On day two of the Rotman Design Tour, the class visited JWT New York - one of the largest and oldest ad agencies in the world. Carly Wengrover, Public Relations Manager of JWT NY gave us a brief introduction to JWT, and allowed us to tour their amazing workspace - open offices, in-house bars, game rooms and an abundance of collaborative spaces create an environment that fosters the creativity and collaboration that enables the design process to really flourish.
After the office tour, Carly shared some of JWT’s fantastic work that stemmed from their ability to act like a start-up. Start ups are agile, creative and risk takers, which are characteristics that JWT felt were needed to allow them to be successful. One case study was an Illinois tourism campaign; JWT’s idea was to have a miniature Abraham Lincoln character screaming while visiting key landmarks in Illinois. Mini-Abe was initially met with criticism internally and did not have full buy-in, however, the team was enabled to take risks and was supported in their creative approach - as a result, the video went viral and eventually led to significant increases in tourism to Illinois.
One of the key take-aways from JWT was to have courage. Courage to take risks, be persistent and not be afraid to fail.
By Jason Lam, Rotman MBA 2015 @jlam83