JWT London invests in Levi Roots campaign

It’s interesting that JWT London has taken on local chef Levi Roots (left) and his Reggae Reggae Sauce. Roots (aka Keith Valentine Graham) got his big break when he attracted some money from the BBC’s Dragon’s Den entrepreneurs and, despite a few subsequent hiccoughs, he’s clearly still with us – with a marketing budget to boot.

It can’t possibly be a profitable account for JWT London, especially as it has enlisted Aardman Animations to produce this claymation (sort of) of Levi for his debut TV ad.

But maybe JWT, still regarded as the flagship agency within WPP (Ogilvy & Mather might disagree), has decided it needs to get some creative profile, even at a loss.

And it’s not a bad tactic. The Saatchi brothers profited enormously from it in the empire’s early days.

Is the above good enough to get JWT London back on the creative top table? Not quite, but it’s a step in the right direction.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.