Competency Matrix

Creative
 Category Competency Description
Content Innovation Demonstrating innovative out-of-the-box ideation
Channel Exploitation Developing expertise in multi-platform creative design
Functional Skills Client Sensitivity Understanding problems from clients’ perspective
Work & Time Management Planning & executing work in a timely and efficient manner
Communication Skills Ability to communicate effectively verbally and in writing
Team and Leadership Skills Ability to work together and lead in teams
Behavioral Skills Personal Development Ability to manage and develop career within the firm
Firm Culture Fulfilling role as part of the JWT firm and culture
 Functional Skills – Content Innovation
Demonstrating innovative out-of-the-box ideation
 Graphic Designer
(Interactive)
 Exhibits creativity and
excellence in designing new
work
 Exhibits courage in trying
out new ideas or techniques,
overcoming the fear of
failure or of critique
 Recognizes own strengths in
work and works on refining
them
 Senior Graphic Designer
(Interactive)
(Junior Level +)
 Consistently designs creative
art work
 Demonstrates a more refined
taste in creative work
 Able to constantly innovate in
the work, minimizing the
repetitiveness of ideas
 Recognize and master own
strengths in design skills and
leverage these whenever
possible
 Junior Art Director
(Interactive)
 Junior Copywriter
(Interactive)
 Demonstrates the ability to
think outside the box, coming
up with innovate ideas in
answer to client briefs
 Exhibits courage in trying out
new ideas or techniques,
overcoming the fear of failure
or of critique
 Recognizes own strengths in
work and works on refining
them
 Produces work that generally
ranks above 6 on the JWT
scale
 Art Director
(Interactive)
 Copywriter (Interactive)
(Junior Level +)
 Produces work that generally
ranks above 6 on the JWT
scale
 Demonstrates a more refined
taste in creative work,
leading to always “fresh”
ideas
 Senior Art Director
(Interactive)
 Senior Copywriter
(Interactive)
(Previous Level +)
 Is not hesitant to come up
with and defend
controversial or
unconventional ideas
 Able to constantly innovate
in the work, minimizing the
repetitiveness of ideas
 Master the ability to re-
invent own work on every
assignment
 Recognize and master own
strengths in creative skills
and leverage these
whenever possible
 Produces creative ideas that
consistently rank high on
the JWT scale
 Begins to collect own library
of advertising, to be
referenced whenever
needed
 Associate Creative Director (Interactive) Creative Director (Interactive) Executive Creative Director (Interactive)
(Senior Art/Copy +) (Associate Creative Director +) (Creative Director +)
 Maintain the ability to innovate and generate  Pushes the thinking and creativity of more  Pushes the thinking and creativity of more
new ideas especially on existing and long-term junior team members junior team members
clients  Leverages and shares experiences and trends  Leverages and shares experiences and trends
 Demonstrate the ability to leverage previous from previous projects from previous projects
work to come up with more innovative  Is an expert in referencing innovative and  Recognized inside and outside the firm as a
campaigns successful historic work reference for creative work
 Has a good, structured and consistent judgment
on innovative ideas
 Demonstrates the ability to judge and criticize
the work of more juniors creatives
constructively
 Has the ability to reference innovative historic
work in a way that strengthen the presentation
and gives more credibility to the creative work
proposed
 Functional Skills – Channel Exploitation
Developing expertise in multi-platform creative design

 Graphic Designer
(Interactive)
 Has a general
understanding of the
different available platforms
and touchpoints
 For specialized resources:
demonstrates a full
understanding of own
channel
 Senior Graphic Designer
(Interactive)
(Junior Level +)
 Understand the different
requirements of designing art
work for different channels
 Can leverage the different
tools to tailor work to different
platforms
 For specialized resources: has a
complete understanding of
how to leverage own channel
to create creative design
 Junior Art Director
(Interactive)
 Junior Copywriter
(Interactive)
 Has a fair understanding of
the different platforms and
communication channels
 Can comfortably use tools
required
 For specialized resources: Is
an expert in using the
required tools and softwares
 Art Director
(Interactive)
 Copywriter (Interactive)
(Junior Level +)
 Demonstrates the ability to
create seamless ideas across
platforms, i.e. come-up with
ideas that work across
communication channels
 Has a fair understanding of
the production requirements
and techniques
 For specialized resources: has
an understanding of the
available tools and softwares
and how to best use them to
improve art work
 Senior Art Director
(Interactive)
 Senior Copywriter
(Interactive)
(Previous Level +)
 Is aware and up-to-date on
new technologies,
communication channels
and trends in the market
 Masters all technology and
tools required
 Able to conceive, develop
and finish an idea
 Demonstrates deep of
knowledge of the different
production requirements
and techniques

