Ahead of the Curve
For 50 years, Montgomery-based LWT has been producing some of the most creative and effective advertising and marketing for its clients, and doing it with a conscience. A commitment to improving our community is a cornerstone of this company’s mission, and in both their business and philanthropic endeavors, they consistently deliver more than expected.
In today’s cutthroat world of Enrons and Bernie Madoffs, it’s an increasing rarity to find businesses whose recipe for success includes such bizarre and outdated methods as treating its clients with the fairness and respect they deserve and giving back to the local community. However, that is exactly what Montgomery-based marketing firm LWT is doing. One of Alabama’s oldest and most successful marketing firms, LWT has made a name for itself with the quality of its produced work, but also through the quality of the character of its employees. This year marks LWT’s fiftieth year of continued service in the marketing industry, and with this anniversary, the company is paying special tribute to its founder.
Founded in 1959 as Jay Leavell Associates by artist Jay Leavell (you might recognize his mural on the interior wall at Noble’s Restaurant in downtown Montgomery), LWT has seen its fair share of changes throughout the course of its history. After a succession of owners in the eighties, current principals Jim Leonard and David Allred purchased the firm in 1994, subsequently renaming it LWT Communications. They again re-branded the firm in mid-2009 as simply LWT.
While their ultimate goals for the company are one and the same, Leonard and Allred couldn’t be more different in their interests within LWT, a distinction they feel has allowed them continued success over the course of their tenure as principals of the firm. “Our strengths compliment each other,” Leonard said. “We’re not competing with each other by both trying to take on the role of creative director or copywriter. I think that is what’s made our partnership succeed.”
Referring to their strengths as complimentary might even be something of an understatement, as Leonard and Allred’s professional relationship has the outward appearance of two puzzle pieces coming together for a perfect fit. Leonard studied English in college and always dreamed of working for a marketing and advertising company. He handles much of the day-to-day client relations and creative development, often serving as copywriter. Alternatively, Allred studied finance and computer science, and he enjoys the business side of the company. He handles much of the agency’s operations, providing LWT and its clients with business and marketing strategies.
LWT hasn’t been immune to changes in ownership or name over the past 50 years, but their core business values and commitment to giving back to the community have steadfastly stood the test of time. “Our community service philosophy is a lot like our client philosophy,” said Leonard. “We want to give back more than is expected.”
Since 2002, LWT has participated in CreatAthon, an annual 24-hour national creative blitz in which local advertising agencies work around the clock, donating their time and creative services in assisting local non-profit organizations. LWT is one of the only agencies in Alabama, and the only agency in Montgomery’s market, that actively participates in CreatAthon each year. The event takes place each September, and across the country local advertising agencies provide everything from branding to identity management for area non-profit organizations who don’t otherwise have the budget to market themselves. Since first taking part in CreatAthon, LWT has donated an estimated $200,000 in time and resources to the non-profit cause.
During the year LWT receives applications from various local non-profit organizations interested in participating in CreatAthon, and through a company-wide selection process that includes everyone from the principals to the most junior staff member, a handful of organizations is selected each year. For their fiftieth anniversary, LWT decided to alter their selection process to honor their late founder, Jay Leavell. “Because Jay was so involved with the community, this year we thought it would be a great way to say ‘thank you’ to Jay by going back to the list of non-profits he was involved with and supported,” said Allred. “It’s interesting though because all of the companies are in different areas, and they could be a typical list from any year of CreatAthon. It just happened to turn out that they are companies Jay supported 50 years ago.” This year’s CreatAthon clients are: The Montgomery Art Guild, the American Cancer Society, The Montgomery Museum of Fine Arts, First United Methodist Church of Montgomery, Alabama Council of the American Institute of Architects—Montgomery Chapter, the Montgomery Business Committee for the Arts and Landmarks Foundation.
One of the biggest success stories from LWT’s participation in CreatAhon came in 2008 with FootPrints Ministry. FootPrints Ministry is a local organization that assists families who’ve had babies admitted to Neonatal Intensive Care units. They create and distribute gift bags to parents that include everything from Bibles to gift cards and travel necessities. Our experience with LWT during CreatAthon was absolutely amazing,” said FootPrints founder Kim Wilson. “FootPrints was a fairly new non-profit that didn’t have a logo or an identity, and LWT walked us through the process of creating an identity for this ministry. They created a whole marketing package that included a logo, letterhead, business cards, brochure, car magnets and labels for our gift bags.” After receiving LWT’s assistance in 2008, Wilson has been able to share her materials with people across the country interested in promoting FootPrints’ mission.
LWT’s philanthropic commitment extends beyond those clients selected for CreatAthon each year. Both Allred and Leonard sit on boards of charitable organizations, and they encourage their employees’ involvement by offering one paid day each year, in addition to vacation and sick leave, to work with local charities and non-profit organizations.
LWT hasn’t reached its current position as one of the premier marketing firms in Alabama by charitable work alone. Fully embracing convergence marketing—the balance of interactive, social and traditional marketing—has set LWT apart as one of the few truly integrated firms in the region, and proven a wise move in their bid for continued success. Fifty years of continued service is no small achievement in the marketing industry, and LWT’s countless awards stand as a testament to the company’s dedication to excellence in their work, and their commitment to their clients. Allred is keenly aware of LWT’s countless accolades, but he feels the continued success of clients is the company’s greatest accomplishment. “Without their success, we wouldn’t succeed,” he said. “We wouldn’t be able to contribute as much to the community. We always want to dedicate our awards to our clients, because without them, there is no LWT.”
Both Leonard and Allred have high hopes for the future of the company and are keen on navigating LWT through the twenty-first century and all of the changes undoubtedly lurking around the corner. “In the future, we want to continue to innovate and acknowledge the trends,” said Leonard. “Depending on what is happening in the world and the way people communicate, we’ll be open to reinventing ourselves. It’s all about doing what’s right for our clients.”
With capable leadership and an enduring client-first business mentality, it’s not unlikely to envision LWT celebrating its centennial anniversary in 50 years time. Future principals might even honor Leonard and Allred on the occasion. After all, it only seems appropriate.
For more information on LWT or to view the company’s portfolio, visit www.lwtconnect.com.
By: Andrew McNamara
From: Montgomery Living Magazine