JWT London launches ‘Experience’ division

JWT London has launched a new division, called Experience, which will use digital technologies to create communications platforms for brands.

Maciek Gorzkowski has been hired to head up the new division.

He joins from Play, which he founded in 2005 as a joint venture with M&C Saatchi. Previous to this he was at itraffic, part of agency.com.

London’s hub will serve alongside New York as one of two flagship centres for the Experience offering.

Guy Hayward, JWT UK CEO, said: “JWT has always been about building brands.

“Digital technologies provide a huge opportunity for brands to truly engage with their consumers, and our Experience department will enable JWT to drive brands forward in a contemporary and innovative fashion.

“Maciek’s knowledge and understanding of both the digital space and brands is exceptional and we are thrilled to have him on board in London to launch this next chapter in JWT history.”

Gorzkowski said: “The creative application of technology and digital techniques to communications has to date been something of a dark art. Yet it is widely recognised to be vital in building brands, and most importantly, in ensuring that consumers want to stay engaged with those brands beyond initial contact.

“Experience will focus the spotlight on digital as an enabler, rather than as an add-on and will become the lynchpin for brands wanting to maintain meaningful interactions with their customers.”