June 19, 2006

Viral aspirations of JWT

The New York Times recently published an article stating that America’s oldest ad agency JWT has purchased all of the ad space on The Huffington Post homepage for one week.

JWT are using this ad space to showcase nine of their best TV spots in the hope that they will “go viral”, an effort that the agency hopes will shake off its stuffy, stuck-in-the-past image and help it keep up with the latest trends in the advertising world.

However, it’s a pity that they had to use the stuck-in-the-past methods of traditional media buying to try and achieve their viral aspirations. Ultimately, the most important thing that will result from the actions of JWT is the clear message that viral marketing is still a growing movement and is here to stay.