There is the matter of chemistry and egos. Ms. Beers wouldn't be back on the playing field at JWT after retiring as head of sister WPP Group agency Ogilvy & Mather if WPP chief Martin Sorrell wasn't looking to add some additional high-profile client-handling skills and energy to JWT. JWT's Mr. Jones has endured some rough going but, with a few recent account wins under his agency's belt, things were beginning to look up. With Ms. Beers on the scene, she can add to the momentum -- if the Beers/Jones partnership clicks.
If nothing else, the Beers appointment already has created fresh interest in what happens next at JWT, and that's always a plus in this business. When Charlotte Beers comes calling, we suspect she'll get a hearing in many advertiser offices. Maybe that's why Wall Street happily bumped WPP Group stock up on the news of her return. Now can Ms. Beers leave a stronger JWT behind when