• by Larissa Faw , October 8, 2018

WPP’s J. Walter Thompson (JWT) is launching its own boutique agency MiNY — made-in-New-York — to specialize in beauty, fashion, luxury and lifestyle brands.

The self-described nimble approach, paired with a made-in-New-York mentality and access to the JWT network, allows the new shop to work “flexibly, fearlessly and quickly to make big ideas happen.”

And the new entity will do so by bringing in beauty bosses, fashion gurus, experts in luxury and authorities in lifestyle for each unique client initiative, per the agency.

“Creativity is at the center of everything we do, and our agency model means less red tape and more agility on the way to getting things done. We work to uncover cultural, human and brand truths and bring big ideas to life,” says Ignasi Puig, CEO, MiNY. 

Puig is a co-founder of Spain-based SCPF, which was acquired by WPP in 2000. He later developed the agency’s presence in North America.

MiNY has already begun working with Guess, Coty and Community Foundation Sonoma County on projects including product launches and nonprofit campaigns. The company will tap into JWT’s 200 offices and worldwide talent network.

"Together, we can help our clients think smarter, braver and bolder, and expertly craft campaigns that will effectively turn our brands into icons. It’s a win-win for us and our clients,” said Tamara Ingram, global CEO, JWT.