Build-A-Bear Selects JWT Atlanta as Creative & Strategic Lead

Build-A-Bear Workshop, Inc., an interactive make-your-own stuffed animal retail-entertainment experience, has appointed J. Walter Thompson (JWT) as its lead strategic and creative partner. Effective immediately, the agency’s Atlanta office will lead strategy and creative in North America and the United Kingdom.

JWT will look to expand the Build-A-Bear retail portfolio and brand reach, integrating creative structure across all touch points of Build-A-Bear’s business, retail and corporate communications channels.

“JWT Atlanta has a proven track record of creating innovative and engaging experiences between brands and consumers,” said Gina Collins, Chief Marketing Officer, Build-A-Bear. “We believe that JWT is the right creative and strategic partner to help us elevate our brand as we look to expand our reach in the coming year.”

"Build-A-Bear has established great brand equity in the U.S. and abroad,” said Kevin Keith, Director of Planning at JWT Atlanta. “Through our partnership, we hope to amplify this momentum and loyalty by creating new and innovative ways for brand enthusiasts to experience the wonder of Build-A-Bear.”

JWT will work closely with the Build-A-Bear team and their agency partners to develop a scalable marketing plan for 2015, developing new brand goals and a unified, newly established brand mission.

“At the heart of the company, Build-A-Bear seeks to inspire both children and adults who are children at heart to bring their imaginations to life,” said JWT Atlanta President and CCO Perry Fair. “We strive to spark this kind of creative thinking every day in advertising, and we couldn’t be more excited to collaborate with this pioneering global brand."

WPP’s Geometry Global, the world’s largest shopper activation network, contributed to the pitch and will be partnering with JWT on Build-A-Bear shopper and activation efforts. WPP’s Possible Worldwide remains the digital agency for Build-A-Bear.