J Walter Thompson creates rapid video response unit in bid to offer ‘snackable’ content

Peter Womersley

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.


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