Lean, Mean, Start-Up Machine: Meet WALTER, JWT Pop-Up Agency at SXSWi

Start-ups, they’re the scrappy and bold little brothers of businesses. By nature, their marketing needs can only be met by partners that are as lean and spirited as their own operations. In answer to that challenge, JWT will launch WALTER, a five-day pop-up agency at this year’s SXSW interactive. Just five days? You read that right, and it’s going to be a whirlwind affair that you won’t want to miss. 

JWT’s pop-up agency, WALTER, is a lean and unpredictable ad agency designed to create work with start-ups. The agency will come to life on March 8th, 2013 at SXSWi in Austin, TX and shut its doors on March 12th. The WALTER team includes a collective of creative and strategic talent from across the JWT network. Together they will develop a customized brand campaign for one or two chosen start-ups.

Beginning today, start-ups attending SXSW can register on CallUsWalter.com for a chance to meet with WALTER and pitch their ideas. WALTER will select one or two extraordinary ideas for a partnership, and then the action really heats up. Over the week, the WALTER team will work around the clock to develop a go-to-market strategy. The selected start-up/s will leave Austin with strategic plans, media strategies, and creative samples, which can then be adapted and executed.

“Our aim is to think big, act small, invent new ideas, destroy expectations and have fun along the way.” – Perry Fair, CCO JWT Atlanta and President of WALTER

WALTER, which was conceived by JWT Atlanta and nurtured in New York, looks to learn from start-ups and establish new partnerships, while also giving start-ups access to strategic and creative thinking—a rare resource for most companies at the start-up stage.

In a truly WORLDMADE effort, the core WALTER team will be led by Atlanta and New York, supported by teams from Brazil, Europe and more. “We saw an opportunity to help bring new ideas to market by uniting some of the best, brightest, and fastest talent across our network and asking them to solve start-up companies’ business challenges,” said Perry Fair, JWT Atlanta CCO and President of WALTER. To source some of the start-ups for WALTER, JWT will also team with TechStars, the country’s top start-up accelerator and funder.

So who is the ideal WALTER client? According to David Eastman, CEO of Walter and JWT North America, “Any start-up with a great product or service, the courage to do something fun and extraordinary, and the foresight to understand how a brand-led creative expression can squeeze the time between launch and critical mass.”

“Our aim is to think big, act small, invent new ideas, destroy expectations and have fun along the way,” said Fair.

Like all good things, this too will come to an end. At the end of the week, the agency will self-destruct and we’ll have the lessons learned, the relationships built, and the experiences shared to bring home with us.

You can read more about WALTER in AdAge.  Follow the action during SXSWi (March 8th-12th) on @CallUsWalter and check back for updates here on the Worldwide Blog.

Read the full press release here.

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