Following 17 successful years of operation Melbourne-based independent creative agency Girl (formerly known as Working Girl) is joining forces with J. Walter Thompson (JWT), in an alliance set to bolster the expertise and credentials of both agencies.
As part of the alliance, Girl staff will move into JWT’s Melbourne office to work closely with the agency’s team, bringing a raft of specialist fashion, health and retail expertise and experience to the business and its clients.
In turn, JWTwill offer Girl’s staff and clients access to a broader network and larger pool of talent, as the agencies work together on joint projects across the retail sector and beyond.
JWT managing director Michael Godwin (pictured above, second from the left) said: “The growth we’ve enjoyed over recent years has been fuelled by an ability to tailor our offer around each client’s needs.
“To do this, you need an office full of people with different backgrounds and skill sets, woven through the agency.
“Informed by the client need, we’re able to assemble teams consisting of shopper specialists, social specialists, retail specialists, data analysts and other discipline experts, all sitting side by side, collaborating within a single multi-disciplinary agency team.”
Godwin said the alliance was forged due to the skillset offered by the Girl team and its founders Elizabeth Wilmott (pictured above, second from the right) and Jo Talbot (pictured above, far left), which perfectly complemented JWT approach and its growing retail and fashion market offering.
“Hats off to Elizabeth and Jo – a couple of class acts who’ve run a successful business for almost two decades and have helped build some incredibly successful brands for their clients along the way,” he said.
“Bringing them and the team from Girl into the J. Walter Thompson family strengthens our ability to further customise our offer, thanks to their deep experience in certain client sectors, such as health, retail and fashion – sectors that are very important to our business and existing clients such as Terry White Chemmart and Harris Scarfe.
“Over recent months, we’ve worked together on several client projects, and found that what each party brought to the table was a complementary set of skills.
“The clear winners have been our clients who benefited from the J. Walter Thompson/Girl union via the delivery of outstanding work, that if either party was working alone, we simply wouldn’t have been capable of.”
Wilmott said: “Jo and I are finding that increasingly clients come to us to provide certain services, but they’re more inclined to give bigger opportunities to larger, better resourced agencies.
“To access more of these opportunities, we needed more scale. We also felt that having access to a bigger pool of talent would benefit our existing clients, such as Endota, Ezibuy and Lauriston Girls School.
“We met Michael and the J. Walter Thompson team around a year ago now and began the process of exploring whether we were right for each other.
“Beyond providing scale, we wanted to join forces with an agency that we felt to be culturally aligned; to share a similar ambition for the type of enduring client partnerships we seek to foster; and one we could help through our experience across particular client sectors, and vice versa.
“After a year of ‘dating’, we’re confident we’ve found that partner in J. Walter Thompson.”
As part of the alliance, Girl will retain its separate branding but operate within the agency as part of the team according to client demand.
The latest instalment of Dairy Australia’s “Buy. Support. Enjoy Aussie Dairy,” campaign has launched via elmwood. The ad aims to highlight the health benefits of getting your daily dose of dairy while also supporting local farmers and communities. The new Enjoy phase of the Dairy Australia campaign follows on from the initial scene-setting campaign, (around […]
Andrew Piccoli spent his career overseeing some of Australia’s most memorable ad campaigns. Now, he has turned his attention to a particular area of passion: children’s literature. Now retired, Piccoli spent the COVID-19 lockdown writing the story of Dexter the Dahu for children aged between five and nine. He has donated a copy of the charming […]
Outdated and modelled legacy measurement metrics being used by OOH companies have hindered confidence in the channel. Robin Arnold [pictured], Chief Technology Officer for LENS Technology & Analytics explores the few hero systems emerging to bring trust back to the channel. What do marketers really want? It’s a hard, nuanced question that has many answers. […]