J Walter Thompson creates rapid video response unit in bid to offer ‘snackable’ content
J Walter Thompson Singapore has turned to millennials to produce online videos for clients in a move to create “snackable” content.
JWT25 has been described as a “quick-response” online video and content production offshoot that will help brands “stay competitive in a world where they need to be always on”.
The name is derived from its pledge to produce videos within 25 days, created by a team with an average age of 25.
JWT claimed it will offer an “efficient and affordable solution” to online video content. It has also built a global network of young film makers who specialise in digital video content.
“Clients are increasingly looking for an alternative service to complement long form film,” J. Walter Thompson Singapore chief executive Peter Womersley said. “JWT25 was set up to respond to clients seeking a fast, effective, high quality snackable video service for the lowest cost.”
The team was put together by J. Walter Thompson Singapore’s content and production unit, Chameleon, which produces TV, radio and print work for various offices and clients around the world.
The agency said it saw an opportunity to create shorter, faster videos to satisfy clients’ growing appetite for a wider variety of content.
“…to produce videos within 25 days, created by a team with an average age of 25.”
Millennials age 25 are perfect to make videos because they use their smartphones and go online more than anyone else…..amirite?
Or maybe because they will work for peanuts….LOL.
Every agency has one of these video units these days….to knock up the case study videos for their scam projects. Thanks to the efforts of Mumbrella and others, that avenue is being swiftly closed down….these days, scammers are passé …some have realised the game is over and are just going on sick leave.
Lame repackaging of a generic service.
ReplySo “curated” user generated content. Trying to win like Star Wars without handing over absolute control to influencers.
Reply25 days is a lifetime (in social).
You’ll have missed the wave and be sitting out the back looking at it breaking on the shore.
As the above commenters noted, their age is irrelevant and use influencers. They’re usually a one man/woman studio able to conceive & output content that appeals to their fans far more effectively.
Reply25 days to produce a video? What are all these 25 year olds doing all day? 25 hours would have been acceptable. It’s a snack, not a five-course dinner.
Once again, major ad agency attempt to be relevant falls at first hurdle.
Reply“Snackable content”? 25 days to produce a video by 25 years olds? And this industry wonders why it is not taken seriously…
Reply@HK McCann – I really hope JWT don’t use any of these lines when pitching to clients. They would be laughed out of the room.
Another example of how the ad industry (creative agencies in particular) is just so bad at selling itself. Living in a huge bubble.
ReplyHere’s how we do a social video. Work with a Vine or Miao Pai KOL. Tell him the perimeters. He shoots it on the phone and shares it after 3-4 days and we get 4 million views in 3 weeks.
No need for a rapid response unit unless you can move faster than these video KOLs…
ReplyHave your say