarah Michelle Gellar in controversial Burger King ad that criticized McDonald's.
- 1982: J. Walter Thompson creates Toys R Us, “I don’t want to grow up” campaign
- 2000: Breaks the Guinness World Record for the world’s largest billboard.
- 2012: Kit Kat in space campaign by JWT London.
- 2014: The TV Show MadMen referenced J. Walter Thompson and two of its clients
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- Applegate, E. (2012). Stanley B. Resor and the J. Walter Thompson Company: 1908-1961. In The rise of advertising in the United States: A history of innovation to 1960 (p. 134). Lanham: Scarecrow Press
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- Ciochetto, L. (2011). China. In Globalisation and advertising in emerging economies: Brazil, Russia, India, and China (p. 95). London: Routledge
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- "Ad agency J. Walter Thompson, JWT, marks 150 years of iconic ads and catchy jingles". CBS News. 2014-12-23. Retrieved 2015-08-29.
- "AAF Hall of Fame: Members". Advertisinghall.org. Retrieved 2015-08-29.
- "Helen Lansdowne Resor Scholarship". Aaaa.org. Retrieved 2015-08-29.
- "JWT to Bring Back the Classic J. Walter Thompson Name". The New York Times. Retrieved 2015-08-29.
- "Introducing Mirum: A Modern Global Company". Business Wire. 2015-01-29. Retrieved 2015-08-29.
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- "Model Interpretation". Historymatters.gmu.edu. Retrieved 2013-11-07.
- "JWT: lessons from the Commodore". campaign live. Retrieved 2015-02-10.
- "Oscar Mayer Wiener Song". Wisconsinhistory.org. Retrieved 2013-11-07.
- "Ad Age Advertising Century: Top 100 Advertising Campaigns | Special: The Advertising Century". Advertising Age. 1999-03-29. Retrieved 2013-11-07.
- N Shatrujeet, Jun 22, 2008, 12.17am IST (2008-06-22). "Now, Lead India wins Integrated Lion at Cannes". Times Of India. Retrieved 2013-11-07.
- "Banco Popular de Puerto Rico, 'The Most Popular Song' | Inspiration | Cannes Lions International Festival of Creativity". Canneslions.com. Retrieved 2013-11-07.
- "AAF Hall of Fame: Members". Advertisinghall.org. Retrieved 2015-08-29.
- "CVC. Gabriel Garcνa Mαrquez. Cronologνa". Cvc.cervantes.es. Retrieved 2013-11-07.
- "James Patterson Inc". New York Times. 20 January 2010.
- brandrepublic.com, 26 July 2002, 08:00AM (2002-07-26). "Superbrands case studies: J Walter Thompson - Brand Republic News". PR Week. Retrieved 2013-11-07.
- "Caroline Jones, 59, Founder Of Black-Run Ad Companies". The New York Times. 8 July 2001.
- "Women to Watch: Daiga Atvara, JWT's Digitaria | Special Report: Women to Watch - Advertising Age". Adage.com. 2012-06-04. Retrieved 2013-11-07.
- "Guide to the J. Walter Thompson Company. Domestic Advertisements Collection, 1875-2001 and undated, bulk 1920s-1990s". Duke University Libraries.
- Published: September 15, 2003 (2003-09-15). "J. Walter Thompson Co. | AdAge Encyclopedia of Advertising". Advertising Age. Retrieved 2013-11-07.
- "Oscar Mayer Foods Corp. | AdAge Encyclopedia of Advertising -". Advertising Age. 2003-09-15. Retrieved 2013-11-07.
- "1964 1/2 Ford Mustang - By Design -". Automobile Magazine. Retrieved 2013-11-07.
- "Andrex lines up celebratory campaign as mascot puppy turns 40". Marketing Magazine. Retrieved 2013-11-07.
- "Sarah Michelle Gellar: the innocent years". AfterEllen. 2007-11-15. Retrieved 2015-08-29.
- Author* (2012-10-15). "Kit Kat Goes to Space | JWT Blog". Jwt.com. Retrieved 2013-11-07.
- Davis, Rhiannon, “Negotiating Local and Global Knowledge and History: J. Walter Thompson around the Globe, 1928–1960,” Journal of Australian Studies 36 (no. 1, 2012), 81–97.
- Official website
- Guide to select collections from the JWT Archives in the Hartman Center at Duke University
- "The J Walter Thompson (JWT), London, advertising agency client account files and other office papers, 1926–1977". History of Advertising Trust. Retrieved 1 May 2015.