Home / Marketing/ J. Walter Thompson Colombo tapping into female capital

J. Walter Thompson Colombo tapping into female capital

Comments / {{hitsCtrl.values.hits}} Views / Thursday, 8 March 2018 00:00


J. Walter Thompson Sri Lanka launched 2018 with a preview of ‘Female Tribes, A conversation on Motherhood’ which is due to be released in full this May. 

“We’ve spent the last year in conversation with 100 people about the idea and realities of motherhood,” said J. Walter Thompson Sri Lanka CEO Alyna Haji Omar. 

“First time mums, young girls talking about their mums. Young women evaluating the choices before them, single mums, single dads playing double roles, full-time dads reinventing the rules, LGBT mums, not-mums, celebrity mums… We’ve spoken to so many wonderful people and retold these conversation through design, the first preview was launched in January and we’re thrilled with the reactions to it across the market.

“A large proportion of the brands we work with are mainly targeted at women but the masculinity of marketing remains a real barrier in reaching out to women in a meaningful way. We believe in female capital, it highlights the value women bring to the world: as women. We need to know the value of women as leaders, politicians, economists, scientists, pioneers, activists, athletes, actors and artists. This first edition of Female Tribes does that through a powerful and incredibly insightful series of design stories.”

Commenting on her journey as the JWT CEO since June 2015, Alyna said: “In just over two years we have completely transformed the Sri Lanka operation making us a more vibrant, digitally led, strategically rooted creative powerhouse that is in every way ahead of the curve within the local industry. We set out to recalibrate our legacy, we restructured and established new KPIs and drove an entirely different, more aggressive and certainly more progressive agenda, building core competencies around Female Capital was and continues to be a central focus  – looking back on the last two plus years we’ve hired 80% women, our teams are equally represented, my leadership team is equally represented, my junior leadership team in dominated by women, two out of three core departments are led by women, our last winner of the global high potentials program… a woman  – the ROI is powerful, over 400% growth in just over two years. 90% pitch win rate, attrition at a record low, client retention at a record high… the future is female! “

J. Walter Thompson South Asia CEO Tarun Rai had this to say on JWT’s Sri Lanka’s recent successes: “Our Sri Lanka operations have been on a roll ever since Alyna took over as CEO. And I am not all surprised at their amazing success. The atmosphere in the office is electric. The energy is palpable. They are trying out new things. And most important, having fun. Alyna was my first appointment as I took over my new role at JWT and I am very proud of her achievements. She is not only the youngest woman agency CEO in Sri Lanka but in the entire South Asia region. And she has a fantastic bunch of very capable, senior women along with her to drive JWT Sri Lanka to even greater success. “

“I find that being a women-led agency infuses the team with a powerful blend of empathy and courage that has played no small part in building enduring relationships, not only with our clients but with our partners and colleagues as well,” said Client Services Director Michelle Georgesz. “We believe it is important to break barriers and stereotypes and through our ongoing research, we believe we have found genuine insights and not just pre- conceived assumptions into female behaviour.”

J. Walter Thompson Sri Lanka Head of Creative Asela De Silva said: “Being a creative in the industry for quite a while, I have found that when the team is diverse, there is definitely an edge when tapping into insights and the ideas that come out of it, and subsequently the campaigns are more authentic, powerful and resonates with people better.”

With over 150 years of experience, the J. Walter Thompson group specialises in creating pioneering solutions that transform brands and businesses and change the world. JWT along with Contract, Fortune, Design Sutra and Small Fry Studio offers end to end brand solutions. The group has been in Sri Lanka for over 35 years and handles a diverse portfolio of international and local brands that includes telcos, aviation, tourism, FMCG, healthcare, financial services, construction fashion and sports, etc.

Share This Article


1. All comments will be moderated by the Daily FT Web Editor.

2. Comments that are abusive, obscene, incendiary, defamatory or irrelevant will not be published.

3. We may remove hyperlinks within comments.

4. Kindly use a genuine email ID and provide your name.

5. Spamming the comments section under different user names may result in being blacklisted.


Today's Columnists

Putin, Mahinda and Gotabaya

Tuesday, 20 March 2018

I have to say that I am very happy indeed about the resounding victory scored by President Putin. If not for him, there would be no multi-polarity in the world; no chance of a global equilibrium; no ally for the rising economic power of China which w

President’s backflip toward Rajapaksa camp summons Ranil’s reserves to meet the challenge

Tuesday, 20 March 2018

Ranil Wickremesinghe, Prime Minister of Sri Lanka, is hard put to it in meeting the very strenuously intricate challenge foisted upon him by his partner in the Yahapalanaya Government – President Maithripala Sirisena. Inasmuch as Mahinda Rajapaksa

The world moves forward and we move backwards

Tuesday, 20 March 2018

Communal riots emerged once again. It will emerge over and over again since we, those who govern and those who are governed, over and over again prove that we do not learn from the past mistakes. My first experience of communal riots was black July 1

Drop the guns, ‘Hit Refresh’

Tuesday, 20 March 2018

‘Drop the guns’ is my addition based on his own analysis, but ‘Hit Refresh’ is Satya Nadella’s main title of the quite praiseworthy book with a vision for everyone, not only in the technology field, but also in other areas of knowledge and

Columnists More