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“Hot Shop” Setup for Ford Account Designed to Spur Innovation
DETROIT–J. Walter Thompson is reorganizing its Ford Motor Co. staff into “hot shops” with names like “Liquid 35” and “Mind Racer” in an effort to shed its stodgy image, spur greater creativity and produce faster turnaround on work.
The restructuring is designed to make the agency “more nimble,” while maintaining the integrated capabilities of a large agency, said Mike Gonyea, JWT executive management director.
The moves were internally motivated and not a result of any prompting by Ford, agency president Peter Schweitzer said.
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