NEW YORK – The J. Walter Thompson Company has teamed up with Group SJR, a unit of Hill+Knowlton Strategies, to launch a new content marketing unit called Colloquial.
Headquartered at JWT’s New York office, Colloquial is primed to be the “the intersection of advertising, publishing and public relations, with storytelling and creativity at its core.”
It will be led by Alexander Jutkowitz (left) as Colloquial’s CEO while maintaining his role as managing partner at Group SJR.
Joining Jutkowitz are William Sind, who will take on the role of Editorial Lead, Jinal Shah as Strategy Lead and Gillian Melrose as Marketing Lead.
The new agency will share locations and draw on talent from J. Walter Thompson in key global markets including Australia, Brazil, Mexico, the United Kingdom and the United States.
Colloquial will be specializing in content spanning short articles, infographics and visual stories for brands that are quickly conceived, made and shared, ultimately building loyalty and audience over time.
Gustavo Martinez, Global Chairman and CEO, J. Walter Thompson Company, said this represents another piece of its strategy to continue building the 150-year old agency.
“Content is the new currency. Colloquial will deliver both authentic narratives and the creative visual storytelling that brands are demanding and consumers want.”
“Successful brands innovate,” said Jutkowitz. “Not only is that what J. Walter Thompson and Group SJR are doing with the creation of Colloquial, but it’s what we’re going to do for our clients — ensuring they have the ability to continuously reach targeted, ‘always on’ audiences with an array of engaging, high quality content that moves them.”
