Underscoring the growth that the agency’s digital business and services has seen, JWT Shanghai has created a new role of Chief Digital Officer. The agency has promoted Eugene Chew to this role. Mr Chew joined JWT Shanghai as Director of Digital Strategy in 2011. In his new role, he will drive digital capability and revenue growth across the agency.
“JWT Shanghai has gone through a major transformation over the last two years, and has established its reputation as a creative agency that can deliver effective, engaging digital work as part of holistic communication solutions for clients. This new role shows how critical digital is to what we do, and will help us take it to the next level,” said Dan Ingall, Managing Director, JWT Shanghai.
Unlike some agencies that open specialist digital shops or sub brands that put digital expertise into silos, JWT Shanghai chose the integration route aimed at achieving sustained long term growth. The agency’s ‘diffusion’ approach sees its account service and creative talent organised into integrated brand teams, and every team is expected to be digitally capable. The agency has achieved this by hiring more digital talent across the organisation, providing digital training and through the consistent top down mantra of ‘integration, integration, integration’.
All of the agency’s brand teams are now engaged in digital work and JWT Shanghai has tripled its digital revenue, winning digital AOR from Starbucks, Estee Lauder Group, Bayer and Tencent, while delivering integrated campaign work for Ford, HSBC, J&J, UniPresident, Friesland Campina and Unicharm. JWT Shanghai’s digital work ranges from mobile apps that utilise QR codes and augmented reality to branded content and social media management. This year, the agency has strengthened its performance marketing capabilities with investment in user experience and data analytics experts, tools and partnerships.
“We are a channel agnostic agency with a digital heartbeat. The CDO has to evangelise digital, push for structural change and inspire innovation. At the same time however, it’s largely about keeping everyone happy. Our people and culture are very important to us – it is what differentiates us and enables us to constantly evolve and bring the best possible solutions to growing our clients’ brands and businesses,” said Mr Chew .