JWT’s Lewi Shifts to Integration

NEW YORK Linda Lewi, chief brand activist at JWT here since January 2005, has shifted to the broader role of chief integration officer, a new position, the WPP Group agency said on Monday.

In her new job, Lewi, 56, will oversee the execution of integrated marketing campaigns, with a focus on below-the-line tactics. She continues to report to office co-presidents Rosemarie Ryan and Ty Montague.

The integration post is an expansion or evolution of Lewi’s previous job. As such, the chief brand activist slot will not be filled. “It’s becoming a new core function of the agency rather than being an individual contribution,” said Lewi of nontraditional marketing efforts for clients such as Merck, Schick, Kimberly-Clark and Pfizer Consumer Healthcare.

For Pfizer’s PocketPaks, JWT last year devised a guerrilla marketing campaign that positioned the brand as the “unofficial sponsor of close moments.” For example, men and women in their 20s and 30s distributed the product inside crowded elevators and congested bars to reinforce the close encounters positioning.

Before JWT, Lewi was senior director of brand communications at Polaroid in Waltham, Mass., which forged a partnership with the band OutKast to launch the company’s first new instant camera in 20 years. Polaroid’s agency then was Havas’ Euro RSCG in New York.

Lewi also held top marketing posts at Fast Company magazine and the Rockport division of Reebok, where she was senior vice president of global marketing from 1994-97.