The new job expands on his former one. Instead of simply overseeing a production staff, his goal is to discover how JWT can harness the convergence of new technologies and apply that to a changing production landscape.
AGENCIES AT CROSSROADS
He foretold his own role in advertising years ago in a "personal business plan."
Mr. Garland recently pulled out the old document and summarized its essence: "In seeing the convergence of technology, the best place to maximize that convergence would be at an advertising agency."
He still believes that.
"Advertising sits right in the middle with overlap virtually into every territory," Mr. Garland said, noting that agencies are at the crossroads of the communication experience. Agencies "talk to advertisers and talk to the media side. They are also places that employ tremendous creative resources."
Mr. Garland was drawn to JWT because of the agency's strides in transforming itself from a traditional old-world shop into a modern communications company with expertise in new and emerging media.
Mr. Garland's latest move caps a career of varied production jobs and world travel. In 30 years in the business, the U.K. native has worked in 55 countries on six continents.
After college in 1969, he went to work in the mailroom at Garland-Compton in London, which bore his name only through chance, not family ties. He subsequently moved his way up to posts in TV and print production.
Mr. Garland next went to Australia in 1976 and founded a trio of companies specializing in TV, still photography and animation.
From there, he moved to Toronto in 1986 to run the North American operation of international production company Partners Film, where he produced the well-known "Face" ad for British Airways.
Next, he worked in feature films as line producer for Columbia Pictures' "The Professional."
In 1994, Mr. Garland started his own Internet company, IQueue Multimedia, a content provider specializing in Web site creation and development for Mercedes-Benz USA dealers.
He closed the company three years later and went to work at the agency then known as Wells Rich Green as director of broadcast production. When the renamed Wells BBDP went out of business, he joined sister shop TBWA.
Now Mr. Garland is eager to make his contribution at JWT. Besides production, his first priority is to make the integration of technology an essential part of the agency, rather than something relegated to a single department.
"First we'll try to make the environment more nimble and flexible, then we'll be able to deal with the changes that are coming. Once the environment is more