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Company: Jack Morton Worldwide, New York, USA
Company Description: A global leader in experiential marketing, Jack Morton Worldwide creates experiences to increase sales, build brands and improve performance. Each year, Jack Morton creates over 1,000 experiences for a broad base of Fortune 100 clients, integrating expertise in internal branding, BtoB marketing, consumer marketing and public events.
Nomination Category: Organization Awards Categories
Nomination Sub Category: Best Creative Organization
Nomination Title: Jack Morton Worldwide
1. Tell the story about what this nominated organization/department achieved in the past year (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:
Each year, Jack Morton Worldwide delivers thousands of 360-degree live
experiences for leading brands—leveraging environments, audience-focused
content and cutting-edge media for programs spanning internal branding, BtoB
marketing, consumer marketing and public events.
The past year marked innovation points in anticipating client needs, creativity
of programs and continuing to reimagine global public events.
ANTICIPATING CLIENT NEEDS:
Engaging the Hispanic market in the US is a growing need for Jack Morton’s
clients--one that will become critical within decades. So in 2005, the agency
launched its Jack Morton Latino practice. Expertise includes a research-based
profile of the “New American Latino,” a uniquely bilingual and bicultural
individual whose lifestyle represents a rich mix of ethnic pride and
contemporary American culture. Projects include a Jose Feliciano concert for
LifeScan, an outreach program for Bank of America and a mobile tour for Latina
magazine.
CREATIVITY OF PROGRAMS:
Many of Jack Morton’s clients find value in its internal branding programs. In
2005, global client Nokia announced Nokia Nseries: a new sub-brand of high-end
multimedia-rich devices with capabilities in imaging, music and entertainment.
But the brand knew that most consumers, and sales forces, thought of Nokia as a
wireless brand. Nokia wanted sales forces to understand and market the Nseries
brand effectively—and turned to Jack Morton to help them accomplish this goal.
Jack Morton answered with “Nokia Nseries Adventures:” an integrated campaign of
activities, media and events. It encouraged staff across Nokia to explore and
record their passions—like hang gliding or playing in a band—using Nseries
devices, and then share them via the Web. In doing so, they would experience
the brand first-hand—forging a relationship and inspiring better sales efforts.
The program inspired a wide range of footage, from climbing 48 peaks in New
Hampshire to winning the San Paulo 2005 Caipirinha Championship. Employee
participation exceeded Nokia’s goal by 100%, offering powerful proof that
delivering a strategic, on-brand experience can transform perceptions and move
important audiences—like internal employees—to desired action.
REIMAGINING GLOBAL PUBLIC EVENTS:
In 2005, Jack Morton completed creative preparation for the Melbourne
Commonwealth Games Opening & Closing Ceremonies, which took place March 15 and 26, 2006.
Jack Morton broke new ground by designing an Opening Ceremony experience that
not only entertained ticket-holders in the stadium and TV-watchers at home, but
the citizens of the host city. For the first time in Commonwealth Games or
Olympic history, the opening ceremony extended beyond the confines of the
stadium.
Citizens of Melbourne lined the banks of the Yarra River. Sculptured fish,
representing the 71 Commonwealth countries, lined the river on pontoons and
were animated with water and lighting effects. Athletes ran the length of these
pontoons through the center of the city.
Within the stadium, the ceremonies delivered technically audacious spectacle.
Integrating state-of-the-art rigging, the opening sequence featured a life-size
Melbourne tram “flying” overhead. Next came an aerial ballet by the Australian
Ballet, with another 120 ballerinas onstage with 30 motorbike stunt riders—
combining Australia’s sense of both beauty and adventure.
Ron Walker, Chairman of the Melbourne 2006 Commonwealth Games Organizing
Committee, remarked, “We were delighted to be able to give a warm Australian
welcome to the Commonwealth nations by creating a ceremony showcasing the city of Melbourne and allowing so many Melbournians to join in the celebration.”
2. List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, http://www.youraddress.com:
ANTICIPATING CLIENT NEEDS:
MarketingyMedios, “Ad Agencies Boost Their Event Marketing Efforts”
http://www.marketingymedios.com/marketingymedios/magazine/article_display.jsp?nu_content_id=1000979254
Incentive Magazine, “Get Experienced”
http://www.incentivemag.com/incentive/search/article_display.jsp?nu_content_id=1001055261
CREATIVITY OF PROJECTS:
Event Marketer, “2006 Event Agency Hit List”
http://www.eventmarketer.com/Jack_Morton.1557.0.html
Corporate Event, “CA’s Strategic Reboot”
http://www.exhibitoronline.com/corpevent/article.asp?ID=969
Event Design, “Setting It Up”
http://www.eventdesignmag.com/viewmedia.asp?prmMID=42&prmID=1
Jacksonville Business Journal, “An Inside Job”
http://jacksonville.bizjournals.com/jacksonville/stories/2005/08/29/smallb2.html
PROMO, “Internal Affair”
http://promomagazine.com/eventmarketing/marketing_internal_affairs/
Medical Meetings, “A Shot of Motivation”
http://meetingsnet.com/cmepharma/pharma/meetings_shot_motivation/index.html
PR Week, “’Journal’ Unveils Title With Broad US Push”
http://www.prweek.com/us/login/required/517232
Subscription required
REIMAGINING PUBLIC EVENTS:
AAP MediaNet Press Releases, “Melbourne 2006 Commonwealth Games”
http://preview.factiva.com/archive/default.aspx?=AAPMPR0020060315e23f000rv&md=artODE
Organisation of Asia-Pacific News Agencies, “Dazzling opening ceremony launches
Commonwealth Games”
http://preview.factiva.com/archive/default.aspx?=OANA000020060315e23f001b9&md=artODE
Special Events Magazine, “Reinventing the Wheel”
http://specialevents.com/specialeffects/events_reinventing_wheel_20050614/
Boston Globe, “A Creator of Memorable Experiences”
www.boston.com
Subscription required
3. Provide a brief (up to 100 words) biography about the leader(s) of this nominated organization/department:
Josh McCall (CEO) is responsible for leading Jack Morton Worldwide and
furthering its vision to be the world standard for experiential marketing.
First joining Jack Morton in 1984 as an account manager, McCall embraced the
company’s core vision and values, ultimately assuming the role of CEO in March
2003 (following Bill Morton and company founder Jack Morton). Upon becoming
Jack Morton’s senior leader, he identified as key priorities growing the
agency’s business globally and enhancing the core practice areas of internal
branding, BtoB marketing, consumer marketing and public events. McCall
spearheaded the founding of the agency's Athens office (in support of the 2004
Olympic ceremonies) and has escalated the agency’s ability to support
multinational clients with collaborative, consistent global service.
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