JWT's New 'Idea Engineer' Seeks More Creativity

J. Walter Thompson has created a new position as part of its effort to foster greater creativity.

Taking the title of director of idea engineering in the Detroit office is Linda Teegarden-DuChene, who for the past seven years has been a senior copywriter at the shop.

Teegarden-Duchene was introduced in her new job during a recent day-long seminar that she put together for both the creative and account sides of the agency. Such seminars, this one called “Six Thinking Hats,” will be part of her mission to infuse greater creative thinking into the agency, whose chief client is the Ford Motor Co.

JWT president Peter Schweitzer said Teegarden-Duchene’s unique approach to finding and developing creative strategies will be key to her new position.

Teegarden-DuChene said her emphasis will be on instituting cultural changes at the agency that lead to making creativity more of a priority.