The 2009 Jay Chiat Awards for Strategic Excellence Winners

Campaign for an Existing Brand—Gold:
JWT, New York
"Bigwigs: Making Jetting Newsworthy"

Planning isn't always about unearthing a deep consumer or brand truth. Once in a while—if you're lucky—planning is about recognizing and seizing upon a moment in popular culture when your brand is perfectly poised as the answer. It helps when the client shares your enthusiasm about the opportunity, but of course they have to see work that inspires them to act. Planning can shape the content and tone of the message and the medium in which it appears, but ultimately planning must give the client the confidence to charge ahead—particularly during a time when everyone else is pulling back. This is a simple story about having the courage to seize the moment, and running with it.

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