The president at dotJWT/JWT Corporate Headquarters, added that the capabilities include XM's capability with Adobe and XM Gravity's understanding of social marketing in a developing economy like Indonesia.
“We recognise that our clients work with us because we provide creative ideas and program management for global brands,” Baker said. “The challenge our clients face is that to effectively communicate these ideas they need to be engage in a range of digital channels, and they need to do this seamlessly to avoid their communications turning into conflicting noise.”
dotJWT encompasses 2000 digital specialists in nine agency brands in more than 20 locations, serving more than 100 clients. It provides a structure and process to create teams from across agencies, brands and countries to work on projects for clients.
Among its clients are HSBC global, Johnson & Johnson (digital across markets on more than 10 brands) and Levis' Denizen.
“Take Levis' Denizen as an example, we allowed a Hong Kong team with limited site development experience to work with XM, Singapore's largest digital agency, to build the initial site,” Baker noted.
“And now that they are looking at socially led campaigns in Mexico and India, we have connected them with social teams in those markets to ensure local bloggers and social communities are engaged in the brand's activity.”
With many other networks are scaling up their digital capability, JWT is not looking to integrate its digital units. It is focusing on breaking down financial barriers, educating on process differences and building awareness on why combined teams make the most sense in solving client problems.
“Our goal is to solve the real problem which is how we collaborate together so that our clients get the best solution possible,” he added.