JWT Builds Database

J. Walter Thompson here has established a proprietary database operation called T3–or Thompson Total Targeting–which folds all statistical information on consumers into one system for use in all communications planning disciplines.
Since it addresses all forms of media communication, T3 is a platform that makes it possible to merge, from a quantitative standpoint, all disciplines at the agency, said Andrew Prakken, who heads the agency’s Communications Group, which was formed in January during a restructuring.
That change merged the media department, interactive planning, event marketing, database and direct marketing.
The new system is being made available to other JWT offices through a centralized T3 database operation. T3 allows the agency to merge multiple informational databases together, enhance and interpret them, and then provide clients with more relevant advertising and marketing analyses, Prakken said. Services to clients could include sales forecast modeling, site location scouting, market potential analysis and customer segmentation profiling.
T3 is an extension of the agency’s fully integrated branding philosophy, Thompson Total Branding, which takes into consideration total message exposure through all points of consumer contact, Prakken said.
Ford Motor Co., the agency’s largest client, has been fully supportive of the initiatives and plans to use the T3 operation in its marketing and advertising planning, Prakken said.
Another new service, JWT T3 Ad Service, extends T3 to the World Wide Web. Using NetGravity’s AdServer 3.0 software, a client’s interactive initiatives can be integrated with the T3 database system. It allows the agency to track which of the client’s online efforts is grabbing consumers’ interests, he said.