Find The Brand’s Truth, Then Present It In A Winning Way

How does Wieden + Kennedy do what Wieden + Kennedy does?

It’s no secret. According to agency partner, John Jay, the agency endeavors to understand the soul of a company.

There’s something important in Jay’s explanation. By seeking the soul of a company, it means W+K listens as carefully as it speaks. Jay also mentions the need to “have empathy” for a company’s culture and to understand “what the truth is. ”

Too many people inside and outside of advertising think advertising is about advancing untruths. It many cases it is, but the truth beautifully revealed is so much more powerful, as W+K has shown over and over again.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Douglowell says:

    Nice! Thanks for posting this where I’d see it, David.