J. Walter Thompson, a "bastion of traditional advertising," is trying something new. Ty Montague, a creative director known for breaking the rules with guerrilla marketing and award-winning TV commercials, has been named the chief creative officer and co-president of JWT's flagship office in New York. Montague had been co-executive creative director of Wieden + Kennedy where he was known for creating hoax marketing campaigns and elaborate long-playing commercials. JWT is a unit of WPP Group.

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