JWT launches 30ne, a division for unconventional media

JWT has unveiled 30ne (pronounced ‘thirty one’), its new division which will create messages in the non-traditional space. It will service only JWT clients initially, but later may even serve clients of other agencies, provided no conflicting interests are involved. This division has been formed in Mumbai. It will expand to other JWT offices over the next few months.

It may be noted that there are already several new, specialised media companies which have mushroomed all over to cater to the use of unconventional/non-traditional media.

When asked about JWT’s strategy to jump onto this bandwagon, Tarun Rai, senior vice-president and general manager, JWT, Mumbai, says, “Mostly everyone agrees that advertising on traditional media such as television or press is not as cost-effective as it used to be. As a result, marketers are focusing on non-traditional communication opportunities to engage with consumers. Therefore, specialised new media companies have been formed.”

“But we believe that these companies that understand new media do not really have the understanding of the consumer and brand, in the way the advertising agencies do,” Rai adds. “Similarly, ad agencies do not have enough understanding of the new media avenues and how to exploit these well to create their communication. That is where 30ne fits in.”

30ne’s aim is to provide expertise in the non-traditional advertising space within the ad agency structure. 30ne hopes to occupy the ‘sweet spot’ – a deep understanding of new media as well as of the brand and its consumers.

30ne will not only create the communication for various brands, but will also take on the responsibility of implementation which, if required, will be done through a federation of associates who are expert implementers in their respective verticals.

It is yet to be decided who will head 30ne. “As far as 30ne’s team is concerned, we are looking for people with different skill sets,” Rai remarks. “While youngsters from the ad industry know the non-traditional space well, we will not limit ourselves to hiring talent from the ad industry alone. We may bring in people from technology and software companies, content companies, and retail and design specialists.”

As Rai concludes, technology will continue to offer new opportunities to communicate with consumers, and 30ne plans to make full use of this.

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