Associate Creative Director Creative Director (Interactive) Executive Creative Director

(Interactive)
(Senior Art/Copy +)
 Demonstrates the ability to think multi-
platform and come up with new creative
ideas that support the creative strategy
 Has the ability to reference the use of
innovative multi-platform techniques to
(Associate Creative Director +) (Interactive)
(Creative Director +)
 Exhibits strong skills in tailoring the creative strategy to  Recognized inside and outside the firm as
different platforms a reference for creative work
 Leverages and shares experiences and trends from
previous projects
 Use expertise and industry knowledge to improve/input to
give more credibility to the creative work the client’s strategy
proposed  Has a thorough understanding of production techniques
and the various experiential and interactive platforms
 Functional Skills – Client Sensitivity
Understanding problems from clients’ perspective

 Graphic Designer
(Interactive)
 Makes an effort to listen and
understand the perspective
of clients
 Always keep client
priorities in mind
 Senior Graphic Designer
(Interactive)
(Junior Level +)
 Makes an effort to listen and
understand the perspective of
clients
 Always keep client priorities in
mind
 Junior Art Director
(Interactive)
 Junior Copywriter
(Interactive)
 Makes an effort to listen and
understand the perspective of
clients
 Always keep client priorities
in mind when developing art
work
 Art Director
(Interactive)
 Copywriter (Interactive)
(Junior Level +)
 Makes an effort to listen and
understand the perspective of
clients
 Always keep client priorities
in mind
 Senior Art Director
(Interactive)
 Senior Copywriter
(Interactive)
(Previous Level +)
 Makes an effort to listen and
understand the perspective
of clients
 Always keep client
priorities in mind when
developing art work

Associate Creative Director Creative Director (Interactive) Executive Creative Director

(Interactive)
(Senior Art/Copy +)
 Able to rapidly build credibility with client
interfaces
 Has a good understanding of the client’s
business and needs
 Establishes relationships with clients
enabling formal or informal discussions
across a range of issues in-scope of project
work
(Associate Creative Director +) (Interactive)
(Creative Director +)
 Takes responsibility to meet client’s need and ensure  Ensures satisfaction of accounts by
satisfaction of the delivered work following up with business directors and
 Has a thorough understanding of client’s needs, patterns constantly performing a client “pulse
and trends check”
 Able to predict client’s reaction to creative work as well as
potential upcoming client needs
 Is perceived as a reference for creative excellence by own
clients
 Quality of Work – Work & Time Management
Planning and executing work in a timely and efficient manner

 Graphic Designer
(Interactive)
 Takes ownership and
responsibility for
completing assigned areas
with limited supervision
 Sets priorities and manages
own time and work to meet
deadlines
 Assists successful handover
of work to other
 Senior Graphic Designer
(Interactive)
(Junior Level +)
 Adjusts appropriately to
changing client demands
 Participates in generating
realistic work plans and
deadlines with limited
guidance
 Works effectively with limited
supervision
 Junior Art Director
(Interactive)
 Junior Copywriter
(Interactive)
 Takes ownership and
responsibility for completing
assigned areas with limited
supervision
 Sets priorities and manages
own time and work to meet
deadlines
 Adjusts appropriately to
changing client demands
 Provides updates on progress
and obstacles and offers
solutions to address obstacles
 Assists successful handover
of work to other
 Art Director
(Interactive)
 Copywriter (Interactive)
(Junior Level +)
 Takes ownership and
responsibility for completing
assigned areas with limited
supervision
 Sets priorities and manages
own time and work to meet
deadlines
 Adjusts appropriately to
changing client demands
 Provides updates on progress
and obstacles and offers
solutions to address obstacles
 Assists successful handover
of work to other
 Generally achieves a first
right strike rate
 Senior Art Director
(Interactive)
 Senior Copywriter
(Interactive)
(Previous Level +)
 Participates in generating
realistic work plans and
deadlines with limited
guidance
 Works effectively with
limited supervision
 Consistently achieves a first
right strike rate

