JWT set to return to J. Walter Thomson Company as agency celebrates 150 years


Sir Martin Sorrell has hinted JWT is set to be rebranded to its JWT traditional name, the J.Walter Thompson Company, at a breakfast hosted by The Wall Street Journal, The New York Times reports

At the breakfast, CEO of JWT’s parent company Sorrell told the audience the agency has been “talking about rebranding” and praised “the J. Walter Thomson Company brand” as “immensely powerful”.

Going back to the J. Walter Thompson name would be “a slick and a good move,” Sorrell said.

However,  John Gutteridge JWT Australasia CEO said: “At present there is no change to the JWT brand in Australia and it is business as usual.  Information about our 150th celebrations will be provided in the near future.”

But JWT worldwide chief executive Bob Jeffrey confirmed the name-change plans, telling The New York Times the group had decided not to announce the name-change until the end of the year.

“Gustavo and I had a lengthy presentation to the WPP board of directors last Tuesday in London,” Mr. Jeffrey said, referring to Gustavo Martinez, global president of JWT, adding they had not planned to announce the re-adoption of the J. Walter Thompson name “until the end of the year.”

The announcement would have coincided with the anniversary of the agency’s opening, with JWT tracing its roots to a newspaper space brokerage that began operation on December 5, 1864.

“We felt it would be a perfect time to return to the J. Walter Thompson name,” Jeffrey told The New York Times.

The agency rebranded to JWT in 2005.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.