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Ty Montague
JWT, New York
One Show Judge, 2006
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Chief Creative Officer and Co-President, JWT New York
The Fore Of A Brave New World
Though it may seem hard to believe, Ty Montague doesn't spend much time
thinking about ads. In a consumer-driven world, he says, it's no longer sufficient
for creatives to make ads; we must create communication that moves people.
Over the course of his career, Ty has applied that philosophy to scores of global
and national campaigns, convincing the industry that yes, there is life after
TiVo, and it's about to get really interesting. As Chief Creative Officer and
Co-President of JWT New York, he's put the agency at the fore of the brave
new world of post-TiVo advertising, with the goal of creating messaging that
audiences seek out, rather than shut out, by dint of its ingenuity.
Since The Dawn Of Time
In his prior role as Co-Creative Director of Wieden + Kennedy New York, Ty broke
through the narrow definition of advertising as a 30-second craft by leveraging
the art of storytelling. Stories, he says, have attracted audiences since the dawn
of time. At W+K, he oversaw the creation of the hour-long documentary on boxer
Roy Jones Jr., The Sweet Science, for which he was Co-Executive Producer.
Most recently, Ty managed to keep one story spinning nonstop for four months
for the "Beta-7" Sega campaign, which captured the Grand Clio in its inaugural
"Content & Contact" category. The campaign used the Web, guerrilla efforts, TV
and print to create a grand hoax - driven by a fictional Sega beta-tester with an
axe to grind - which had the gaming community riveted and hungry for more.
Bootstrap Beginnings
It stands to reason that a born storyteller should have lived a life full of stories.
Ty studied biology until boredom drove him to drop out. He found work as a
bartender, a white-water-rafting guide, a car mechanic, and eventually landed in
the mailroom at McCann Erickson, where he stuffed envelopes for a year. It
seemed to him that the creatives were having more fun, so he built a book and
made the leap. Since then, he's held posts at Ogilvy & Mather, Scali McCabe
Sloves, Goldsmith/Jeffrey and Chiat/Day.
In 1998, Ty helped establish Bartle Bogle Hegarty's New York office as Creative
Director, spurring its growth to a staff of 65 and more than $100 million in
billings. Two years later, he joined W+K, New York, where he oversaw the office's
creative output and entertainment initiatives, solidifying his reputation as an
innovator in the field.
Gold And Glory
Ty has come a long way from the mailroom, having won every major accolade in
the industry, including The One Show, Cannes, Communication Arts, AICP,
MoMA and The Clios. He served as head juror for the newly created Content &
Contact category at the 2005 Clios. In addition, Advertising Age named him one
of the Top 10 Creative Directors in America. He sits on boards at The Art
Directors Club, The Ad Council and The NYC 2012 Team for the New York City
Olympics bid.
Client Roster
Bristol-Myers Squibb, Diageo, Diamond Trading Company, Domino's, Est�Lauder,
Jenny Craig, Pfizer, Rolex, Unilever, Welch's.
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