Associate Creative Director (Interactive)
(Senior Art/Copy +)
 Demonstrates ownership of deliverable
 Ensures all client deliverables are submitted
Creative Director (Interactive) Executive Creative Director
(Associate Creative Director +) (Interactive)
(Creative Director +)
 Ensures team delivers quality work on time, within budget,  Effectively manage own time between own
and in line with quality standards account and other accounts based in the
 by agreed-upon deadlines  Manages client and senior expectations office
 Effectively involves team members to shape  Works closely with client team leader in support of
and conduct the work engagement
 Manages expectations, time, and quality  Updates project plans as necessary and handles implications
standards, and secures agreement of clients of changes
and team members
 Coordinates the work of multiple team
members
 Manages resources involved in day-to-day
work and client interface
 Functional Skills – Communication Skills
Ability to communicate effectively verbally and in writing
 Graphic Designer
(Interactive)
 Presents ideas concisely and
appropriately in meetings
 Ability to clearly document
work if needed
 Senior Graphic Designer
(Interactive)
(Junior Level +)
 Responds logically to
questions and when providing
alternative solutions
 Speaks up in discussions,
adding their own insights;
presents ideas articulately and
persuasively
 Asks relevant insightful
questions in interactions with
colleagues and clients
 Ability to clearly document
work if needed
 Junior Art Director
(Interactive)
 Junior Copywriter
(Interactive)
 Presents ideas concisely and
appropriately in meetings
 Adapts oral communication
style and line of argument to
the specific setting, situation,
and audience
 Actively listens and responds
to the input of others
 Asks questions to ensure
understanding of work and
project objectives
 Ability to clearly document
work if needed
 Art Director
(Interactive)
 Copywriter (Interactive)
(Junior Level +)
 Presents ideas concisely and
appropriately in meetings
 Adapts oral communication
style and line of argument to
the specific setting, situation,
and audience
 Actively listens and responds
to the input of others
 Asks questions to ensure
understanding of work and
project objectives
 Ability to clearly document
work if needed
 Senior Art Director
(Interactive)
 Senior Copywriter
(Interactive)
(Previous Level +)
 Responds logically to
questions and when
providing alternative
solutions
 Speaks up in discussions,
adding their own insights;
presents ideas articulately
and persuasively
 Asks relevant insightful
questions in interactions
with colleagues and clients
 Plays an active role in
meaningfully advancing
discussions in formal and
informal settings
 Ability to clearly document
work if needed
Associate Creative Director (Interactive) Creative Director (Interactive) Executive Creative Director
(Senior Art/Copy +) (Associate Creative Director +) (Interactive)
(Creative Director +)
 Plays an active role in meaningfully  Presents comfortably and compellingly to senior audiences  Actively participates in internal and high-
advancing discussions in formal and informal  Delivers difficult messages to client with persuasiveness and exposure client meetings in case of conflicts
settings sensitivity  Reviews deliverables for key office’s clients
 Effectively communicates complex ideas in  Effectively leads/facilitates internal and meetings
easily-understandable language  Ability to sell controversial ideas to clients
 Presents comfortably and compellingly to  Directs and/or reviews the structure and quality of all
client presentations
 Confidently defends art work to clients during  Able to re-shape presentations based on understanding of
challenging presentations client needs and culture
 Primary author of client presentations
 Able to structure and develop a full client
presentation
 Demonstrates the ability to structure client
presentations along a story that makes the
creative work comprehensible and attractive
for clients
 Delivers client-presentable reports and
documents
 Can deliver supporting documentation for
RfP answers
 Behavioral Skills – Team & Leadership Skills
Ability to work together and lead in teams

