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Worried About Sending Crappy Gifts To Mum? JWT's Intelligift Might Be For You

Interactive website lets you figure out what mum wants

Worried About Sending Crappy Gifts To Mum? JWT's Intelligift Might Be For You

It's not the thought that counts. It’s how good your gift is. And this Mother’s Day, countless moms will receive terrible Mother’s Day presents. That’s why JWT, the world’s best-known marketing communications brand, has created Intelligift, the world’s first online testing service for Mother’s Day gifts.

“Every time I talk to my mother on the phone, she’s disappointed in something I’ve done...or not done,” said Mark Truss, Global Director of Brand Intelligence. “We’ve all got things that our mothers make us feel guilty about, so why add one more thing this year? We created Intelligift to help people everywhere earn a year’s worth of maternal goodwill.”

Using quantitative surveys and live focus groups with real moms from around the country, Intelligift evaluates each gift against five metrics: Likeability, Persuasion, Impact, Thoughtfulness and Originality. Participants receive an indexed score and specific feedback within each category that they can then use to make an informed gifting decision.

"With Intelligift, we’ve taken all the analytical power and insight that JWT brings to help clients make smart marketing investment decisions and applied it to the important decisions people need to make about what to give the mothers in their lives," added Truss. "You're welcome."


Agency: JWT New York
Executive Creative Director: Frederic Bonn
Creative Director: Jonathan Bellinger
Art Directors: Bianca Guimaraes, Dominic Al-Samarraie
Copywriters: Erin Copithorne, Jonathan Bellinger
Chief Creative Officer, North America: Jeff Benjamin
Creative Technology Director: Jeffrey Castellano
Global Director of Brand Intelligence: Mark Truss
Research Manager: Karen Montecuollo
Director of Digital Production: Paul Sutton
Senior Digital Producer: Vishal Dheiman 

Senior Technical Lead: William Mincy 

QA Manager: Sujay Debsikdar 

Senior Developer: Rob Adams

Senior Producer: Melissa Bemis

Editor: Joseph Lombardi

Animator: Charles Belen

Manager of Retouching and Illustration: Hugo Fitzgerald

Audio Engineer: Andy Green

Post Producer: Kelly Rice

Director of Operations: Elaine Barker

Editing House: JWTwo
Music House: JWTwo

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Genre: Comedy , Digital