J.Walter Thompson, the 141- year-old advertising agency, held a funeral this past winter. On Feb. 28, staffers in Paris lit a bonfire and tossed in materials from old campaigns. In Tokyo founder Commodore J. Walter Thompson received a mock burial at sea. And thus the $1.3-billion-a-year J. Walter Thompson was reborn as JWT. The ad agency is dead! Long live the ad agency? JWT is responding to the malaise that has afflicted Madison Avenue for almost a generation, as agencies have been forced to give up their fat commissions on the commercials and print ads they place on behalf of clients. A 2004 study by the Association of National Advertisers found that only 10% of agencies now work solely on commissions. Instead they charge fixed fees or hourly rates for time spent devising and executing campaigns. That pinches margins. WPP Group, the $10-billion-a-year London parent of JWT, aims for 20% operating margins, but in recent years they've hovered at 14%.
展开▼
机译：已有141年历史的广告公司J.Walter Thompson于去年冬天举行了葬礼。 2月28日，巴黎的工作人员点燃了篝火，扔掉了旧战役的材料。在东京，准将J. Walter Thompson将军在海上接受了模拟葬礼。因此，年薪13亿美元的J. Walter Thompson重生为JWT。广告代理商已死！广告代理商万岁？智威汤逊（JWT）对已经困扰麦迪逊大道（Madison Avenue）几近一代的疾病感到不安，因为代理商不得不被迫放弃在广告上的丰厚佣金，并代为客户放置印刷广告。全国广告商协会（National Advertisers Association）在2004年进行的一项研究发现，现在只有10％的代理商完全是通过佣金运作的。取而代之的是，他们针对设计和执行广告系列所花费的时间收取固定费用或每小时收费。捏利润。智威汤逊（JWT）在伦敦的年收入达100亿美元，其母公司WPP Group的目标是实现20％的营业利润率，但近年来一直徘徊在14％。
展开▼