 Graphic Designer
(Interactive)
 Integrates quickly and
effectively in teams
 Participates in team
activities and supports team
decisions
 Shares all useful and
relevant information with
others for team benefit;
keeps others up-to-date
with developments.
 Senior Graphic Designer
(Interactive)
(Junior Level +)
 Contributes own time and
resources to help out beyond
scope of own responsibilities
when possible
 Remains balanced in stressful
or confrontational situations
 Effectively participates in
meetings
 Junior Art Director
(Interactive)
 Junior Copywriter
(Interactive)
 Integrates quickly and
effectively in teams
 Participates in team activities
and supports team decisions
 Shares all useful and relevant
information with others for
team benefit; keeps others
up-to-date with
developments.
 Art Director
(Interactive)
 Copywriter (Interactive)
(Junior Level +)
 Contributes own time and
resources to help out beyond
scope of own responsibilities
when possible
 Remains balanced in stressful
or confrontational situations
 Effectively participates in
meetings
 Senior Art Director
(Interactive)
 Senior Copywriter
(Interactive)
(Previous Level +)
 Is a role model for more
junior staff
 Gives constructive feedback
and input to more junior
staff
 Supports new team
members integrate within
the team

Associate Creative Director (Interactive)
(Senior Art/Copy +)
 Asks others for their views and genuinely
values their inputs, even when opinions differ
significantly
 Encourages others to contribute to team
discussions and decision-making
 Assumes a leadership role in structured and
unstructured situations, championing new
ideas, challenging perspectives and the
Creative Director (Interactive) Executive Creative Director
(Associate Creative Director +) (Interactive)
(Creative Director +)
 Focuses on the needs of the team as opposed to own, personal  Creates efficient, effective team
agenda environment
 Promotes positive team environment (e.g. builds trust,  Handles difficult clients and team members
promotes morale, respect etc) effectively without damaging the
 Demonstrates understanding of various talents and needs relationship
within the team  Is proud of team achievements and
 Shares best practice with others in the team as well as other celebrates these publicly
teams.  Encourages activities to promote team
 contribution of others
 Acts as informal mentor to more junior team
members
 Able to give constructive feedback to peers
 Consistently credits more junior staff for good
work
 Consistently able to build consensus and ownership for
moving forward an idea or plan in one’s own function
 Demonstrates trust in others by delegating responsibility and
holding others accountable for achieving results
 Effectively integrates new team members in the account team
 Demonstrates the ability to effectively interview and select
potential candidates for the Creative department
morale and belonging
 Plays a facilitating role in resolving team
conflict
 Is regarded as the leader of the team
working on a large account
 Empowers team members to increase sense
of ownership in the team
 Creates an environment that encourages
fresh perspectives, breakthrough ideas
 Behavioral Skills – Personal Development
Ability to manage and develop career within the firm

 Graphic Designer
(Interactive)
 Proactively seeks feedback
 Is aware of own strengths
and development needs
 Makes a sincere effort to
improve performance
 Participates in training
programs
 Exhibit curiosity to explore
current work globally to
enrich creative thinking
 Senior Graphic Designer
(Interactive)
(Junior Level +)
 Asks for feedback and acts on
it
 Strives for continuous learning
and self improvement
 Takes advantage of
opportunities to learn from
others
 Seeks to align own goals with
those of the team/department
 Demonstrates ability to engage
supervisors in discussions of
personal career development
 Junior Art Director
(Interactive)
 Junior Copywriter
(Interactive)
 Proactively seeks feedback
 Is aware of own strengths
and development needs
 Makes a sincere effort to
improve performance
 Participates in training
programs
 Exhibit curiosity to explore
current work globally to
enrich creative thinking
 Art Director
(Interactive)
 Copywriter (Interactive)
(Junior Level +)
 Proactively seeks feedback
 Is aware of own strengths
and development needs
 Makes a sincere effort to
improve performance
 Participates in training
programs
 Exhibit curiosity to explore
current work globally to
enrich creative thinking
 Senior Art Director
(Interactive)
 Senior Copywriter
(Interactive)
(Previous Level +)
 Asks for feedback and acts
on it
 Strives for continuous
learning and self
improvement
 Takes advantage of
opportunities to learn from
others
 Seeks to align own goals
with those of the
team/department
 Demonstrates ability to
engage supervisors in
discussions of personal
career development

