JWT decided to launch WALTER, a lean, unpredictable creative agency built specifically to work with startups, at SXSWi via press and social media. The goal was to meet with 25 start-ups in 2 days and build an entire campaign for the brand while the other agencies were shut down so that they could attend panels. We decided to team up with offices from around the world to bring together the brightest in the industry. The end product would be early-stage relationships with the newest technology and start-up companies and having developed a flushed out campaign for our new client.

Within the first six hours, our goal of booking 25 meetings was met. Conversation on Twitter about JWT was 24.4% higher than normal and blog conversation was 33.5% higher than normal. Conversation came from around the world including Brazil, UK, France, Australia, Jordan, India and the US. Press impressions reached over 25 million and included placements in The New York Times, Ad Age, PSFK, MediaPost, Egotist and AdRants.