1) JWT is a global advertising agency with over 200 offices worldwide and nearly 10,000 employees. They created various advertisements for their client Nestle, including print ads for Kit Kat bars. 2) One print ad depicts a boardroom table splitting in half, implying having a Kit Kat bar can provide an energizing break from work. However, audience research found the ad does not clearly show the product and makes some viewers uncomfortable. 3) JWT uses various distribution channels for Nestle ads, including digital media like social media posts. They must consider legal and ethical standards set by organizations like the ASA to ensure ads are fair, not misleading or offensive. Nestle previously faced issues for discouraging breastfeeding in developing

1. By Dayna Crawford

2. Contents
Slide 3: Agency profile
Slide 4: ownership of JWT
Slide 5: Clients
Slide 6: Ad agency online presence
Slide 7: print case study
Slide 8: JWT’s Client
Slide 9: Adverts created
Slide 10: purposes, genre and competition
Slide 11: content, style, meaning
Slide 12: Audience research
Slide 13: Brief of audience research
Slide 14: Table of audience research
Slide 15: Analysis of data collected
Slide 16: campaign
Slide 17: Distribution channels
Slide 18: Digital media
Slide 19: Examples of social media
Slide 20: Conclusion
Slide 21: Legal and ethical issues
Slide 22: ASA
Slide 23: ASA Codes

3. Agency Profile: JWT

4. Ownership of JWT
Stefano Zunino
Head of digital
woldwide
Guy Murphy:
Worldwide planning director:.
Laura Agostini:
Chief talent officer
Gustavo
Martinez:
Chief
Executive
officer
J. Walter Thompson

5. JWT is a global worldwide Marketing brand that has more than 200 offices in
over
90 countries employing nearly 10,000 marketing professionals.
Competitors for JWT include LEO BURNETT COMPANY INC, BBDO Worldwide
inc. and McCann world group.

7. Ad agency online presence

8. Print case study
M1:D1

9. JWT’s Client:

10. Adverts created

11. Purposes, genre and competitors
The purpose of this advert is to play on the confectionary product, Kit Kat.
This advert creates a different side to the the Kit Kat as although you can
see that this is a bar of chocolate, the different side to it is that it makes it
look like a meeting table gives an edge to the selling point of the product.
The genre of the advert is an action filled advert with the commotion aspect
of the advert. It is a print based advert and does not have any other media
e.g there is not a video based advert for this given advert however, there
are video based adverts that JWT produce for Nestle.
Competitors for Kit Kat include TCO Films, ADLUDIO London Uni and One
method. These industries have all created adverts for Kit Kat.

12. 1.) Briefing : the advertiser needs to brief about the product and do a SWOT analysis of the company and
product.
2.) Knowing the objective: One should fist know the objective or purpose of advertising
3.) Research: Finding out the market behaviour, knowing the competitors, what type of advertising they are
using, what the response of the consumers availability of the resources needed in the process.
4.) Target Audience: Identify the target consumers most likely to buy the product .
5.) Media selection: Select an appropriate media for advertising so customers ares are successfully
reached.
6.) Setting the budget: So that there is no shortage of funds or excess funds during the process of
advertising and no losses in the company.
7.) Designing and creating the ad: The design is made by the copywriters of the agency, then the actual
creation of the ad is done which help of the wart director and the creative personnel of the agency.
8.) Perfection: Then the created ad is re - examines and the ad is redefined to make is perfect to enter into
the market.
9.) Execution: The advertisement is released with perfect creation, perfect placement and perfect timing in
the market.
10.) Performance: Judge the performance of the ad in terms of the response from the customers.
Production process of creating an advert

13. Annotated advert

14. Kit Kat film based
adverts
https://www.youtube.com/watch?v=DPWBfd79
g6A
https://www.jwt.com/en/london/work/breakfrom
gravity/

15. Content, style, meaning
• This advert is an indirect reference to a Kit Kat bar – the
product that it is trying to sell. JWT want to show how
having a Kit Kat can give you a break from a work
situation “Have a break, have a Kit Kat.”
• The style of advert is simplistic but with a meaning. The
use of clean cut image against a red background creates a
contrast and a strong image.
• The content of the advert is a boardroom table breaking in
half causing lots of commossion. It is a clean cut image

16. P3: Audience Research

17. First impressions of this advert was that although, it’s a very clever advert, its quite
a weird advert, it doesn't’t arouse anyone's hunger. From audience research, it is
made visible that its not clear that the boardroom table is also a Kit Kat bar. Using
some of my audience research, it has been said that the commossion caused
makes people feel uncomfortable.

19. Kit Kat aim their product to most demographic group as to most demographic
groups, 80 pence is not considered a lot of money. The only demographic group
that maybe considered as a group to not target their product at is the group E
social status. This is because this group of people are on a low level of subsistence
i.e a state pension. This is because, this group of people may see a regular cost of
80 p as too expensive. This is why they cay consider confectionary as a special
product.
A demographic that they may see as a suitable target audience however is the c2
or the d audience. This is because the skilled manual laborers or manual laborers
may rely on confectionary to get through the day at work due to the high sugar
level content included.

