At the flagship New York office of J. Walter Thompson, the events of 1987 still resonate throughout the " /> J. Walter Thompson -- As 'Brand Custodian' For Packaged Goods, A Once-Ailing Agency Cleans Up <b>By Cathy Taylo</b><br clear="none"/><br clear="none"/>At the flagship New York office of J. Walter Thompson, the events of 1987 still resonate throughout the
At the flagship New York office of J. Walter Thompson, the events of 1987 still resonate throughout the " />
At the flagship New York office of J. Walter Thompson, the events of 1987 still resonate throughout the " />

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J. Walter Thompson -- As 'Brand Custodian' For Packaged Goods, A Once-Ailing Agency Cleans Up By Cathy Taylo

At the flagship New York office of J. Walter Thompson, the events of 1987 still resonate throughout the

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Although it marked a low point for the agency (billings dropped to $330 million from a mid-’80s high of $525 million), the year also marked a turning point. Suddenly forced to think m new ways, JWT/New York got a head start on other big shops and the arduous changes they would later endure as the recession-racked industry downsized.
The biggest decision was to improve relationships with some long-term packagedgoods clients, whose strengths lay in products that would be marketed to an increasingly fragmented society.
This allowed JWT/New York to remake itself as a shop with “brand custodianship”—in the words of executive vp/U.S....

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