Creativity 50 2010: Ty Montague

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And a resounding Bing! was heard through the land. Selling a new search engine that's pitted against a product whose name is literally the last word in the category certainly ranks on the difficulty scale. That the new search engine is the product of a giant company that hadn't exactly been enjoying a honeymoon in the marketplace just adds a little excitement.

But JWT New York under co-president and CCO, North America Ty Montague turned Bing into a 2009 success story for Microsoft. A pretty good product, combined with a decisive positioning and solid creative from the agency scored the marketer share points in search, good reviews and some much needed public affection.

But JWT's contribution to creative culture went beyond Moms Who Wear Jeans to Match their Teen's Jeans.

There were viral hits like Mow the Lawn for Wilkinson Sword and a string of strong print following 2008's award-winning Swedish Fish campaign. The shop also created a half-hour animated TV special for Macy's, Yes Virginia, based on the classic Christmas story.

See the rest of the 2010 Creativity 50 here.

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