After a decline in size and relevance, JWT Germany in 2009 started a serious change process. For 2 years structures were realigned, new skills and staff added. In 2011 a new JWT Germany was in place.

Yet, the market, press and potential clients did not know. Germany being a market dominated by national independent agencies, JWT Germany was off the radar. A boost was needed.

It came with the format, 'Caught in Cannes by JWT Germany'. With this interview format JWT Germany delivered (and subsequently owned) the global discussion about the future of marketing and the industry.

The format closed a gap left in national reporting. Most marketing verticals only reported about the German winners and did not have money for audio-visual content. At the same time most German clients are reliant on the global markets. So the most important German ad magazine W&V happily agreed to air the JWT format about the global perspective on their portal each day, reaching a total of 33,000,000.The content was deliberate: prior to Cannes, clients were asked about their 'hot topics'. These were then debated with industry icons in Cannes. After Cannes the material was rearranged by topics and moderation added; an 80-minute documentary film was made, and sent to 500 opinion leaders.The campaign succeeded in boosting JWT Germany’s reputation as a relevant player for internationally-minded German clients. By distributing the content via media-partnership, social media, documentary films and direct mail, JWT Germany also underlined its abilities beyond traditional advertising.

Every day, a 20-minute+ episode went online via the W&V portal and the JWT social media channels. The topics ranged from the death of marketing, to the impact of Social Media and the implications of the Arab Spring for brands. With guests like Keith Reinhard, Bob Garfield, Simon Silvester, and many more.

After the festival, we produced an original 80-minutes documentary film with all interviews and even more background information – re-arranged by topics and with a thoughful commentary. This was sent out as a VIP mailing to 500 opinion leaders and clients.

The campaign pushed the agency’s awareness significantly and helped shift the perception of the brand (+54% pitch request post campaign), aggregated new business (+13%) as well as new staff (+35% applications), all proving: substance is key.

The daily videos generated continuous PR flow. Content and interview partners helped to achieve extraordinary levels of awareness. Various editorial articles had a multiplier effect for the campaign. JWT Germany succeeded in owning large parts of the national discussion about Cannes. This approach also proved: JWT Germany can do more than ads. It is an expert of global creativity , as well as strategic and conceptional thinking.The content spread. The campaign reached an accumulated audience of 33m viewers and got thousands of reposts and comments. Over 2,000 new active visitors of the agency channels, over 50 industry press articles and more than 12,000 Google links and mentions are a testament to this.