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

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. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.