05 April 2009


JWT BOOM, an agency specializing in the 40+ Market, closed last month.

This is where I link to a news story – but that’s the story.  There is no story.  I can’t find a thing about it in the trades or any other news sources.  Find it for me.

Why did JWT BOOM go belly-up?  I have my own theories, some I’ll share and some I’ll keep to myself.

Snippets from an email received last week:

… I also meant to tell you that you apparently have really good sources. We finally heard from **** ******* that JWT Boom is closed as of today …  Apparently JWT is closing all of its specialty agencies … And I heard it from you first!

ATBBpaperKey phrase above: “specialty agencies”

In 2004, JWT opened its ‘specialty agency’ JWTMMG (later known as JWT BOOM).  From my book published in early 2005:


Was JWT BOOM simply a victim the worldwide financial crisis? Maybe, maybe not.  I’ve talked about Baby Boomers and the economic collapse in a blog post last year and in an online presentation:

2008 Review: A PowerPoint

An interesting article last month in Ad Age:

adage General Mills Thrives on Increased Marketing Spending
"When I started here in 1983, we didn't do much advertising to baby boomers," he said, adding that boomers are eating more cereal as they age. "We're targeting them directly now."

Christopher Simpson brings us up to date on Ad Nauseam, citing a recent study by NeuroFocus:

Christopher Oh, so now they're turning to Boomers
If nothing else good comes from the recent economic crisis, at least we have the faint hope that advertising can become more adult.

And rumor has it that another Boomer-focused company underneath the WPP umbrella is about to kick the bucket.

More from the email:

…  Ad Age says today that the Chicago JWT office is closing. I have a feeling that JWT is not long for this world …

JWT GOES BELLY-UP.  Hmmm.  I bet that news would make the trades. 

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