Associate Creative Director Creative Director (Interactive) Executive Creative Director

(Interactive)
(Senior Art/Copy +)
 Seeks opportunities to expand capabilities,
knowledge, and leadership skills
 Takes responsibility for improving skills
(Associate Creative Director +) (Interactive)
(Creative Director +)
 Identifies opportunities and initiatives to use own skills  Constantly work on personal
and abilities development
 Proactively seek client experiences to address development
 and knowledge through client experience
and trainings
 Works to achieve career development goals
goals
 Creates and pursues own development plan
 Works on own development in a functional area to increase
understanding of industry’s trends in communications and
marketing
 Behavioral Skills – Firm Culture
Fulfilling role as part of the JWT firm and culture
 Graphic Designer
(Interactive)
 Behaves professionally
within the firm and in
public settings
 Follows all firm policies and
procedures
 Is careful with firm
resources (e.g., practices
fiscal responsibility)
 Provides thoughtful,
concise, and timely input for
assessments
 Demonstrates respect when
dealing with others,
regardless of background
 Senior Graphic Designer
(Interactive)
(Junior Level +)
 Behaves professionally within
the firm and in public settings
 Follows all firm policies and
procedures
 Is careful with firm resources
(e.g., practices fiscal
responsibility)
 Provides thoughtful, concise,
and timely input for
assessments
 Demonstrates respect when
dealing with others, regardless
of background
 Supports the development of
intellectual capital
 Actively used the knowledge
management platform
 Junior Art Director
(Interactive)
 Junior Copywriter
(Interactive)
 Behaves professionally
within the firm and in public
settings
 Follows all firm policies and
procedures
 Is careful with firm resources
(e.g., practices fiscal
responsibility)
 Provides thoughtful, concise,
and timely input for
assessments
 Demonstrates respect when
dealing with others,
regardless of background
 Art Director
(Interactive)
 Copywriter (Interactive)
(Junior Level +)
 Behaves professionally
within the firm and in public
settings
 Follows all firm policies and
procedures
 Is careful with firm resources
(e.g., practices fiscal
responsibility)
 Provides thoughtful, concise,
and timely input for
assessments
 Demonstrates respect when
dealing with others,
regardless of background
 Senior Art Director
(Interactive)
 Senior Copywriter
(Interactive)
(Previous Level +)
 Behaves professionally
within the firm and in
public settings
 Follows all firm policies and
procedures
 Is careful with firm
resources (e.g., practices
fiscal responsibility)
 Provides thoughtful,
concise, and timely input for
assessments
 Demonstrates respect when
dealing with others,
regardless of background
 Supports the development
of intellectual capital
 Actively used the
knowledge management
platform
 Associate Creative Director
(Interactive)
(Senior Art/Copy +)
 Actively looks for opportunities to promote
the firm
 Maintains high standards of performance
when working in diverse team
environments
 Demonstrates honesty and openness (i.e., is
seen as a key role model of integrity and
professionalism by seniors, peers, and
juniors in one’s team)
 Demonstrates proficiency in synthesizing
client work in internal intellectual capital
Creative Director (Interactive) Executive Creative Director
(Associate Creative Director +) (Interactive)
(Creative Director +)
 Engages in role model behavior through maintaining  Creates team environment that fosters the
professional respect and not personalizing issues when firm’s values
disagreeing with colleagues (i.e., does not use or let one’s  Is a role model within the firm and
ego get in the way in the execution of strategies that are promotes professionalism, responsible
right for the firm) use of firm resources (e.g., fiscal
 Viewed as highly trustworthy and behaves in a fair and responsibility), etc.
ethical manner towards others  Stands up for what is right even in
 Shows confidence in the intentions and integrity of others; difficult situations and despite potential
trusts others to do the right thing unless they prove personal consequences
otherwise
 Follows up on the creation of meaningful intellectual
capital