Director of Integrated Production Management
Microsoft "Because It's Everybody's Business"/Ad Agency: JWT
As DIPM at JWT New York, I managed the integrated production teams working cross-platform on all new business pitches/RFPs.
Microsoft's arrival at the agency proved to be an acid test for the "new integrated JWT." For the very first time, the digital group was taking the production leadership reins of a 360° campaign for the biggest client in the agency.
The campaign was titled "Because Its Everybody's Business." The creative concept was based on interviewing and animating top corporate executives around the world discussing the demands of the global marketplace and the role of IT business solutions.
My task was to oversee a new integrated production workflow process. The team was comprised of Digital, TV, Print, Art Buying and the in-house studio, JWTwo.
Each department had to produce their own work and at the same time deliver key elements essential to the creation of the digital side of the campaign. We had to launch TV commercials, print ads and 5 digital global campaigns in over 32 international markets, along with 2 national digital campaigns, under a challenged timeline, simultaneously.
Partnering with Executive Interactive Producer Alex Moseman, we met with the extensive Microsoft production team. Although they all worked in the same ad agency in production, many had never met each other. With collaboration an essential ingredient, we mapped out the nuts and bolts of this (at the time) unique production grid. The implemented production workflow system stayed on track, yet remained flexible and responsive to perpetual changes in the pipeline.
The campaign was awarded Cannes Lions in 2010: Titanium and Integrated Bronze. The case study showing the cross-platform work is below.