The initiative, led by JWT Northeast Asia director Tom Doctoroff, is a conceptual framework that builds on King's thinking while bringing it into alignment with interactive developments such as blogs. King worked at the agency until the late ‘70s and is credited with inventing modern-day planning and instilling a strategic heritage at JWT. "There is a need for a unifying, gravitational force that can bring order to chaos,"explained Doctoroff.
"At JWT, we understand and believe that all ideas and insights are derived from tension between or within human truths. To ensure King's ‘involve the consumer' rallying cry is taken to heart, we have relabelled the advertising idea as an ‘engagement idea' - a concept that's bigger than any single execution, but still creative.