Published on .

2005 Rating: 2 stars

THE ESSENCE: The agency formerly known as J. Walter Thompson kicked off the year with a nominal bid to modernize itself. But its decision to drop the name of the long-dead Commodore for the sleeker, well-used abbreviation wasn't met with new-business momentum or creative laurels. In fact, the agency lost some work and didn't get its groove back until late in the year, when it won some new accounts-most impressively, the hot airline brand JetBlue. The industry, however, is still waiting for a big idea from Ty Montague, the hyped creative head of the New York office. Also, big losses globally, such as Unilever's detergent line and Samsung's account services duties, are also worrisome.

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