Midsize agencies, winner: JWT Technology

Published on .

For JWT Technology, 2004 was a year of validation, following the 2003 merger of JWT Technology, San Jose, Calif., with DWP/Bates Technology, Atlanta.

The year included significant new client wins, outstanding campaigns for clients and growth in b-to-b work.

"We fulfilled a decade of planning to merge and become the first global technology practice in terms of brand marketing. Now we have a company capable of handling anything from small startups in Silicon Valley to global clients," said CEO Ridge White.

The past year also validated JWT's focus on technology, which experienced a significant downturn following the dot-com crash.

In 2004, JWT Technologies grew its revenue by 17%.

"Our growth this year is indicative of an uptick in the market, but it also shows that our focus on technology is a significant subset of business-to-business marketing," White said.

In terms of new business, JWT began and ended 2004 with big victories. Early in 2004, it won Research in Motion, best known for its BlackBerry wireless device, and ended the year with its pitch for Texas Instruments, which JWT officially won in 2005.

The agency also won business from Symantec, Zultys Technologies, Riverbed Technologies and Airespace, along with launching campaigns for existing clients including CDW, Level 3 Communications and Citrix.

The creative side of the business also thrived in 2004.

In its first work for Research in Motion, JWT repositioned the BlackBerry as a more general handheld computing device capable of a wide variety of mobile applications, moving it away from its niche reputation as an e-mail-only device.

The agency launched an integrated campaign, including print and online, to position the BlackBerry as "deeper than e-mail."

As a result, Research in Motion saw sales of the BlackBerry Enterprise Server increase significantly and gain increased interest from leading software application developers such as SAP and Siebel Systems.

For client CDW, JWT continued to build on the campaign it launched in 2003, adding co-op-driven print and interactive work. The campaign resulted in a lift in unaided awareness of 3% among IT decision-makers and helped to contribute to CDW's sales increase of 21% for the year.

"There is no above the line versus below the line conversation anymore," said JWT President Craig Patterson. "Almost everything we do now covers the whole gamut [of marketing]." -Beth Snyder Bulik

Most Popular
In this article: