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.