Why Did JWT Just Launch a Print Women’s Magazine?

Innovation director Lucie Greene fills us in

J. Walter Thompson partnered with Getty Images to launch a pop-up magazine at Advertising Week in New York. Using data, insights and trends garnered from the agency's innovation group, the result, Glass, is meant to be a "more diverse and future-facing" version of a typical women's glossy magazine.

Inside the pages readers will find essays from the likes of Thinx's Miki Agrawal, author Rebecca Traister and even JWT's worldwide CEO Tamara Ingram. Adweek sat down with Lucie Greene, worldwide director of the agency's innovation group, to find out why an agency would launch a print magazine.