20. Outdoor advertising is a great way to advertise a given product because if
adverts were to posted on a billboard, the more the target audience will see the
advert because they will drive past the advert more frequently. This is called the
frequency effect. Outdoor advertising includes bill boards and bus stops.
Bus stops are also a great way to advertise an advert because if an advert is
posted in a frequent and stationary location, the more people waiting at the bus
stop or walking/driving past the bus stop will see this advert and the more it is
seen, the more of a chance there is for them to buy the product or service you
are advertising.
Jays business would benefit from having an outdoor advertising campaign
however, a bus stop advert may be a better idea than a bill board advert. The
only issue with advertising Jays business outdoor is that it is expensive and with
Jay not having a budget, this may cause financial problems.
It quotes that for a 48 sheet billboard is worth around £200 per week and an
advert on the side of a bus stop on a busy high street, the advert is worth £300
for a two weeks exposure.
Outdoor advertising

22. Looking through this audience research, It is clear that the advert has not made clear
that it is based around a Kit Kat. It does not encourage any of my audience members
to want to buy this product however, due to the brand an product being so well known
and popular, my audience members often buy this product anyway.
In some cases, this advert has made my audience members feel uncomfortable with
the advert due to the commossion in the image and would work better if the advert
portrayed a sense of calmness instead. My audience members said that if it wasn’t
down to the logo located in the bottom right corner of the advert, they would not be
able to clearly see that this is the product that they are trying to sell.
According to my second audience member (Hannah) this advertisement does not
make the product look very appealing or edible and does not arouse her hunger.

23. Media – Outdoor/ out of home
Published : July 6th 2012
Visual representation of what you
may need a break from
2012/outdoor/Gold – Cannes
Loins

24. P4:Distribution Channels

25. JWT advertise for Nestle on
different media channels,, this
includes Digital media which
involves TV and social media
This social media advertising
includes Twitter, This Is just one
of the tweets. Although this isnt
the same advert, its still for Kit
Kat and made from JWT.

27. Social media is becoming much more prominent in advertising and with this
comes ever increasing in word of mouth advertising. Celebrities say
something ridiculous and funny then advertise the product or advertise about
an upcoming or recent issue and it spreads from then on.
Celebrity endorsement is popular because of the following the celebrities
have. This attracts a new fan base to your product.
TV advertising can be very effective, especially on the much longer scale
such as Super Bowl is the advert is just as effective.

28. P5: Legal and Ethical issues

29. ASA are the regulatory body that is used to make sure that
every advert created is created on a fair playing filed for
every business. They also respond to the concerns from
the members of the public and to check to see if the advert
could be taken offensively. If it is misleading or if it is
offensive.
The ASA consists of 13 people for the council of which
these 13 people can sit on the council for a maximum of 6
years (In three year increments.) they have written 2
codes.

30. ASA codes
The uk code of non – broadcast advertising, sales promotion
and direct marketing (CAP code) applies to advertisements
across media including newspapers, magazines, billboards,
posters, leaflets, mailings, emails, texts and on uk based
company websites.
The uk code of broadcast advertising (BCAP Code) applies
to the content and scheduling of television and radio
advertisements (including teleshopping). It also covers
programme sponsorship, credits on radio and television
services but complaints about these being handled by
Ofcom.”

31. Legal and ethical issues with Nestle
During the early 1970’s, Nestle decided to target poor mothers in developing
countries such as Asia, Africa and South America, this is because they promoted
bottle feeding and discouraged breast feeding, making mothers of young children
believe that it was tastier and healthier to bottle feed their child than to breast feed.
Even though this got later proven wrong, mothers began to believe that they should
instead feed their child bottled milk, mothers in these countries still believe that bottle
feeding their children would bring their child a better life however, although nestle
milk may taste nicer, it is depriving children of their key vitamins and minerals which
are important in their formative years such as Vitamin A and zinc.
According to UniCef, 1.5 million lives of infants could be saved every year with
improved breastfeeding practices.

32. How have Nestle dealt with the ethical issue of baby milk?
Nestles ethical issue with the baby milk scandal has not gone away but has grown
up and as of 2013, the international Nestle boycott committee company, practices
are monitored by the International Baby Food Action Network. And along with the
boycott, campaigners work by implementing the code and resolutions and as of
now, 60 countries have introduced laws implementing most of the provisions.
Some universities, colleges and schools have banned the sale of Nestle products
from their shops and vending machines since the whole scandal whilst Nestle
claims that it is working within the whole compliance of the international code and
according to CEO of Nestle, they also carry out annual audits where they
investigate any substantiated claims made by those who believe that Nestle have
broken the code and if they find any code that has been deliberately violated, they
take disciplinary action.

33. Other issues with Nestle
Another issue people have with Nestle is indeed the amount of sugar that Is
Included within this product. If kit Kats were aimed at the less well off
demographic groups, this would cause a high amount of obesity to be caused
and indeed create a high population of overweight children, adults and elderly
People. This is why, if you aim these products at better off demographic, even
Though they can afford a higher quantity of Kit Kats, they can afford more
healthier food as well whereas people on a low budget may only be able to afford
less healthy food.

34. The End