JWT to Attract Women to a Man’s World

DALLAS JWT Corporate Communications said it has been awarded the $2-3 million marketing account of the Partnership to Advance Science, Engineering and Technology.

The Dallas shop will direct a national media effort targeting women and girls to the male-dominated science, engineering and technology fields. In addition to public relations, the unit of WPP Group’s J. Walter Thompson Worldwide will handle public service announcements for various media, special events and Web site development.

The agency won the business of the newly established Dallas-based nonprofit organization without a review, said Kristin Lucido, director of public relations at JWT.

In addition to attracting more women (specifically girls between the ages of 12-17) to the science fields, the shop is also charged with improving the image of professionals in those fields. The agency is planning an awards program later this year and a national media event in 2005.

Robin McCasland, director of workforce strategy for the Semiconductor Industry Association, has been named the partnership’s board president.

“We created the partnership to open the door for more women to pursue science, engineering and technology careers,” she said in a statement. “We want to be a proponent of putting forward a more accurate image of these professionals.”

Initial corporate and organizational sponsors for the partnership include IBM, Lockheed Martin, the Institute for Engineering Education, Texas Instruments, United Space Alliance and The Women’s Museum: An Institute for the Future.