Creator of The Mudds
At JWT, Ms. DeCourcy will partner with executive creative directors "to help them conceive of and deliver multiplatform brand stories," said Mr. Montague. "I don't believe fundamentally in the separation of mediums." At Organic, many of the campaigns Ms. DeCourcy led were multidisciplinary. The Mudds, which promoted the 2006 Jeep Commander, for instance, engaged consumers using Webisodes, geo-caching, sweepstakes and virtual tours.
Ms. DeCourcy, 41, has worked in a multitude of mediums, beginning as a copywriter and moving into film editing, production and post-production as well as location-based events and internal-and-external corporate relations. A native of Toronto, she joined the Organic office in that city in 2001 and was promoted to VP-chief creative officer in April 2005. In addition to overseeing Organic's five offices, she also led work on Daimler Chrysler, which uses Organic as its interactive agency of record.
For Mr. Montague, who joined JWT in November 2004 with the goal of reinventing a sleepy network's flagship office, luring a talent such as Ms. DeCourcy, who's well-known for her work on Jeep and other nontraditional ideas, is a coup. Her arrival, set for July 1, brings him one step closer to his goal of creating work that engages consumers.
Taking on tradition
Joining a traditional shop such as JWT, which still relies heavily on 30-second spots and print campaigns, is a big risk, Ms. DeCourcy admits. Of Organic, Ms. DeCourcy said, "I've so loved my time here. I grew up here." But the agency's only focus is digital: "I want to tell the story across all the touchpoints," she said. "It is exciting to be the first interactive creative director to take a senior role at a traditional agency."
At Organic, some of Ms. DeCourcy's duties are being assumed by Sam Cannon. Most recently associate creative director, Mr. Cannon is being promoted to group creative director in Organic's Detroit office, where he will lead the interactive portion of DaimlerChrysler. Organic management is launching a search for a new chief creative officer.