Identifying the first-ever branding agency is challenging since branding as a discipline gradually evolved from advertising, graphic design, and business strategy.
One of the earliest serious advertising companies was founded in 1877 by James Walter Thompson, initially focusing on selling ad space in religious magazines. However, the origins trace back to William James Carlton, who established a small advertising agency – Carlton & Smith – in 1864.
In 1868, Carlton hired J.W. Thompson as an accountant, but over time, Thompson proved to be an exceptional sales agent. He eventually bought the agency for $500, renamed it after himself, and transformed it into a powerhouse.
Thompson pioneered the idea of hiring writers and artists to create advertising content, earning him the title of “the father of modern magazine advertising” in the United States.
JWT operated for 155 years, from 1864 to 2019. In 2018, it merged with the digital agency Wunderman, forming Wunderman Thompson. Then, in 2023, WPP announced another merger – combining Wunderman Thompson and VMLY&R – creating today’s VML.
Throughout its history, JWT managed some of the most iconic brand campaigns and built long-term partnerships, such as:
Unilever – 109 years
Kraft Foods – 89 years
Nestlé – 81 years
Ford Motor Company – 67 years
They were instrumental in transforming ordinary products into legendary brands, including Kodak, Ford, Oscar Mayer, and Kraft.
J. Walter Thompson wasn’t just an advertising agency – it was a pioneer, a visionary, and a culture creator. It was the first agency to harness the power of creativity, innovate in market research, and bring commercial messaging closer to the consumer.
While it may not have been a branding agency in the modern sense, JWT laid the foundation for the branding industry as we know it today.
Author: Ana Armeanu, February 2025
Resources:
Britannica Money – https://www.britannica.com/money/J-Walter-Thompson-Co
Duke University Library – https://library.duke.edu/rubenstein/collections/creators/corporations/jwt?utm