The J. Walter Thompson Company (JWT) and Group SJR, a unit of Hill+Knowlton Strategies, have launched a content marketing unit Colloquial.
Through this joint venture, Colloquial will build publishing environments for brands, specialising in content that builds loyalty and audience over time. It will publish short articles, infographics and visual stories for brands.
Colloquial will share locations and draw on JWT’s presence in key global markets including Australia, Brazil, Mexico, the United Kingdom and the United States.
Colloquial will be led by Alexander Jutkowitz, managing partner at Group SJR as its CEO. In addition, William (Billy) Sind joins as its editorial lead, Jinal Shah as strategy lead and Gillian Melrose as marketing lead.
Gustavo Martinez, global chairman and CEO, J. Walter Thompson Company said:“Content is the new currency. Colloquial will deliver both authentic narratives and the creative visual storytelling that brands are demanding and consumers want.”
Alexander Jutkowitz, managing partner at Group SJR, said: “Successful brands innovate. Not only is that what J. Walter Thompson and Group SJR are doing with the creation of Colloquial, but it’s what we’re going to do for our clients — ensuring they have the ability to continuously reach targeted, ‘always on’ audiences with an array of engaging, high quality content that moves them.”
Stefano Zunino, head of digital worldwide, J. Walter Thompson Company. “We’re fortunate to have such great talent from across the advertising, public relations and publishing spaces, and know they’ll make a formidable team.”